Nicola is currently Head of Media for Barclays UK, overseeing a team of Media Managers to deliver fully integrated marketing communications plans. Nicola is recognised as a true modern marketer; recognising the importance of insight and data; collaborating across teams to drive innovative media and tech solutions in a landscape that is constantly evolving at pace and bringing people along with her as they break new ground to deliver best in class solutions.
Nicola has become a specialist internally in the world of ad tech and has been on a single woman crusade within Barclays UK to inform and educate the business on all things related to ad tech from programmatic to ad verification to DMPs, and has single-handedly defined a roadmap and launched solutions within the business such as a DMP which is truly ground-breaking. This has ensured Barclays are at the forefront of technological developments as well as media developments. Building out a future-proofed ad technology stack that ultimately has data at the core is forecast to drive a 20% increase in efficiency as well as enabling Barclays UK to deliver real personalisation at scale.
Taking her learnings from launching ad tech projects internally at Barclays, Nicola has worked with ISBA this year to launch the Marketing Keyfacts document. The document provides advertisers guidance on the essential information that needs to be collected from technology vendors when looking to onboard internally. The ultimate ambition of the document is to change the way ad tech providers are on-boarded and to increase transparency around the use of customer data which will become even more important next year with the introduction of GDPR. Longer term, the Marketing Keyfacts document will help raise the bar within the industry resulting in marketing technology vendors providing this level of detail as standard practice.