Vision 100


Kenyatte Nelson

Group marketing director

Shop Direct

Kenyatte Nelson joined Shop Direct in 2015 and is responsible for brands including and With more than £1.8bn in annual sales, Shop Direct is the UK’s second largest online retailer and 59% of sales now come from mobile. was recently lauded for its shoppable music video that curated everything consumers could want for a stylish summer. Nelson, a former P&G marketer, says learning that “titles often have very little to do with aptitude” was his light-bulb moment. He describes himself as a collaborative, business focused and results-oriented leader, as well as a brand builder, which he believes drives positive change.

Best advice: “Do the job your own way. If they wanted it done a different way, they would have hired someone else.”