Nestlé ITR extends alliance with Nicola Wells to bolster category strategy

By Luke Barras-hill |

Nicola Wells established her own business U.S.P (Unlocking Strategic Potential) Consulting in 2019.

Experienced industry executive and former Aer Rianta International (ARI) Director of Global Strategy & Marketing Nicola Wells has strengthened her partnership with Nestlé International Travel Retail (NITR).

NITR has engaged Wells as Head of Category Development, effective 1 April, extending her link with the firm that she has been working with on a consultancy basis for the past year.

Wells will support the sales team in engaging key customers and the marketing team with their brand and category development planning.

She will report directly to Stewart Dryburgh, the General Manager of Nestlé’s dedicated travel retail unit.

In 2019, Wells founded her own business U.S.P (Unlocking Strategic Potential) Consulting in 2019 and has worked with Duty Free World Council (DFWC) on the content for the soon-to-be launched Certificate in Duty Free and Travel Retail.

Prior to this, Wells spent eight years with ARI, the last six of which as Director of Global Strategy & Marketing on the Executive team.

Wells has also held a range of senior commercial roles with Mars, Britvic and Pepsico.

Dryburgh said: “Nicola has played a key role in helping me and my team shape our strategy to make food the number one most purchased category in our industry. The key now is to turn our strategy into execution through constructive dialogue and active partnerships with our key customers. Nicola’s industry experience means she is the ideal person to add value to our customers and support our sales & marketing team on this exciting journey.”

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