Nicole joined Lancaster University Management School as a Lecturer in Marketing in April 2024. Prior to this role, she worked as a Research Assistant and Ph.D. candidate at ESCP Business School Berlin, examining the trajectories of practices, markets and value in technology-based research contexts. Some of her work from this period got published in the journal Electronic Markets alongside two book chapters.

Building on her doctoral thesis, Nicole's main interest lies in studying how markets are built and changed, especially those in transportation, such as electric vehicles and sleeper trains. Through her research, she aims to shed light on the dynamics of sustainable markets, contributing to the ongoing conversation about environmental sustainability in modern market contexts.