Nina McCandless

As Managing Partner and Fractional CMO at Terri Eagle Group, I lead brand, marketing, and client strategy, guiding CEOs, founders, and private equity partners through transformation, growth, and leadership transition. I architect strategic frameworks that align vision, operations, and communication, helping companies clarify their market position, strengthen customer engagement, and accelerate value creation. My work spans portfolio brand transformation, acquisition integration, digital modernization, and executive alignment. Partnering closely with Terri Eagle, I help shape the firm’s brand voice and go-to-market strategy while advising client leaders on how to scale with clarity, confidence, and measurable impact. Key Focus Areas: Brand & Marketing Strategy Brand Architecture for Mergers and/or re-Branding Initiatives Growth & Transformation Planning Acquisition & Integration Communications Omnichannel & Customer Experience Strategy Executive Advisory & Leadership Alignment Terri Eagle Group partners with CEOs, founder-led, family-led and private-equity firms to build scalable, future-ready companies, empowering leaders to evolve their organizations without sacrificing identity, culture, or purpose.

Developed high-impact marketing and retail initiatives for leading developers and hospitality brands including Fathom Companies, Vornado, Hudson Yards, Soho House, NeueHouse, and MUSA Hotels, with a focus on placemaking, retail strategy, brand storytelling, and customer journey design. Curated luxury retail strategies for hotels, lifestyle brands, and mixed-use properties—advising on boutique concepts, fine jewelry showcases, and vendor partnerships that elevated in-store experiences and strengthened customer engagement. Directed strategic brand partnerships and cultural activations at high-profile events such as NYFW and Art Basel Miami, aligning identity with market positioning and amplifying brand visibility. Advised on event strategy as a revenue driver, creating experiential programs and customer-facing activations that extended brand value beyond physical spaces. Leveraged emerging trends in AI, digital, and experiential marketing to future-proof brands and ensure competitive differentiation. Improved the client journey by aligning every touchpoint—from digital campaigns to in-store retail and branded events—ensuring consistency, deeper engagement, and stronger loyalty.

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🔘Promoted within 1-year from VP, Global Brand & Events to lead North American marketing and global event strategy for a multi-billion-dollar real estate and client services firm, driving brand visibility, client engagement, and revenue growth. 🔘Spearheaded a client-first event strategy, producing high-impact global conferences and executive experiences that strengthened brand identity and deepened client relationships. 🔘Collaborated with research and analytics teams to develop data-driven event themes and content strategies, optimizing audience engagement and market positioning. 🔘Led an 18-month website redesign and rebrand, increasing web traffic by 250%, session duration by 4 minutes, and customer engagement by 60%, contributing to the company’s most profitable year. 🔘Managed a $3.5M events budget, ensuring seamless execution, brand consistency, and premium customer experiences across all activations. 🔘Built and led a high-performing media team, securing 300+ media placements in the first year and strengthening industry partnerships, including an exclusive sponsorship with WSJ’s CEO Summit. 🔘Directed a multi-year strategic marketing partnership with The Wall Street Journal, integrating event sponsorships, thought leadership, and media campaigns to enhance brand equity. 🔘Developed a centralized RFP and sales resource database, standardizing brand messaging across 36 offices, improving operational efficiency, and streamlining business development. 🔘Led event and communication strategies for three high-profile M&A integrations, ensuring brand continuity and seamless executive transitions.

Built Hotel Emma’s retail strategy, transforming a 550 sq. ft. gift shop into a boutique generating $2M+ annually. Launched multi-brand pop-up featuring 60+ designers, attracting 10K visitors in 5 weeks and earning Vogue coverage. Created maker markets and retail strategies aligning guest experience with new revenue streams. Tested and tracked revenue-generating concepts, from temporary installations to permanent solutions, identifying high-impact strategies to drive traffic and profitability.

🔘Developed and led high-impact brand campaigns across fashion, real estate, and tourism, increasing brand visibility and audience engagement. 🔘Advised senior leadership on brand strategy, aligning marketing initiatives with business growth and market expansion opportunities. 🔘Drove revenue growth through placemaking and experiential marketing, shaping The Pearl and Hotel Emma into premier cultural destinations. 🔘Launched a multi-brand pop-up retail concept, attracting 10K visitors in 5 weeks and generating 20X projected revenue, earning features in Vogue. 🔘Designed immersive brand activations, enhancing tenant and guest experiences while reinforcing ownership’s strategic vision. 🔘Tested and scaled revenue-generating brand experiences, leveraging data-driven insights to convert successful activations into long-term growth initiatives.

Achieved 2,000% revenue growth, turning a $350K loss into $2M profit in one year. Produced 140+ annual activations, increasing foot traffic 500% through digital, influencer, and experiential marketing. Secured high-impact collaborations with Refinery29, Brooklyn Nets, and CFDA, driving visibility and market growth. Forged strategic retail partnerships with A Current Affair and Restoration Hardware, expanding reach and elevating the property’s positioning within fashion and luxury markets. Honored by the Brooklyn Borough President for Outstanding Achievement in Culture and Destination Marketing, recognizing significant contributions to the city’s cultural and economic development.

Led the strategy and execution of 100+ brand and advertising activations across North America designed to boost brand awareness, customer engagement, and sales for top advertisers such as Clinique, Revlon, Estée Lauder, Johnson & Johnson, American Express, and Bloomingdale’s. Designed and activated multi-channel marketing campaigns—spanning digital, in-store, influencer, and experiential touchpoints— to maximize engagement and ROI. Delivered 380M+ digital impressions for six advertisers during a four-day omnichannel retail activation at Fashion’s Night Out, contributing to Condé Nast’s highest-performing revenue quarter in 2014. Executed 40+ retail-driven activations with partners including Nordstrom, Fendi, Clinique, and Bloomingdale’s, creating immersive in-store experiences that improved customer conversion and lifetime value. Managed multimillion-dollar event budgets, ensuring flawless execution of large-scale initiatives such as Glamour’s Women of the Year event. Built innovative media and brand partnerships, integrating content marketing, influencer collaborations, and digital advertising strategies to expand reach and strengthen audience connection. 🔘Started as freelance event support and hired into Full-Time events director role.

🔘Acted as the liaison between design, communications, marketing, merchandising, and business units, fostering seamless collaboration and ensuring all teams were aligned toward brand positioning, business development, and market expansion. 🔘Managed a $500M real estate and art portfolio, requiring a high level of strategic oversight, financial acumen, and operational excellence—skills that directly translate to managing high-value marketing budgets and revenue-driven initiatives. 🔘Worked closely with the CFDA, Vogue Fashion Fund, and Parsons, strengthening industry relationships and driving brand collaborations and business growth opportunities. 🔘Orchestrated exclusive events and supported global brand activations, ensuring seamless execution, high-profile engagement, and strategic storytelling—valuable experience in leading experiential marketing and executive-level networking initiatives. 🔘Worked closely with high-level executives, business leaders, and celebrity partners, refining my ability to navigate complex stakeholder relationships, influence decision-making, and drive strategic initiatives. 🔘Played a pivotal role in cross-functional management and executive communications, ensuring alignment between business strategy, marketing, design, and retail operations.