Nicole Whyte
translating ideas into marketing reality.
About me
Hi, I'm Nicole!
I'm an LA-based senior marketer with 9+ years of experience leading global, data-driven campaigns across talent marketplaces, e-commerce, and financial services. I specialize in leading complex cross-functional initiatives that connect brand, product, and growth — translating strategy into full-funnel impact. I'm driven by a passion for Global Integrated Marketing, Brand Marketing and Partner Growth.
I'm eager to embark on new opportunities to drive impactful marketing initiatives and unlock growth potential together! Let's connect and explore possibilities -- nicoleawhyte@gmail.com!
Professional Experience
Upwork | Brand & Integrated Marketing Manager
July 2024 - March 2026
Klarna | Senior Integrated Marketing Manager, Global Partner Campaigns
Nov 2021 - Mar 2024
Ann Inc. | Digital Marketing Assistant Manager
Oct 2019 - Dec 2020
LTK | Account Consultant
Aug 2017 - Sept 2019
Stella Valle | Marketing Associate
May 2016 - Apr 2017
Expertise
Global Marketing Solutions
Brand Marketing
B2B Marketing
Cross-functional Collaboration
Integrated Marketing
Demand Generation
Consumer Marketing
CRM (including Email, Site & App)
Budgeting & Project Planning
Partner & Co-Marketing
Project Management
Account Management
Campaign Reporting
Affiliate & Influencer Marketing
Brief Development
Paid Media
Role: Campaign Lead
SMB Brand Campaign
Overview:
To launch Upwork’s Business Plus membership offering for SMBs, we introduced the campaign “Stop Doing Everything.” Built for small and medium-sized businesses managing complex, recurring work, where Business Plus delivers meaningful capabilities. This segment represents one of Upwork’s most valuable and under penetrated opportunities: clients who hire 2.5x more frequently, post 2x more jobs, and convert 70% faster than the marketplace average.
“Stop Doing Everything” speaks directly to SMB leaders wearing many hats, from accounting and design to operations and customer service. Through this campaign Upwork’s urging leaders to take a step back and allow Upwork to do the heavy lifting. Rich Sommer, notably from Mad Men, guides SMBs from stressed to relieved thanks to Upwork’s Business Plus.
Creative Partners: Kevin Oh, Corey Waters, Stept Studios, Czech Anglo Pictures, and Internal Creative Team
Channels Involved: Product, Promotions, Legal, Paid Acquisition, Organic Social, Influencer Marketing, LCM, SEO, Customer Advocacy, Content Marketing, and Comms
Year
2025
URL
Klarna Dream Deal Days
Role: Campaign Lead
Overview:
As a flexible payments leader, Klarna prioritizes giving customers seamless access to top merchants and compelling offers - all in one place. To bring that vision to life, Klarna launched Dream Deal Days, a global shopping event designed to help consumers turn wishlist items into real purchases with exclusive deals and product drops across categories like fashion, electronics, beauty, and homeware.
Over two years, the Dream Deal Days platform evolved into a full-funnel B2B and B2C activation, yielding the following:
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340+ merchant partners offering exclusive deals tailored to their audiences
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700+ curated merchant offers featured throughout the campaigns
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A presence in 20+ regions worldwide
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1.5B+ marketing impressions globally
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1.3M+ global shoppers engaging with deals and experiences
This wide reach reflected Klarna’s ability to mobilize both merchants and consumers around a cohesive storytelling moment, helping shoppers get closer to the purchases they’ve been dreaming about while strengthening merchant performance and loyalty.
Creative Partners: Internal Creative Team
Channels Involved: Parter Success, Product, Legal, Paid Acquisition, Organic Social, Influencer Marketing, Site, App, Comms, and LCM
Year
2022 + 2023
URL
2026 Brand Photography
Role: Brand Marketing Lead
Overview:
Partnered with Upwork's internal creative team and AI photography studio, Bloom Studios, to produce a suite of hybrid human x AI still assets and b-roll clips for H1 2026. This AI centric approach allowed us to significantly increase output while keeping human creativity, judgment, and storytelling at the center. The suite of assets is built upon 8 total storylines across freelancers and businesses to target Upwork’s high priority SMB audience segment.
We started with real people and a streamlined studio shoot to capture authentic performance, movement, and perspective. Those images then became the foundation for an AI-powered process trained to reflect the Upwork brand’s lighting, composition, and overall craft helping us efficiently expand the set into fully on-brand visuals. The result: 3X the volume of a traditional shoot, without sacrificing quality or authenticity.
Creative Partners: Bloom Studios AI and Internal Creative Team
Channels Involved: Paid Acquisition, Organic Social, Content Marketing, Product, Internal Comms, External Comms, and LCM
Year
2025 + 2026
Role: Brand Marketing Lead
Online Video Campaigns
Overview:
To accelerate SMB acquisition and drive incremental marketplace volume, we partnered with Team Win Studios to develop two high-impact online video series: “Available Now” and “Creators of Work.”
Available Now highlights top-rated, vetted talent who are immediately accessible to small and medium-sized businesses. The series spotlights in-demand skill sets from AI consultants to eCommerce growth experts - reinforcing Upwork’s ability to deliver specialized expertise quickly and efficiently, without the overhead of traditional hiring.
Creators of Work features well-known YouTube entrepreneurs who run small to mid-sized businesses and actively leverage Upwork to scale smarter. Through authentic storytelling, the series positions Upwork as a long-term growth partner powering modern, flexible businesses.
Partners: Team Win Studios and Internal Creative Team
Channels Involved: Paid Acquisition, Organic Social, Influencer Marketing, and Content Marketing,
Year
2025
Role: Integrated Marketing Lead
Klarna x Reddit
Overview:
To support Klarna’s commitment to reducing carbon emissions, we partnered with Reddit’s Buy It For Life community during Earth Week 2023. The campaign spotlighted top sustainable merchants and products across key markets including the US, Sweden, and the UK, reaching high-intent shoppers already prioritizing durability and conscious consumption.
The moment also served to launch and drive adoption of Klarna’s sustainability features - including the upgraded CO2e Tracker, Circular Collections, Conscious Badges, and Give One donations - pairing purpose-led storytelling with merchant and product conversion.
Role: Partner Success Lead
A$AP Rocky Campaign
Overview:
In 2021, A$AP Rocky joined Klarna as both an investor and creative partner, stepping in as “CEO for a day” to curate exclusive style content within the app and encourage shoppers to refresh their wardrobes as the world emerged from pandemic lockdowns.
The global campaign featured A$AP Rocky across all channels, exclusive merchant offers, and curated wishlists aiming to inspire consumers to “get smoooth again” post covid by rediscovering their personal style with Klarna’s seamless shopping experience.
Role: Integrated Marketing Lead
Seasonal Campaigns
Overview:
As a leading shopping destination, Klarna saw peak consumer intent during key seasonal moments like Black Friday, Cyber Monday, Valentine’s Day, and Back to School. Each tentpole created an opportunity to capture high-intent demand and drive incremental volume. We partnered with priority merchants launching full-funnel activations including exclusive offers and curated in-app collections.
These campaigns drove seamless discovery to increase engagement and reinforce Klarna as the go-to destination for smarter holiday shopping.