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Alexia James

@alexiajames

Head of Growth at Skinfolk, scaling e-commerce through AI-assisted creative testing, conversion optimisation, and automated retention.

United Kingdom

Message

At Skinfolk, I led end-to-end growth across paid media, CRO, SEO, and retention for a premium clinic and e-commerce brand. I used ChatGPT and Midjourney to accelerate creative testing and built high-converting funnels for online sales and clinic bookings.

At Dr Botanicals & Skinchemists, I led omnichannel digital growth strategy, increasing revenue by 25% year over year and improving Shopify conversion rates by 30%. I also directed campaigns across paid media, affiliate, influencer, CRM, and seasonal promotions.

At Fnac Darty, I managed SEO strategy and content optimisation for fnac.com and darty.com, including rebuilding Darty Cuisine’s site structure. I’m increasingly focused on embedding AI and automation into growth operations to reduce manual work and accelerate testing.

Experience

Work history, roles, and key accomplishments

Head of Growth

Skinfolk

Dec 2025 - Jul 2026 (7 months)

Lead end-to-end growth across paid media, CRO, SEO, and retention for a premium clinic and e-commerce brand. Scale Meta ad campaigns with a ROAS-first approach, using AI tools to accelerate creative testing while staying brand-safe.

Meta Ads CRO SEO Retention Shopify Klaviyo Make.Com ChatGpt Midjourney A B Testing AI Automation

Head of Digital & E-commerce | International Growth

Vaillant Parfums

Jan 2024 - Dec 2025 (1 year 11 months)

Developed and executed a market expansion roadmap across Europe, leveraging test-campaign data to prioritise rollouts in high-performing countries. Led localisation of digital assets per market, including UX/UI translation, product positioning, and journey optimisation.

Market Expansion Localization Digital Strategy Customer Behavior Analysis Market Research Competitive Audits Process Automation

Head of Digital & E-commerce

Dr Botanicals & Skinchemists

Oct 2022 - Oct 2024 (2 years)

Led omnichannel digital growth strategy, resulting in a 25% YoY revenue increase. Optimised the Shopify store and improved conversion rates by 30%.

Omnichannel Strategy Shopify CRO Paid Media Affiliate Marketing Influencer Marketing CRM Budget Management Team Leadership

Head of Digital & E-commerce

Legology

Sep 2021 - Sep 2022 (1 year)

Implemented integrated marketing strategies across paid, social, email, affiliate, and influencer channels. Increased website traffic by 40% and improved online conversion rates by 20%.

Integrated Marketing Paid Media Social Media Email Marketing Affiliate Marketing Influencer Marketing Shopify CRO Global Expansion

Head of Digital & E-commerce

VPA Industrie

Sep 2019 - Sep 2021 (2 years)

Directed digital operations across B2C/B2B brands, with full ownership of strategy and budgeting. Led SEO, SEA, SMA, email, SMS, and CRM segmentation initiatives.

Digital Strategy Budgeting SEO SEA SMA Email Marketing SMS Marketing CRM segmentation PrestaShop Team Management

SEO Project Manager

Fnac Darty

Sep 2017 - Aug 2019 (1 year 11 months)

Managed end-to-end SEO strategy and content optimisation for fnac.com and darty.com. Rebuilt Darty Cuisine's site structure, improving internal linking, metadata, and user experience.

SEO Content Optimisation Site Architecture Internal Linking Metadata Google Analytics Omniture Google Search Console Screaming Frog

Digital Marketing Manager

Ba&Sh

Sep 2016 - Aug 2017 (11 months)

Managed e-commerce performance across France, UK, US, Spain, Germany, Switzerland, and Norway. Led paid acquisition, email marketing, and influencer campaigns tailored by region.

Ecommerce Paid Acquisition Email Marketing Influencer Marketing Content Planning UX PrestaShop Localization