Nicola Soares

Nicola Soares


Senior Marketing & Sales Executive

Education & Media Industry

-Driving strategic growth and product visibility in competitive markets to enhance

21st Century literacy with technology & education-

Versatile executive with 17+ years experience driving product strategy and execution for groundbreaking reforms in learning and education. Decisive leader experienced in merging sales and marketing strategy, branding, and organizational design to achieve excellence in operations.  Solid analysis, organizational development, and problem-solving skills combined with fresh insights into capturing market share dominance. Expertise in teaching with a belief that all students and educators can have a successful educational experience. Possess outstanding communication skills as a leader and educator.

consultative selling / solution selling / channel & account development

project planning & management / competitive market positioning

pricing / forecasting / presentations / negotiations

partnership alliances

Presentations / Activities at McGraw-Hill

  • Consortium for School Networking - McGraw-Hill Representative
  • Key Leader Briefing- Corporate Presenter Learning in the Digital Age-
  • McGraw-Hill Women's Initiative for Networking and Success Team Executive Committee Member(Present)
  • Corporate Achievement Award Judge - Innovation Category (2005, 2006, 2007) 
  • SIIA Discussion Panel Speaker, McGraw-Hill Representative-2006 Ed Tech Industry Summit. Topic-Acquisition of Digital Content: Development, Marketing, Channel Distribution  
  • e-Learning Conference Speaker, McGraw-Hill Representative, Ohio State University Topic: e-Learning Trends in K-12 Markets (2005)
  • McGraw-Hill Mentoring Program (2005)

Work History

Work History
2007 - 2009

Vice President Sales & Marketing, NBC Learn

NBC News

NBC Learn is the educational arm of NBC News. Dedicated to providing resources for students, teachers, and lifelong learners. NBC learn offers institutional and consumer educational resources that are collaborative learning communities that incorporate advance search features, gaming, discussion, and video resources in a safe, student-friendly online environment.

Oversee NBC's education initiative for various products and platforms that delivers NBC digital content to the K - 16 school and consumer markets world-wide. Responsible for all sales, distribution and strategic marketing strategies for NBC Learn, creating and executing key industry, non-profit foundations and industry and partnership alliances and creating new digital business models with top-level education customers and thought leaders.

  • Manage day-to-day operations of sales organization consisting of 25 sales personnel.
  • Development and market implementation of two media platforms utilizing NBC News archival and current news material. Archives on Demand ( is a video on demand service with archival clips selected and mapped to state curriculum. is a free educational site aimed at the consumer market utilizing video, gaming, and social networking and focusing on delivering 21st Century instruction. (Fastest growing social/learning online network within NBC Universal)
  • Manage a marketing team responsible for all branding, marketing collateral and messaging, and day-to-day marketing activities including direct mail and email campaigns, social media marketing strategies, event planning, and training of a third-party sales force.
  • Implemented reporting metric performances for search engine marketing optimization, online advertising, pricing strategies, and sales forecasting analytics.
  • Created and implemented a professional development strategy that used PD products and solutions both as a marketing hook for the core business and as an additional profit opportunity. Developed core PD workshops and participated as a presenter and trainer.
  • Oversee annual market research strategy, including focus groups, informal market research, and development of a formal efficacy research plan with the Massachusetts Institute Technology Education Arcade.
  • awarded Web Marketing Association WebAward as Best News Website for 2008; nominated for Webby Awards as Best Educational Website and Best Politics Website
2006 - 2007

Vice President, National Sales Mgr Intervention Programs

Jamestown Reading Navigator is a research-based, field-tested program developed specifically to raise reading competencies and test scores of struggling middle-school and high-school students. This highly innovative program is targeted at middle school and high school students reading at least two levels below grade level. The program is designed to be used by all teachers, regardless of their training.

Provided sales leadership, strategy and structure for the adolescent literacy market, a highly complex and consultative sales of digital products to the secondary education market.

  • Created and structured a brand new sales organization for adolescent literacy market.
  • Created the structure for the changes required to move into a new selling model for complex sales.
  • Developed relationships with federal and state education departments to ensure approval of the company's products, while capitalizing on special grant and funding initiatives.
1996 - 2006

Vice President, Product Innovation (2004-2006)

McGraw-Hill Education addresses virtually every aspect of the education market from pre-K through professional learning. Using traditional materials, online learning and multimedia tools, they empower the growth of teachers, professionals and students of all ages. McGraw-Hill technical innovations are changing the way people learn, with e-books, online tutoring, customized course Web sites and subscription services. They are also a leading provider of reference and trade publishing for the medical, business, engineering and other professions.

As a member of Glencoe's senior management team coordinated acquisitions, collaborated on product development, sales force effectiveness, marketing and public relation campaigns, and new business opportunities, with a special focus on marketing challenges, including creating digital solutions, new business models, and e-commerce initiatives. 

  • Managed strategic partnership alliances with National Geographic, Time Classroom, Weather Channel, Turning Technologies, Virtual Ink, HotMath, Hotchalk, Science Kit and Cisco.
  • Participated in the creation and implementation of competitive selling and marketing strategies to leverage technology hardware product and services for all product line revenue targets. (Cost savings of $300k+)
  • Implemented strategic direction for eMarketing campaigns of digital products in both academic and applied areas of the company, and led efforts to capture over $1M in revenue with virtual schools serving 11 states.
  • Collaborated with McGraw-Hill's Media Technology group on emerging technology solutions and implemented new product development ideas to accelerate growth in digital publishing
  • Responsible for and executed Glencoe's technology vision and strategic plan on an annual basis.

Additional Positions at Glencoe/McGraw-Hill: Marketing Manager, Secondary Social Studies & Technology (2002-2004); Technology Coordinator / Project Manager, Social Studies & Language Arts (1999-2004); Editor, Social Studies Editorial Group (1996-1999).

Early Career History: School Social Studies Teacher, Lynchburg City Schools, Lynchburg, VA (1991-1996).

Academic Affiliations