Nichols reports to Will Harris, Nokia's marketing director, who joined Nokia from O2 in 2007. He replaces Stephanie Neil who left Nokia last year.
He will be responsible for promotional marketing deals with mobile operators and retail partners including Carphone Warehouse, Asda and Tesco, as well as focusing on Nokia's product offering and customer retention plans.
Nicols spent a year in his last role at Woolworths, having previously worked on marketing for the entertainment and mobile categories at the retailer.
Nokia has spent recent months focusing on music, email and navigation products and working on rejuvenating the brand.
Nokia's new Comes With Music service was supported by a multi-million pound pre-Christmas campaign, launching during ITV1 talent show The X-Factor.
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