Nicole HOLZBERG

Sr. Manager, Brand Marketing | SWEETGREEN

Nicole is a lover of coming of age in LA stories, dinner parties with friends (+ friends of friends), swimming in the ocean all year long, pursuing self growth, and cereal.  Originating from the East Coast, followed by school at the University of Michigan, she lived in NYC for 5 years immersed in the health + wellness world of marketing at Equinox. Eventually she made an impromptu move to LA in 2017 to pursue the unknown. She now oversees the Retail Marketing at sweetgreen which involves new opening/expansion strategy and the 4 wall experience + future innovations. 

questionnaire

1.)     What was your very first job?
Compiling RFPs for a tax accounting software (yuck!) It did teach me about Corporate America and the importance of pursuing a brand/company that I personally connect to

2.)     Please describe, in your own words, what your job is and what work it entails. 
As Head of Retail Marketing I oversee the marketing strategy for sweetgreen's expansion into new and existing markets. I work with real estate, design, insights, ops, culinary and creative to make sure the locations we open connect to the communities we're pursuing while balancing a line between scalability/moving efficiently and grassroots, personalization.  I also work with our existing footprint to ensure all marketing touchpoints, campaigns and launches come to life across 100+ stores, while pursuing future innovations that will affect this experience.

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there train of events that brought you to where you are today? 
A bad job led to a better job led to discovering my personal passion for brand. The work I do requires a variance of creativity,  from creating process + project management to thinking about the scalable future of this team, and everything in between.

4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I stay connected through insights trades, daily newsletters and informational conversations with others in different industries

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? Our 360-degree launch in Houston was the first execution of a new strategy I worked on proving successful. When you create a strategy/framework from scratch, there's always questions if it's going to work. So to see the fruits of that labor pay off has set the stage for our expansion strategy moving forward.

6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most be interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, etc) 
I rely on social + experiential as the standard for my work, in addition to other traditional channels, but curious to know the future of VR/AI in the creative space

7.)     What's the biggest risk you've ever taken? Quitting my job and moving to LA where I had no friends and family to get me started. This experience is the single most rewarding risk I've ever done and proved to myself I could do "it," and am better for it. 

jury

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