Nicole Tan

Nicole Tan is an accomplished strategy professional with extensive experience in brand innovation and consultancy. As a Strategy Director at SYPartners since August 2025 and Founder of EDEN since October 2020, Nicole has focused on helping businesses build participatory brands through strategic insights. Previous roles include leading innovation projects for Diageo as Head of Tequila & Aperitifs and Head of Luxury and Digital in Europe, and serving as a Creative and Culture Lead for the APAC region. Nicole has also contributed to leading innovation consulting efforts at ?What If! Innovation and held senior strategy positions at McCann Worldgroup and Accenture, specializing in brand strategy, digital, and consumer engagement. Academic credentials include a Magna Cum Laude B.S. degree from the Fashion Institute of Technology and studies in Southeast Asian modern art and global studies.