Vision 100


Nikki Lambert

Senior director, international marketing


The speed at which brands in the digital world can go from start-up to part of the fabric of everyday life is startling. Spotify, once a niche streaming service for music aficionados, is now considered by the ONS an official part of the average consumer’s daily life. In a sector where executives are obsessed with views and shares, Nikki Lambert’s strategy of making Spotify stick seems to be working. “Balancing short-term gain with long-term strategy is my biggest challenge,” she says. “It’s easy to be tactical in order to hit numbers. Building a strong, powerful brand which is trusted and has integrity takes time and patience.”

Best advice: "Always assume the best in others and try to see the world from their perspective. Whether you agree or not, it gives you such amazing clarity when things happen which you struggle to make sense of."