Sheryl Nichols

Sheryl joined Sport NZ in December 2018. As Group Manager for Marketing and Communications, she leads a team responsible for communications, brand and marketing, digital, media management and ministerial support across Sport NZ and High Performance Sport NZ. Key elements of the role including social marketing in the area of behaviour change, advocating for and promoting the importance of physical activity for health and wellbeing, stakeholder management and supporting the organisation’s 90-strong partner network.

Sheryl has held a number of public and private sector roles in various industries including forestry, energy, telecommunications, publishing, start-ups and venturing, and FMCG for organisations including Telecom (now Spark), British Telecom, Mighty River Power (Mercury Energy), Woolworths and Auckland Council. She led the marketing and engagement strategy for the successful World Master Games 2017 in Auckland across a four-year period.

She describes her sport and recreation background as ‘eclectic’ having participated in a wide variety of activities over the years including women’s cricket, hockey, taekwando and aerobics. As a parent, she has volunteered and supported her children’s participation in gymnastics, rowing, netball, tennis, sailing and football.