Summary
Overview
Work History
Education
Skills
Awards
Industry Expertise
Timeline
Generic

NICOLE YELLAND

Detroit,Michigan

Summary

Dynamic leader with a proven track record at Flagstar Bank, enhancing brand visibility and achieving a 30% increase in media coverage. Expertise in B2B and B2C communications, combined with strategic campaign planning, empowers the leadership of high-performing teams. Notable achievements in media relations and event management reflect strong financial acumen and executive leadership. Focused on leveraging these skills to drive organizational success.

Overview

19
19
years of professional experience

Work History

Head of External Communications, Vice President

Flagstar Bank
11.2023 - Current
  • Elevated earned media reach with a 30% increase, securing 56 million impressions.
  • Crafted impactful remarks to enhance executive communication strategies.
  • Generated significant media exposure with 80M impressions in major outlets, including CNBC and NerdWallet.
  • Generated $40 million in new deposits over two days through effective media strategies.

Director of Public Relations

United Wholesale Mortgage
09.2019 - 03.2023
  • Achieved a 1,045% increase in earned media coverage, leveraging strategic media relationships and data-driven PR approaches, securing regular appearances on Mad Money with Jim Cramer, Bloomberg, CNBC, The Today Show, and HBO Real Sports for an average of 217 million impressions quarterly.
  • Led the $14.6B largest SPAC debut in NYSE history, including internal, client-facing, and external listing day marketing, events, and communications, securing top-tier national visibility spanning the Wall Street Journal, Good Morning America, and Financial Times.
  • Established an in-house broadcast studio, enabling 100 annual national broadcast interviews, and boosting operational efficiency.

Corporate Communications Manager

General Motors
02.2016 - 02.2019
  • Directed global B2C communication strategies, including 30+ vehicle reveals and high-profile launches, while managing a story bureau team of 30 for programs including Cadillac Super Cruise, earning 527 stories with 18.7M impressions, and autonomous first drives to earn 2,291 stories with 71.3M media impressions.
  • Led a product safety communications campaign for the GMC Terrain, managing a team of five to secure 399 million impressions, with coverage on the Today Show, Fox Business News, CBS This Morning, and individually awarded the 2016 GM Transformers Award.

Senior Public Relations Manager

Autotrader
02.2014 - 02.2016
  • Conceptualized strategies for auto show thought leadership, resulting in 1.4B media impressions within six months.
  • Organized Autotrader's debut at CES, securing 245.5M earned media impressions, and showcasing innovation in automotive technology.
  • Led New York Fashion Week event sponsorship, earned media and influencer strategy, achieving 180M earned impressions through experiential marketing

Director of Marketing & Communications

Livio, Inc., a Subsidiary of Ford Motor Company
07.2010 - 02.2014
  • Orchestrated a global rebrand that positioned the company as an automotive technology leader, culminating in its acquisition by Ford, securing over 500 million media impressions, including the Wall Street Journal, WIRED, Computerworld, and Forbes, in one week.
  • Developed and executed a thought leadership strategy, successfully establishing the brand as an award-winning industry innovator, with more than 20 awards for products and people, such as the Edison Innovation Award and the CES Design and Engineering Award.
  • Managed marketing for over 60 trade shows annually, enhancing investor relations and sales opportunities.
  • Led the creative transformation of Livio’s visual identity, establishing the company as an industry pioneer.

Social Networking Coordinator

Detroit Red Wings
09.2009 - 07.2010
  • Spearheaded interactive publishing techniques for Red Wings Today, securing 65M media impressions, and setting industry benchmarks later adopted by the NHL, MLB, NFL, and AHL.
  • Planned and executed events aligning with ticketing, alumni relations, and corporate sponsor initiatives, generating over $20,000 in new revenue.
  • Developed and standardized a social networking policy across Ilitch Holdings' 11 companies, fostering cohesive digital branding.

Account Executive

Airfoil Public Relations
12.2005 - 09.2009
  • Developed and executed social media strategies for clients, including American Laser Centers and Syneron Medical, driving 800+ Twitter followers and increased website traffic in just two weeks.
  • Led the launch of Starbucks Coffee Company's Skinny Latte, generating over 2 million media impressions across Michigan, Ohio, and upstate New York.
  • Managed press activity for American Laser Centers at New York Fashion Week 2008, demonstrating non-invasive medical aesthetic treatments, securing 20+ media briefings and coverage in top outlets such as Elle, Fitness, and The Knot.

Education

Bachelor of Applied Arts - Integrative Public Relations, Journalism

CENTRAL MICHIGAN UNIVERSITY

Skills

  • Agency and vendor management
  • B2B and B2C communications
  • Brand Management
  • Budget management
  • Data-Driven Campaign Planning
  • External communications
  • Executive leadership and thought leadership
  • Financial Services Expertise
  • Thought leadership
  • Internal and external communication
  • High-Growth Organization Support
  • Media relations
  • Crisis communications
  • Strategic Communications
  • Brand Management
  • Team leadership, development, and mentorship
  • Trade Show and Event Management

Awards

  • People Leadership Pillar Award, United Wholesale Mortgage, 12/01/20
  • Crisis Communications Leader Consortium Award, General Motors, 11/01/18
  • Transformers Award, Family Safety Campaign Strategy, General Motors, 11/01/16
  • Woman to Watch, Women in Consumer Electronics, 01/01/14

Industry Expertise

  • Automotive Technology (B2B and B2C)
  • Consumer Electronics (B2B and B2C)
  • ECommerce (B2B and B2C)
  • Financial/Fintech Services (B2B and B2C)
  • Media & Entertainment (B2B and B2C)
  • Mortgage (B2B and B2C)

Timeline

Head of External Communications, Vice President

Flagstar Bank
11.2023 - Current

Director of Public Relations

United Wholesale Mortgage
09.2019 - 03.2023

Corporate Communications Manager

General Motors
02.2016 - 02.2019

Senior Public Relations Manager

Autotrader
02.2014 - 02.2016

Director of Marketing & Communications

Livio, Inc., a Subsidiary of Ford Motor Company
07.2010 - 02.2014

Social Networking Coordinator

Detroit Red Wings
09.2009 - 07.2010

Account Executive

Airfoil Public Relations
12.2005 - 09.2009

Bachelor of Applied Arts - Integrative Public Relations, Journalism

CENTRAL MICHIGAN UNIVERSITY

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