I am an experienced program lead specializing in community and content management in tech. I’ve also worked across education, the arts, and the charity sector.
I live in the intersection of online and offline, connecting people with their interests and each other. I program learning, coaching and training for professionals like business owners and tech specialists. In short, my programs brings people together.
Welcome to my online portfolio. Read all about my experience at organisations like Skillshare, Yelp, the BBC, Channel 4, and the Edinburgh International Film Festival.
Here is a link to some examples of my Content Marketing, Content Strategy, and Brand Marketing work.
Current Role
Program & Community Manager, Skillshare (Dec 2022 – Present)
Skillshare is an online learning community with thousands of classes for creative and curious people, on topics including illustration, design, photography, video, freelancing, and more. On Skillshare, members come together to find inspiration and take the next step in their creative journey.
My role:
- Lead the global Top Teachers program which celebrates, supports and retains 190 teacher-creators: the top 2% who drive ~38% of platform minutes watched.
- Top Teacher NPS score has risen +12 points during my tenure.
- Plan and implement creator programming with cross-functional stakeholders that encourages repeat, quality teaching aligned with content strategy.
- Develop relationships, work 1-on-1 and at-scale with these creators, empowering their long-term success and brand loyalty. Also coaching, account management.
- Advocating for Top Teachers with all teams, stakeholders and executives. Highly cross-functional liaison between teachers and the company.
- Building systems, maintaining and improving program records and documentation.
- Proficient in Looker, Airtable, Google Suite, Salesforce.
Previous Roles
![](https://nicolabalkind.com/wp-content/uploads/yelp_burst.png)
Community & Marketing Director, Yelp (Nov 2016 – Nov 2022)
Yelp.com connects people with great local businesses.
My role:
- Grew a vibrant Yelp community in Fresno. 300% community growth and sustained growth at +12% over similar markets. Top 5 of 80 markets in growth.
- Regular contributor to national campaigns. Led editorial efforts for Top Local Lists campaign, resulting in +400% pageviews and +25% blog clicks.
- Managed and prioritized simultaneous projects across marketing, content and events; adept project management, scope, and execution.
- Created and curated content for weekly newsletters and social media.
- Built and executed self-driven regional marketing campaigns. Spring Fling campaign gained 15% growth in Yelper contributions Y/Y.
- Worked cross-functionally on department-wide initiatives.
- Worked directly with business owners to optimize their marketing strategies.
- Blog Committee Managing Editor: led on editorial guidelines, content strategy, SEO.
![](https://nicolabalkind.com/wp-content/uploads/tsl-1.gif)
Content Strategist, Third Sector Lab (2011–2021)
Third Sector Lab is a digital agency specialising in building conversations for social enterprises, community groups, charities, and the public sector.
I’ve worked with Third Sector Lab to implement new websites for charity clients. This included initial content strategy, copywriting and editing. I also managed multiple content projects for their clients across blogs, video, and social media channels.
Clients have included Glasgow Disability Alliance, Bazooka Arts, Victim Support Scotland, Relationships Scotland, Drink Wise Age Well, and Relationships Matter.
![](https://nicolabalkind.com/wp-content/uploads/new-sib-logo.png)
Head of Content, Small is Beautiful (2015-2017)
Small is Beautiful was an annual inspiration conference for the microbusiness community in Scotland.
I worked with Roanne Dods on planning, executing, and marketing the conference over 3 years. I led on communications and content strategy across our projects. I also managed a team of freelance organisers to sign up speakers, execute our PR strategy, and took a hands-on approach to our content marketing. This included diigtal content strategy, copywriting, community management, and email marketing.
Freelance Community Manager, Paved With Gold (2013–2016)
Paved With Gold specialises in product launches and growing online communities. I have worked with co-founder Kaye Symington on projects for clients like Egmont Publishing.
Copywriter, Russwood (2016-2017)
Russwood Ltd is a Scottish supplier of high-quality, sustainable timber flooring, cladding and decking products.
I acted as copywriter for Russwood Profile, the company’s outgoing newsletter and case studies.
Copywriter, Guildhall School of Music & Drama (2016)
The Guildhall School of Music & Drama is one of the world’s leading conservatoires and drama schools.
I was the copywriter for Guildhall’s PLAY Alumni Magazine, which involved conducting interviews with alum, copywriting, and copyediting.
Copywriter, RPS Assist for Insolvency Ventures (2016)
RPS Assist was a simple guide to the Redundancy Payments Service (RPS) which helps employees who are made redundant through no fault of their own when their employer’s business closed due to insolvency.
I led on content strategy: completing tone of voice guidance, writing, optimising, and editing all content for the website. This was a unique project and a real challenge.
Copywriter & Editor, Telstra (2015)
Telstra is Australia’s largest telecommunications and media company. I wrote, edited and proofread customer-facing content across Telstra offerings.
Head of Content, Aconite Productions (2014)
Aconite Productions is a Scottish based production company that specialises in the production of quality feature documentaries for theatrical audiences and broadcast.I was their head of online marketing, which involved digital content strategy, copywriting, community management, and email marketing.
Writing & Broadcasting
Books Columnist: The Big Issue Magazine (2015–2018)
Regular Film Critic: BBC Radio Scotland (May 2011 – 2016)
Contributor:
Book reviewer for The List magazine.
Bylines in The Spectator, The Skinny, Film International, The National.
2009–2014
![](http://nicolabalkind.com/wp-content/uploads/EIFFlogo.png)
![](http://nicolabalkind.com/wp-content/uploads/serps-logo.jpeg)
![](http://nicolabalkind.com/wp-content/uploads/caorunnlogo.jpg)
![Vintage Festival](http://nicolabalkind.com/wp-content/uploads/vintagelogo.jpg)
![SAY Award](http://nicolabalkind.com/wp-content/uploads/sayawardbutton.png)
![](http://nicolabalkind.com/wp-content/uploads/northernlightsbutton.png)
![](http://nicolabalkind.com/wp-content/uploads/ForthMetrics.gif)
![](http://nicolabalkind.com/wp-content/uploads/Yomego-Icon.png)
![](http://nicolabalkind.com/wp-content/uploads/avatar-200x200.gif)