NicoleIrmo.

Marketing LeaderBarrington, IllinoisBrand · Storytelling · Growth

Marketing executive who turns brand positioning into commercial results, and builds the teams that sustain it.

Portrait of Nicole Irmo in a pink blazer

Story sells.

Every brand already has a good story. Most just bury it under jargon, fine print and stock photos.

Uncover the brand. Build the team. Hit the gas.

Great marketing is truth x hope.

The truth about what a product really does, and the hope of what life looks like with it, bundled into a story people can connect to.

My passion is finding that story and figuring out where it should be told and who should tell it. Sometimes that's a TV spot. Sometimes it's a customer brave enough to share their own. Then I build the team and systems that keep telling it.

A translucent pink glass megaphone on a white surface

01

Brand

Position it. Then say it everywhere.

BuiltBrand voice, messaging and funnel-stage standards that turned a 20-year-old product catalog into a brand with something to say.
ScaledContent to 40+ pieces a month, up from ad hoc requests, plus long-form authority hubs and ebooks.
LaunchedThe company's first ambassador, creator and customer hero club programs, in a highly stigmatized category where customers almost never speak up publicly.

Nine white figures in a group, the one at the front in translucent pink glass

02

Team

Build the org that owns the plan.

FindHired 7 of the 9 people on the team and promoted three. One voluntary departure in three and a half years.
DevelopEvery person has a written annual strategy with KPIs they own. Everyone from graphics to content to web dev joins QBR where they present their own measured results and learnings.
ExpandConsolidated marketing and ecommerce, once two separate teams, into one team under my leadership. That closed the gap between creative and development and drives faster omnichannel results.

White blocks rising like a bar chart with a translucent pink arrow above them

03

Growth

Turn attention into dollars and loyalty into advocacy.

Record settingDirect channel up 12.5%, back to double-digit growth for the first time in six years. Then the first $3M sales month.
Owned69% of attributed web revenue comes from owned channels, and organic search drives 2.3× the revenue of paid search.
ExperimentalThe company's first linear TV and CTV pilot: $150K at a sub-$3 average CPM. (Yes, TV.)

By the numbers.

A story only matters if it moves the numbers. Here's the proof. See more results →

Grew company revenue 53% in under three years.

Ten consecutive quarters of growth, including 32% in 2025.

DTC ecommerce · 2023 to present

Grew organic search 32% while the industry dropped 2.5%.

A record 38,097 monthly sessions. Organic search now drives 2.3× the revenue of paid search.

DTC ecommerce · 2023 to present

Became the most-cited brand in the category across AI search.

Got in early on generative engine optimization and started tracking LLM visibility before most brands knew it was a thing.

DTC ecommerce · 2023 to present

Built a team, then helped them grow.

Hired (7)Inherited (2)▲ Promoted (3)

One voluntary departure in three and a half years. Two functions, marketing and ecommerce, brought together as one team mid-year.

DTC ecommerce · 2023 to present

10consecutive quarters of growth+32%organic search, industry −2.5%15.3%blog conversion, from 3.1%+144%social engagement69%of web revenue from owned channels2.3×organic revenue vs paid<$3CPM on first CTV and linear TV pilot$3Mfirst $3M sales month$10M+YoY ecommerce growth in FY20263design awards, 2022 and 2023

A typewriter with 'What's your story?' typed on the page

Point of view

Every brand has a story. Most never get told well. I build the ones that sell, and the teams and systems that keep them selling after the launch is over.

Today I lead marketing and ecommerce for a direct-to-consumer medical supply brand. More about how I work.

Selected work.

Six of thirteen. Browse them all.

DTC medical supply brandFull story

DTC medical supply brand

Built the owned channels behind 69% of web revenue

GrowthEmailSearch

69%of attributed web revenue from owned channels · 2.3× organic search revenue vs. paid

Email, SMS, organic search and content now carry most of the web business.

DTC medical supply brand

Tested the company's first linear TV and CTV

MediaBroadcastPaid media

<$3average CPM on the pilot program

Built the case for two years, vetted the vendors and ran the pilot for brand awareness.

Scroll to explore

Recommendations

One of those rare leaders who could do every creative function herself, yet was smart enough to know when to lead, delegate, and develop the people around her.

Amy Vestal, RN · Founder & CRO · Cross-functional colleague

"She never missed." As her direct manager, I counted on [Nicole] to hit timelines and objectives.

Rick WaltersFormer manager · Managed Nicole directly

An integral component to our division's success … her ability to cross functionally help a team in any facet needed.

Tim WalkerSenior sales & engagement leader · Colleague of 4+ years

She always exceeded expectations; creating promotional literature, digital content and support usually quicker than expected.

Brenda JamesSales professional · Same team

Nicole is a powerhouse. She collaborates within all of the departments to fully understand a project's objective and drives each one to a successful outcome.

Ashleigh BristerOperations & data strategist · Same team

One of those people that everyone wants on their team and in their organization. A strategic, creative marketer who has continued to be a valuable thought partner for me.

Elizabeth BoulosCPG professional · Same team

Creative, proactive, and aggressive in finding solutions to challenges and problems. Her efforts prove invaluable in keeping our team productive.

Scott S.Consulting client

Her work positions sales teams to successfully generate revenue and any company would be fortunate to have her on their team.

Sandra DiVitoRetired Vice President of Sales · Senior colleague

A passionate and inspirational leader providing a spirit of collaboration, guidance, and support to help her team achieve its best results.

Carlo DiciollaNational Accounts Sales Manager · Same team

What's your story?

Let's talk.

Always up for a conversation about networking, marketing leadership, brand, advisory work, mentoring, panels and speaking.

Start a conversation

Brand strategyStorytellingTeam buildingEcommerce growthGenerative engine optimizationCommunityCTV

NicoleIrmo.

Story sells.

Brand

Team

Growth

By the numbers.

Grew company revenue 53% in under three years.

Grew organic search 32% while the industry dropped 2.5%.

Became the most-cited brand in the category across AI search.

Built a team, then helped them grow.

Point of view

Selected work.

Rebuilt a 20-year-old product catalog as a real brand

Became the most-cited brand in the category across AI search

Built a marketing function from website support up

Built community in a category where customers rarely speak up

Built the owned channels behind 69% of web revenue

Tested the company's first linear TV and CTV

Recommendations

Let's talk.

Grew company revenue 53% in under three years

Became the most-cited brand in the category across AI search

Grew organic search 32% while the industry dropped 2.5%

Built a team, then helped them grow

Grew blog conversion from 3.1% to 15.3%

Earned 69% of attributed web revenue through owned channels

Brought social in-house and grew engagement 144%

Put paid media and TV to work

Scaled content to 40+ pieces a month

Brought the direct channel back to double digits

Captured 500 customer stories

Drove 2,800% ROAS with direct mail

Built the company's first integrated marketing strategy

Design recognition

Site

Work by discipline

Elsewhere