From Global Brands to Personal Growth: Expert Advice on Career Transitions, Brand Evolution, and Building Lasting Partnerships

Nick Gray is a dynamic Retail and Brand Specialist with over 24 years of experience, his impressive career spans influential roles with iconic brands like Westfield, Sneakerboy, Nike, and Adidas, where he has shaped omnichannel sales strategies, brand management, and retail design.

In our Q&A, Nick shares his transformative career moments, offers invaluable advice for navigating career transitions, provides insights into overcoming brand evolution challenges, staying agile in a rapidly evolving retail landscape, and fostering meaningful client relationships. Dive deeper to discover how Nick's experiences and expertise can offer actionable insights and inspiration for your own career and brand strategy.

Your journey in the retail industry spans over 24 years, with notable experiences at companies like Westfield, Sneakerboy, Nike, and Adidas. Could you share a pivotal moment or project that significantly shaped your career to date?

I don't have a single pivotal moment in my career, but I've been fortunate to have many remarkable experiences. Launching Adidas Originals when I first joined Adidas was a standout, and my 8.5 years there were transformative. My 10 years at Nike were equally incredible, providing me with opportunities to travel the world, traverse Australia, and frequently return to New Zealand on business. These experiences deeply enriched my understanding of how culture operates within a business. One key lesson I've learned is that people are often the biggest challenge in business, and it’s essential to understand them first, whether dealing with internal teams or external partners.

My move into the luxury space with Sneakerboy® was another significant chapter, where I grew immensely on a personal level. My time at Westfield was also immensely rewarding, especially during the challenging period of the COVID-19 pandemic. One of the greatest aspects was witnessing how Westfield led with empathy, addressing the challenges our partners faced and working to alleviate their difficulties so that we could collaborate effectively in the future.

However, the most profound moment in my life has been the birth of my daughter. She has taught me more than anything I've encountered in my working career. I've been incredibly fortunate over the past 25 years, and these experiences have shaped me both professionally and personally.

Transitioning to a new career or starting a new venture can be challenging. As someone who recently started your own agency, what advice or tips would you share with professionals navigating a career transition on how they can  effectively manage this shift and position themselves for success?

Transitioning to a new career or starting your own venture can indeed be challenging, but with the right mindset and preparation, it can also be incredibly rewarding. There are a few key things that I believe are crucial to consider before making this shift. First and foremost, it's essential to have a clear vision of where you want to be as a business or brand. This vision should be well-articulated and locked down before you begin. It’s not just about knowing what you want to achieve, but also understanding the finer details and steps required to get there. This clarity will guide your decisions and keep you on track as you navigate the complexities of starting something new.

One of the greatest challenges I've faced in this process is getting comfortable with being uncomfortable. This isn't just a professional hurdle; it's deeply personal. Self-belief is critical—believing that you have the experience, knowledge, and capability to succeed is foundational. But there will be days of self-doubt, where you feel vulnerable and question whether you're on the right path. These moments of discomfort are, in my opinion, the cost of entry into doing your own thing. Managing these mental challenges—embracing the discomfort and pushing through self-doubt—is key to success. Leaning into your wealth of experience, trusting your instincts, and understanding that vulnerability is a part of growth will help you navigate this transition effectively.

As the Founder of I Got You Consultancy, what inspired you to establish your own firm, and what unique value proposition does your consultancy offer to clients in the retail and brand sector?

As the Founder of I GOT YOU Consultancy, my inspiration to establish my own firm came from a deep passion for retail, brands and human behaviour, coupled with a desire to drive meaningful change within these industries. After spending over 25 years working with some of the world’s most renowned brands, I realized that there was a significant opportunity to offer a fresh perspective—one that combines strategic insight with a deep understanding of consumer behavior and emotional requirements for brands and customers. We focus on the feelings and emotions sold, not just products. We also don't focus on what the majority already know, but what might take the majority months to figure out.

The unique value proposition of I Got You Consultancy lies in our holistic approach. We don’t just focus on one aspect of retail or branding; instead, we integrate strategy, omni-channel expertise, consumer behavior analysis, and emotional requirements of every touch point to drive trust and success as a brand or retailer. I GOT YOU Consultancy was created to help our clients navigate the complexities of today’s market and get clarity in the chaos. Our approach is tailored, ensuring that each solution is customized to the specific needs and goals of the client along with where they are at on their journey. Moreover, we bring a unique blend of experience across luxury, sports, fashion, and streetwear, activations and deep understanding of people giving us a broad yet nuanced understanding of what's required to be successful. Our emphasis on future-proofing businesses—preparing them not just for today’s challenges but for tomorrow’s opportunities—is what sets us apart.

The questions are always the same, it's the answers that change. We don't see ourselves as consultants; we’re partners in our clients’ success, committed to helping them build brands that resonate, endure, and thrive in an ever-evolving landscape.

Your experience includes working closely with renowned brands and retailers. From your perspective, what are some common challenges that brands face when it comes to brand evolution and future-proofing, and how can they overcome these challenges?

