With clients anchored across the country, we need the right talent to maintain momentum and continue growth. When it comes to building strong client relationships, providing strategic direction and seeing activations through, Nicole is the first to jump on a plane to make stuff happen – and she has the air miles to prove it. We caught up with Nicole for this edition of Switched On.

How long have you been with Switch?

Almost 2 years; I started in February 2013.

Current clients/projects?

As Director – Strategic Planning + Business Development, really everything is on my radar – from new clients to established programs. Specifically, I’m doing a lot of work with NASCAR and Target at the moment.

How did you first get involved in this industry?

Writing and communications has always been a passion of mine. When I was out and interviewing for copywriting positions, a very wise man (and my boss at my first agency) told me he really saw a future for me in account management. I joined that 10-person agency (shout out to Advertising Savants!) and have grown in account management and brand strategy ever since.

What about your personal background (education, hobbies, interests) helps to inspire/enhance your professional life?

Well, I like to win. : ) That’s very important for anyone in new business. But I really believe it’s a natural curiosity. I always want to know why, to discover the reason behind the reason behind the reason. One of my favorite quotes from Dorothy Parker – “The cure for boredom is curiosity. There is no cure for curiosity.” Thankfully I’m in a business where I get to satisfy that curiosity on a daily basis.

Is there any project in particular you would consider a “breakthrough?”

I loved, loved, loved working on NASCAR Sprint Cup Series Champion’s Week. Great client, great sport, fantastic team and venue, wonderful activation. It’s a project that, to me, really fulfilled Switch’s key value proposition – we can make big things happen cohesively, consistently and efficiently. 2014 case study coming soon, and very much looking forward to Champion’s Week 2015!

What are the current challenges you’re facing in the industry today?

I’m lucky to be in a position where I’m making data actionable, both for existing clients and finding new partnerships that are a great fit for Switch. But the amount of data available, the sheer weight of what you can know, what you can discover, can be crippling. Making data work is really about drawing a line in the sand and determining what to build your campaign and activation around vs. being caught in a swirl of metrics that lead to muddled messaging.

“Curious” for more from Nicole? Send her a note at NicoleP@theswitch.us