News & thinking

HSBC’s ex Global Head
of Brand Activation
joins Affinity.

October 4, 2022
October 4, 2022 Stephen Bates

We’d like to extend a warm welcome to Nicola Sayers who joins us today as one of our senior, independent advisors. She will be guiding our strategic thinking and outputs in the financial services and luxury sectors.

Nicola is a hugely experienced marketing leader with a passion for brand strategy and activation. As Global Head of Brand Activation and Strategic Projects at HSBC, she spent over a decade leading the iconic Global Airport Program, as well as many other high profile brand initiatives. Whilst there, she managed multidisciplinary teams across 12 markets and budgets of up to $90m.

Beyond HSBC, Nicola has worked at two leading communication agencies—Haygarth and Ambition Communications. More recently, she engaged as a Senior Marketing Consultant with high-growth fintech startup Primary Bid, as well as women’s mentoring platform Lift As You Climb. Her impressive and diverse experience provides her with insights into a wide variety of sectors and cultures.

Over the course of her career, Nicola has developed and rolled out numerous brand refreshes, campaigns, brand experiences and communications programs, both globally and locally. Across all her work, she is committed to creating emotive, meaningful brand engagements that support business as well as brand objectives.

Affinity CEO, Simon Green, commented on Nicola’s arrival:

“Working closely with our team and clients, Nicola’s insights will be invaluable in helping us to understand the challenges and opportunities facing our clients, as well as how and where our expertise can create the most value. Her experience and passions also align closely to the Affinity offer.”

Nicola is known, both inside and outside of work, as the person that makes things happen. She loves optimists, flowers and adventures away with the family.

“I’m delighted to join the Affinity team and excited to support them on their mission; to help clients adopt a ‘people-first’ approach in everything they do. Given the changing landscape in the last few years, a human-centric approach that blends design and people development feels timely.”

Nicola Sayers