My degree was in supply chain — point A to point B, the right inputs at the right time, measurable output at every stage. Two days into my first internship at a behemoth consumer products company, I'd already started looking for a way out. I ran toward marketing automation instead. Turned out to be the same problem, just applied to pipeline. The cubicles are long behind me. The flowchart brain came with me.
No flight plan. I navigated as I went.
Not a career change — a change of inputs.
Almost became a supply chain analyst. Two days into a cubicle under fluorescent light, I ran the other direction. Marketing automation turned out to be the same flowchart brain applied to leads instead of widgets — inputs in, leads out, measurable at every stage.
A two-week scramble became global ownership.
Started as a field marketer. Within two weeks, both Eloqua subject-matter experts had left the company. I still had campaigns to run — so I figured it out. What started as a scramble turned into ownership of global marketing automation, and eventually the largest tech migration I'd manage: Eloqua to HubSpot, globally.
Got fluent in the plumbing, not just the campaigns.
Bessemer, Foundry Group, and Techstars-backed cybersecurity company. Joined at Series B and stayed through Series C. Became fluent in the systems layer — the data plumbing, the attribution, the infrastructure that determines whether demand gen actually works.
From running the system to owning the number.
PE-backed digital audio company. Promoted while expanding from ops and automation into owning all of demand gen. Back-to-back years of exceeding stretch targets.
First marketing hire — the whole function, built from zero.
YC, Bessemer, Draper, and Amex Ventures-backed fintech. Built the entire demand gen function from scratch — strategy, stack, channels, and team. Six weeks in, we launched on Product Hunt: #1 Product of the Day, later #1 Fintech Product of the Year.
Enterprise motion inside an SMB company, built from a standing start.
BILL was built for SMB. The enterprise product was almost a different company hiding inside the same one — no playbook, no pipeline history, no team. I defined the 10,000-account ICP universe, stood up the ABM infrastructure, and built the content program from nothing — every campaign a live test, because nobody at that end of the market had heard of us yet.
I'm building at the intersection of demand gen and AI — rethinking workflows at the program level, not just the tool level. The work I'm most excited about hasn't been built yet. If that sounds like something you're working on, I'd like to talk.
Let's talk →I'm most at home experimenting in the kitchen, on a trail, or elbows-deep in a home improvement project questioning my life choices. I collect hobbies like infinity stones—currently focused on gardening and woodworking, which at minimum is good practice for managing ambitious timelines with incomplete information.
Home base is Richmond, VA with my husband Brandon, two very cute kids, and a lovable (if slightly neurotic) golden retriever-mix named Bowie.
"I've never met a problem that's not Nicole-shaped."
I've built demand gen at every budget level — from $1K to over $1M. That range matters: it means I'm not going to show up with an enterprise playbook for a seed-stage company, or undersell what's possible for a company that has real resources to deploy. I've built from zero enough times to know what's worth doing at your stage — and what isn't.