What drives a leader who has grown through multiple roles, navigated an acquisition, and now guides one of s360’s key markets? Meet Nicki Eggie, Managing Director of s360 UK. Her journey spans neuromarketing labs, international leadership roles, and years of shaping teams through change – and today, she’s helping set the direction for s360’s growth in the UK.
Nicki’s career in marketing is rooted in a fascination with performance and people. Her early professional life began far from traditional agencies, in an area that proved fundamental to her understanding of customer behaviour:
“I actually started my marketing career in a neuromarketing company in Melbourne; the kind of place where my day involved putting electrodes on people’s heads to measure how their brains responded to ads. It turned out to be the perfect mix of two things I’ve come to love: performance-led, data-driven marketing, and understanding people.”
After moving back to Brisbane, she joined Reload Media as a Paid Advertising Specialist, building her skills in the pre-automation era of digital marketing.
Two years later, she relocated to London to establish the Paid Advertising function for Reload Digital, growing the “team of one” into a team of ten and shaping one of her most formative chapters.
“Those were some of my favourite years, building something from the ground up and working with a team I genuinely adored.”
Her role later broadened into People & Operations, which proved essential during Reload’s acquisition by s360:
“Acquisitions often come with a lot of uncertainty and churn, but I’m incredibly proud that we retained every single member of our team throughout the entire integration. That was only possible because we managed the change thoughtfully, and because s360 was a business our people were genuinely excited to join.”
Nicki’s leadership style is rooted in collaboration and authenticity. She believes in shaping a vision or solution together with her team, which not only creates stronger outcomes but also fosters a sense of genuine buy-in.
“I try to show up as myself: open, honest, and focused on creating an environment where people feel heard and trusted.”
This comes to life daily within the s360 UK office, a team known for both its ambition and its personality. Lunch breaks are often spent debating what kind of vegetable each person represents, hosting tea-making competitions, and doing Coca-Cola blind testing sessions.
“They’re light-hearted things, but they say a lot about who we are: a team that works hard, laughs often, and genuinely enjoys being around each other,” Nicki says.
Some traditions have been carried forward since the Reload days, such as the 3-, 5-, and 10-year anniversary celebrations. When someone hits five years, the team designs a personalised drink label and hosts a celebration built entirely around them.
“Those moments are incredibly important to not only recognise the tenure of an employee, but also to hold true to your traditions, and to make new memories along the way.”
The industry is rapidly shifting: with the mass availability of AI and tech, largely automated campaign setups are becoming the norm.
For agencies and clients alike, this means that merely executing a service is no longer enough to deliver a competitive edge. Nicki explains:
“Before Reload Digital was acquired by s360, we worked solely off a client service model. It worked incredibly well for us. We were close to our clients, embedded in their teams, and focused on relationships and tailored solutions.”
With AI, automation, and ready-made advertising setups becoming widely available, genuine differentiation now demands more than platform execution.
Nicki sees this as a turning point:
“We need to invest in custom tech solutions that we can layer into marketing platforms to give our clients an edge. s360 has developed a strong tech stack that I’m personally very excited to see evolve in 2026.”
In her view, combining performance expertise with proprietary technology is how clients will stay competitive in a world where AI levels the baseline.
Looking forward, Nicki is excited by what the UK team can achieve by combining strong client relationships with the power of s360’s evolving technology, while continuing to foster an environment where people and performance can thrive.
Her commitment to the team, growth, and shaping the next phase of S360 UK is clear:
“I’ve now been part of the Reload and s360 journey for over eight years. This place, and the people in it, mean a lot to me. I’m excited, grateful, and honoured to be helping to lead this next chapter for s360 UK.”
When asked for a piece of advice that has shaped her career, Nicki shared a concept rooted in curiosity and humility: have opinions, but hold them loosely.
“It’s easy to walk into a conversation or decision already convinced we’re right, clinging to what feels safe, familiar, or good for our ego. But real growth rarely happens there.
For me, that phrase is a reminder to stay curious: to show up with a point of view, but also with the humility to change it. When we do that, we stop needing to be the smartest person in the room, and start creating rooms where the best idea wins, no matter who or where it comes from.”
Interested in joining the team at s360? Explore our open positions.
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