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About Carvana

Carvana’s mission is to change the way people buy and sell cars. With a continued focus on its customers, technology and innovation, Carvana offers an intuitive and convenient online car buying, selling, and financing experience. Carvana is a Fortune 500 company, providing as-soon-as-next-day delivery to customers in over 300 U.S. markets.

Nicole's Bio

 

Nicole is an experienced product leader with a passion for creating meaningful and innovative experiences from smart, customer-focused products. She has extensive experience developing the strategy, tools, and content to get in front of the right customers with the right message through the right channels at the right time. As a Senior Product Manager at Carvana, she spearheads the strategy and cross-channel communication (Email, SMS, Push Notifications, etc) for every stage of the customer lifecycle. Prior to Carvana, Nicole was doing television strategy at Disney’s Freeform (formerly known as ABC Family).

Fun Facts

I’m scuba certified and would take the opportunity to live underwater if I could.
I’ve been to 27 countries (and counting!).
I run a Trader Joe's fan account on Instagram with my best friend!

Interview

When and how did you get your start in marketing?

My start in marketing began when I interned for The Coca-Cola Company in college. There I became fascinated by the power of customer segmentation and learned how different products attract different target audiences. My passion for driving business growth through strategic marketing initiatives continued after graduating from UCLA, when I joined the Disney Business Leader Rotation Program and had a six-month rotation on the Disneyland Marketing Strategy team. I was immersed in the magic of one of the world’s most beloved entertainment brands. Working alongside talented colleagues who shared my enthusiasm for delivering unforgettable experiences to customers, I gained invaluable insights into the intersection of creativity, strategy, and consumer engagement.

 

How do you stay inspired or motivated in your work?

I am highly motivated by impactful work and because of this, my team at Carvana inspires me every day! Purchasing a vehicle is a big decision, and my team supports the customer throughout their vehicle journey through all communication channels. I love how every day we are innovating and finding new ways to better support our customers.

 

What tips, tricks, or pieces of advice would give a new Iterable user?

I definitely recommend watching tutorials on Iterable Academy and Resources pages. Iterable is super intuitive and has best-in-class documentation, but these featured video tutorials offer valuable insights and inspiration.

Also, learn your data – do practice Segmentations, dive into your Messaging Insights, study User History, and create Reports to make it easy to identify when something might be off.

 

What does customer experience mean to you, and how does Iterable play a role?

Customer experience means everything to Carvana; one of our company values is “your next customer could be your mom” because we really do care about our customers that much. Similarly, Iterable treats their customers like family and we can always depend on our Customer Success Manager and Iterable team when we need help.

 

As a consumer, what brings you joy from a brand’s outreach/communication?

I love when brands have a strong brand voice and good attention to detail. If an email or SMS sounds like a personalized recommendation from a close friend, you’ve got my attention! There are so many opportunities to be playful and creative when communicating with your customers.

 

What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)

I think GPT is already a game-changer in the marketing industry and I am excited to see how more companies continue to take advantage. As personalization has become increasingly important to customer communications, I think more and more companies will be rolling out white-glove communications to customers designed to resonate and feel deeply personal.

 

What’s the best advice you’ve ever been given?

Someone once told me “if it doesn’t already exist it’s probably not a good idea” and I think this is a great truth when it comes to marketing. Not every marketing campaign needs to be groundbreaking. We can take inspiration from what may already exist and make it even better.

 

If one song could play every time you entered a meeting, what would it be?

I would love to have “Eye of the Tiger” play as my walk in song – that would be an epic start to meetings!