At Thistle, a direct-to-consumer, subscription-based food company, Nicole led growth strategy and execution across paid media and lifecycle channels during a critical scaling phase of the business. She owned acquisition performance end-to-end, partnering closely with leadership to align growth targets with unit economics, operational constraints, and supply planning.

Nicole rebuilt Thistle’s performance foundation by tightening attribution, restructuring campaign architecture, and introducing a more rigorous testing and forecasting framework. She worked cross-functionally with creative, product, and operations teams to improve funnel efficiency—from first touch through subscription conversion and retention—ensuring growth initiatives translated into sustainable revenue, not just top-line volume.

Through disciplined experimentation and data-driven optimization, Nicole helped Thistle unlock more predictable acquisition, clearer visibility into CAC and LTV, and stronger alignment between marketing spend and downstream fulfillment. Her work enabled the team to scale with confidence while maintaining operational and financial discipline.