Integrated digital marketing and advertising agency Cheil UK has brought in former MBAstack chief Nicola Nimmo to lead a new data-driven marketing offering, dubbed Intelligent Engagement.

Nimmo, who becomes head of customer engagement, has more than 20 years’ experience – at agencies including Iris, Publicis, MSQ/MBAstack, Psona and 23red – leading large-scale business and agency transformation at the intersection of technology, data and customer experience.

She has a proven track record in scaling businesses, streamlining operations and driving commercial growth, with a consistent focus on innovation and impact. At MBAstack, she led the London agency and launched the business into New York, delivering significant growth through a performance-led approach.

Most recently, Nimmo founded and led Crft consultancy, where she supported ambitious SMEs by delivering clear positioning, integrated growth plans and measurable results, spanning lead generation, conversion and brand transformation to drive real business momentum.

In her new role, Nimmo will establish Cheil UK’s new customer engagement function, drive growth with existing and new clients, and build a team of industry experts across engagement, strategy and martech, both near shore and offshore.

It will bring together retail insight, content and data; she will report directly to Cheil UK chief executive Chris Camacho.

Camacho said: “Nicola brings a clear vision for how brands can drive more valuable customer engagement by connecting insight, content and data. Her ability to turn that thinking into measurable commercial impact makes her ideally placed to lead Intelligent Engagement as we build this new capability. This appointment reflects our ambition to set the standard for what customer engagement looks like next, and to deliver it at scale.”

Nimmo added: “I’m incredibly excited to be joining Cheil at a point where so many brands are investing heavily in CRM and AI, but still don’t have the infrastructure in place to make customer engagement truly work.

“What I see time and again is ambition outpacing execution. Cheil’s retail-led expertise, combined with its Intelligent Engagement approach and capabilities like Cheil Automate, creates a real opportunity to help brands simplify complexity and turn insight into engagement that delivers long-term value.”

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