There are a few common challenges that brands consistently face when it comes to brand evolution and future-proofing. One of the key challenges is understanding that while the fundamental questions in retail remain the same, the answers are constantly evolving. The landscape changes, customers change, and so brands must be ready to adapt their strategies accordingly but remain clear about the vision and northern star in order to be disciplined in making the right decision. Purpose is a great example of this evolution. In the past, a brand’s purpose was often defined as its reason for existing beyond just making money. Today, the question has evolved to something deeper: if our brand or business is the answer, what’s the question? This shift requires brands to constantly reassess and realign their purpose in a way that resonates with today’s consumers.

Another common challenge is that many businesses understand what they’re doing and how they’re doing it, but they don’t always spend enough time understanding why they’re doing it. This goes beyond logos, fonts, and colors—it’s about having a deep emotional understanding of the brand itself. Just as meaningful connections between people are built on emotional depth, a strong brand is one that connects with its customers on an emotional level. To overcome these challenges, it’s crucial for brands to develop a “brand Bible” or a set of guiding principles that define not just what to do, but also what not to do.

This discipline helps ensure that all decisions are aligned with the brand’s core values and purpose, making marketing efforts more powerful and authentic. We also get a lot of businesses going through growing pains and simply need guidance and support to be effective in growing. That can be moving into physical retail, expanding collections or opening the brand to new customers.

With the retail landscape evolving rapidly, especially in the wake of digital transformation and changing consumer behaviors, what strategies do you recommend for brands to stay agile and relevant in today's market?

The retail landscape is rapidly evolving, and with it, consumer behavior. Today, customers aren't just seeking competitive prices—they're looking for true value, which means aligning with brands that resonate with their personal values, beliefs, and principles. The key to staying relevant lies in authenticity and building meaningful connections. For brands to stay agile and ahead of the curve, they must first achieve a deep understanding of themselves on a holistic level. It's about humanising the business as much as possible —creating a brand that customers trust and feel a gut-level connection with but also being comfortable with not everyone liking you.

Business transparency is crucial, and having clarity around your brand's identity, ethos, behaviours, opinions and values is essential. This clarity not only guides and navigates what the brand should do but also helps in understanding what it shouldn't or wouldnt do. Being consistent is really important as confusing your customer, creating doubt and losing trust is very easy but very hard to mend. In challenging times, the instinct is often what do I add more to the business. However, often the most impactful changes come from looking inward and focusing on small, yet significant, adjustments that can lead to greater outcomes.

Ultimately, while there are many factors to consider in retail, the most critical are the fundamental and emotional understanding of both the brand and its target market. By honing in on these, brands can effectively meet customers wherever they are in their journey—whether it's their first interaction, if they're looking for inspiration or education, or when they're ready to make a first or third purchase. This approach ensures a meaningful connection at every stage of the customer's path to purchase.

Building strong relationships, whether with clients or partners, is crucial in the consultancy business. What strategies do you employ to foster meaningful and long-lasting partnerships in your consultancy work?

In my consultancy work, I always start by focusing on really getting to know my clients and knowing their business as well as they do —their goals, challenges, and what makes them tick. Open, honest communication is always key, and I always aim to build trust by consistently delivering quality value and work. I love to collaborate closely with clients, working together to create solutions that fit their needs. I’m also big on building relationships that go beyond just business, staying proactive and adding value wherever I can, while keeping things genuine and grounded in mutual respect and shared success. Communication is always key.

Mentorship and continuous learning are vital for professional growth. Are there any books, articles, or resources that you'd recommend to individuals looking to enhance their skills in retail, brand management, or consultancy?

Continuous learning and self-development are crucial in this industry. You can't expect others to take you seriously if you're not practicing what you preach. Success starts with identifying what excites you, what matters most, and how you enjoy consuming information. When you align your learning with your passions, it becomes enjoyable, and that enthusiasm naturally spreads to those around you. Personally, I love listening to podcasts, reading, or watching videos, but I often explore subjects outside of retail. I find it valuable to look at other industries and professionals and see how I can apply their insights to what I do in retail, brand management, or consultancy.

It’s not about reinventing the wheel—it’s about finding your unique way to bring existing ideas to life. The answers are often out there; it's just about understanding where to find them and how to apply them in a way that reflects your unique perspective. Be unapologetic and confident in your approach, even if it’s a bit polarizing. I have had to get good and be ok with not everyone liking I GOT YOU Consultancy so those others will love it. It’s also important to be the one asking the right questions and knowing where to seek out the answers to challenges you face. This proactive approach to learning and problem-solving is what drives both my personal and professional growth.

Lastly, what advice would you give to aspiring professionals who aim to pursue a career in retail or branding.

For anyone looking to pursue a career in retail or branding, my first piece of advice is to really understand what excites you—what gets you out of bed in the morning. That’s everything. Once you know what drives you, lean into it and find areas within retail or branding where you can apply that passion and energy. Life is about being part of something you're genuinely excited about. It’s easy to get caught up in measuring success by how much money you make, the title you hold, or where you work. But what I’ve learned is that true success comes from doing something you genuinely enjoy. That’s the real measure of a fulfilling career.

Nick is the Director of I GOT YOU Consultancy. Visit their website at https://www.iguglobal.com. You can also follow Nick Gray on Linkedin for Insights and articles.

For employment opportunities and a list of Who in the Zoo jobs, please see our website: Who in the Zoo - Recruitment.