Nikki Wilkinson

Strategy Lead

London, United Kingdom
Locked Pro Plan feature

Projects credited in

About me

I am a strategy director with 10 years experience in media, brand side and creative agencies across London. • Answering business problems, delivering effective creative campaigns with user behaviour, segmentation and customer experience at the heart • A love for content, storytelling and innovation driving brands forward • Expertise in delivering key strategic brand rationale that is clear and concise and that can be developed into multi channel ideas • Confident directional planning principles resulting in delivered campaigns across FMCG, Alcohol and charity clients • Media planning and buying experience driving key brand and direct response metrics • Digital marketing specialist experience working agency side with a media lens including paid social, PPC, day to management of brand presence and more recently brand side responsible for building brand awareness curating content, management, execution and monitoring of brand campaigns • Commercial experience, developing processes internally harnessing teams to meet revenue targets I am a co founder of a business network for women in the advertising industry called dawn We run events and welcome women from all areas of advertising and media across clientside, publisher, media and creative agency. We are dedicated to inspiring, nurturing and helping women build a true network they can count on


  • Strategy
  • Marketing Strategy
  • Client Services
  • Business Development
  • Innovation Strategy
  • Social Activation
  • Social Advertising
  • Communication Planning
  • Ideas Development
  • Brand Campaigns

People I’ve worked with

Companies I’ve worked with

  • Reach Plc

    Reach Plc

    • Publishing
  • S

    St Luke's London

    Work history


    Strategy Director

    Reach Plc

    Mar 2019
    • London, United Kingdom
    • Full Time
    • Key role: ● To Increase the originality and innovation of the creative solutions team ideas and output across every brief - making sure we use data in the best possible way to gain unique insights, which lead to interesting creative territories that are relevant for our audiences • Identify partnership/sponsorship opportunities across portfolio -pro active revenue opportunities • Client management working directly with brand directors on their key business goals driving partnership revenue targets internally ● Evolving the brand partnerships planning and creative department to be a leading digital and print branded-content powerhouse • Brand strategist supporting brand plan execution for marketing across 4 print titles driving readership and brand consideration ● Lead and manage brand partnerships planning team, developing and enhancing strategic output and content creation • Create and oversee content and communications strategy across all platforms for client briefs • Management experience with design, project managers and key planners making sure content and assets created stay on brand and on brief • Experienced in content distribution strategy, communications planning, digital strategy all driving campaign ideation ● Work closely with our insight team to unearth audience insights that drive interesting new creative angles for our brands - using internal quant research and behavioural tools ● Creative ideation - a collaborative planner who works closely with creatives to develop territories for creative ideas across ATL and BTL ● Produce inspiring and effective creative briefing sessions and drive inspiration through workshops to determine single-minded campaign propositions • Social strategy across main newsbrands, creating content ideas across video and written copy for brand partnerships paid media posts • Supporting marketing team on social content, writing content and driving brand activity to drive additional revenue ● Experience in creating campaigns overviews including award entry submissions, one pagers for sales teams to take to market, marketing comms to explain internal editorial initiatives ● Excellent collaboration skills, working and connecting internal stakeholders such as sales, insight, creative and project management teams to drive brief output • Work closely on production and delivery of partnerships • Social media fluent with experience working across brand social channels ● Lead media strategist in large commercial opportunities on The National Lottery, NHS, Co Op, Government COVID


    Digital Strategy Director

    St Luke's London

    Jul 2016 - Mar 2019
    • London, United Kingdom
    • Full Time
    • ● Planning experience in brand strategy, communications planning, web/social strategy encouraging ideas that work past a TV script ● A key interest in audience and CX across channels - with the user being the heartland of the brief ● Ability to uncover audience, product and consumer truths to create relevant positions • Knowledge of capabilities of channels and content strategy, experience in influencer strategy, eCRM strategy, attribution strategy • A grounding in omni channel end to end marketing with media understanding ● Experienced in connecting brands with data cultural insights informing creative ideas, finding the nuggets to see what will spark • Knowledge of using data from multiple sources to create profiles and personas for use across digital channels ● Experience in working with production budgets and paid media activity for brand campaigns across social media content strategy and implementation • Led fully community management across multiple client verticals social media presence eg Facebook, Twitter, Instagram • Experience of A/B test methodologies for creative content • Monitored, analysed and reported on weekly performance ● Educating and enthusing the agency on what creativity and social/interactive can achieve ● Community management experience, social brand development and content creation. Building relationships with publisher platforms eg Facebook, Google, Twitter to inspire and develop our work ● Key member of the new business team pitching across multiple verticals driving interactive and social where possible ● Experience working with research agencies, delivering quant and qual research for Shop Direct, Heineken and new business pitches ● Worked to establish a culture that was inspired and confident in interactive comms and led on developing the St Luke’s social output



    Ocean outdoor winner

    Ocean Outdoor

    • Winner in the charity section for Ocean Outdoors Award for National AIDS Trust


    • Winner of women of tomorrow awards via campiagn and IPA 2016 in the strategy category


    Campaign Future Leaders Award


    • winner of Future Leaders award 2015