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Untouched World
Project type
Strategic Global Transformation & Performance Scaling
The Context
As the former Head of Digital and current Strategic Growth Advisor, I led the global digital evolution for this B Corp sustainable luxury brand across B2C, Retail, and B2B Wholesale channels.
The Challenge
Untouched World needed to move from a regional New Zealand presence to a digitally mature global player. The existing digital funnel was fragmented, and the brand needed to scale revenue without compromising its premium positioning or increasing customer acquisition costs (CPA).
The Strategy (What I Did)
Global Ecosystem Relaunch: Led a full website relaunch and UX overhaul focused on international markets.
Performance Optimisation: Rebuilt the full-funnel journey across paid media, landing pages, and email automation.
B2B & Wholesale Integration: Developed data-led lead generation to support international stockists and inbound B2B enquiries.
China Market Strategy: Launched a localized "Rednote" (Xiaohongshu) strategy to capture Asian customers and inbound tourists through education-led storytelling.
Data Attribution: Built executive dashboards in Looker Studio to connect spend directly to pipeline and revenue.
The Results
Revenue: 40% YoY digital revenue growth.
Efficiency: 70% reduction in CPA and a 9% lift in conversion rate.
Traffic: 70%+ growth in monthly organic traffic post-relaunch.
Retention: 15% improvement in customer retention and 30% reduction in churn.
Retail Impact: 20%+ YoY growth in retail sales at tourist-driven locations.
