From Seed to Skin: Full-Funnel Growth for a Boutique Skincare Brand.
Fractional Support, as Head of Growth for a UK-based skincare brand supplying natural, results-led products to both luxury spa partners and direct-to-consumer customers. Known for clean ingredients and spa-quality formulas, the brand was ready to scale—but needed strategic marketing leadership to unify brand presence, strengthen commercial focus, and optimise performance across both ecommerce and B2B channels.
Services
Fractional Leadership | Ecommerce strategy | Full-Funnel Strategy | Digital Marketing | Campaign Planning | CRM & Retention
Industry
Skincare | D2C
Approach.
As Fractional Head of Growth, I stepped in to lead the marketing function with a dual focus: grow ecommerce revenue and deepen partnerships with high-end spa clients. My approach centred on aligning the brand story with performance-driven execution - ensuring everything from campaign planning to customer retention worked cohesively to support long-term growth.
We began by reviewing the customer journey across all channels, identifying quick wins and long-term opportunities in acquisition, retention, and brand storytelling. I worked closely with internal teams and spa partners to build an ecosystem of marketing activity that felt premium, purposeful, and performance-led.
Highlights
Delivered a full-funnel strategy that spanned ecommerce, retail, and B2B marketing
Strengthened spa partner engagement with custom campaigns and co-branded assets
Improved customer retention through data-led CRM, segmentation, and loyalty initiatives
Enhanced brand consistency across digital and physical channels
Solution
Strategic Foundations
Defined a clear growth strategy across D2C and B2B segments, aligning seasonal trends, promotional cycles, and spa treatment moments.
Refined brand positioning to balance natural skincare values with performance-driven results.
Campaign Execution
Led the rollout of seasonal campaigns and new product launches, building integrated calendars that aligned spa demand with consumer buying behaviour.
Created co-branded campaign toolkits and POS materials to support spa partners with on-site marketing and retail sell-through.
Retention & CRM
Conducted customer segmentation and lifecycle mapping to improve email strategy, loyalty, and repeat purchase rates.
Rolled out targeted CRM automations and retention campaigns to increase LTV and engagement.
Performance Marketing
Managed paid digital channels including social, Google Ads, and influencer partnerships—improving ROAS and reducing CAC quarter-on-quarter.
Leadership & Reporting
Delivered monthly performance dashboards, growth KPIs, and strategic recommendations directly to the founders.
“Working with Gemma was transformational for our business. She brings a high-level of expertise and strategic thinking but is also not afraid to roll her sleeves up.”
- Emma, Brand Owner
*Brand name confidential, as some clients prefer to maintain discretion around the use of fractional leadership support.