Nicole Melillo Shaw

Enigma
DISC Type : dci

Managing Director at Volvo Car UK

United Kingdom

Overview

A multi-award-winning leader guiding Volvo Car UK’s direct-to-consumer transformation. With over 20 years of marketing experience from companies like GSK, she blends commercial acumen with a consumer-first mindset. She holds a BA from Newcastle University and a postgraduate diploma in Marketing from Sheffield Hallam University.

Outside of work, she prioritizes quiet family time with her husband, children, and dog. She is an avid outdoor enthusiast, enjoying activities like biking, walking in the Lake District, and paddleboarding when the weather permits.

In May 2025, she was named "Business Leader of the Year" by Automotive Management for her transformative leadership.

Personality Overview

Challenger

Fast Follower

Friendly Yet Blunt

They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information. They are generally strong communicators and are not easy to convince.

Topics They Care About

Direct-to-Consumer Shift
She is spearheading Volvo Car UK's fundamental transition to a direct-to-consumer business model, making it a primary strategic focus for the company's growth.
Authentic Leadership
She publicly emphasizes creating a culture where employees feel heard and valued, believing that vulnerability and humility are essential leadership qualities for building momentum.
Customer-Centricity
Coming from outside the automotive industry, she positions herself as the "litmus test" for the consumer journey and champions a laser-sharp, consumer-first mindset in every project.

Media Appearances

Volvo Car UK announces changes to Executive Management Team. Featured in Volvo Cars

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Volvo Car UK appoints new managing director. Featured in Motor Trader

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Power and Pause – Volvo Car UK Managing Director featured in Instagram Reel. Featured in Instagram

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Work History

11-2023
Managing Director at Volvo Car UK
6-2022 - 11-2023
Director Commercial Operations at Volvo Car UK
3-2020 - 6-2022
Consumer Director UK at Volvo Car UK
10-2017 - 3-2020
Global Marketing Director, Skin Health Medicated Skin at GSK
9-2013 - 10-2017
Global Marketing Director, Oral Care, Sensitivity & Acid Erosion at GSK

Education

1997 - 2001
BA Hons from Newcastle University
2002 - 2003
Chartered Institute of Marketing (Post Graduate Diploma) from Sheffield Hallam University

More Information

Social Presence :

Prographics :

Exp : 22 Location : United Kingdom Job Level : Mid-senior Designation : Managing Director at Volvo Car UK
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Insights For Selling To Nicole

During A Call Or A Meeting

DO's

  • Leverage 'negging', or the art of asking negative questions like "you must not be convinced yet..."
  • Help them realize that any personal risk in making this decision is far less compared to what the results could mean for them
  • Let them lead the discussion, create opportunities for them to speak if they are not very forthcoming

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Avoid long presentations and just 'high-level' value proposition, dive into the details
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Nicole is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Nicole

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Nicole move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Nicole take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Nicole

Personality Compatibility


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