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
Turning team judgment into infrastructure
AI only knows what's in the prompt. I built the Context Layer, a knowledge base of our team's decisions and why we made them. Now AI writes like our team, from one source of truth.
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Designing trust into AI-generated copy
Designed rubrics and governance for evaluating AI-generated copy before it ships. Cut legal approval time from about a month to a week, and now scaling beyond my team.
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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.
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 content design leader 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. Lately my focus is AI: giving it the context it needs to write like a team, and building the checks that make its output something people can trust.
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. This year I gave a keynote at Button 2026, one of content design's leading conferences, on strategic reinvention. (Taylor Swift was involved, it made 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 (Keynote Speaker)
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.