Nick Zaggy.

I lead consumer brands from strategy through launch and growth.

I'm a Senior Brand Manager at Procter & Gamble in Cincinnati. Over fifteen years in marketing and brand building, I've led national launches, brand P&Ls, portfolio changes and teams across disciplines.

I also build software for commercial and creative work. You can explore the work below or reach me at hello@nickzaggy.com.

Nick Zaggy smiling underwater in a suit and red tie, inside an ornate gilded frame.

Work

Enterprise audience strategy

Senior Brand Manager, Procter & Gamble
June 2026 to present

I lead the commercial side of P&G’s proprietary audience-targeting capability. I built an internal consultancy that gives every category one point of contact for audience strategy across first-party, retailer and third-party data.

I wrote the first-party data strategy for North America marketing leadership and run activations for Oral Care, Baby Care, Feminine Care, Personal Health Care and Beauty across The Trade Desk, Meta, TikTok and YouTube.

Senior Brand Manager, Go-to-Market Lead
P&G Ventures · February 2024 to May 2026

Spruce trade-show booth with a neon sign, a product counter and a demonstration garden. — The Spruce brand, brought into a physical retail environment.

I led a national launch from the commercial plan to the shelf.

I led go-to-market for Spruce, P&G Ventures’ weed-control brand, launching nationally in 2025 across home improvement, mass and club. I owned launch media, retail and display systems, customer programs, digital commerce and the multi-year growth plan.

Spruce took double-digit dollar share in its first season while growing the category. Most of its buyers at the largest US retailer were new to the category.

I built the Super Bowl plan around where people could buy.

When a national Super Bowl buy was beyond the budget, I built a regional one. I chose 19 markets where Spruce was on shelf and February weather made weed control relevant.

The 2025 campaign delivered 6B+ paid and earned impressions on $1.3MM in media spend.

Brit + Co ranked the spot ninth among its ten best Super Bowl commercials. P&G later reapplied the regional model across other brands.^{1, 2}

Spruce pallet display. — A Spruce pallet display developed as part of the launch display strategy.

I led the display strategy through 16 rounds of concepting.

In a category that usually stacked shipping boxes, I worked with design and engineering partners to develop distinctive displays for Spruce.

The displays connected with a launch plan that also included a sponsored Weather Channel forecast and NFL team partnerships. For Super Bowl LX in 2026, I ran the regional model again with “If Dogs Could Choose.”³

“Spruce Let The Dogs Out” ran during Super Bowl LIX in February 2025.

“If Dogs Could Choose” carried the regional model into Super Bowl LX in February 2026.

I used weather-based targeting and weed reminders to prompt people to stock up on Spruce before weeds started growing.

Safe for People, Pets & Mascots

I created "Safe for People, Pets & Mascots," and it led to Spruce partnerships with NFL teams across the country.

Carolina PanthersView on Instagram

Cincinnati BengalsView on Instagram

Jacksonville JaguarsView on Instagram

Detroit LionsView on Facebook

Arizona CardinalsView on Facebook

Cleveland BrownsView on Facebook

Spruce and Los Angeles Chargers partnership story. — **Los Angeles Chargers**View on LinkedIn

Spruce shelf display. — The retail system carried the same brand story to the shelf.

Spruce displays beside raised demonstration beds. — Spruce displays sat beside demonstration beds.

2025 Spruce Power Wand packaging with a dandelion illustration. — I worked on the artwork upgrade for the 2026 season. See the 64oz Power Wand.

2026 Spruce Power Wand packaging with a larger people-and-pets safety symbol and benefit-led artwork. — I worked on the artwork upgrade for the 2026 season. See the 64oz Power Wand.

Senior Brand Manager, Innovation & Portfolio
Procter & Gamble · November 2022 to February 2024

OLAY Super Eyes, Gentle Cleansing Balm and Gentle Exfoliating Toner on a car hood. — Three of the products I led through concept and development.

I moved a five-project innovation bundle through to launch.

I led OLAY’s 2024 innovation bundle from concept through gate reviews to an on-time launch. The work included Super Eyes Daily Eye Serum, Gentle Cleansing Balm and Gentle Exfoliating Toner.

