About Evolve Up

Evolve Up Inc. is a Strategic Consulting firm specializing in marketing, media, organizational transformation, go to market strategies, change management and leadership success skills.

At Evolve Up we know one thing is for sure, our worlds will continue to change. We live in a dynamic time where anything is possible thanks to technology. We help clients to better prepare and drive the future to gain new heights and measurable impact in their businesses and professional lives.

Evolve Up is led by the founder and CEO, Nadine Karp McHugh, a 30 plus year marketing and media veteran who led successful teams and impactful initiatives at Colgate, L’Oreal and Goldman Sachs as well as within WPP agencies Ogilvy and Mindshare.

Nadine held executive positions on both the client service and marketer sides of these top global organizations. While in these positions, Nadine managed P&L’s ranging from $5MM to $2.5Bn at WPP agencies where she led the Unilever U.S. business as well as in her role as Chief Client Officer of MindShare New York. These figures include day to day operations as well as organic growth and new business development. She also held budget responsibility of up to $1Bn + in reported media investment while a Senior Executive at Colgate, L’Oréal and Goldman Sachs.

Nadine has a real passion for technology and what is possible. She has a proven track record in both organizational and digital transformation.  Nadine leverages new and unique operating models, processes, measurement plan frameworks and best practices to gain c-suite buy in and infiltrate organizations enabling better collaboration across teams to drive impact, value, and clear business results. She is so passionate about helping to drive productive change that she acquired a Master of Science degree in organizational creativity and change leadership. Her master’s thesis focused on “How to Build a Creative DNA in Any Business.” While at L’Oréal, she launched “Think Differently” workshops that enabled teams to interrogate problems more deeply and provided them with a framework to develop unique solutions thereby driving optimal performance and competitive advantage.

Nadine’s marketing and media experience includes domestic, regional and global activity. Digital and organizational transformation were core responsibilities during her tenure across most of her roles.  Some of the wins in this area include insights led strategies to move from traditional to digital first organizations, early adopter culture creation which led to meaningful alphas and betas as well as customer centric ideas that allowed companies to “box above their weight” and breakthrough competitive clutter. While at L’Oréal, Nadine also launched an in-house data driven media performance team delivering strong DTC and B2B business results.

A true champion of DEI, Nadine left the traditional end of marketing to become the President of SeeHer, a not-for-profit designed to drive accurate portrayals of all women and girls within marketing and media. While at SeeHer, Nadine led the organization to a 35% increase in membership and a 50% increase in marketer engagement during the first year of the global pandemic. Also, during her tenure at Goldman Sachs, Nadine was the executive sponsor of the DEI in Action Marketer’s Council.

Nadine cares deeply about helping to drive industry initiatives for a better future and has held several board positions at industry trade organizations including the Association of National Advertisers, the World Federation of Advertisers, the Mobile Marketing Association and She Runs It (formerly Advertising Women of NY). While on the board of She Runs It, Nadine was part of the executive committee holding the VP position. She also chaired the Mentoring committee and was a committee member of the cross-media measurement initiative and the transparency taskforce while on the ANA and WFA boards.

Nadine was a Tedx speaker and has also been recognized for her contributions to the marketing and media industry having received many awards including Advertising Age’s Woman to Watch, Ad Age’s Media Maven, the Internationalists’ Top Marketers, Brand Innovators Top 100 women marketers as well as a Cannes Lions and several Effie awards.

Contact me to see how I can help you with your marketing, media and/or team challenges. In the ever evolving marketplace in which we function, I am here to help ensure you move onward and upward with confidence and success.