Her Story
About Elizabeth
Elizabeth M. Nicholls is an accomplished programmatic media and advertising professional based in Brooklyn, New York. She currently serves as Associate Director, Commerce Programmatic at Wavemaker, where she focuses on the Danone account and helps build and develop the Commerce Programmatic team. Since entering the media industry in 2021, Elizabeth has progressed through increasingly senior roles, including positions at UM Worldwide, MediaCom, and EssenceMediacom, where she worked on major accounts such as Levi Strauss & Co. and The Coca-Cola Company. Her expertise spans programmatic advertising, commerce media, budget management, and digital media activation across platforms such as The Trade Desk, Amazon DSP, Kroger DSP, and Walmart DSP.
Elizabeth earned a Bachelor of Business Administration in Marketing from Temple University, where she was involved with organizations including the American Marketing Association and Phi Beta Lambda Future Business Leaders of America. She also participated in international learning experiences in Rome and Bangkok, broadening her perspective on international business and consumer behavior. Throughout her career, Elizabeth has demonstrated a strong commitment to professional development, earning certifications in Walmart Connect Retail Media, Walmart DSP, Walmart Onsite Display, Amazon Ads for Retail, and Amazon DSP Advanced. She was also recognized as a Culture Champion by MediaCom for her positive influence, collaborative spirit, and efforts to foster strong relationships within her team.
Beyond her professional accomplishments, Elizabeth is passionate about leadership, mentorship, service, and personal growth. Colleagues have recognized her for being proactive, supportive, highly knowledgeable, and committed to helping others develop their careers. Her goal-oriented nature is also evident outside of work, particularly through her marathon achievements; she completed the Berlin, Chicago, and New York City marathons as part of an ambitious six-week challenge. Elizabeth has also volunteered with All Hands and Hearts in Puerto Rico, contributing to hurricane-relief rebuilding efforts. Guided by empathy, integrity, kindness, curiosity, and resilience, she hopes to eventually become an educator and use her professional experiences to mentor and guide the next generation of business and marketing leaders.
Her Interview
Ten minutes with Elizabeth
01What do you attribute your success to?
My family has been a huge support, especially my mom who has always been a strong advocate for me and my brother. As a first-generation college student, there was added pressure but it was motivating. My professors in college were pivotal mentors who inspired me. I credit my success to the mindset of knowing I can do hard things, which I apply from running marathons to my career. I also had strong female leaders as mentors at work who paved the way.
02What’s the best career advice you’ve ever received?
The mindset from my parents of knowing that I can do hard things has resonated with me. It translates from running marathons into my professional career. The lesson is that discomfort and challenge are evidence that growth is happening.
03What advice would you give to young women entering your industry?
Be a sponge, listen, observe, ask questions, absorb knowledge and remain curious. No question is a stupid question. If you're the smartest person in the room, you're in the wrong room. Surround yourself with people where you aspire to be to get guidance and mentorship.
04What are the biggest challenges or opportunities in your field right now?
You have to learn how to be very agile and adaptable to change. There have been many shifts both positive and negative in my experience so far, so knowing how to navigate setbacks and come back stronger. Manage relationships through that. Don't let your ego get in the way. Be considerate of others.
05What values are most important to you in your work and personal life?
Empathy, integrity, kindness. Being considerate of what other people are going through in the workplace. Pushing through and still being kind. Knowing when to be professional.
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