You can love an ad and still not buy the product
…ask anyone who’s ever laughed at a commercial and kept scrolling. I’m Nicole👋 I write words and lead teams to bridge the gap between creative intuition and growth performance. Where brand story meets real metrics. I help places embrace emerging tech without losing their human spark, crafting stories that capture attention, move at scale, and drive real impact.
Currently: Assoc Creative Director, Copy @Quicken. Previously: Instacart, Headspace, & Disney
Work that worked
Quicken
Associate Creative Director
Taking a legacy finance brand and making modern, human-feeling creative meant moving beyond features into clear, actionable direction. By learning about customer needs and stress-testing distinct brand expressions, the strategic framework collapsed product complexity into high-performing, full-funnel creative. The result was a creative architecture with a clear, ownable position that directly answers the category's primary unmet need: guiding users on what to do with their money next.
Instacart
Copy Lead, CRM & Growth
I built data-driven CRM strategies that scaled brands and accelerated business growth. At Instacart, I specialized in high-impact lifecycle marketing, revamping our email framework to boost CTR by 102%, lifting same-day order rates by 6%, and engineering a refined CRM roadmap that drove a 62% YoY increase in iGTV.
Balancing macro strategy with massive creative output, I oversaw the execution of 168+ projects and 1,600+ static assets per half while spearheading tentpole initiatives like our Pet Month campaign, which grew category sales by 25% YoY. Equal parts creative storyteller and operational innovator, I helped launch Instacart’s enterprise business platform and pioneered our internal AI integration and prompt engineering initiatives using ChatGPT and Gemini.
Headspace
Creative lead
In a highly competitive creative arena, over 15 teams were tasked with pitching a breakthrough conceptual direction for Headspace. The mandate was to cut through the noise of the crowded mental wellness market and deliver a narrative that felt both deeply personal and universally accessible.
Other things I’ve made:
BetterUp Rebrand
Therapy Notebooks
Dolby
Want to make something that grows? For creative leadership, a copy lead, or why the Oxford comma just makes sense, say hi at cassese1@gmail.com.
The Oxford comma, in fact, makes a lot of sense.
