Laurie A. Tucker

Co-Founder and Chief Strategy Officer

LAT Website HeadshotLaurie Tucker worked 35 years at FedEx and served as a primary champion of the brand and customer loyalty, positioning FedEx as one of the most respected and valued brands in the world. As senior vice president of corporate marketing, she was responsible for all aspects of customer marketing, retail and FedEx Office marketing, and global brand management. Through her leadership, FedEx was consistently ranked on FORTUNE magazine’s “World’s Most Admired Companies” list and Millward Brown Optimor’s “100 Most Valuable Global Brands.”

Tucker successfully led FedEx through rebranding initiatives and critical go-to-market strategies, including positioning the company as a powerhouse in e-commerce through automation and online solutions. Through her leadership, FedEx produced award-winning advertising and secured prestigious sports sponsorships that effectively reinforced the reliability, speed, and global reach that characterizes the company.

A passionate advocate of personal development, Laurie applied inspired leadership, innovation, and analytics to create outstanding results in corporate programming and team performance.

During her career, she held leadership positions in customer service, finance, IT, and marketing. In 2009 and 2011, PINK magazine recognized Laurie as one of the “Top Women in Business.” She was the recipient of the Women’s Project of New York’s “Woman of Achievement” award, and has been ranked on BtoB magazine’s “Best Marketer” and “Who’s Who in BtoB” for seven straight years.

Laurie is now sharing her vast marketing knowledge and proven business acumen with organizations through Calade Partners. Laurie and her business partners are diagnosing issues that inhibit ROI, discovering new strategies to ignite business growth, providing practical and tested solutions, and designing new experiences to delight customers. In this new role, she is responsible for advising organizations on their core purpose, branding, marketing mix, customer experience, measurement systems, customer interface technology, and organizational design.

Laurie currently serves on the board of directors for Alliance Data Systems, Regional One Health Extended Care Hospital and the University of Memphis Board of Visitors.  She is also the Executive Director of the Economic Club of Memphis and CEO of startup, Local Soul (

A native of Memphis, Laurie earned a BBA in Accounting and an MBA in Finance from the University of Memphis.