Adam Nicoll heads up the marketing function for Anglian Country Inns. A veteran CMO with an extensive ‘city’ career at Fortune 500 level, Adam turned his hand to hospitality in 2023/24 when saving a village pub he’d fallen in love with. A few years on and he’s helping ACI grow their footfall, spend per head, loyalty, and all-round market share. He’s also been intrinsic in introducing a data led approach to the business’ marketing approach and exploring what AI can do for the business.