Nicole led the creation of the company’s first ambassador program for digital creators, focused on driving adoption of Sony Alpha mirrorless cameras among Gen Z and millennial content creators. She built the program from the ground up, identifying and onboarding top YouTubers, filmmakers, and photographers, crafting long-term partnership models, and leading campaign planning across product launches and experiential events like Sony Kando Trip and Sony Camera Camp.

Working cross-functionally with product, PR, and retail teams, she turned creator partnerships into a sustained engine for awareness, education, and advocacy. This program became a key driver in Sony’s rise to the #1 market share position in mirrorless cameras, scaling to over 100 active ambassadors and generating millions of organic impressions per campaign.

At Sony, Nicole transformed the brand’s previously one-off influencer efforts into a full-scale strategic program for the Audio division, encompassing product seeding, paid partnerships, and the launch of Sony’s first-ever audio ambassador program. She introduced a structured approach that activated creators across music, gaming, fitness, and tech, building long-term relationships with over 20 official Audio Ambassadors while developing a consistent pipeline of content and campaign support.

Nicole also led the development and execution of Sony Summer House, the brand’s first 3-day experiential activation for audio, overseeing programming, creator casting and invites, and on-site execution to bring the strategy to life. Her work helped reestablish Sony Audio as a culturally relevant brand among younger consumers and drove over 200M+ annual organic views across influencer content.

At HeyGen, Nicole has built and executed an always-on influencer strategy to position the AI video creation platform as a category leader in a fast-moving and competitive space. She developed the program from the ground up, including creator identification, relationship building, and onboarding for early access and product testing. The strategy centered around consistent monthly activations across Instagram, TikTok, and YouTube, supporting both creator-led awareness and content for HeyGen’s owned channels through a cohesive collab-posting strategy.

By partnering with creators in marketing, content, and tech, she helped drive tutorials, product storytelling, and viral moments that steadily gained traction. In the first three months alone, the program generated over 4+ million organic views, produced 80+ pieces of content, and helped establish HeyGen as a go-to tool for creators and marketers scaling video content with AI.