Nicole Storey


Experimentation Director

Nicole is an exceptional individual who began her journey early, skipping a year to enter university at 17. She earned a first-class honours degree in Computer Science from Trinity College Dublin. Her career took off at Merkle|Periscopix, where she quickly became a Google expert, delivering top-tier web analytics solutions for clients. Transitioning into web experimentation, she became the Adobe Target lead for Merkle, impressing clients and partners alike. Notable achievements include running web experimentation campaigns for major brands like Boot’s No. 7 and Danone and contributing to the creation of the revised Adobe Target exam in San Jose. Nicole mastered Google Analytics, Tag Manager, Optimize, Adobe Target, and Launch, eventually becoming the Adobe Target AND Analytics Lead for Merkle UK. In 2023, she co-founded Hookflash, a digital optimization agency, and has played a crucial role in securing over 30 clients and exceeding revenue targets. At Hookflash, Nicole focused on deploying the new Google Analytics version (GA4) and led implementation, audits, and experimentation programs for various clients, continuing to support on Adobe projects too. She also established partnerships with leading AB testing vendors and developed go-to-market collateral and a proprietary UX audit to improve customer experiences. Nicole is a numbers-driven change agent passionate about user experience and technology integration for seamless customer journeys. Her impressive educational and career achievements make her a standout professional in the industry, valued for her contributions to enhancing customer experiences.