Nicole Peterson

About Nicole Peterson

Seasoned marketing executive with over two decades of experience leading award-winning brand, partnership, and experiential marketing strategies across the automotive, sports, lifestyle, and entertainment industries. Currently serving as Head of Experiential Marketing and National Partnerships at Lexus USA, I lead high-impact initiatives that drive brand desirability, cultural relevance, and market share growth. Throughout my career at Toyota Motor North America and other leading organizations, I’ve built and scaled national programs that blend data-driven strategy with creative execution—spanning everything from multicultural marketing and influencer engagement to global licensing, merchandising, and Olympic/Paralympic partnerships. I specialize in turning consumer and cultural insights into meaningful brand experiences that resonate with diverse audiences and deliver measurable ROI. Known for a collaborative leadership style, strong negotiation skills, and the ability to manage large-scale budgets and complex cross-functional initiatives, I thrive at the intersection of brand storytelling, consumer engagement, and strategic partnerships. Whether launching a new platform, managing a multimillion-dollar campaign, or integrating talent and social media into live activations, I bring a results-oriented mindset and a passion for innovation to every challenge. Let’s connect if you’re interested in partnerships, brand marketing, cultural strategy, or executive leadership in the marketing space.

Experience

1. Head of Experiential Marketing & National Partnerships

   Lexus

   Mar 2023 — Present · Plano, TX, US

   Leading the development and execution of strategic brand alliances that enhance Lexus’ cultural relevance and market impact. Responsibilities encompass contract negotiation, partner vetting, and performance measurement to ensure each relationship delivers strong ROI and aligns with broader brand objectives. Manage key partner relationships (with brands like USGA, PGA of America, etc) and oversee the execution of high-profile consumer activations, ensuring a premium on-site experience that reflects Lexus’ brand values and luxury standards. Social and digital media integration, maximizing partnership visibility and engagement across platforms. Guide global brand licensing and merchandising efforts, maintaining alignment with Lexus’ global brand identity. Ensures that all partnerships—whether in entertainment, sports, lifestyle, or tech—support Lexus’ position as a forward-thinking, luxury automotive brand.

Education

• University of Maryland

  Bachelor's of Science, Kinesiology

  2006 — 2011

Skills

• Event Management
• Event Planning
• Direct Marketing
• Marketing Strategy
• Marketing
• Social Networking
• Sales
• Marketing Management
• Marketing Communications
• Facebook
• Social Media
• Advertising
• Leadership
• Social Media Marketing
• Email Marketing
• Sponsorship
• People Skills