Maven deploys to snapshot instead of release

I'm trying to release a project using maven but instead of releasing to the Releases repository it puts it in our Snapshots repo.

My pom looks like:

<project xmlns="http://maven.apache.org/POM/4.0.0" 
         xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"
         xsi:schemaLocation="http://maven.apache.org/POM/4.0.0 
                             http://maven.apache.org/maven-v4_0_0.xsd">
<modelVersion>4.0.0</modelVersion>
<groupId>com.example.my.profiler</groupId>
<artifactId>profilerlib</artifactId>
<name>Profiler Lib</name>
<version>1.0.2-SNAPSHOT</version>
<description>Profiler Library</description>
<scm>
    <connection>scm:svn:https://svn.example.com/my-project/profilerlib/trunk
    </connection>
    <developerConnection>scm:svn:https://svn.example.com/my-project/profilerlib/trunk
    </developerConnection>
</scm>
<distributionManagement>
    <!-- Publish the versioned releases here -->
    <repository>
        <id>nexus</id>
        <name>nexus</name>
        <url>http://repo.example.com:8081/nexus/content/repositories/releases
        </url>
    </repository>
    <!-- Publish the versioned releases here -->
    <snapshotRepository>
        <id>nexus</id>
        <name>nexus</name>
        <url>http://repo.example.com:8081/nexus/content/repositories/snapshots
        </url>
    </snapshotRepository>
</distributionManagement>
<!-- download artifacts from this repo -->
<repositories>
    <repository>
        <id>nexus</id>
        <name>EXAMPLE Public Repository</name>
        <url>http://repo.example.com:8081/nexus/content/groups/public</url>
        <releases>
            <enabled>true</ena