Nicole Alarid

Nicole Alarid combines more than 20 years of sales, marketing, and business development experience with a career rooted in the diving community. As Director of Marketing & B2B Sales, she leads marketing, develops dealer relationships, and helps bring specialized diving equipment to the US market. 

Nicole's industry experience spans manufacturing, distribution, retail, and charter operations. She has worked with Halcyon Dive Systems and D3 Diving, the former North American distributor for SUEX, giving her firsthand knowledge of how equipment moves from manufacturers to dealers and into divers’ hands. As an independent marketing consultant, she also supported retail dive shops and a diving charter, helping them reach customers, promote their services, and grow their businesses.  

At Paragon Dive Group, Nicole brings that experience to supporting the company’s retail locations, expanding its B2B network, and working with international brands. She approaches marketing and sales with an understanding of what dive businesses need and what matters to the people buying and using the equipment. 

Nicole is a technical and cave diver, a Halcyon Symbios CCR diver, and a member of the Woodville Karst Plain Project (WKPP) cave exploration team. She is also an underwater photographer and a US Coast Guard 100-ton Master Captain with experience running Great Lakes dive charters. 

She holds an MBA and M.S. in Marketing, and brings both business experience and time in the water to her work. Whether she’s helping a dealer build its product lineup or connecting divers with training and equipment, her focus stays on useful information, strong relationships, and supporting the community she’s part of.