03/06/2026
EGC’s Performance Media Engine is growing.
Nicole Garcia joins our paid social and performance media team, bringing experience from global powerhouse Diageo and iconic brands like Johnnie Walker, Smirnoff, Guinness, Baileys, and Bulleit.
We sat down with Nicole to talk performance, scale, and what’s next.
Q: What drew you to EGC?
A: I was drawn to EGC because of the clear investment in performance as a growth engine. In a market where brands are under pressure to prove impact and adapt quickly, performance media isn’t optional, it’s foundational. EGC’s focus on building a strong paid and performance offering shows real awareness of where the industry is headed, and I wanted to be part of a team driving that shift.
Q: You’ve worked on major global brands at Diageo. What’s the biggest thing you’ve learned about paid social at that scale?
A: Scale forces you to think differently about performance. You’re not chasing short-term spikes, you’re planning creative refreshes in advance, layering audiences intentionally, and making decisions that have to hold up across markets. The biggest lesson was learning how to build sustained momentum: creating systems that compound over time rather than relying on isolated wins.
Q: What are you most excited to build here?
A: I’m excited to help bring structure and momentum to how we scale performance for our clients. That means building on our testing roadmaps, tightening the connection between creative and media, and ensuring insights translate into action quickly. With the ambition behind our performance media team, there’s a real opportunity to build something that operates at the highest level.
Here’s the reality: paid social isn’t a channel anymore. It’s the engine.
The brands winning right now are the ones treating social as a performance system, testing creative at speed, reading data in real time, and iterating before fatigue sets in. That’s exactly what our Performance Media Engine is built to do.
Nicole makes that engine stronger. We’re building a team of people who’ve operated at the highest level and want to bring that thinking to brands ready to grow.
Welcome, Nicole. Let’s go.
