In addition to being the President and CEO for BetterPlanet Inc., Nicole also leads the creative teams at the Co op as its Director of Creative Growth & Product Management

This role leads creative strategy, creative development, creative production and creative operations. She leads an in-house performance creative function to drive bottom of the funnel execution velocity (with creatives embedded in agile squads) and owns the delivery of middle and upper funnel content and creative to support awareness, consideration, and preference for BetterPlanetCoop with customers across our Consumer, Micro-Seller, SMB and Enterprise Segments through a hybrid in-house/agency of record model. She is also responsible for owning and evolving the Co op Brand Foundations and embedding these pieces into the DNA of the total Company.

Nicole drives performance, impact and scale. She is passionate about putting world-class, breakthrough creative content into the world, while being able to deliver expanding services and channels of creative and content iteration at high velocity and with increased efficiency and impact over time.

This is a role with huge scope for impact and growth in a purpose driven, category defining business. She is helping build the next set of tools, processes and partnerships that will enable our team to execute with excellence.

Nicole uses a marketing model, where marketing is a growth lever and game changing function. And she uses this opportunity to explore the potential impact marketing has as part of the Agile Development teams.

In this role, she offers some key responsibilities:

• Accountable for delivering creative strategy, creative playbooks, and delivery of the creative and content program against the goals and priorities laid out in the Segment Marketing Plan. Drive an accountability and partnering mindset to deliver on the goals of each individual Segment and provide the reporting and cadences to optimize this partnership.

• Operationalizes an internal performance creative function with performance creative resources embedded into agile operating squads. Drive continuous improvement in the performance, velocity of execution and foster a high velocity experimentation culture with the team.

• Leads the commercial partnership with a Global Agency of Record. Create accountabilities, build cadences, create operational excellence to drive more impact and efficiency of creative spend through this partnership.

• Owns and evolves the Co op Brand Foundations and put in place the training, communication, enablement tools and ways of working to embed these as part of the DNA of the Enterprise

• Defines and communicates new benchmarks in creative excellence and provides the inspiration, mentoring, processes, and training to develop the teams to continually meet and jump over these benchmarks

• Leads Social Channels and Social Channel Marketing. Drives increased reach and customer engagement through Social Channels

• Leads the development of new capabilities in always on content creation through Influencers, Creators, Customer-led content and creatives. Supports each segment with a content program that meets the needs and opportunities of the segment goals. Partners with Compliance, Legal and Sourcing to drive effective risk management and execution velocity. Partners effectively with our Comms team to seamlessly connect Content development for customers and content development targeting media and key stakeholders within our eco-system.

• Leads Creative Operations to increase the efficiency of creative production over time and to increase the velocity of execution. Drives transparency and measurement of the cost of development and production and drives innovation in delivery through automation, partnerships and integration of AI practices.

• Leads the Creative Team through outstanding leadership and strong management against OKRs. Creates a learning and feedback culture, builds development and growth plans with each team member.

• Provides thought leadership and innovation roadmap for creative capabilities, creatives activations, brand moments, creative measurement, platform experimentation and AI assisted creative development

In this role, she offers some key competencies:

• Expertise across the Media Lifecycle; Strategy, Planning, Buying, Delivery and Optimization

• Agile practices and experimentation: Check our her most recent article, “Stop Doing Agile to Be Agile”

• Deeply analytical with strong financial acumen

• Strong written and verbal communication skills

• Partnering mindset and orientation

• Situational Leadership; knowing when to empower and when to direct

• Goal setting, goal accountability and delivery

• Team leadership and management

• High attention to detail

• Creative Leadership | Creative Strategy, Creative Development, Creative Production

• Performance Creative Leadership

• Experimentation and Growth Creative Practices

• Brand Management

• Content creation and management

• Social Marketing and Social Creative

• Creative Operations

• Client Services

• Proven team transformation experience in hiring, retaining and coaching a team for peak performance

• Experience in building and transforming a creative function

• Payments, Financial Services