Before Google became a household name, Nicole Eppolito Spence had the opportunity to join the technology giant pre-IPO but turned it down, citing that she wanted to drive outsized impact in a smaller startup environment.
“It’s almost laughable now,” she says. “People think I’m crazy, but at the time, it didn’t seem like the right fit for me. I wasn’t sure if I could see myself there.”
Ironically, she would join Google years later and stay with the company for over a decade. Reflecting on the decision, she says, “Sometimes, you must trust your gut. I wasn’t ready then, but when I joined Google later, it was the perfect timing.”
At the technology giant, she worked in the digital ad sales department, building a foundation in the business side of media technology.
“Google was a game-changer for me,” she reflects. “It was more than a job; it was like being part of a movement that was shaping the future of the internet.”
“Working there taught me that tech and media aren’t just industries. They’re forces that shape culture, behaviour and even politics. I knew I wanted to be part of that transformation,” she reveals.
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However, raising children while navigating a career in tech posed unique challenges, but it also gave her a renewed sense of purpose.
“Becoming a mother shifted my priorities and perspective in ways I couldn’t have anticipated,” she reflects. “I wanted to show my kids, especially my daughter, what it means to pursue a career with integrity and resilience.”
As she watched her children grow up in a world increasingly dominated by technology, her understanding of her role in digital media deepened.
“I realised I wasn’t just doing this work for me anymore. I was setting an example for younger generations about the importance of staying true to yourself in a fast-paced industry.”
Staying driven at Snap
Despite her long tenure at Google lasting over 12 years, Spence recently decided to make a significant career shift to Snap.
She explains, “I want to keep challenging myself and pushing boundaries, and Snap felt like the right place for that.”
For the ex-Google MD, the move isn’t about stepping away from tech, it’s about choosing an organisation where she can continue to drive impact, learn, and innovate.
“Snap’s culture is humble and hungry. They’re constantly innovating and evolving - it's a great fit because I still have a lot of gas in my engine,” she says.
Being an underrepresented talent in the tech industry, Spence feels a strong sense of responsibility to make a difference.
“As an underrepresented talent in tech, I know I have a unique perspective,” she shares.
“I’m here to create change, not just for myself but for the next generation.”
The move to Snap also connects her to the platform her own children use, giving her a new perspective, she states.
“It’s fascinating to work with a company that plays an important role in part of older, Millennial audiences' lives as well as the younger generations,” she says. “Snap operates in a space where my kids spend a lot of time, and that’s something I find inspiring and challenging.”
Implementing lessons learnt
Reflecting on her 25-year journey through tech and media, she highlights the lessons she’s learned along the way.
“If there’s one thing my career has taught me, it’s resilience. The dot-com bust, moving around the world, being laid off, all those experiences shaped me,” she says. “You have to be adaptable, but more importantly, you have to know what you stand for.”
Her advice to young professionals entering the industry is simple: “Follow your interests, lean into your unique strengths, stay curious, and don’t be afraid to take a few risks. Sometimes, the best opportunities are the ones that don’t fit neatly into your plan.”
Building a legacy for the next generation
As she moves forward in her career, Spence remains on making a meaningful and positive impact in the digital media space, not just for her own fulfilment, but for the next generation.
“I’m driven by the idea that my work can help create a healthier, more positive digital landscape,” she says. “I want the younger generation to grow up in a world where tech and media don’t just entertain but also inspire, educate and uplift.”
“I want my career to demonstrate that it’s possible to build something meaningful without losing yourself along the way,”
“If my work can reflect that, then I’ll feel like I’ve done my job well,” she concludes.
