Available to hire
I am Nicola Jenkins, a dynamic digital-led marketer with extensive experience across both B2B and B2C environments. I specialise in product launches, growth campaigns, and brand development, aligning marketing strategy with business goals to deliver revenue growth. I thrive on solving complex go-to-market challenges with creative, data-driven approaches and love building high-performing teams.
I excel at turning bright ideas into practical strategies, leading cross-functional teams, shaping GTM plans, and crafting engaging content and digital experiences that convert. I’m passionate about stakeholder collaboration, continuous learning, and mentoring others to achieve profitable outcomes while maintaining a friendly, collaborative work culture.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Head of The Good App Guide BU at GOOD PLAY GUIDE
December 31, 2023 - December 31, 2023Built and managed GPG.com eCommerce portal (250 SKUs). Created direct e-marketing campaigns from strategy to execution and expanded the app catalogue to 67+ apps in the last year; led content/editorial initiatives for the digital guides.
Marketing Manager at Tecna UK Ltd
January 1, 2023 - July 17, 2025Ran marketing function covering new business and retention with paid and organic channels. Built a team post COVID-19, pivoted the business during lockdown, and prepared for reopening events. Managed marketing strategies and business readiness.
Marketing Lead at UNTAGGED FASHION
January 1, 2022 - PresentManaged marketing for a start-up preloved fashion resale app and game in the Web 3.0 space including KPI tracking, PR, partnership development, acquisition campaigns, investor deck contributions, and social media content pillars. Achieved 2000 users since March 2022 and managed brand ambassadors and loyalty programs.
Head of EU Marketing & Digital at TAKARA TOMY EU
December 31, 2020 - December 31, 2020Led EU marketing and digital for multiple brands (Lamaze, Boon, Drummond Park games, Disney, Pokemon, Thomas). Drove profitability to ~£30M and oversaw 12 hero properties and new-to-market launches. Directed digital transformation across EU including website roadmap, online retail excellence, social media and digital media strategies. Secured first EU TV sponsorship placement (Love Island), partnered with Google and EasyJet to enhance digital marketing; grew Amazon channel by 35% and supported new business through UK agency onboarding; collaborated with TT Japan for global expansion and licensing programs.
Marketing Manager and Business Unit Head at Good Play Guide
September 1, 2020 - PresentBuilt and managed an eCommerce portal with D2C sales and affiliate revenue. Led creation of e-marketing campaigns, KPI dashboards, and forecasting. Managed team of account managers. Headed consumer-facing app guide product with 67+ apps added and launched an app-only marketing campaign. Partnered on new toy sustainability accreditations.
Fractional Marketing Director at THE RED AFFECT
August 1, 2020 - October 28, 2025Fractional Marketing Director providing strategic direction and hands-on execution across digital growth, website optimization, social media and content for multiple clients. Led launches and growth campaigns, developed launch playbooks, and built influencer, PR and event-driven programs. Notable projects include: MyLittleBoardroom (marketing lead for coworking nursery space) achieving 100,000 Facebook views for the launch offer; EasyFairs EMEA (PPC, website & SEO for UK region); WithU (product marketing owner for a new IP; defined product roadmap, GTM, launch); R+ Marketing lead for FIFA Women's World Cup and BBC Metaverse world (Web3 ventures); Good Play Guide (digital apps and consumer insights).
Strategic Digital Growth Marketing Contractor at THE RED AFFECT
August 1, 2020 - PresentLed digital growth marketing projects for a variety of clients including Tecna UK, Reality+ Web 3 gaming studio, Parent Pay Group, Untagged Fashion resale app, and Dr. Amanda Gummers Good Play Guide. Played a senior leadership role with responsibilities such as launching the FIFA Women’s World Cup NFT game and planning the BBC Metaverse world launch. Developed influencer programs with nano and tier one gaming influencers. Worked on KPI management, email onboarding, PR, partnership and loyalty programs, acquisition ads, investor decks, social media, brand ambassador management, and content strategies.
Head of EU Marketing & Digital at TAKARA TOMY EU
January 1, 2020 - July 17, 2025Managed a portfolio worth about £30M including brand development and marketing for key licenses. Led digital transformation projects like website roadmaps, social media management, and digital media strategies. Grew Amazon e-commerce channel by 35%. Achieved major marketing placements including mainstream TV sponsorship and partnerships with Google and EasyJet. Drove retail programs and distribution strategies for new categories.
