I’M NICOLE
HEY THERE,
It all started with a love of shopping and a merchandising internship in NYC.
Just a small-town Southern girl with big dreams, I thought fashion would be my world—until I got the chance to design marketing collateral for a luxury jewelry brand and my love affair with marketing began.
I’m passionate about unraveling the intricacies of why consumers buy and how brands can craft stories that resonate.
At the heart of every purchase is a blend of logic, emotion, and identity—a combination that reveals so much about us as consumers and individuals. I explore what drives us to choose certain products, support specific brands, and share our experiences with others. For me, understanding consumer behavior is about connecting the dots between these choices and the values that guide them.
Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don’t just sell—they connect, inspire, and create memorable experiences that feel deeply personal.
Helping brands truly understand their consumers and equipping them with the knowledge to connect in a meaningful way—that’s what lights me up. I thrive on educating brands about the motivations and values that drive their customers, uncovering the 'why' behind each choice. For me, marketing is more than selling; it’s about empowering brands with insights that foster trust, relevance, and authenticity.
I’m passionate about breaking down complex consumer behavior into actionable strategies that firms can use to build real connections with their audience. From the latest trends in social commerce to the subtle cues that influence buying decisions, I love teaching how to navigate the ever-evolving landscape of consumer expectations.
The Primer
Educational Basics and The Things You'd Find on LinkedIn
Education
basics
Auburn University
BA - English Literature
MBA - Marketing & Supply Chain
War Eagle!
Favorite Tradition: Eagle Flight & Toomers Corner
EDUCATION
terminal
University of South Alabama
PhD - Marketing
Dissertation: The Impact of Marketing Mix on Unplanned Purchasing and Cart Abandonment in Social Commerce: An SOR Approach
Chair: Joe F. Hair, PhD
Research
interest
My research interests encompass social sustainability, the evolving landscape of social commerce, and the role of customer value in shaping purchasing decisions. I explore impulse and unplanned buying behaviors, the impact of gender orientation on consumer choices, and retail strategy, with a particular focus on female consumer behavior.
PROFESSIONAL
memberships
American Marketing Association, Academy of Marketing Science
PrOJECTS
in the works
From national panels to hometown parades, here’s a snapshot of what I’m currently working on:
American Marketing Association Foresight Panel
Contributing to the AMA’s 2025 Foresight Panel, where I collaborate with fellow marketing leaders to identify, analyze, and interpret trends shaping the future of our industry.
Dinner at Dad’s x Remote Area Medical (RAM)
Leading corporate sponsorship development and event marketing strategy for a two-day health clinic offering free medical, dental, and vision care to residents across Northwest Florida.
Main Street Crestview Association
As Marketing Chair and Secretary, I lead strategic marketing and communication efforts to support downtown revitalization through brand development and storytelling. I also serve as Pop-Up Event Coordinator, curating and executing creative activations and community events that drive foot traffic and support local businesses.
Crestview Mardi Gras
As Marketing Chair, I oversee full-scale marketing for this city-wide celebration—including website development, brand identity, social media management, and all marketing collateral—to build community pride and drive attendance.
Triple B BBQ Festival
Managing marketing and corporate sponsorship development for one of our region’s largest community events. I direct brand strategy, lead promotional efforts, and cultivate partnerships to increase visibility and impact.
Fun Fact: Most days, I go from teaching consumer behavior to collecting eggs and checking on my bees. My farm is home to chickens, a buzzing apiary, a thriving veggie garden, a fruit orchard, and over 100 rose bushes—because I believe in growing what you love (on the ground and online).
Keeping It Real, Straight to Your Inbox
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If you’re curious about what makes shoppers tick, love a good branding story, and don’t mind the occasional peek at my favorite chickens or a few lifestyle gems, welcome! You’re in good company.
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