The joy of clarity
Welcome to Nick Lloyd’s portfolio
The most rewarding part is the hundreds of millions of dollars earned for my clients.
Close second is the friends I made along the way.
Go-to-Market campaign drives
$500M+ in year-one revenue
Company: Apex Fintech Solutions
My role: Lead creative, lead writer
What I did: Developed GTM message, concept and campaign. Wrote all digital, video, social, and sales enablement content. Managed agency relationship.
What was complicated: Sparking excitement for new investing infrastructure tech.
Breakthrough insight: Our product relieved the pressure founders and fintech executives feel to keep up in a world always threatening to pass them by.
Allison Norman, Product Marketing Director
“Nick’s brain works unlike anyone’s I’ve met in over a decade of B2B… he brings products to life, aligned with a long-term brand vision.”
Integrated campaign earns
300% lead growth, 700% more event leads, and $100M+ in revenue
Company: Apex Fintech Solutions (Advisory division)
My role: Lead creative, lead writer, brand strategist
What I did: Developed the brand story and product marketing message. Concepted the campaign event experience. Led integrated campaign (long-form, short-form, thought-leadership). Wrote the demo video. Managed agency relationship.
What was complicated: Needed to build excitement and trust at the same time with financial advisors unfamiliar with our brand.
Breakthrough insight: It was less about product features than the “a-ha” moment when the audience could picture how life could feel different with a digital custodian.
The 60-second trailer for having Nick as a colleague
What’s it like to work with Nick Lloyd?
What’s it like turning complex B2B topics into storytelling that drives business results?
Watch and smile
Eye-catching creative saves lives on the job site
Company: Google
My role: Lead copywriter
What I did: Co-created the concept, pitched the client, wrote out-of-home copy that would translate cleanly across 5 languages.
What was complicated: We needed a safety message that would translate to job sites on 3 continents and use creativity to avoid simply being ignored.
Breakthrough insight: If you prick an Android, it does not bleed.
Unexpected content inspires collective action
Company: VMWare
My role: Lead copywriter
What I did: Pitched the client, created the concept, wrote the video and short-form content.
What was complicated: Making an office ban on single-use plastics feel like a fun idea for 10k employees.
Breakthrough insight: If you give employees a good cause and a bit of actual humor, they can surprise you with how hard they will work together to implement change.
Humanity is a differentiator in the healthcare marketplace
Company: Molina Healthcare
My role: Lead copywriter
What I did: Created the concept, pitched the client, wrote the video campaign
What was complicated: Differentiating a small health insurance brand on the government marketplace.
Breakthrough insight: Molina didn’t have to prove it was as established as the bigger health plans, it only had to feel more approachable.
A heaping dose of empathy can define a brand
Company: The Standard
My role: Lead copywriter
What I did: Wrote the video campaign and related content.
What was complicated: Humanizing a message about “benefits administration” using only stock images.
Breakthrough insight: The audience just wants to know if they will be treated like a human.
