Hello, I’m Nina Lee.
I’m a Bay Area–based Creative Director working across growth, product, and brand marketing, 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.
This campaign is now in its fourth year. Take a look back at the first edition, which broke engagement benchmarks and drove an unexpected 21% conversion rate.
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 campaign, creating a more cohesive journey across marketing and in-product touchpoints.
Square Releases
A cross-functional revamp of the end-to-end comms journey for prospective Lyft drivers, from application start through their first 30 days. In partnership with Growth Marketing, Product Marketing, and Product Design, I audited the existing experience, incorporated user research, and identified key friction points where applicants were stalling.
I led and reubuilt the lifecycle strategy across email and SMS, creating about 100 comms triggered by where applicants were stuck in the process, providing them with timely support.
The redesign drove a 24% increase in click-through rates and a 1.5% lift in activation. Reach out for a walk-thru of the case study.
Lyft Driver Onboarding
Lyft California is a new driver experience, with guaranteed earnings and benefits you can count on. I led the integrated go-to-market launch of a new experience for California drivers, with guaranteed earnings and benefits. Visit the site.