Nicole SelenaCarter

Professional experience

1. Brand Strategy Leader, Corporate Affairs

   Georgia Power (operating company of Southern Company)

   Jan 2023 – Present

   Lead a communications team responsible for developing and executing brand strategy, resulting in improved customer sentiment, B2B and B2C program growth and revenue, and increased stakeholder engagement.

   • Leadership. Direct a team of people managers and individual contributors in developing and executing high-visibility omnichannel brand strategies aligned with business goals and customer insights.
   • Executive-level advisor. Partner closely with senior executives, delivering actionable, data-driven insights that shape business decisions across multiple verticals.
   • GTM strategy. Develop go-to-market strategies with cross-functional teams to ensure brand alignment and the successful launch of new products, solutions and transformative initiatives.
   • Analysis & risk assessment. Lead market research and competitive analysis to inform corporate strategy — identifying consumer trends and growth opportunities, and conducting brand risk assessments to guide product-line mergers and acquisitions.
   • Budget management. Oversee a $10M annual advertising budget, allocating funds across digital, traditional, event and sponsorship channels to maximize ROI.
   • Operational excellence. Within the first eight months, generated 45% annual cost savings (over $700K) through new vendor selection and contracts, and negotiations with existing partners.

2. Marketing Manager, Community & Economic Development

   Georgia Power (operating company of Southern Company)

   Oct 2021 – Jan 2023

   Led marketers and creatives in customer-centric, multichannel strategies that positioned the business development team as industry leaders and promoted B2B professional services to domestic and international markets — driving 20% year-over-year growth in leads.

   • Performance marketing. Developed a new integrated marketing strategy. Within 12 months, increased web visits by 81% and web conversions by 29%, with email open rates 170% above the industry average.
   • Account-based marketing. Developed a content and ABM strategy that elevated the Economic Development sales team as thought leaders in target industries, increasing organic lead generation year over year.
   • Sales enablement. Led a sales enablement strategy that equipped customer-facing teams with collateral, toolkits and templates to consistently promote professional services.
   • Start-up ecosystem. Launched a new statewide program, grounded in research on the needs of minority-owned small businesses and start-ups, and expanded it from digital-only to in-person experiences connecting founders with VCs including Collab Capital, Valor Capital and Zane Capital.
   • Activations. Led innovative, immersive activations — including one for the Executive Chairman of Hyundai that supported Hyundai's selection of Georgia for its new EV plant, bringing 8,100 jobs and $5.54 billion in investment to the state.

3. Sr. Product & Program Marketing Manager

   Georgia Power (operating company of Southern Company)

   Jan 2020 – Oct 2021

   Created and led multichannel marketing strategies for a portfolio of B2C/B2B energy programs, pilots and an eCommerce website — increasing engagement and meeting or exceeding enrollment and revenue goals.

   • Program adoption. Led performance marketing for low-income customer programs, achieving a 21% conversion rate and 112% of target.
   • Strategy-driven results. Improved year-over-year CTR across display, social and streaming video by over 40% through engaging campaigns, content strategy and data-informed segment targeting.
   • Technology & strategy. Built customer segmentation and content strategies for business and consumer journeys, using marketing technology for automation, tracking, reporting and content calendars.

4. Co-Founder & Account Executive

   Creative Flame Media & Diversity Photos

   2014 – 2019

   Founded a marketing agency and managed a cross-functional team delivering diverse media assets on time and on budget for the Diversity Photos product line.

   • Account leadership. Led a nimble cross-functional team specializing in tech and energy, working with brands such as Dell, Google, RSA, VMware, AMD and Southern Company.
   • Strategic partnerships. Negotiated a pivotal partnership with Adobe Stock, driving market expansion and revenue growth and positioning Diversity Photos as a premier provider of diverse commercial content.
   • Creative direction. Creative Director for 100+ shoots; curated a repository of 200K+ licensable media assets.
   • Community development. Recruited 100+ photographers as Diversity Photos contributors.

5. Sales & Marketing Director

   Biscardi Creative Media

   2012 – 2014

   • Added over $1.2 million to the sales pipeline and increased customer-base interactions by 200%.
   • Oversaw company branding and marketing communications, and developed go-to-market strategies for new services.
   • Analyzed industry trends and the competitive landscape; developed targeting and segmentation.
   • Wrote and distributed all press releases and organized media interviews.

6. Business Development Manager, Economic Development

   Gwinnett Chamber of Commerce

   2010 – 2012

   • Business recruitment. Led business development to attract high-value companies to Gwinnett, highlighting real estate options, tax incentives and demographic insights.
   • Stakeholder engagement. Oversaw the Gwinnett Technology Council, engaging 100+ technology executives, venture capitalists, community leaders and educational institutions.
   • Deal closures. Recruited 25+ companies, including the county's largest data center, resulting in $300M+ in new investment.
   • Lead generation. Conducted 50+ annual on-site consultations with core technology employers to strengthen alliances and support the business ecosystem.

Additional experience

• Program Manager · Gwinnett Chamber of Commerce2008 – 2010
• Manager, Management Training · Cintas Corporation2006 – 2009