Nicole Whitton
Nicole Whitton
lead UX writer
Tide

Nicole is a storyteller and content strategist who enjoys making the most of every content opportunity. She's worked with the written word for over 15 years and still loves to find new ways to connect with her audience and bring branding and moments of delight to even the smallest of copy spaces.

She's the Lead UX Copywriter for Tide and is currently exploring ways to optimise copy performance. She oversees the UX copywriting function, develops Tide-wide copy guidance and heads up the Tide Copy Guild.

In her spare time, she's studying for her Masters in Applied English at the University of Nottingham.