As Global Lead of Global Consumer Engagement for Gap in NYC, Tricia Nichols is responsible for creating a consumer-first plan that bonds between brands and consumers.  Her focus is on digital, social, media, partnerships, branded entertainment & music. Prior to Gap, Tricia’s career included both agencies and brands, including Managing Partner at MediaCom, Senior Lead of Portfolio Projects at PepsiCo and a Group Leader role at TracyLocke.  In these roles, she led activations in emerging media, multicultural, local marketing, social/mobile loyalty, shopper & branded entertainment.   She also helped launch the first PepsiCo10 platform. Tricia is currently an active advisor to start-ups within the retail, digital, entertainment and music spaces & was once an Adjunct Professor.