San Jose State University

Strategic Marketing Lead with experience in  Fortune 50 companies, startups, and nonprofits.

BeNomad

US Country Manager

Self-employed

Senior Consultant

Kreye is about creating stories for brands that reflect the key attributes of those products or services that make them indispensable.  Experienced in both B2C, B2B positioning, strategic planning, customer acquisition marketing, programmatic advertising, geo-targeting, and growth hacking.  I have depth and breadth of successful experiences with traditional package goods, internet web services, the Internet of Things (IoT), software, wine, beer, coffee, and spirits.  

Services include business model ideation, naming, trademark registration, consumer and trade research, long-term strategic planning and annual planning. Once up and running, I can put together agile processes, programmatic advertising, qualitative and quantitive measures to ensure ongoing improvements return on investments and lower a lower cost per acquisition.  Also highly skilled and experienced in human resource acquisition and training for marketing departments.  

Experience with Fortune 50 companies, mid-sized firms, and start-ups.  

Email - nicolastucker_Linkedin@yahoo.com

Kreye Inc.

Marketing Consultant 

•	Created, defined, tested and launched a new internet of things (IOT) business model that lowers the costs for ink while ensuring that customers never run out. The program dramatically increased satisfaction and usage with Hewlett Packard printers while maintaining and growing revenue and profits for HP and their retail partners. 
•	Established HP Instant Ink as one of the fastest growing paid web services in the history of the internet with over one million paid subscribers in less than two years, more than 90% retention and it improved the Net Promoter (NPS) printer score from 26 to 56.
•	Managed a range of job duties including business model development, consumer insights validation, cross-organizational collaborations for global marketing strategy, legal, and the customization of service in new markets. Included arbitration and alignment with internal stakeholders and retail partners. 
•	Led Product Marketing teams to deliver functionality & customer experience.

Hewlett Packard Inc.

HP Instant Ink -Worldwide Product & Marketing Lead

•	Drove Underdog Wine Merchants to become a top 10 wine importer by volume within the first three years.
•	Developed Cupcake Vineyards into the fastest growing winery to sell 1million cases in just under two years. 
•	Quintupled a portfolio of five brands to over twenty-five brands and 100 SKUs for Underdog Wine Merchants. 
•	Launched over a dozen new wine brands and strategically positioning them in markets for maximum growth and profitability.
•	Led and mentored a team of five internal/external marketing specialists. 
•	Leveraged a small budget of approximately $7 million annually to achieve successful new product launches. 
•	Directed the launch of Cupcake Vineyards while increasing product offerings from 3 to 14 varieties. 
•	Created and developed the “Underdog Wine Bar” to serve as an immersive brand experience.  
•	Expanded the Big House brand with three new varieties and launched Big House box wine which resulted in 30% increase in sales.

The Wine Group

Underdog Wine Merchants Director of Marketing

• Reversed negative sales and margin trend, leading company marketing operations with new management & marketing plans that improved staff performance and generated continuous revenue growth of 14% in 2005 and 15% in 2006 in licensed branded cafes. Created & launched "Javaganda," a monthly promotional kit that was adopted worldwide and paid for by operators while increasing quality, and consistency by 90%.  
• Repositioned the brand, developed ongoing programming and physically remodeled cafes to create excitement and continuity across the 2,400 licensed branded locations worldwide. 
• Recruited, mentored, and managed and a team of nine employees with an annual budget of over $4 million. 
• Designed and led research and new product development, marketing, training, and quality control, teams.

Java City

Vice President of Marketing

•	Created a program for the flagship wine offering, Le Cigar Volant ($40 SRP), leading to an increase in sales of 68% within the first year.
•	Doubled annual winery sales from all channels in twenty-four months.  
•	Garnered over 350 Million positive public relations impressions for the Stelvin Screw Cap Initiative.
•	Directed a team of 5 marketing professionals while creating and implement all marketing initiatives including National and International distributor sales programs and direct to consumer sales through our tasting rooms and wine clubs. 
• Developed strategic long-term marketing strategy and annual plans to optimize our efforts selling the portfolio which included 36 varieties of wine. Leveraged the conversion of 100% of our stoppers to the Stelvin screw cap to garner na-tional press, sales and support for the brand with gatekeepers and the public at large.   
• Ideated and executed a portfolio brochure hung from the over 5 million Big House wine bottles that were sold through the distribution channel to expand awareness of the portfolio with distributors, retailers, and consumers.
• Managed the annual project budget of $1 million, implementing strict budget controls and expenditure approval systems to control project costs. 
• Converted all the company’s stoppers to screw caps, executing the workflows of the project and reaching completion within 18 months while launching national PR campaigns that garnered approval for premium wines finished with a screw cap.

