Nicky is a brand strategist with success in both multinational and independent agency environments across Asia, advising leading global brands on their marketing and communications strategies over the past two decades.
She was a co-owner of the China-based communications agency Red Bridge, with offices in Shanghai and Beijing. Built from the ground up over 12 years to a 120-person award-winning organization, the agency was fully acquired by WE Worldwide in 2021, with Nicky appointed as CEO to continue leading its China operation.
Nicky embodies the qualities of a next-generation leader — she leads by example, encourages cross-discipline collaboration, and advocates client consultancy over client servicing. The agency follows a nontraditional approach, inverting the top-down ways of working in China and championing diversity and inclusion across gender, nationality, and regional representation.
Under her leadership, her teams guided the successful launch of many brands in China, fostering long-lasting client partnerships across a diverse range of sectors. WE Red Bridge has been consistently recognized with global and regional awards including Cannes Lions, Sabre and PRWeek. Nicky herself was named a Woman to Watch in 2020, and Young Business Leader of the Year in 2019 by Campaign Asia.
A highly sought-after expert on China’s marketing landscape, Nicky is frequently invited to sit on regional award juries, including PRWeek Asia Pacific, Sabre Awards Asia Pacific, The Drum Global PR Awards, Greater China Digital Media Awards and ESG China Awards. She also serves as an executive committee member of the British Chamber of Commerce.