Vice President, Global Consumer Engagement,
Tricia joined Estee Lauder in 2016 as Vice President, Global Consumer Engagement. Tricia is responsible for driving consumer-centric engagement through digital-first storytelling, omnichannel experiences and emerging technologies that will connect the Estee Lauder brand with the consumer wherever she is using, buying or sharing beauty.
Prior to joining Estée Lauder, Tricia served as the Global Lead of Consumer Engagement, Integrated Marketing & Partnerships at Gap Inc. She has also held senior positions at Pepsico, Mediacom and recently consulted in Women's Marketing for Under Armour. She has also lent her time to Academics, serving as an Adjunct Professor of Marketing and Media at SMU.
Tricia’s passion for creating brand love and loyalty starts with thinking in experiences, not channels. Recently at Estee Lauder, she spearheaded the introduction of Messenger Chatbots. While at Gap she developed the first-ever Reserve-to-Room Service platform with Gap x Virgin Hotels. At Pepsi, she played a key role in developing the first PepsiCo10, incubating start-ups and emerging technologies. Throughout her career, Tricia has been a passionate supporter of social good and empowerment, having led partnerships with (RED), Nelson Mandela Foundation and more.
In addition to her role at Estée Lauder, Tricia is an Angel investor and Advisor for start-ups in mobile video, entertainment and hospitality. She was recently named a Women To Watch by Brand Innovators and named Top Women in Omnichannel Retail. FORBES wrote about her in “Tricia Nichols on Growth, Change & Social Media”.