Bonny Doon Vineyard

Director of Marketing

Responsible for working with clients to assess their goals and develop long-term strategic plans. Defined internal and external research and led exercises to position or repositioning current brands among their competitive set.  Once completed, collaborated and developed actionable annual plans covering all mediums of communication which included ATL/BTL/ Digital, Social, Mobile, and Viral and programming.  Client product categories comprised of food, beverage, and technology sectors.
Managed National Event Marketing Group, creating and executing regional and national immersive promotions for the beer, wine, spirits, and technology sectors.  

Client list: NetFlix, Pam Cooking Spray, Jiffy Pop Popcorn, Gulden's Mustard, The Weather Channel, Discount Mortgages and Skyy Vodka. 
B-12 Promotions was recognized as Hot Sop by PROMO Magazine for Integrated Marketing & Technology.

B-12 Promotions / Division of MSA  (Sold to Aspen Marketing July 1999)

Vice President of of Strategic Planning

Senior Marketing Manager
•	Introduced quantitative methodologies to find the optimal messaging and visual stimulus which translated to an overall increase of adoption from 2.5% to 24% while lowering cost per acquisition and increasing lifetime value.
•	Supervised the implementation of marketing practices, growing the subscriber base to 200,000 (500% in-crease).
•	Developed and tested the brand NetFlix, its’ value proposition and messaging. 
•	Led marketing efforts which contributed to its' rise as the leading online and 3rd largest overall video rental service.  
•	Established and drove reciprocal relationships with business partners including Sony, Samsung, Toshiba, RCA, Best Buy, Monster Cable and Circuit City to coordinate marketing campaigns and measure their impact. 
• Led the company’s efforts to promote service, increasing brand awareness and subscription.
• Recruited and developed the company's marketing team.

NetFlix

Senior Marketing Manager

Managed marketing department and repositioned #2 American craft brewer to solidify its value before a merger or acquisition.   Responsible for an annual budget of 5 million dollars related to consumer and trade programming.  Developed the promotional calendar for trade and consumer events and executed all programs on time and within budget.  Sales during the final year increased by seven basis points and resulted in a successful acquisition by the Gambrinus Group.

Pete's Brewing Company (Sold to Gambrinus in 1998)

Managed the "Shooter" portfolio which included Goldschlager, Rumple Minze, and Black Haus.  Developed long-term strategy and annual plans for each product line.  Used consumer insights to ascertain the reason for the current trends in sales which resulted in a repositioning program for Goldschlager yielding a double-digit increase in sales in less than a year. Planned and administered annual budget 12 million dollars.

International Distillers & Vintners (Company Merged with Diageo)

Group Brand Manager

Managed Bass Ale brand profit performance and repositioned the brand to invigorate Bass Ale during the initial Micro-brew movement.  Created a multi-year promotional program to highlight the storied history of Bass Ale which began with, "The Voyage to the Titanic."  Partnering with Discovery Channel and Inframer, Bass Ale returned to the site of the Titanic to retrieve bottles of their beer from the sunken ship.  Ten consumers, three distributors, and one Diageo employee joined the expedition to the site of the sunken ship to witness the retrieval of the bottles.  The promotion achieved a record-breaking 24% increase in sales and was recognized as a "Brand Builder" idea from Brand Week.  
The program was developed as an "Adventure Series" with a new adventure into the history of Bass Ale every year.

Diageo

Brand Manager Bass Ale

Developed and executed national promotion calendar for Guinness draft and Guinness Extra Stout.  Oversaw the development of the "Guinness Win your own Pub" contest for two years which resulted in double-digit growth in the US.

Nicolas Tucker