Sendible Appoints Long-Time Leader Nico Watson as CEO

Sendible, the end-to-end social media management platform for agencies and multi-location businesses, has appointed Nico Watson as our new Chief Executive Officer.

Nico's elevation is a powerful example of internal growth, with our new CEO having spent over seven years rising through the ranks. 

His journey, from Head of Marketing to Chief Executive Officer, is particularly significant in the SaaS industry, where leaders from marketing backgrounds are rare. 

It is a living embodiment of the stability, expertise, and deep customer understanding he brings to Sendible’s core mission: to help brands be remarkable at scale.

The ascent: Over seven years of relentless growth

Nico’s Sendible career began in February 2018 as Head of Marketing. His path to the top was marked by continuous expansion into critical leadership roles across Marketing, Sales and Customer Experience.

Nico recalls that becoming CEO was not a planned destination:

This rare, comprehensive trajectory has instilled in him a unique, holistic understanding of the business. A perspective crucial for delivering on our vision to be the most reliable, efficient and collaborative platform.

“With every phase I’ve learned something new. More context on different departments and more empathy for the people behind them and for our customers,” he notes. When reflecting on the commitment that anchored him to the company for so long, he pointed to our core strength: 

A leadership built on trust, authenticity and accountability

Nico’s leadership philosophy is firmly rooted in the company’s intrinsic values. The most valuable lesson learned over his tenure is the absolute necessity of trust and authenticity.

He emphasises that this includes accountability and the importance of actively listening to customers and employees, then executing quickly.

“We’re in a very competitive, dynamic environment. It’s important to adapt without losing sight of the value we provide to customers,” he explains, confirming that the values Sendible promotes are the active blueprints for his new leadership strategy.

Guiding the mission: Helping brands be remarkable at scale

In a digital landscape that is increasingly noisy, Nico’s strategy as our CEO is clearly focused on empowering customers to excel without compromise. The mission, “Help brands be remarkable at scale,” is his operational mandate.

Our immediate priorities under Nico’s leadership will address the pain points of scaling content, ensuring our platform is the most reliable, efficient, and collaborative:

• 1. Enabling originality and consistency at scale: Providing solutions that allow teams—especially those managing large volumes of posts, users, and locations—to remain consistent, collaborative, and retain their unique voice.
• 2. Strategic innovation and efficiency: Ensuring we leverage new technology to make teams more efficient. Nico sees technology, like AI, as an amplifier, not a replacement. He is focused on finding the right balance:
  “I don’t see AI replacing people right now. It enhances them and makes them more efficient. It’s about how we leverage it so each employee and department can go one step further in what they do.”

A message to the Sendible community

His overarching commitment to the entire Sendible community, everyone from an employee to a customer, is clear:

“Trust. I want us to keep building trust with customers and employees. We need to be accountable for what we say and deliver on it. Deliver more value, and do it as fast as we can. Regardless of direction, I want Sendible to remain the trusted partner for our customers.”

Nico’s appointment marks a high-impact new chapter, ensuring Sendible’s leadership is as knowledgeable, reliable, and deeply committed to its mission as the team that created it.