Nicole Selena Carter
Professional Experience
Brand Strategy Manager, Corporate Communications
Georgia Power | January 2023 - Present
Lead brand strategy team in development of comprehensive brand and digital strategy initiatives, aligning with Georgia Power’s business objectives and brand vision.
- Cost-Saving Leadership: Accelerated agency selection process, reducing timeline by over 60%. Led cross-functional team in evaluation and selection of new agency of record, and successfully negotiated favorable terms, resulting in over $600K annual cost savings for company.
- Operational Excellence: Led team in development of a Brand Strategy Operations Manual, enhancing team onboarding process and role integration.
- Brand Team Realignment: Successfully transitioned team from project management to its core discipline of brand strategy, optimizing value delivery to the company and enhancing the team’s internal reputation as SMEs.
- Data-Driven Decisions: Created executive dashboards for detailed analysis of brand campaigns. Utilized insights to deliver impactful executive presentations, and strategic decisions aligned with business objectives and customer needs.
- Communication Synergy: Team devised a dynamic communication calendar, enhancing coordination of customer messaging across channels.
- Messaging Oversight: Oversaw launch of 2023 affordability campaign, marking first-time of an in-depth campaign collaboration with newly-formed marketing organization to establish messaging hierarchy and a comprehensive full-funnel approach. Strategic initiative educated customers on energy efficiency and cost reduction.
Marketing Manager, Community & Economic Development
Georgia Power | October 2021 - January 2023
Led marketing team responsible for promoting the state of Georgia and Georgia Power to businesses looking to expand operations and bring jobs and investment to the state.
- Innovative Storytelling: Led team in the creation of a custom 270-degree, floor-to-ceiling, immersive experience, using projection mapping, for the Executive Chairman of Hyundai to convey the strengths and culture of Coastal Georgia. Hyundai selected Georgia for its new EV manufacturing plant – bringing 8,100 jobs and $5.54 billion in investment to the state.
- Integrated Marketing Expertise: Developed and executed new integrated marketing strategy. Increased web visits by 81% and web conversions by 29%.
- Digital Marketing Growth: Introduced email marketing into the channel mix resulting in a unique click to open rate of 28.4% for campaigns – compared to industry standard of 10.5%.
- Business Growth Facilitator: Launched GrowGeorgia.com, bolstering minority-owned and small business growth within the state.
- Community Engagement: Positioned team as SMEs by providing marketing coaching, presentations, and consulting to community leaders throughout the state.
Sr. Customer Engagement Marketing Analyst
Georgia Power | January 2020 - October 2021
Managed integrated marketing strategy and marketing execution for Georgia Power’s residential and commercial energy efficiency (EE) programs, EE Pilot programs, and GeorgiaPowerMarketplace.com (online e-commerce site).
- Strategy-Driven Results: Improved year-over-year clickthrough rate of digital media channels (display ads, social media, and streaming video) by over 40% through development of engaging campaigns, thoughtful content, and strategic targeting.
- Digital Optimizations: Optimized program webpages resulting in increased customer engagement and the lowest bounce rates across the EE portfolio.
- Bottom Line Results: Led marketing strategy and creative development for the income-qualified EE program. Resulted in a 21% conversion rate, contributing to the program exceeding goal and achieving 112% of its kWh savings target.
- Operational Efficiencies: Built out the cloud-based EE marketing team’s Operation Hub: marketing project management tracking, KPI dashboards, budget trackers, and content calendars. Resulted in increased efficiencies and campaign optimizations through up-to-date analytics and reporting.
Founder & Marketing Strategist
Creative Flame Media & Diversity Photos | 2014 - 2019
- Entrepreneurial Leadership: Directed a marketing firm with a focus on diversity, securing partnerships and driving growth for Fortune 500 clients. Worked with brands including Dell, Google, RSA, and VMware.
- Cross-Disciplinary Expertise: Served as lead strategist for client projects in the areas of digital marketing, branding, web design, social media, print media, videography, and photography – supporting client events as large as 42,000 attendees.
- Creative Direction: Served as Creative Director for over 100 shoots focused on capturing authentic representation of diverse people.
- Equity & Inclusion Champion: Secured partnership with Adobe and other organizations to provide $100,000 in investment to the Creative Empowerment Program – a program for photographers from underrepresented groups.
- Community Development: Recruited over 100 photographers to sign-up as contributors to diversityphotos.com.
Sales & Marketing Director
Biscardi Creative Media | 2012 - 2014
- Added over $1.2 million to sales-pipeline and increased customer-base interactions by 200%.
- Oversaw company branding and marketing communications and developed go-to-market strategies for new services.
- Analyzed industry trends and competitive landscape, and developed and implemented targeting and segmentation
- Wrote and disseminated all press releases and organized media interviews.
Previous Work Experience
Economic Development Project Manager, Gwinnett Chamber of Commerce
Program Manager, Gwinnett Chamber of Commerce
Management Trainee, Cintas Corporation
Education
Master of Business Administration, 2012
- J. Mack Robinson College of Business, Georgia State University
- Focus: Entrepreneurship
Bachelor of Business Administration, 2006
- Terry College of Business, University of Georgia
- Major: International Business and Finance
Skills
Leadership & Marketing
Strategic Planning
Brand Management
Team Building
Creative Problem-Solving
Integrated Marketing
Digital Marketing
Data-Driven Communications
Marketing Technology
Sports & Sponsorship Management
Technical Skills
Google Analytics
Adobe Analytics
Marketing Project Management Platforms: Monday, Smartsheet, Wrike, Asana
Social Media Publishing Platforms: Sprinklr, Sprout Social, Hootsuite, Sendible, Loomly
Photoshop & InDesign
Web Design
HTML
Microsoft Office
Featured Speaking Engagements
- Digital Media Licensing Association (DMLA) Conference, October 2021
- Adobe Stock Webinar Series, 2021, “Diverse Representation in Stock Imagery”
- Adobe Summit, 2019, “Creative Democracy”
- Praxis Conference (Trinidad & Tobago), 2016, Digital Marketing for a Global Audience
- Catapult You, 2015, “Marketing Tips & Tools for the Busy Business Owner”
- BronzeLens Film Festival, 2010, “Digital Gaming in the ATL”
Community Involvement & Certifications
- Board Member
The Motherhood Foundation - Member and Mentor
American Marketing Association - Member and Mentor
PEER, Georgia Power ERG - Transforming Success for Women, 2024 Cohort, Southern Company
- Listed on Inc.’s 2019: Female Founders 100
- GiANT Leadership Training
- Six Sigma, Greenbelt Certified