Introducing: Inside the Team, a new content series where we pull back the curtain on the talented individuals who make up our Not selling liquid team. Getting to know them for the brilliant people they are, not just the work they do.

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An established Performance Marketeer, Nikki’s direct and lively character has been a valuable addition to the Growth team. Now she’s carved out a new role for herself that’s sure to bring her and our team great progress.

Well, firstly, congratulations are in order! You’ve just become a Growth Innovation Specialist. Can you tell us a bit more about it?

Thank you – I’m very excited to explore this avenue for myself and our team as it’s a totally new role. I’ve been in Performance Marketing for a few years and was ready for a change and challenge. This industry is dynamic and constantly evolves - even just looking back on the last five years, the changes have been huge, which I find very exciting. I shared my interest in AI evolution and wanted to bring more knowledge sharing into the team. As a Growth Innovation Specialist, I’ll spend more time researching technologies, suggesting new ways of working, setting up new AI dashboards, as well as hosting workshops and innovation sessions.

That sounds very exciting indeed. What does a typical day look like for you, next to the research and innovation side of things?

There is no such thing as a typical day! But I really enjoy the dynamic diversity of my job.

What each client needs on any given day takes priority, and requests often come out of nowhere, so we have to be very reactive and flexible. Something I really appreciate about working at NSL is that it feels far more like a team effort, not just within my own PM team, but also with Creative and E-commerce colleagues. It’s nice to know that when I make a suggestion, others listen and implement it. That’s not always been the case in other jobs, there was usually more segregation between teams.

What have you brought over from your previous experience to Not selling liquid?

In the other agencies I worked at, we were more committed to the “Scrum” way of working, and I also became a certified Scrum Master. Here, we’re still working as close to Scrum as possible, but in a more flexible way — mainly due to the dynamic nature of our industry and team structure.

That said, I still try to encourage certain habits like focus time, scheduling, and regular check-ins, as they really help keep you sharp in a busy environment.

Do you like working in the fashion industry?

Yes, that’s one of the main reasons I came to work at NSL actually. After my previous job, I thought I’d try going brand side (rather than agency) but the client list here was so good, and I wanted to help grow these brands. It’s way easier to work for clients in whom you have a genuine interest. It means you’re also working with like-minded people, those with similar interests to you. Plus, looking at fashion content is generally more engaging than household objects or cleaning products…

Do you have an aspirational brand you’d like to work for?

I’d love to work with Stieglitz! It’s a great brand and I wear the clothing myself.

So we know about you 9 - 5, what about your 5 - 9? What do you get up to outside of work?

This question always makes me feel like I need to have a “hobby,” but I don’t enjoy just one specific thing! I like spending time with my friends and family, bingeing on a series sometimes… I love reading as well. I’m someone who really likes “stuff” which sounds more materialistic than it is, but I love creating nice and cosy spaces. I like design, I like how things look. I spend a lot of time letting myself get inspired, whether in a vintage shop, a pop-up event in the city, or online. I like being surrounded by nice things and I really appreciate them. It’s a good creative balance with my very data-driven job. Travelling and spending time in new places is also inspiring to me.

Where’s next on your travel list?

At the risk of sounding like everyone else… Japan! But it looks so incredible! And also the Philippines, tropical destinations with a lot of sun are my favourite. I was lucky enough to spend a month working remotely from Cape Town at the start of the year, definitely recommend that for beating the January blues!

And for the days you can’t be in the sun on a beach somewhere… What’s your favourite lunch order that brings you joy?

Effendy, no doubt! I could literally eat it every day. Go for the Classic Cheese.