Hi, I’m Nicole.
I build content systems for products that can't afford to be confusing, and make sure organizations actually understand what that means.
Work
PayPal+ Rewards Program
0-to-1 content strategy for a consumer loyalty program launched in the UK. Built the IA, content systems, and cross-functional frameworks that took it from concept to millions of members.
Content Governance at Scale: From Decision to Design
Built the three-layer system that connects content decisions to the strings that actually ship, so approved copy stays approved across every surface and every market.
Meta Commerce
Led content strategy for e-commerce across Facebook and Instagram, driving a 16.7% increase in buyer engagement and a 60% reduction in returns and refund claims.
These case studies are password protected. If you'd like to take a look, please get in touch.
About
I'm a Staff Content Designer with nearly a decade of experience building content systems at scale — across fintech, fitness, and social commerce. I've worked on 0-1 product launches, international expansions, and the kind of cross-functional problems that don't have obvious answers until someone decides to write them down.
My work lives at the intersection of content design and organizational infrastructure. I'm interested in what happens before the words — the governance systems that make it possible for a team of designers to stay aligned across dozens of surfaces without starting from scratch every time. The most valuable thing a content designer can do isn't always visible in the product. Sometimes it's the system that holds everything else up.
Outside of work, I organize and speak at content design events in NYC, and this fall I'm taking the stage at Button 2026, one of content design's leading conferences, with a talk about strategic reinvention. (Taylor Swift is involved. It makes sense in context.) I live in New York City with my cat Remy, have never once turned down karaoke, and read thrillers at an unreasonable pace.
Speaking
More speaking engagements to be announced.
Button 2026 — September 2026
Strategic Eras: What Taylor Swift's Reinvention Strategy Teaches Content Designers
Leadership in UX Content Design Panel — June 2025
Planned and moderated a panel of senior content design leaders from PayPal, Instacart, and Airbnb. 100+ attendees, NYC.
PayPal Experience Design Summit — November 2024
Emceed PayPal's global XD Summit. 230+ attendees across two days.