About
Nic York is a dynamic, award-winning Global Creative Director with 15+ years of experience transforming global health, wellness, and consumer brands. She has a proven track record of driving brand growth, consumer engagement, and measurable sales increases through strategic brand positioning, platform launches, and creative leadership.
Global Brand Transformation
As Global Creative Director at Amway, Nic led the complete brand restage for Nutrilite (world's #1 vitamin brand, $4.5B) across 100+ countries, transforming it from clinical messaging to consumer-first "Plant-Powered Wellness" positioning. She oversaw the full global packaging redesign and developed farm-to-product traceability storytelling showcasing Nutrilite's own certified organic farms and botanical sourcing. Additionally, she managed a multi-brand portfolio ($7.5B total) including baby care (G&H Baby line), beauty (Artistry skincare), and oral care (Glister) across 13 global markets.
Platform Launches & Results
Nic launched five major wellness platforms: Kids Nutrition (with campaign theme "Help your kids grow little by little"), Organics, Plant-to-Table, Herbals/TCM, and Women's Health. All campaigns targeted moms as primary decision-makers for family health and wellness. Results included a 7.8% increase in Nutrilite consumers ($696M to $750M reach), monthly buyers growing from 1.6M to 2.3M, and sales growth from $295M to $476M. Individual platform results achieved exceptional performance: menopause support (544% of forecast), immunity platform (43% growth to $567M), and BodyKey meal replacement (52% increase to $80M).
AI Creative Innovation
After completing this massive brand transformation, Nic took a strategic pause to master the AI revolution in creative work. She became fluent across 18+ AI platforms including Midjourney, Runway, Adobe Firefly, ChatGPT, and Canva AI, and created an innovative AI-powered video résumé, conceiving, scripting, voicing, animating, and producing every frame using artificial intelligence. This positions her as one of the few senior Creative Directors who can seamlessly blend traditional creative excellence with cutting-edge AI capabilities.
Agency & Brand-Side Experience
Nic's earlier experience includes high-impact work at Fallon McElligott and Team One Advertising, as well as leading the in-house creative team at Virgin Entertainment. She's known for brand transformations (Lexus, Jim Beam, Air New Zealand), food and beverage brand development (Rhodes Restaurant Group including Big Fat Pita), successful venture launches (Joiful Beauty & Wellness App), and has earned accolades from Adweek, Graphis, One Show, and Communication Arts.
Leadership Approach
Whether leading enterprise-scale rebrands, pioneering plant-based wellness positioning, or integrating AI-powered creative innovation, Nic consistently elevates brand visibility and impact through strategic vision, measurable results, and team-building expertise.
Clients
Health & Wellness
Nutrilite Vitamins & Supplements, Artistry Skincare, G&H Body & Baby Care, Glister Oral Care, Joiful Beauty & Wellness, Kaiser, United Healthcare Corporation
Automotive
Lexus, Ford
Consumer Goods
Mattel, Hot Wheels, Coach, Black & Decker, Honest Company, Purina Dog Chow
Food & Beverage
Jim Beam, Rhodes Restaurant Group (Big Fat Pita, Rodini Park, Conference Room), Domino's Pizza, Einstein Bros. Bagels
Entertainment & Retail
Virgin Entertainment, Virgin Megastores
Travel
Air New Zealand, La Costa Resort & Spa
Agencies
Team One Advertising, Edelman, Fallon McElligott
Non-Profit
Make-A-Wish, Big Brothers Big Sisters, Girl Scouts
Recommendations
Marianne Tsanis
Vice President, Global Nutrition
Nutrilite
Nic was one of our key team members accountable for the global restage of the Nutrilite brand, and her contributions were very impactful. As a Creative Director with a strong agency background, she brought a sharp strategic lens and deep understanding of how to elevate both brand and product campaigns in the highly nuanced and regulated global nutrition space.
Her ability to build strong, trust-based relationships—across teams and with our agency partners—was instrumental in driving alignment and delivering high-impact creative. Nic is committed, open-minded, and always willing to go the extra mile to get things done, from creative strategy to excellence in execution.
Sarah Robb O'Hagen
Founder and Author EXTREMEYOU,
Chief Executive Officer EXOS
I've had the pleasure of working with Nic twice in my career, the second time because I sought her out and hired her again, because she's that good! Nic is incredibly talented, with a unique ability to interpret business needs, a deep understanding of brands, and a knack for bringing truly original thinking to the creative process. She's a great leader and incredibly personable! She's created some of the most breakthrough work I've had the chance to be a part of.
Micheal Pendleton
Director, Brand Insights & Marketing
Voyant Beauty
I was her client at Air New Zealand, where Nic helped develop the airline’s inaugural website, launch its first brand campaign, and establish global brand guidelines. Her exceptional listening skills and ability to absorb feedback were invaluable. I later brought her on as Virgin's Creative Director, where her understanding of how creative excellence drives sales and her ability to collaborate with cross-functional teams made her the perfect fit. Nic exceeded all expectations, playing a crucial role in Virgin’s success. She's a natural leader, confident, intelligent, and a pleasure to work with.
Nic helped strategize and develop a new brand direction for a major luxury automotive client of ours. She was brought in on a colleague's high recommendation, and from her interview, we knew she 'got it' and was the right person for the job. She went well above and beyond to satisfy the demands of our client. I highly recommend Nic for any brand initiative or creative direction.
Troy Maier
Executive Producer
Transcend Creative Group
Nic has an incredible skill for developing inspiring creative while truly communicating the task at hand. While at Virgin, we constantly tasked her with finding ways to express the frivolity of the Virgin brand while conveying varying offers to our customers. She is a tremendous leader, and I would love the chance to work with her again.
LJ Gutierrez
GM Brand Partnerships
Universal Music
Jannine Regis
Director of Business Development
Team One Advertising
I had the pleasure of working with Nic on many new business pitches at Team One Advertising, many of which were done under tight deadlines and limited budgets. Nic was always strategic and collaborative, offering creative solutions that led to new business success. She is a talented creative and a true professional. On a personal note, Nic also happens to be a wonderful person with a wicked sense of humor!
Remember when art directors had a passion for the craft, with gorgeous type and great concepts? Nic is, and has always been, that rare breed of creative: fiercely conceptual, with a 'big idea' approach, yet all balanced with a finely tuned eye for design. It's a joy to work with her.