WORK

GSD&M

Group Creative Director 2017-Present

Currently leading Ross Dress for Less, Food Lion, and Zales accounts, managing a cross-functional team of 20-25+, driving cultural change within the agency and the community, and pitching and winning new business ($16MM+).

Food Lion

  • Expanded agency role beyond broadcast, digital, and social to include brand activations for hunger relief initiative, Food Lion Feeds.

  • Exceeded all brand metrics, resulting in an increase in same-store sales for 24 consecutive quarters and counting with 1% of the media spend of largest competitor.

  • Restructured team to be lean and efficient, making Food Lion the most profitable account in the agency at 25%.

Jack Link’s

  • Led the repositioning of Jack Link’s from a gas station snack to a protein snack, increasing household penetration by two points and sales by 5% in the first eight months.

  • Pushed brand beyond a TV-focused approach and created and launched an integrated platform, “The Original Protein,” that delivered contextual messaging from TV to digital, down to mobile geofencing.

  • Developed first-ever brand guidelines outlining brand design and voice of brand and rolled out across key stakeholders and external partners to ensure brand consistency.

  • Outperformed key competitors, maintaining Jack Link’s position as category leader with an increase in awareness by 10%, unaided awareness by 6%, and web traffic by 62%.

  • Culminated in the largest single-day jerky order from Amazon – $30MM.

Agency Contributions

  • Created and currently leading a DE&I quarterly panel series called Elephant in the Room — making DE&I personal and actionable.

  • Founded and leading the Wom&n’s employee resource group and the Austin chapter of Omniwomen.

  • Created a new pitch process and integrated media story for GSD&M and sold to key stakeholders.

  • Developed a reorg for GSD&M’s creative department, including redefined roles and responsibilities, redefined compensation model, a rollout plan, and launch presentation.

  • Became the new business pinch-hitter, stepping in to take over pitches when extra firepower was needed.

  • Led a panel on meditation and mindfulness for the GSD&M’s annual ITMAD (Ideas That Make a Difference) Conference.

Creative Director 2013-2017

Helped create and lead the Effie-winning “At the Corner of Happy and Healthy” campaign for Walgreens, which included voice talent Tina Fey.

  • Led a cross-functional team of 10-15 in a fast paced, always-on retail environment.

  • Raised tagline awareness by 175% and brand recognition in the first six months, surpassing all retail competitors, including CVS, Walmart, and even Target, who’d been investing in their tagline for over a decade.

  • Made Walgreens the #1 flu shot retailer in the country with the Effie-winning “Get a Shot. Give a Shot” campaign, resulting in over 15 million vaccines donated to children in need.

  • Convinced Walgreens to invest $1MM to support the HIV community with our Webby-winning, interactive experience “Let’s Grow Old Together.”

Associate Creative Director 2011-2012

Helped Marshalls become the fastest growing discount retailer in the country.

  • Concepted, presented, and executed fashion-driven campaigns with comedic actress Jessica St. Clair.

  • Won out-of-scope projects for the TJX family of brands – Marshalls, T.J.Maxx, and HomeGoods.

Senior Copywriter 2008-2011

Lent my pen to L.L.Bean, Marshalls, Norwegian Cruise Line, The American Legacy Foundation, Hallmark, Kohler, and BBVA Compass.

THE RICHARDS GROUP

Copywriter 2007-2008

With the ink barely dry on my Creative Circus certificate, I dove head on into writing for Patrón Tequila, Pyrat Rum, Ultimat Vodka, Aria Resort & Casino, Red Lobster, and Advanced Auto Parts.

KUPPER PARKER COMMUNICATIONS

Copywriter 2003-2005

Pounded the pavement with an English degree and no portfolio and got hired full-time after a two-month internship. Learned how to write copy on the job for Dr. Brown’s, Imo’s Pizza, Lion’s Choice, Dignity Memorial, and FirstBank.

STUDIES

Omnicom Growth Partners Program

I was the first and only creative selected from the global Omnicom network to participate in this 18-month leadership program. I learned how to become a consultative partner to clients, write and implement business growth plans, and create real change within Omnicom and my clients’ businesses. I finished in the top of my class of 40, spoke at graduation, and used a lot more of my left brain than I’m used to.

The Creative Circus

Received a Copywriting certificate, consumed way too many Dunkin’ colossal iced coffees, and became a live rock karaoke groupie.

Washington University in St. Louis

Received a B.A. in English Literature with a focus on Victorian literature and modern poetry. Went on to name my daughter after George Eliot and my son after Virginia Woolf. (Leona Eliot and Remi Woolf in case you were wondering how mean I am).

Minored in Marketing & Italian to ensure I had practical business and wine knowledge.

Graduated Summa Cum Laude after writing and defending a thesis. Was told to go to law school. I chose advertising.

PROPS

Nicole is as strategic as the best strategists. A natural leader. And a really great writer. It’s so rare, and wonderful, to get the chance to work with someone who inspires you every single day. 

Jessica Zalaznick, Creative Director GSD&M

 

I’ve never met a brain that moves as fast and diligently as Nicole’s. She solves complicated problems with the snap of a finger then jumps right into solving the next one.

Tiff McKee, Creative Director GSD&M

 

Nicole is a FIERCE creative leader. She's a pro. A truth-teller. An accomplished craftswoman. A mentor to many. And a competitor who won't settle for anything less than awesome.

Jim Firestone, SVP Strategy Studio Lead GSD&M

 

Nicole thrives on big and complex clients that others may shy away from. She is the kind of person you want in front of your teams and in front of your clients.

Rye Clifton, Director of Experience GSD&M


COMPLETE REFERENCES AVAILABLE UPON REQUEST