Nicole Smith is considered one of the most experienced and creative marketers in the Australian architecture, property and construction industries. Her research-driven approach, combined with an entrepreneurial nature and creative eye, make her unique among her peers.
With the ability to get to the heart of a business quickly, Nicole translates business objectives into compelling brands and visual story-telling – transforming the market position and profile of her clients.
Nicole is the founder of Tin Shed Marketing (www.tinshed.co), a cooperative of talented creatives offering a unique alternative to the traditional agency model. Unlike other agencies, Tin Shed is lean, agile and able to deliver the complete array of marketing projects from branding to websites, videos, photography, articles, events, graphic design, marketing collateral, new business presentations, in-depth research projects and more.
Nicole also serves as a non-executive director on the board of Siren Design, one of Australasia’s leading interior design firms, where she helps to drive the long-term strategy, branding and marketing of the firm.
Prior to establishing Tin Shed, Nicole was a founding partner in Trilogy Integrated Communication, an agency with niche specialisation in the property and construction industry. She has developed an enviable network within key industry organisations such as the Property Council of Australia (PCA), the Green Building Council of Australia (GBCA) and the Australian Institute of Architects (AIA). Nicole was the author of the Trilogy Property Pulse research report, an analysis of residents’ attitudes to development in their cities which received widespread publicity and enhanced awareness and changed attitudes towards issues such as sustainability, social value and community within the property industry.
With a degree in communication, and a sub-major in sociology, Nicole takes a research-driven approach to marketing. She acts as a strategic advisor to a select number of clients and is a sought-after speaker and commentator on marketing. Nicole’s thought leadership has appeared in Business First Magazine, The Fifth Estate, Wealth Creator, Consulting Matters and the Building Economist publications, among others.
At the heart of Nicole’s approach is a strong belief in supporting business to ‘do well by doing good’. From her school days onwards, Nicole has been deeply involved in community organisations and voluntary activity with a particular focus on sustainability, social responsibility and local community – starting from school captain at high school, through to most recently serving as a candidate for local government, as a long serving board member of the Southern Highlands Foundation, as a committee member for GROW Southern Highlands to name a few. Nicole has also mentored many younger women throughout her career, giving them the confidence and support to establish businesses of their own.