Laura Dahlby Nicolai

Branding, Marketing and Business Development

  • Seattle WA

Who I AM

I love building Brands. Ever since I started working I've been concerned about Brands and how they are perceived. I believe there is a difference between a Brand (the entire entity of an organization) and a brand (a nifty logo on a website) - and I know that it impacts how a company works from the inside out.

I understand how to identify the core of a Brand and identify key consumer profiles and incorporate profiles into marketing strategy to target ideal users or consumers - and I've done this for a wide variety of companies, from small sunglass manufacturers to international retailers. 

I get work done by maintaining open lines of communication with partners across the company and at all levels of any organization. I manage cross-country teams of “leaders” and “do-ers” in situations where I have both direct and indirect influence. 

My work is successful because I start by defining requirements carefully, minimizing risk, finding creative solutions and ensuring my teams deliver on time.

What i can do


Inbound Marketing

Hubspot Inbound Marketing certified

Online marketing expertise in social media engagement, content development, inbound lead generation, online contests and app development

Email Marketing

Experience with multiple platforms - designing templates, creating drip campaigns, maintaining contact lists
I have experience on the following services: Constant Contact, AWeber, MailChimp

Website Management

Experienced with website management and maintenance, including HTML updates, security updates, plug-in installation and maintenance, and so on
I have experience on the following CMS systes: WordPress, Joomla, Drupal

CRM Software 

Selected, implemented and training our team on CRM roll-out, as well as for our clients
I have experience on the following CMS platforms: Hubspot, Zoho, Salesforce

Computer Programs

Experience with InDesign, Illustrator, Photoshop and Acrobat
Comfortable with MS Office: Word, PowerPoint, Excel, Outlook, SharePoint

Where I've been

Work History

RubyPearl Solutions

Aug 2012 - Present

Vice President: Retail, Branding and Marketing

 Manage day to day operations of the business. Provide brand, business development, and retail solutions to clients.

  • Provide solutions for clients encompassing retail solutions, business development, social media plans and marketing plan development and execution
  • Create Retail program and develop RPS:Retails as a subsidiary of RubyPearl Solutions, including business development, marketing strategy, and training programs for solution providers and sales consultants. Provide innovative and cost effective solutions for window displays, signage, floor plan analysis, visual merchandising, and store design
  • Manage day to day operations of all RubyPearl Solutions business, programs, products and projects including all hiring and training of staff across offices in the US and Zimbabwe

Gander Mountain

Jun 2010 - Jul 2012

Visual Merchandise Manager

Design and implement new look for Gander Mountain retail stores. Drive tech and apparel business to become profit center for company.

  • Led collaborative multi-million dollar effort to redesign entire store atmosphere from warehouse style to premium specialty retailer. Drove development of designs & layouts, new fixture creation/design and new graphic concepts. Presented concepts regularly to senior executives. Managed budget for rollout categories
  • Manage field leads and staffing resources for in-store projects including remodels and new stores, including labor budgets. Managed training for visual execution
  • Develop brand shop merchandising programs to improve customer shopping experience which led to increased sales penetration for apparel division in new, remodeled and existing stores. Updated fixture programs in apparel department – managing process and budget for fixture design, testing, value engineering, rollout and in-store standards
  • Implemented new floor planning process to provide store specific floor plans for apparel sets to reduce store labor hours needed for execution. Managed floor planner through process to develop floor plans from prototype approval to final execution


Apr 2002 - Jun 2010

Visual Merchandiser

Create in-store visual solutions as defined by marketing and merchandising to meet business objectives. Increasing responsibility starting from in-store Visual Merchandiser, regional trainer, to VIsual Merchandiser based at HQ

  • Designed and developed fixturing and new standards for the REI Retail Prototype stores and support fixture roll-out program.
  • Developed strategy and provide visual merchandising direction for specific products and events/campaigns, including product placement standards, in-store signage, and fixturing. Set direction mapping led to a 10% reduction in seasonal set-up hours at retail in category. Collaborated and partnered with field teams to execute visual programs.
  • Partnered with internal and external vendors to develop best practices for product presentation including packaging, in-store graphics, and promotions.
  • Collaborated with cross functional teams to design in-store strategy for each season and included marketing events. Provide campaign direction to stores according to strategic marketing direction, including in-store and window displays.
  • Led capital project to redesign Car Rack department including managing budget of $80k; building and leading fixturing and signage teams; installing package in mock and test store; reporting out to key project stakeholders; developing further testing and roll-out plans

What else i've done

Seattle Civic Dance Theater – Board President, March 2015 - present

Pacific Northwest Diving Club: Coach, May 2007 - present

Outdoor Industry WOmen's Coalition: Professional Development committee member, May 2008 – May 2009

Civic Leadership Academy Charter School: Board Member, Treasurer, August 2002 – April 2006



Google-it University

Nope - I don't have a masters, and no, GU isn't real

I don't have my Masters in Marketing or my MBA yet. It's definitely on the list, but I decided to run my own business before I went down that road. As a result, I can Google anything and find a quality resource to learn about how to do it. I learned SEO through Google's training workshops. Using online courses I learned HTML and the basics of CSS. I mastered Hubspot through their incredible training programs. In this world of content marketing there are a million resources to help you learn anything. And since I love to learn, this is perfect for me.

Augsburg College

Teaching Credential

Mathematics Teaching Licensure 

University of Redlands

Bachelor's Degree

Degrees in Mathematics and Music Education with an emphasis in vocal performance

Contact Info.