International Women’s Day might have passed, but surely one day isn’t nearly enough to celebrate the women shaping our industry and beyond.
That’s why we’re continuing the conversation, spotlighting voices from across the industry—leaders whose experiences, insights, and determination leave a lasting impact.
Next up, we speak with Nikki Taylor, Marketing & Communications Director at Analytic Partners, APAC.
When asked how she got into the industry she was a web designer but got hooked by the variety it offers. “To thrive in this field, you need to juggle data analysis, creativity, and psychology – we’re basically unicorns!”
The theme for International Women’s Day 2025 is “For ALL Women and Girls: Rights. Equality. Empowerment.” What does that mean to you professionally and personally?
To me, empowerment means being valued, not undermined – being seen as an equal, not an afterthought. It’s about celebrating the unique strengths women bring to business and the world, our emotional intelligence, empathy and strategic mindset.
We don’t always take the aggressive route; often, we lead through collaboration, nuance and uplifting those around us. That’s our power and it should be recognised, not overlooked.
We don’t always take the aggressive route; often, we lead through collaboration, nuance and uplifting those around us.
What first drew you to the industry? Was there a defining moment or experience that shaped your path?
I actually started my career as a web designer and sort of stumbled into marketing. Because of that, I’ve always been digital-first in my approach. What hooked me, though, was the sheer variety marketing offers. To thrive in this field, you need to juggle data analysis, creativity, and psychology – we’re basically unicorns!
The defining moment for me came early in my career while working for a property developer that specialised in senior living housing in Australia. It was fast-paced, and we were running campaigns across every channel – TV, radio, direct mail, you name it. Our messaging was spot-on, but the challenge? Getting people to visit the villages.
We knew that if we could get people through the door, we’d almost always close the sale. So how do you create urgency and drive those visits? Enter my “scratchy card” idea. Every card promised a free lunch – simple yet effective. But the magic? It tapped into that sense of excitement and immediacy. Visits doubled, and so did our sales.
That was the moment I fell in love with marketing. It’s this blend of problem-solving, data-driven insights, and creative thinking that keeps me hooked. Test, learn, refine, repeat – that’s the real thrill of it all.
Is there a person or persons who inspired you professionally on your career journey?
Like many, I stumbled into marketing thanks to circumstance – specifically, the dot-com bust.
I started out as a web designer but when the industry shifted, I had a manager, Carol, who helped manage my pivot into marketing and supported me in helping me find my true passion. She continued to mentor me for years after that.
What’s a key lesson you’ve learned in your career that has shaped how you work today?
There is no single source of truth. Marketing isn’t about chasing vanity metrics; it’s about understanding the bigger picture. Data should always be triangulated, never taken at face value. And most importantly, marketing goals should always ladder up to business goals.
There is no single source of truth. Marketing isn’t about chasing vanity metrics; it’s about understanding the bigger picture
If the marketing team is succeeding but the business isn’t growing, then we’re missing the mark. Always zoom out, align and execute with purpose.
How has mentorship played a role in your career – both as someone receiving guidance and as a mentor to others? What have been your most meaningful takeaways from these relationships?
I’ve been lucky to have mentors throughout my career and one piece of advice has always stuck with me: “Don’t thank me, pay it forward.”
I take great pride in mentoring my team and watching them grow, not just in skills but in confidence.
As a leader, my job isn’t just to manage – it’s to develop people. I take great pride in mentoring my team and watching them grow, not just in skills but in confidence. Many of my past teammates have gone on to do incredible things and knowing I played even a small role in their journey? That’s the most rewarding part of leadership.
How can organizations effectively champion diversity, equity, and inclusion (DEI), especially in the face of current challenges? What specific strategies have you found effective?
It starts with creating a culture where differences are celebrated, not just tolerated. That means actively acknowledging cultural and national holidays, fostering open conversations, and ensuring that respect is the default, not an afterthought.
DEI shouldn’t be a buzzword or a once-a-year initiative; it should be woven into the everyday fabric of how a company operates.
DEI shouldn’t be a buzzword or a once-a-year initiative; it should be woven into the everyday fabric of how a company operates. It’s not about having a strategy, it’s about making inclusivity second nature.
Is there a project or initiative you’ve worked on that you’re particularly proud of? What made it meaningful to you?
One project that stands out from my former role (I’ve only been at Analytic Partners for six months!) was launching UPS’ LINE customer service channel across Japan, Taiwan, and Thailand.
This wasn’t just another tech rollout; it was a game-changer in how we connected with customers. From deep API integrations to designing a seamless customer experience, it was a masterclass in problem-solving, creativity and execution. Seeing it go from concept to launch and then becoming a global best practice for UPS, was an incredibly proud moment.
What made it special wasn’t just the technology but the impact – making customers’ lives easier and setting a new benchmark for social applications within the company.
Quick Hits:
A trend you are excited about: AI + Automation – I don’t even call it a trend anymore; it’s just the reality of modern marketing. AI, when used correctly, makes everything more efficient, from content creation to scheduling automations. That said, I’m firmly pro-human. AI is a tool, not a replacement.
Favorite creative campaign that has most inspired you: TNB CNY – Malaysia- TNB’s Chinese New Year campaign in Malaysia
It’s a masterclass in storytelling, cultural nuance and emotional connection. They captured the true essence of how Malaysians feel in the lead-up to CNY and they did it all for a bus company!
A quote that guides you: “Leadership is not about being in charge. It is about taking care of those in your charge.” – Simon Sinek