The OLAY Eyes restage showing the previous jars and six benefit-led products. — The OLAY Eyes portfolio before and after the restage.

I gave a declining portfolio a clearer reason to exist.

I restaged OLAY Eyes from 15 to 6 benefit-led SKUs.

I aligned the product and communications around six consumer benefits, bringing the portfolio and its presentation together.

OLAY Super Eyes Daily Eye Serum displayed on a store shelf. — Super Eyes Daily Eye Serum on shelf.

I worked across disciplines to keep the business moving.

I coordinated Brand, R&D and Legal through launch decisions. I also built a commercial handoff toolkit so the strategy, decisions and execution details could carry forward.

Direct to
consumer.

Senior Brand Manager, DTC Growth & Performance Marketing
Procter & Gamble, KeepItAnchored and GEMZ · January 2020 to October 2022

GEMZ campaign creative comparing its water-activated format with a conventional shampoo bottle. — GEMZ brought a different product format into digital commerce.

I owned the P&L and led the team behind growth.

I led growth and marketing for P&G innovation brands KeepItAnchored and GEMZ across Shopify and Amazon. At KeepItAnchored, I owned the P&L and led a multifunctional team of nine, bringing brand, commerce and operations decisions together.

The work covered acquisition, conversion, retention and fulfillment.

KeepItAnchored hair-care products with a Good Housekeeping Best Beauty Awards seal. — KeepItAnchored’s growth and repeat-purchase results refer to FY21/22.

I grew KeepItAnchored while bringing more customers back.

In FY21/22, KeepItAnchored’s orders grew 194% year over year, with cost per purchase up 12%.

In the same period, repeat purchase moved from 21% to 30%.

I brought TikTok in-house and tested Google Performance Max early within P&G, using structured experiments across creative, product pages and offers.

The P&G Signal Livestream Challenge award engraved Best in DTC, Gemz Team, Nick Zaggy. — The GEMZ team’s P&G Signal Livestream Challenge award for Best in DTC.

I connected growth with the economics of the business.

In a later phase of KeepItAnchored, I moved fulfillment to Amazon Multi-Channel Fulfillment, lowering fulfillment costs 41% versus the previous UPS and third-party logistics setup.

Earlier, in FY21/22, I led an eleven-person brand and agency team to launch Amazon 3P in six weeks. The GEMZ team received P&G’s Best in DTC Signal Livestream Challenge award.

Before that.

New Engen

Performance Marketing
Seattle, New York, Charlotte · 2017 to 2019

I joined New Engen straight out of business school, opened the New York and Charlotte offices, and led a team running $20MM a year in client media.

I partnered with engineers to build campaign deployment, bid automation and creative tools, and put machine learning to work in 2017 to steer bids and generate creative variations.

Spacely Digital

Founder, Spacely Digital Consulting
Founded 2009

I built the consultancy alongside school and full-time roles, winning new customers for growing organizations through brand messaging and paid media on Facebook, Google and Snap.

I earned an MBA at Michigan State and a philosophy degree at Western Michigan. Before marketing, I built a painting and power-washing business door to door in Jackson, Michigan, from 2009 to 2015.

Bureau Obscura storefront showing the Antarctic Oasis field record and a black fragrance bottle. — The Bureau Obscura storefront.

I built a brand and the experience around it.

I founded Bureau Obscura, a fragrance studio I run alongside P&G. It recovers places, memories and imagined conditions as fragrance.

You describe a time, place or atmosphere, and the Bureau returns a digital dossier. The fragrance is made to order. I built the brand, storefront and the software behind the experience.

Five fragrance recoveries in the Bureau archive. — The public archive connects each fragrance with its own record and photograph.

I built an operating system around the creative work.

Bureau Brain records creative tests, design reviews, formula revisions and production jobs. Model proposals stay separate from physical bench evidence.

The Bureau Fabrication Hub brings image, video, voiceover, music and sound generation into one workspace on my own RTX 5090, with a production queue and asset library.

The Field Deployments game library with illustrated investigations. — Field Deployments extends the Bureau into browser investigations.

I use software to make the world of the brand tangible.

Field Deployments is a collection of six browser investigation games, with original artwork, saved progress and multiple endings. It is part of the Bureau’s world and a working example of what I can build with coding agents.

