Shelby Nichols

Shelby Nichols currently serves as Senior Vice President of Media Investments & Innovation at Bluewater, a role held since October 2025. Previously, Shelby was the Lead Media Strategist at Metric North Digital for a brief period from August 2025 to October 2025, where innovative media strategies were implemented. From October 2022 to August 2025, Shelby led integrated teams at Media Culture, focusing on aligning campaign planning with measurable business outcomes. Additional experience includes positions such as Senior Digital Media Director and Vice President of Digital Media at Moore Digital, and Media Director at Bandy Carroll Hellige. Shelby's extensive career in media began at Sheehy, where a progressive series of leadership roles was undertaken for 16 years. Educationally, Shelby holds a Bachelor of Arts degree in Integrated Strategic Communications from the University of Kentucky, completed in 2002.