Nick Wales
About Nick Wales
Nick Wales serves as the Consumer Insights Senior Manager for Avon in the UK, South Africa, and EMEA, where he has been instrumental in various projects, including the development of the eCommerce platform 'My Avon Store'. He has a background in Mathematics from The University of Sheffield and has held several key positions in market research and insights across different organizations.
Work at Avon
Nick Wales has served as the Consumer Insights Senior Manager for UK SA EMEA at Avon since 2012. In this role, he has been instrumental in conducting the Foundational Shopper Insight project, which led to significant enhancements in Avon's brochure and training for marketing and creative teams. He also played a key role in the development and launch of Avon's eCommerce platform, 'My Avon Store', through a comprehensive research program involving consumers and representatives. Additionally, he established a Global Insights Reporting function that provides timely market share and beauty trend reports to senior executives.
Previous Experience
Before his current position at Avon, Nick Wales worked at Boots as a Senior Research Manager from 2002 to 2010. He also held the position of Marketing Manager at Leicester Mercury from 1993 to 1999 and served as Market Development Manager at Thomas Cook from 1999 to 2002. Prior to his current role at Avon, he was the Shopper Insights Senior Manager from 2010 to 2012. His diverse experience in research and marketing has contributed to his expertise in consumer insights.
Education and Expertise
Nick Wales studied Mathematics at The University of Sheffield, where he earned a Bachelor of Science (BSc) degree from 1984 to 1987. His educational background in mathematics has provided him with a strong analytical foundation, which he applies in his current role to analyze consumer behavior and market trends effectively.
Achievements in Consumer Insights
Throughout his career, Nick Wales has created an online customer community and representative panels to strengthen the connection between UK and South Africa businesses and their representatives and customers. He established an IMI Insights function in South Africa, focusing on recruiting and developing local Insights executives. His efforts have led to the development of a UK customer strategy that integrates consumer and representative insights into the strategy development process, which he presented to the UK board.
Market Strategy Development
Nick Wales has managed EMEA Fashion Usage & Attitude (U&A) and segmentation projects, resulting in a new fashion and home strategy that targets specific audiences and establishes new brand positioning. His ability to embed consumer insights into strategic development has been pivotal in shaping market approaches and enhancing brand effectiveness.