London, United Kingdom, November 2025 — Acosta Europe announced today that Nicole Brittain has joined the organisation as president. — Nicole Brittain oversees go-to-market strategy, business operations, and innovation, reporting to Lisa Koth, Acosta Group Chief Strategy Officer and EVP, Acosta Europe. Acosta Europe is comprised of Reach and Dee Set, two of Europe’s leading agencies specializing in retail and field marketing. The organisation is a business unit of Acosta Group, a collective of the most trusted retail, marketing, and foodservice agencies empowering brands and retailers to win in the modern marketplace.
Brittain joins Acosta Europe from her most recent role leading the EMEA commercial strategy for Shark Ninja. Previously, she served as Managing Director International for Enjoy Technology, working with governments and securing corporate partnerships, and holding P&L responsibility. For over ten years, Brittain held a variety of key sales and operations leadership roles with Tesco in the UK and Northern Ireland.
“We are exceptionally pleased that Nicole is leading Acosta Europe,” said Koth. “She brings an insider’s understanding of retail as well as leadership experience in technology- and innovation-focused organisations. Acosta Europe’s growth has been driven by a technology-enabled, people-powered approach to retail, with our field professionals now numbering over 4,500. Nicole’s leadership will ignite and further strengthen our culture as well as the differentiated growth and industry positioning of Acosta Europe.”
“I consider it a tremendous honour to lead this team and work alongside such brilliant agency leaders,” said Brittain. “Clients and customers are looking to us for more answers than ever before to stretch their dollars and drive sales. Our Global Technology Hub allows us to work smarter and faster – and our understanding of the business is unmatched. My goal is to ensure we are at the leading edge of innovation for the benefit of the brands and retailers we serve.”
In addition to her corporate leadership, Brittain holds business qualifications in Employment Law CPD (Eversheds), is a Certified Mediator (ACAS), and studied at Oxford Saïd Business School, University of Oxford. She also serves as Chair of the Board of Trustees for NHS Shropshire.
About Acosta Europe
Acosta Europe creates progressive, customised solutions for its clients across the retail spectrum. Its comprehensive view of the industry and deep understanding of brands, customers, and retailers drives client success. Acosta Europe, which includes Reach and Dee Set, is part of the Acosta Group, a global collective of trusted retail, marketing, and foodservice agencies.
Reach has been a leading field sales agency in the UK since 1975, joining Acosta Europe in 2017. With its retail roots, Reach builds sustainable growth strategies with its world-class suite of proprietary software apps, using AI to convert complex data into actionable insights at scale.
Dee Set, established in 2001, is a retail solutions business serving major UK brands and retailers including Morrisons, Asda, Arla, and Innocent. With a specialist located within ten miles of 97% of UK retail stores, its solutions span merchandising, fulfilment, and big data analysis. In 2022, Dee Set launched Reapp, a technology brand aimed at digitally disrupting the grocery market.
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