When Noble Panacea set out to redefine the ultra-luxury skincare market, I joined at a critical juncture. Tasked with delivering a comprehensive overhaul of their direct-to-consumer channel, I worked alongside a newly formed team of industry veterans to establish the foundations for significant growth.

To position Noble Panacea as a science-led, ultra-luxury brand, I led a complete reimagining of the online customer experience. The aim was not only to improve conversion rates but to craft a digital presence that reflected the brand’s ethos of precision and innovation. This transformation extended beyond the website, encompassing a root-and-branch overhaul of operational systems, including the complex migration of eCommerce platforms.

From strategy to execution, I guided the delivery of an ambitious roadmap, which included launching localised markets in China, Germany, and France. Key initiatives covered payments, subscriptions, CRM enhancements, and video consultation services—each designed to enhance customer engagement and drive growth.

Looking to the future, I’m currently working on aligning the brand’s vision with upcoming initiatives, such as a highly customised loyalty programme, site design update and a move to headless architecture, ensuring Noble Panacea remains a leader in innovation. This project drew on the full range of my expertise, from programme management to product innovation and operational execution, laying the groundwork for the brand to scale into a billion-dollar business.

Results: 2x Revenue • 2x Conversion Rate

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