Episode Overview
Nicole shares how she got into the inclusiveness space as an insecure 6 foot overweight 12-year-old who made it onto the US Women’s Rowing team. She worked in Corporate Social Responsibility (CSR) before leading student diversity communications across 14 schools at the University of Washington. Finally landing at REI – the famous outdoor coop founded in1938 which has over 25 million members! In an increasingly hostile environment towards Diversity initiatives, Nicole has been able to buck the trend and increase revenue, membership and participation with targeted programs and outreach for Diverse customers. We also talk about some pretty big fails and the lessons learned therein.
Listen to the full episode
Nicole Lacasse Bio
Nicole Delano Lacasse is a social impact and marketing leader with two decades of experience helping purpose-driven organizations build more inclusive, culturally resonant brand experiences. She currently leads the Brand + Customer REDI (Racial Equity, Diversity, and Inclusion) team at REI, where she has helped advance the outdoor industry by launching retail’s first DEI product impact standards, championing new ways to elevate underrepresented voices in product design, and creating pathways for more diverse creative and commercial talent. Her work has been recognized by Forbes, Essence, Glossy, and Fast Company, which named REI one of the most innovative companies in fashion for 2025 for inclusive product lines her team has delivered like gender-free apparel and expanded-fit sleeping bags. Before REI, Nicole held leadership roles across marketing, communications, and social responsibility in higher education, tech, and hospitality, always operating at the intersection of strategy, storytelling, and belonging. A former competitive rower who moved to Seattle to train in 2006, Nicole brings an athlete’s discipline and a collaborative heart to everything she does. When she is not working, she is most at home exploring the Pacific Northwest on the trail, water, or slopes with her 10-year-old, cooking elaborate meals, heading out for long weekend runs, or disappearing into the ever-growing stack of great reads on her nightstand.
Beverage Of Choice
The Last Word: A bold, perfectly balanced classic cocktail made with equal parts gin, green Chartreuse, maraschino liqueur, and fresh lime juice. Bright citrus, herbal complexity, and subtle sweetness combine for a vibrant, layered flavor. The drink was originally created at the Detroit Athletic Club during Prohibition and nearly disappeared until it was revived by modern bartenders in the early 2000s, earning a lasting place as one of the most beloved classic cocktails.
Themes
Inclusive marketing, Customer insights, Representation and belonging, Brand accountability, Outdoor accessibility, Diverse communities, Neurodiversity in marketingBrand Drops
REI, University of Washington, Merry-Go-Round, Crocs, Hooters, Subaru, PCC Community Markets
About this podcast
SpeakEasy is a podcast about lessons learned in the marketing trenches. Hosted by Doug Stanley-Hunt, founder of Catalysis, the series features informal conversations with creative leaders and industry veterans, recorded over a drink of their choice. Each episode is filmed in the Cloakroom, a speakeasy tucked into the basement of Catalysis’ home inside a 120-year-old former church.
Follow our show on LinkedIn and Instagram @CatalysisPNW, and share your thoughts with us by emailing speakeasy@catalysis.com.
Want to see the Cloakroom in person? All clients and guests get a complimentary visit and beverage of choice.