Brand Marketing Strategy

JULIE OLIVIA TUCKER

New York, NY ***** /917-***-**** / ad9kzs@r.postjobfree.com /linkedin.com/in/julie-tucke

SUMMARY AND PROFILE

CMO, BRAND MARKETING /STRATEGY /INNOVATION /EXECUTION /BUILDER

Accomplished marketing executive with deep experience leading high-profile, global brands and making them truly successful in a cluttered and complex market. Strong focus on building brands and driving performance and acquisition through marketing. Unique ability to balance the analytical and creative aspects of the CMO role. Strengths include the ability to lead stakeholders to better solutions and provide them with the strategic rationale and confidence to make bold decisions. Approachable, hardworking and dedicated 100% to the business problems of the brand, always acting as a true servant leader.

Areas of Expertise

Integrated Marketing Development Marketing and Data Analysis Digital Transformation

Stakeholder Relations Subscription Growth/Acquisition Champion of People

Lead Generation Content Strategy Brand Strategy

PROFESSIONAL EXPERIENCE

The National Society of Leadership & Success

Chief Marketing Officer

Jan 2023 - Present

Leading overall brand strategy development, marketing innovation, and subscription growth of the NSLS. Repositioned the NSLS for growth by refocusing on our core users (Gen Z) through brand and performance marketing in a changing landscape.

Recruited and built out multi-disciplined marketing department including data analytics, consumer insights, brand strategy, digital & content strategy, performance funnel marketing and project management. Responsible for 25-person marketing team

Developed and led first ever holistic brand repositioning strategy across all consumer segments dovetailing with the 3HAG corporate strategic goals

Introduced a data-first approach to lead generation, using comes to ensure maximum ROI and campaign effectiveness drive user acquisition and membership

Led marketing innovation product development for new subscription/loyalty product. Consumer research, testing, naming and design to launch Q4 2024

The Associated Press, New York, NY

Global Vice President Marketing

2018 - 2022

Led all aspects of marketing for the 175-year-old AP which included the new brand positioning, Advancing the Power of Facts. Led AP’s digital transformation, identifying new revenue streams and increasing audience growth and engagement. Drove B2B acquisition with current and prospective customers.

Directed a global team of 20 performing B2B and B2C activities that drove new and incremental revenue with social, digital and traditional marketing mixes

Led digital transformation by modernizing the existing tech stack and leveraging external consultants to maximize opportunities. These changes increased revenue +$22M in year one. This growth continued at pace into 2022

Created the first profitable digital newsletter AP Morning Wire, which drove 1M+ subscribers in one year. Emphasis on reader subscriptions to drive revenue.

2020 saw AP brand break through into the mainstream with election coverage and brand efforts

Created market relevancy for this iconic brand as it broadens its journalistic reach worldwide

THE NEW YORK TIMES, New York, NY

Executive Director, Brand Marketing

2014 - 2018

Developed and launched the first brand campaign for The New York Times in +30 years. Organized a world-class in-house agency to drive all aspects of the business including acquisition, engagement, and retention.

Drafted the first full-year strategic plan and marketing calendar for 2017, prioritizing 3 key comes pillars and building strategic messaging and targeting around each.

Used consumer insights to drive decisions; maximize limited budgets, drive reader engagement and increase paid subscriptions.

Successfully improved the quality of the work and strategy as evidenced by the growing digital subscriber base, which broke 1MM in 2015, 1.5M+ in 2016.

Drove the cross-platform marketing campaign behind NYT VR, which won a Grand Prix at Cannes, a first for The New York Times. The integrated VR marketing campaign was also short-listed. All was accomplished with a highly limited budget and through collaboration across multiple departments within the company.

Served as a corporate brand guardian helping to draft the first-ever brand principles and guidelines and translate them into practical application across the organization.

Won the Arthur O. Sulzberger Jr. Publisher’s Award for Virtual Reality work in March 2016.

JWT NEW YORK, New York, NY

Royal Caribbean International /Mondelez International HALLS

Global Business Director

2012 - 2014

Overall remit to shore up a troubled global business on Royal Caribbean International. Led team of 10 in NY and multiple global offices.

Successfully reset the business with a 90-day turnaround plan. After 8 months, the CRR (client satisfaction score) improved from a 4.8 to an 8.5.

Secured the Royal business for JWT in new markets including China and Brazil resulting in $5-$7M in incremental global fees.

Led Halls/Mondelez partnership. Started on brand in October and by December of 2012, secured the entire digital business without pitch resulting in $500k+ of incremental revenue for JWT.

TBWA /LONDON, London, UK

Mars Twix WE/Galaxy/Skittles/Starburst/Lockets /GSK NiQuitin/Alli

Brand Leader

2009 - 2012

Strategically led all Mars brands including the Twix brand in the UK and across Europe.

Spearheaded successful defence of global Twix business by identifying a unique strategic position vis-à-vis key competitors and creating breakthrough creative work.

Successfully advocated for use of non-traditional media on Skittles by putting entire 2010 budget on Facebook, generating unprecedented levels of awareness amongst the target.

GSK CRR scores were at an all-time low; succeeded in raising score of client/agency relationship and achieving 85% of annual bonus.

ADDITIONAL EXPERIENCE

SAATCHI & SAATCHI, London, UK

Procter & Gamble - IAMS (EMEA) /Pampers (Central & Eastern Europe, Middle East and Africa)

Regional Director, Deputy Director of Operations P&G EMEA

2007 - 2009

Regional Director

2004 - 2009

MCCANN-ERICKSON, London

Cadbury Schweppes Stimorol/V6/Dirol - L’Oreal Paris Portfolio

Senior Account Director

DDB/TRACEY-LOCKE, Chicago, IL

Pepsi-Cola North America Brands

Account Director, Account Supervisor, Account Executive

EDUCATION AND OTHERS

DePaul University, Chicago, Kellstadt Graduate School of Business

Masters of Business Administration (with Distinction) in Marketing and International Business

The University of Illinois, Urbana-Champaign, College of Communications

Bachelor of Science in Advertising

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