Nicki Charles


A Positive Momentum partner since 2023

A Positive Momentum partner since 2011

Career highlights include:

  • CMO for General Insurance at Aviva
  • Digital and Marketing Director at Hastings Direct
  • Head of Digital Marketing at LV=

About Nicki

Nicki is a dynamic business leader with over 20 years of experience in the UK’s financial services industry. She is an expert in partnering with business leaders to set marketing, customer and commercial strategies that drive growth and transformation. She’s a natural leader who’s been on a number of Exco’s and Risk Committees.

Her most recent role was as Customer & Marketing Director for Aviva’s General Insurance business, where she spearheaded a transformation to boost marketing efficiency and effectiveness. This involved building new teams, implementing new technologies, and developing customer-centric strategies. Before joining Aviva, Nicki co-led the launch of Reviti Ltd, a subsidiary of Philip Morris International, and transformed digital and marketing maturity at Hastings Direct. She also established LV=’s car insurance scheme for Nationwide Building Society and led its digital marketing.

Nicki has a track record of delivering commercial growth, transforming businesses, and delivering customer-centric marketing activity. She’s passionate about what she does and her natural friendly, approachable, engaging style helps her build strong and lasting relationships with stakeholders. 

Nicki can often be found running near her home in the countryside (either being pulled along by her dog or under her own steam!), in one of the local gastropubs with her husband and friends or exploring new holiday destinations somewhere far flung and sunny.

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