Nina is an entrepreneur and marketing expert with 20 years of experience launching and growing digitally-forward fashion, beauty, and retail brands. She’s currently the co-founder and CEO of MerciTechnologies, a text-commerce platform for brick and mortar retail. She’s also the co-founder of IdahoEarth Guide, a volunteer-led online sustainability platform for all things green in Idaho.
After graduating with a B.A. from Princeton University in 1998, Nina started her career as an entrepreneur in the fashion industry, creating a nationally distributed handbag line, Noelle, and a line of women’s activewear in a joint venture with Body Glove. She completed an MBA in Finance at Pepperdine in 2008 and went on to become the Director of Digital Marketing for Guthy-Renker, managing the online business channels for Proactiv, Meaningful Beauty, Wen Haircare, and Sheer Cover.
She’s also held positions as the Vice President of Marketing for Sole Society, a direct-to-consumer women’s startup shoe launched by Nordstrom and InsightVenture Partners, as the Chief Marketing Officer of The Left Shoe Company, a Finland-based men’s custom shoe brand, and as the Chief Marketing Officer of High Wide & Handsome, a Los Angeles based advertising agency.
Her interest in sustainability dates back to 2008when she co-authored a research paper in business school, titled “Do Corporate Social Responsibility Leaders Perform Better Financially”, that was published in the Journal of Global Business Issues.
Nina grew up in the Wood River Valley and moved back to Hailey last year with her husband, James, and two boys, Mac and Anderson. Prior to moving back to Idaho, she made the decision to transition to a more purpose-driven life and career and to use her skills to create a better planet for future generations. In addition to managing the Idaho Earth Guide, she’s also an active volunteer with the Climate ActionCoalition of the Wood River Valley.