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Nicole Dorrler

Senior Vice President, Marketing and Media Investment

Truth Initiative


Nicole Dorrler leads a 20-person team that produces the award-winning truth youth smoking and vaping prevention campaign, as well as the truth opioid awareness campaign.

During her more than a decade at Truth Initiative, Dorrler has led numerous world-class agencies and internal staff to push the boundaries of public health and produce lifesaving creative that has helped shape a generation’s intentions surrounding tobacco. She’s spent more than a decade developing and implementing creative, media, interactive, social, experiential, analytics, advocacy, data, marketing research and influencer marketing strategies for the truth campaign. Her work has also been instrumental in establishing campaign partnerships, driving brand positioning and developing benchmarks and success metrics.
Dorrler’s high standard of excellence, coupled with her drive to innovate, has helped successfully identify and leverage emerging media platforms that connect with youth and ultimately save lives. She has been a trailblazer in the use and role of mobile and online gaming to hack youth culture and reach increasingly broad audiences.

Dorrler was the American Marketing Association’s 2016 Nonprofit Marketer of the Year and the recipient of the 2018 Chief Marketer Future CMO award. Under her leadership, the campaign has won more than 400 awards, including Lions, Clios, Emmys, Ogilvys and Shortys, and Effies. In June 2016, truth was named most effective brand in the North American Effie Index, a three-way tie for first place with CVS Health and Walmart. truth was also named “Campaign of the Decade” for 2000 to 2010 by the readers of AdWeek.

Dorrler has more than 25 years of high-level marketing experience for brands including Volkswagen of America, Choice Hotels International, Hyatt Hotels & Resorts, Redskins and Bell Atlantic Mobile, which became Verizon. She completed a Georgetown digital marketing certificate program to advance her existing expertise.

Truth Initiative