As a sophomore at Syracuse University, Trace and his roommate started Brand-Yourself.com to he help students and young professionals manage their reputation and personal brands online. They did this by teaching them how to SEO for their name so they could control their Google results while utilizing social media platforms to engage potential employers and make a name for themselves. Trace graduated from the Martin J. Whitman School of Management at Syracuse University with a double major in Entrepreneurship and Marketing and a minor in Information Service Technology. Upon graduating he co-founded a PR agency with Brian and primarily worked with hi-tech startups in NYC.