Women to Watch 2024: Nicole Geekie, Jaywing

Nicole Geekie

Head of studio
Jaywing
Australia

Pivot to passion is a phrase that best describes the career path of Nicole Geekie. The commerce graduate who shifted gears from an advanced diploma in fashion design and technology and worked as a product developer and buyer at the Cotton Group, to earning a diploma in graphic design to finally finding her true calling in digital marketing, is a story of courage and adaptability. 

Geekie joined Jaywing as an account manager in 2016 and transformed the agency’s limited service offering of SEO and PPC to building The Studio, that now makes up half of the agency’s headcount and 70% of its revenue. In addition to producing award-winning websites, The Studio’s remit has expanded to include a broader scope including UX/UI services, campaign creatives, digital assets, and apps. 

From a one-woman team to now employing over 35 creatives and managing more than AU$4.5 million ($2.9 million) in revenue, Geekie’s efforts transformed the business from a narrowly focused performance agency to a creative and performance-driven powerhouse, a proposition that has helped win significantly larger contracts with prestigious clients while cementing her position as a leader in the space.

Known as the ‘superglue’ of the organisation, Geekie is actively involved in all facets of the business and has implemented process improvements that benefit the entire company. She spearheaded initiatives such as mental health sick days and meditation workshops to promote employee wellbeing. She also Introduced Mental Health Awareness month every October. 

Recognising the unique challenges women face in balancing career advancement with family responsibilities, Geekie extended paid parental leave to three months for the birthing parent or the primary caregiver, introduced fertility and miscarriage leave, and provided an extra five days of paid leave for employees and their partners undergoing IVF cycles or experiencing miscarriages.

The DEI champion is also an environmental warrior who is dedicated to preserving Sydney's biodiversity and is lobbying her local council to establish a marine sanctuary.