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Drapers 30 Under 30 2020: Nicki Capstick, head of marketing, PrettyLittleThing

Age: 30

“When I started at PrettyLittleThing almost five years ago, there were just 20 of us working out of a tiny room figuring everything out day by day. Now we’re a huge fast fashion retailer with offices in London, Los Angeles, Miami and Paris,” says Nicki Capstick. “Seeing how far we have come is a huge achievement.”

Capstick started at PrettyLittleThing as marketing manager in 2015 from fast fashion rival Missguided and was promoted to head of marketing two years later. She now leads a team of 69 people working across five key regions and is known for her creativity, forward-thinking approach and passion for all things PrettyLittleThing.

Since joining, she has helped drive a dramatic increase in active customers and a threefold increase in website visits. This year, she will lead the retailer’s marketing push into Dubai and South America.

A career highlight for Capstick was launching PrettyLittleThing in the US in 2015 with a star-studded party in the Hollywood Hills, attended by famous faces including Kylie Jenner.

Her mentors include Umar Kamani, CEO of PrettyLittleThing, and Paul Papworth, chief operating officer, who she says have encouraged her to think big and constantly ask questions.

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