International Digital Marketing Manager (EU/APAC) at Electronic Arts Ltd
December 31, 2016 - December 31, 2016Maintained EU/APAC P&L ($150M revenue) and marketing budget ($20M). Led EU franchise marketing for The Sims, coordinating with Demand Planning, Digital, Origin, ecommerce teams and global partners. Delivered 280M downloads for The Sims FreePlay in Europe and accelerated The Sims 4 sales; managed EU DLC/licensing programs with external partners.
International Digital Marketing Manager at Electronic Arts Ltd
December 31, 2016 - December 31, 2016Maintained P&L for EU/APAC markets with $150M revenue and $20M marketing budget. Coordinated cross-functional teams (Demand Planning, Digital, Communications, Origin eCommerce and Studio) to drive acquisition, engagement and monetisation for The Sims franchise. Achievements include 280M downloads for The Sims FreePlay in EU/IFG (iOS/Android) and strong growth in The Sims 4 base sales; led EU-wide licensing programs and partnerships; drove evidence-based decision making through regional reporting and analysis.
International Digital Marketing Manager at Electronic Arts Ltd
January 1, 2016 - July 17, 2025Managed P&L for EU/APAC markets for The Sims franchise, overseeing a $20M+ marketing budget and $150M revenue. Led launches and coordinated cross-functional teams, increasing downloads and revenue. Launched key DLC packs and drove retail education program sales. Prepared data-driven reports for stakeholders.
Senior Brand Manager at TOMY UK
December 31, 2009 - December 31, 2009Drove profitability for a £30M+ portfolio, managed 12 hero properties and launches. Led brand development, campaigns, and digital transformation initiatives including website and online retail excellence; secured new business and expanded partnerships with TT Japan to support global expansion.
Senior Brand Manager at TOMY UK
December 31, 2009 - July 17, 2025Managed product sales and marketing initiatives for new retail product ranges including research and category management. Supported digital marketing campaigns, enhanced brand awareness, and increased website traffic. Led research programs for Harry Potter toy licensing and supported new product launches.
Education
CAM Foundation – Communications, Advertising & Marketing at Henley Business School (Procom Associates)
January 11, 2030 - October 28, 2025Google Garage Certification – Digital Tools & Analytics (GA4, SEO, WP/Elementor) at Google Garage
January 11, 2030 - October 28, 2025SEB Management Course at Lyon, France
January 11, 2030 - October 28, 2025Mindfulness Course & Virtual Meeting Management at EA
January 11, 2030 - October 28, 2025CAM (Communication, Advertising and Marketing Foundation) at Procom Associates – Henley Business School
January 11, 2030 - October 28, 2025Google Garage – Digital Tools & Analytics at Google
January 11, 2030 - October 28, 2025Qualifications
Communication, Advertising and Marketing Foundation (CAM)
January 1, 2015 - December 31, 2015Mindfulness Course & Virtual Meeting management (EA)
January 11, 2030 - July 17, 2025'Finance for the non-Financial Manager', TOMY & Brita
January 11, 2030 - July 17, 2025'Dealing with Conflict' course, Brita
January 11, 2030 - July 17, 2025SEB Management Course (Lyon, France), Rowenta
January 11, 2030 - July 17, 2025Various Presentation skills courses
January 11, 2030 - July 17, 2025Affiliate Member of Chartered Institute of Marketing
January 11, 2030 - July 17, 2025Google Garage – Digital tools & analytics
January 11, 2030 - October 28, 2025CAM Foundation – Communications, Advertising & Marketing
January 11, 2030 - October 28, 2025SEB Management Course
January 11, 2030 - October 28, 2025Mindfulness Course & Virtual Meeting Management
January 11, 2030 - October 28, 2025Mindfulness Course
January 11, 2030 - October 28, 2025CAM (Communication, Advertising and Marketing Foundation)
January 11, 2030 - October 28, 2025Google Garage – Digital Tools & Analytics
January 11, 2030 - October 28, 2025Mindfulness Course
January 11, 2030 - October 28, 2025Industry Experience
Consumer Goods, Education, Gaming, Media & Entertainment, Retail, Software & Internet, Professional Services, Other
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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