Visit Bureau Obscura or play the investigations.

AI

I direct Claude Code and Codex to build and maintain these systems, connecting them to my own tools through MCP servers. I use image and video models through Higgsfield, and run ComfyUI and local models on my own hardware.

The work is as much about judgment as generation: writing the brief, testing the output, keeping evidence straight and deciding what should ship.

Building

I build tools for commercial decisions, creative production and the things I want to exist. These projects are public on GitHub.

Consumer AnalysisTypeScript · Sept 2026

A purchase-journey simulator that runs up to 100 million synthetic consumers through ad, product-page, offer and checkout decisions, with paired experiments and price curves. Built to compare launch decisions before spending real money.
Explore the example study
Creative AnalysisTypeScript, Cloudflare Workers · Sept 2026

Benchmarks image and video models from one brief against a brand standard. A GPT judge scores each asset blind to its model and cost, humans approve or reject separately, and the report compares quality floor against cost per approved asset.
Compute CompassSingle HTML file · Sept 2026

An offline planner for AI hardware. Pick from 26 workloads, set a budget anywhere from zero to five million dollars, and it searches 45 sourced hardware profiles, from a Mac to a GB300 rack, for a configuration that fits in memory. Prices are a September 2026 snapshot.
Open the planner
LiftoffJava, MIT · Oct 2026

Turns a Google TV into an ad-free home screen in one conversation with Claude Code or Codex. Reversible debloat, a NASA photo every morning, a Now Playing card, and smart light control.
Field DeploymentsJavaScript · Oct 2026

Six browser investigation games with four endings each, 96 pieces of original artwork, saved progress, hints and keyboard controls.
Play the games
Audio FabricatorPython, Apache-2.0 · Oct 2026

A Windows desktop workspace for local music and sound-effect generation. Non-commercial, and the model licenses are spelled out before you download anything.
Image ShrinkerPython, MIT · Oct 2026

A command-line PNG optimizer that runs four optimization stages and keeps the smallest result. It preserves originals and offers a lossless mode.
Image Metadata StripperSwift/macOS · Oct 2026

A macOS app that removes optional metadata from JPEG, PNG, HEIC and TIFF copies offline. It preserves originals and audits the output files.

Service

I enlisted in the Ohio Army National Guard in March 2025 and earned my commission as a Field Artillery officer. I serve as a fire support officer, with drill weekends and annual training alongside the day job.

Nick Zaggy carrying field equipment through a pine forest.

Nick Zaggy alone on a ruck march at Talladega Superspeedway.

Nick Zaggy and his team in the woods beside a guidon, with others’ faces blurred.

Tools &
software

My work connects brand strategy and P&L ownership with consumer research, shopper marketing, audience activation and experimentation.

Market & consumer data

Nielsen
Circana (IRI)
Numerator

Research & conversion

Qualtrics
1Q
AYTM
Unbounce
Crazy Egg
A/B testing

Media & audience activation

The Trade Desk
DV360
Google Ads
Meta Ads Manager
TikTok Ads
Pinterest Ads

Retail media

Roundel
Walmart Connect
Kroger Precision Marketing (84.51°)
Lowe’s Media Network
Orange Apron Media
Amazon Ads

Shopper rewards & promotions

Ibotta
Fetch

Audience data & measurement

Experian
Truthset
Lytics
C360

Commerce & marketplaces

Shopify
BigCommerce
Wix
Amazon 1P & 3P, FBA & FBM

CRM & retention

Zoho
Salesforce
Klaviyo
Retention Science

Design & video

Adobe Photoshop
Illustrator
After Effects
Premiere Pro

AI creative production

Image models: Nano Banana Pro, FLUX.2 Pro.
Video models: Seedance 2.5, Kling 3.0.
Workflows: ComfyUI and local models.

AI-assisted development

I direct Claude Code and Codex to build in Python, TypeScript, JavaScript, HTML, CSS, Swift and Java.

Frameworks & infrastructure

React
Node.js
SwiftUI
Cloudflare Workers
SQL/SQLite
MCP integrations

Let’s talk.

I’m interested in director-level brand marketing roles where I can lead a consumer brand and the team building it.

hello@nickzaggy.com

You can also find me on LinkedIn.