CONVERSATIONS
Brand Strategy First: Nicole Desir on Building for Growth
Nancy Sheed welcomes Nicole Desir, founder of NOA Groupe, for a conversation about career pivots, entrepreneurship, and why brand strategy should guide—not follow—business growth.
Nicole shares how mentors helped her recognize strengths she had not yet identified in herself and how an unexpected path through corporate marketing eventually led her to launch her own consultancy. Today, as a brand strategist and fractional CMO, she helps founders, executives, and agencies connect their marketing decisions to larger business goals.
Key Points
- Nicole’s path to entrepreneurship was not carefully mapped out. It developed through career transitions, curiosity, and a willingness to follow new opportunities.
- Building a consultancy often requires experience and experimentation before you can clearly identify where you create the most value.
- Many companies invest in marketing execution before defining their positioning, priorities, and long-term direction.
- Brand strategy provides the foundation for stronger messaging, more focused marketing, and better business decisions.
- A fractional CMO offers senior-level strategic leadership to organizations that may not yet need—or be ready to hire—a full-time marketing executive.
- Tactical support can only go so far when a company lacks clarity about its audience, goals, and overall strategy.
Nancy and Nicole also discuss the less predictable side of professional growth: learning to adapt, recognizing when a role no longer fits, and remaining open to opportunities that were never part of the original plan.
This episode offers a practical look at how thoughtful brand leadership can help organizations move beyond disconnected marketing tactics and build for sustainable growth.
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