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May 13, 2025
At 6,000 feet, mornings begin with intention. A hot cup of coffee in hand. The distant sound of waterfalls. Light slowly shifting across the ridgeline. That grounded, steady rhythm is the same one that now guides Rootcraft Strategy Co., a boutique consultancy shaped by decades of retail leadership and reimagined in the mountains.
After more than 30 years leading merchandising, product development, and strategy for nationally recognized retailers and consumer brands, founder Linda Voracek traded boardrooms and business travel for small-town trails and mountain clarity. But she didn’t walk away from the work, she transformed it.
That evolution became Rootcraft Strategy Co. (a Lmv & Co Ventures company). Rootcraft was founded on the belief that small businesses deserve big vision, and that smart growth shouldn’t require hustle-at-all-costs. At its core is a commitment to clarity, purpose, and profitability, woven with the values of place, community, and sustainability.
Today, Rootcraft partners with founders, makers, and service-based businesses across rural, tourism, and outdoor-driven economies. The work spans retail, consumer products, hospitality, and beyond—always focused on simplifying what’s messy and growing what’s possible. That might mean shaping strategy to match seasonal rhythms, building customer experiences that drive loyalty and word-of-mouth, or retooling internal operations to create more space for both profit and peace of mind.
Whether it’s supporting a first hire, opening a second location, or moving beyond duct-tape processes, Rootcraft offers more than advice, it offers partnership. Strategic, grounded, human. Business growth, but on your terms.
Linda is a retail strategist with more than three decades of experience across product, merchandising, and sales strategy. Her leadership has guided powerhouse companies like Sally Beauty Holdings, Longs Drug Stores, and Market Performance Group, supporting operations from early-stage to over $2.5 billion in annual revenue.
She also brings firsthand entrepreneurial perspective, having served as Owner and Chief Operating Officer of a hospitality and tourism business in the Sierra Nevada. That experience deepened her commitment to helping rural economies thrive and fuels her belief that business can be both profitable and deeply rooted in place.
When she’s not mapping out client strategies, you’ll find her outdoors, hiking at sunrise, walking with her pups, squeezing in a round of golf, or tucked into a great book with a strong cup of coffee. Nature, community, and connection influence not just how she lives, but how she leads.
Linda splits her time between Sierra City, California and Corinth, Texas.
Linda currently serves as President of the Sierra County Chamber of Commerce—neighbors just down the road. She’s also a member of the Truckee Chamber and a proud member of the Reno Chamber. These roles keep her connected to the small-town economies she’s passionate about supporting.
No hike, or workday, is complete without Bodie and Bandit. Bodie, a gentle 10-year-old, and Bandit, a spirited 2.5-year-old, are part trailblazers, part business break reminders. Whether leading the charge on a new path or demanding a post-hike snuggle, they keep Linda grounded and moving forward.
Picking a favorite hike is nearly impossible, but the Lakes Basin Rim Loop holds a special place in Linda’s heart. At 7,500 feet, with panoramic views of over ten alpine lakes, it’s a place of peace and perspective. And with any luck, she might pass a PCT hiker or two along the way.
