“China is a market with intense competition playing for keeps across a fragmented media landscape. Brands must be prepared to take bold positions to win over China’s pragmatic and heavily targeted consumers.”
Nicky is a brand strategist that specializes in advising challenger brands on positioning, market entry and expansion plans in China. Firm in the belief that successful communications must deliver tangible business results, she leads her teams to produce high-impact campaigns and sustainable engagement programs that deliver maximum return for clients.
In her current role as Managing Director and Head of Strategy, she is responsible for providing strategic consultancy across all clients and accelerating the agency’s offerings across Digital, Creative and Insights & Analytics to ensure holistic approach to client briefs and integrated approach to solutions.
Nicky joined WE Red Bridge as a Managing Partner in its founding year 2009 to lead the brand marketing practice. Prior to WE Red Bridge, she gained extensive pan-regional communications experiences working in international network agencies including Grayling and Bates 141 based in Singapore.
Nicky’s client portfolio includes Aesop, Estée Lauder Travel Retail, Fenty Beauty, Guinness, lululemon, Melia Hotels International, Rosewood Hotels, WeWork amongst others. Her strong client partnerships and team leadership resulted in numerous global and regional marketing award wins in the area of social, digital, PR and integration, including Cannes Lions, Sabre Awards Asia Pacific and PRWeek Awards Asia.