Nick Baker, Creative Director for Holiday Systems International (HSI) and its parent company, Vacation Innovations (VI), is a determined creative who takes a relentless approach to design.
A driven marketing professional with a passion for design concepting and customer experience, Nick is a proven thought leader who is fiercely dedicated to ensuring VI and HSI, as well as their products and services, are top of mind, every time.
Nick began his career in the Gaming, Travel and Hospitality industries in 2004, taking on progressively advanced roles until joining HSI in 2012 as Creative Director. He quickly grew to oversee all facets of design concepting and execution, advertising, and marketing of HSI’s products. These responsibilities expanded to include all web design; print marketing design; digital marketing design and execution; video production; coding, design, and distribution of all email marketing; oversight of the brand’s social media presence; and more. In this role, he oversaw a full marketing team of five internal employees and more than 10 additional external contractors.
What truly sets Nick apart as a marketer is his ability to adapt. In 2020, HSI was acquired by VI, and Nick fully demonstrated not only his flexibility as a member of a new, highly matrixed marketing team, but also his continued dedication to delivering the best quality product across the full, expanded portfolio. Nick pivoted quickly to integrate himself into the larger team, building strong bonds shortly after acquisition. This shift also saw his role change slightly, allowing him to put his full focus into design and execution as a subject matter expert in both visual design and customer preference as well as the HSI brand portfolio. Working with the entire marketing team, as well as directly with the Chief Marketing Officer, Nick has helped to breathe new life into an already exciting product portfolio, while also strengthening brand position for the company’s flagship products.
Over the course of this past year, Nick has spearheaded several major projects that allowed him to put his creative abilities on full display. In addition to reshaping and rebranding the visual identities of several key products in the legacy HSI portfolio, he also was involved in a ground-up design creation of several new brands and initiatives, with his work playing a direct role in earning significant business for the organization. He prides himself on delivering an exceptional level of execution and speed, all while leveraging the application of design theory and psychological concepts to guide design in a way that helps consumers complete a purchase. Nick is constantly striving to stay ahead of the curve in terms of design and marketing trends, focusing not only on ensuring the company retains its position as an industry leader, but also keying in on delivering a seamless buyer’s journey for the benefit of the consumer.
Nick’s value as a marketer emanates from his unique ability to think about how designs will impact marketing objectives and how to help deliver the best solution. His depth of knowledge surrounding print and design is further elevated by his skill in hand coding html, a unique ability uncommon in designers that allows him to anticipate potential issues and formulate solutions well in advance. He truly takes a hands-on approach to everything, rolling up his sleeves to push boundaries while striving to outdo the competition to gain a competitive advantage for the company.
Simply put, Nick is the Best Marketing Professional in the industry, not only because of his skill and depth of knowledge, but also for his determination, adaptability, and desire to always put the best possible product on display.