Tricia Baker

Senior Vice President

Tricia Baker is SVP of Strategy & Impact at PACE Equity.


She is an accomplished global leader with business development, marketing, strategy and consulting experience. At PACE Equity, she pursues her passion for the environment in her leadership of the Low Carbon Financing program that incentivizes developers and building owners to build green as they earn reduced rates for PACE Equity funding. She also manages marketing and strategy. She has strong experience with energy efficiency, and building technology from her time at Johnson Controls where she held several leadership roles in general management and marketing. During her tenure at JCI, she led global teams for Brand Management, Customer Engagement, Digital Solutions and Market Research. She served as the Senior Marketing Business Leader for a start-up business focused on IoT software solutions and building technology, generating over $50M in pipeline in the first year. She led Business Strategy, Market Intelligence and Business Development for a $1 billion division that sells energy efficiency retrofits to public sector clients.

Tricia has an MBA from Marquette University and a BBA from the University of Wisconsin – Madison School of Business. She has certificates in Brand and Reputation from Dartmouth’s Tuck School and Big Data and Analytics Solutions from Northwestern University. She is on the Board of Directors of CO.nxt, a Milwaukee-based ESOP. She volunteers as a content writer for the Ice Age National Scenic Trail and spends her spare time enjoying the outdoors.

Check out our National Market Leader Program if you are interested in joining our team.