Hello, I’m Nina Lee.
I’m a Bay Area–based Creative Director working across growth, product, and brand marketing. I specialize in blending experimentation with craft to build thoughtful, data-informed experiences.
I currently lead Growth Creative at Square. Previously worked at Lyft, Fitbit, and Zappos.
SELECTED WORKS
A highly personalized, data-driven year-in-review campaign that celebrates sellers' individual accomplishments from the last year and offers tips to help them achieve their business goals going forward with Square.
Now in its fourth year, Year in Money reaches 2.91M sellers annually. The inaugural edition broke benchmarks with a 59.98% open rate (vs. 45% benchmark) and an unexpected 21% conversion rate. See how the campaign and the brand have evolved since.
Year in Money 2022 → Year in Money 2025
Square’s Year in Money
Releases is a bi-annual bundled launch moment created to solve Square’s visibility problem. Our customers have real needs — and we already had the tools to meet them. They just didn’t know it.
Twice a year, we bundle new features and products into a themed launch designed to educate customers, drive adoption, and position us as an always-innovating brand. I led the owned-channel strategy for the Fall 2025 campaign, creating a more cohesive journey across marketing and in-product touchpoints — reaching 3.7M sellers, driving a 19% lift in feature adoption vs. the prior launch, with 70% of adopters coming directly from email and in-app channels.
Square Releases
Prospective Lyft drivers were stalling mid-application — and the experience wasn't meeting them where they were. I led a cross-functional revamp of the end-to-end comms journey from application start through the first 30 days, partnering with Growth Marketing, Product Marketing, and Product Design to audit the existing experience, incorporate user research, and identify exactly where applicants were dropping off.
The rebuild spanned ~100 email and SMS touchpoints triggered by where applicants were stuck in the process. The redesign drove a 24% increase in click-through rates and a 1.5% lift in activation. Ask me about this one.
Lyft Driver Onboarding
When Lyft launched a new guaranteed-earnings experience for California drivers, it needed a brand moment to match. I led the integrated go-to-market launch across web, email, and video — including a bespoke feature logo, iconography, and illustration system developed specifically for the campaign. Visit the site.