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Our Marketing & Communications Manager celebrates 10 years with NA Group!

Our Marketing & Communications Manager Joanne Wilson celebrates her 10-year work anniversary today and as a vital cog in the operation of our business, we wanted to speak with her to learn more about her career journey. Keep reading…

Reflecting on your journey with Nicholas Associates Group over the past decade, what are some of the most memorable milestones or achievements you’ve experienced?

The evolution of new brands and the seamless integration of existing ones into our Group portfolio has been really pleasing. As a collective of companies, my team and I assume various roles, developing targeted communications and campaigns aimed at individuals ranging from apprentices to CEOs and SMEs to large corporate organisations. I take pride in our ability to effectively communicate our offerings to the market and serve as stewards for the brands we represent.

Driving our Environmental, Social, and Governance (ESG) strategy is a responsibility I hold dear, and I’m proud to lead our ESG committee. Giving back is not just fulfilling but essential, and it’s great to work for a company that shares this ethos.

A significant milestone was the launch of our Group websites and the introduction of new Group branding. Consolidating our brand identities into a cohesive message was essential, allowing us to grow our presence in the market.

Developing and fostering a marketing team has been an incredibly rewarding experience. Despite being a small team, our performance and assistance for all the brands within our group surpass our size. This reflects our shared commitment and the cooperative atmosphere that characterises our work environment.

How has your role as Marketing & Communications Manager evolved since you first joined the company ten years ago?

Initially, my role commenced with a focus on bolstering Ashley Kate’s digital presence by developing a comprehensive social media strategy. This involved managing various digital platforms and supporting our Recruitment Consultants in enhancing their online personal brand. Subsequently, in light of Ashley Kate’s acquisition, my responsibilities expanded into a Group role. Here, I transitioned to provide overarching support to seven distinct brands, across the entire marketing spectrum.

As you celebrate this milestone, what advice would you give to other marketing professionals starting their careers in the industry?

Marketing is a field that constantly evolves with emerging technologies, consumer behaviours, and market trends, I would urge aspiring professionals to prioritise continuous learning.

I would suggest that they stay proactive in seeking out opportunities to expand their knowledge and skill set. The ability to embrace change and adapt strategies to meet the needs of an ever-changing external environment is key.  Strong communication and collaboration skills must be cultivated, as effective teamwork is often key to success in marketing.

Lastly, do not underestimate the power of networking and building relationships within the industry. Connect with peers, mentors, and industry experts to gain insights, support, and guidance throughout your journey. By remaining curious, adaptable, collaborative, and connected, you’ll be well-equipped to navigate the dynamic landscape of marketing and achieve your goals.

Looking ahead, what are your aspirations and goals for the marketing department at Nicholas Associates Group in the next decade?

First and foremost, I aim to solidify Nicholas Associates Group and its brands as the market-leading partner of choice for talent management solutions from apprentice through to boardroom. This will involve developing comprehensive marketing strategies that effectively communicate our unique value propositions and showcase our expertise in various specialist markets.

Additionally, I intend to leverage emerging technologies to optimise our marketing efforts, enhance our candidate and client experiences, and drive sustainable growth.

This includes implementing progressive digital marketing tactics, such as AI-powered tools and personalised marketing automation, to streamline processes and improve efficiency.

I want to develop a culture of innovation and collaboration within the marketing team, empowering them to think creatively, experiment with new ideas, and continuously improve our marketing initiatives.

Overall, my overarching goal is to position Nicholas Associates Group as a market leader in recruitment, recognised for our unwavering commitment to enabling people to be their best, whether that is our candidates, clients or colleagues.

How has the company’s culture and values influenced your work and contributed to your longevity with Nicholas Associates Group?

One of the core values at Nicholas Associates Group is a commitment to excellence in everything we do. This value resonates deeply with me as a marketing professional, driving me to continuously strive for excellence in developing campaigns, strategies, and initiatives that elevate our brands and resonate with our target audience.

The collaborative and supportive culture at Nicholas Associates Group has helped to develop an environment where creativity and innovation thrive. I am fortunate to work alongside talented colleagues who share a common vision and dedication to achieving our goals.

Our Group encourages open communication, idea sharing, and cross-functional collaboration, allowing us to understand our marketplace to develop successful marketing strategies.

Furthermore, the emphasis on honesty and trust and being ethically minded aligns closely with my values. This shared commitment to ethical business practices and prioritising the needs of our candidates and clients fosters trust and credibility in our relationships, both internally and externally.

Overall, the positive culture and values have not only shaped my approach to work but have also provided me with a sense of belonging and fulfilment. It is the alignment of values, along with the opportunity for growth, collaboration, and meaningful work, that has contributed to my longevity with Nicholas Associates Group.

Finally, what are some of your fondest memories or moments from your time at Nicholas Associates Group that you’ll carry with you into the next phase of your career?

There are countless fond memories from my time at Nicholas Associates Group. Among them, our Annual Conference Awards & Dinner stands out as a highlight. This event, which I have the privilege of organising, brings our entire Group together to celebrate each other’s successes. It’s always a fun occasion filled with laughter, antics and celebration (with a couple of drinks and dancing together at the end).

During the challenging times of the pandemic, our teams showed remarkable resilience and unity. Weekly calls and quizzes became more than just activities – they were lifelines of connection and support. It was heartening to witness everyone coming together, looking out for one another, and reaffirming the strong sense of community within our Group. It underscored the genuine care and concern that Nicholas Associates Group has for its people.

Our online quizzes have been a source of light-hearted fun for the team. Typically hosted and curated by our Directors, these sessions never fail to bring out the competitive spirit among our recruiters. It’s a testament to the vibrant culture we have, where enjoyment and teamwork go hand in hand.


We’d like to thank Jo for sharing her experiences, challenges and achievements throughout her career with us and we look forward to celebrating in future years. You can connect with Joanne on LinkedIn here.

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