Nicola Wells

Nicola Wells is an experienced industry executive and business consultant with a wealth of strategic marketing and commercial expertise combined with senior-level experience within travel retail.

She established her own business USP (Unlocking Strategic Potential) Consulting in 2019 developing commercial and marketing strategies across multiple industries, including domestic and travel retail where she delivered the content for the DFWC Certificate in Duty Free and Travel Retail.

Nicola was appointed Global Head of Category Development in 2022 by Nestlé International Travel Retail (NITR) to develop the strategy to develop and drive the company’s ambition to build food into the number one most-purchased category in global travel retail.

Prior to this Nicola spent eight years with Aer Rianta International, the last six year of which were as Director of Global Strategy & Marketing on the Executive team. She has previously held a range of senior commercial and marketing roles at Mars, Britvic and Pepsico.