Nubian Skin

Nubian Skin — North American Growth Strategy

As Nubian Skin expanded across the US and Canada, the challenge was not simply increasing visibility — it was understanding where growth opportunities existed and why interest was not consistently translating into conversion.

Using audience and performance insights, I identified key barriers within the customer journey and developed a growth strategy designed to strengthen engagement across both digital and physical touchpoints. The approach combined targeted email marketing, social media, retail partnerships and experiential activity to create a more connected brand experience.

To establish stronger market presence, I secured partnerships with US-based retailers and developed pop-up experiences that allowed customers to engage with the brand beyond digital channels. These activations created more meaningful audience interaction while strengthening brand awareness and trust within key markets.

Alongside scaling existing audiences, I also focused on identifying underserved customer groups with strong alignment to the brand. By looking beyond conventional targeting approaches and creating more representative audience engagement strategies, the brand was able to connect with new communities and broaden its reach in a way that felt authentic rather than performative.

The combined strategy strengthened customer engagement, increased sales performance and contributed to continued growth across North America, ultimately supporting the launch of a New York fulfillment center to meet demand and sustain growth more effectively.

Impact
• Expanded brand presence across the US and Canada
• Secured strategic retail partnerships and audience touchpoints
• Increased engagement and sales performance
• Supported growth leading to the launch of a New York fulfillment center