Ali W

I've worked in eCommerce, marketing and customer experience for over 10 years across the fashion and skincare space. I started my career with General Pants Co, before moving to fast-fashion scale ups Tiger Mist and I.AM.GIA, and more recently leading the marketing, eCommerce, customer service and digital marketing departments at skincare brand frank body. 

In my time at Tiger Mist and I.AM.GIA, I led a re-platform, rebrand and tech-stack overhaul for Tiger Mist to enable the brand to scale globally, introduced digital marketing as a strategy to the brand by securing their first agency partner, and launched the I.AM.GIA brand in 2017 where I created the digital footprint of the brand that you see today. 

At frank body, I led the global go-to-market planning and budgeting for the launch of over 30 products across wholesale (MECCA, Ulta, Target US, Sephora CA, Boots UK) and online, a new category launch into personal care and the overhaul and relaunch of loyalty program Hotel Pink.

In 2020, I took on the role of interim CMO and was expanded the brand and team in Melbourne, New York and the UK. I was part of the team to develop the marketing strategies and launch the brand into Boots UK, Sephora Canada, Target US and Morphe.

In 2023, I took the leap into the world of consulting, doing what I love best: launching brands and products to market through effective, holistic go-to-market campaigns, growing digital channels and optimising on-site experiences.