• Volvo Car UK hires new Consumer Director as part of ambitious new commercial strategy, which puts current and prospective customers at the heart of everything it does
• Nicole Melillo Shaw brings almost 20 years of experience in senior director roles at multiple world-renowned companies, most recently as Global Marketing Director for Medicated Skin at GlaxoSmithKline
• Key new Consumer Director role holds responsibility for overseeing one half of Volvo Car UK
Volvo Car UK has appointed Nicole Melillo Shaw as its new Consumer Director, reporting directly into Kristian Elvefors, Volvo Car UK's Managing Director.
Working closely alongside the Commercial Operations Director, Matt Galvin, Nicole is responsible for running one half of the national sales company, identified internally as the Consumer division. Her wide-ranging new role takes in overall responsibility for a team of 31 across consumer digital projects, consumer experience, CRM and analytics, events and sponsorship, marketing communications and PR.
Nicole brings more than 18 years of experience to Volvo Car UK, predominantly in marketing-based roles at world-renowned brands, working with both business and retail customers. With a proven track record of fostering agile and high-performing teams across both UK and global markets, while delivering impressive growth in fast-paced consumer environments, her most recent role was Global Marketing Director for Medicated Skin at GlaxoSmithKline.
Making the relatively unusual decision to swap industries, Nicole was attracted by the promise of a completely new challenge in a different sector, not least as Volvo embarks on its transition from pure automotive manufacturer into a mobility provider.
The new Consumer Director role will be instrumental in utilising up-to-the-minute marketing data and insights to transform Volvo Car UK's current ways of working and how it communicates with modern consumers.
In addition to her professional commercial experience, Nicole also joins with impeccable marketing qualifications, including a CIM (Chartered Institute of Marketing) Postgraduate Diploma and an MSc in Marketing Management.
Speaking about her new role, Nicole said: "I'm genuinely excited to be part of the Volvo family as it cements its place as one of the fastest-growing premium car brands in the country. Volvo already has strong marketing campaigns and generates positive media coverage, and I'm looking forward to bringing a fresh perspective to automotive and continuing to truly delight our customers."
Kristian Elvefors, Managing Director, Volvo Car UK, said: "We have a fantastic brand, a multi-award-winning product range and great people. Now, as the automotive industry evolves faster than ever, I knew we needed someone with experience of transformational change who could help take us to the next level. I'm delighted to have Nicole on board and am confident she'll be a huge success."