Nikita Singh, originally from Suva, Fiji, moved to Melbourne, Australia when she was just three years old. Today, she serves as the Global E-Commerce Operations Manager at Lovisa, a rapidly expanding international fashion jewelry brand with over 900 stores across the globe. In her role, she is tasked with overseeing digital optimization and the martech stack in 50 different markets, ensuring that online customer experiences are not only seamless but also scalable and in tune with the brand’s retail presence.
Despite moving away from Fiji at a young age, Singh has managed to maintain a strong connection to her roots. She frequently visits the country and cherishes the cultural traditions, community spirit, and the beautiful landscapes that evoke a sense of belonging. Singh credits her mother for her efforts in keeping familial ties strong and close-knit.
Interestingly, Singh’s entry into the technology sector was unconventional. Initially, she pursued a degree in international politics, hoping to emulate her aunt’s career in social justice advocacy. However, mental health challenges prompted her to rethink her career path, leading her to discover a passion for digital marketing and consumer behavior. Her first job in digital marketing emerged through a unique opportunity involving her dog’s Instagram account, where she landed a role related to social media and content at a dog food subscription company. This experience not only provided her with essential skills in content creation but also helped her dive deeper into customer experience and brand growth.
Transitioning further into the field, Singh honed her skills in Search Engine Optimization (SEO) at a specialized agency, where her abilities flourished. A pivotal moment came with encouragement from a woman leading the technical SEO team, who urged her to step into more technical roles at a time when the field was predominantly male. As she developed her expertise, she naturally progressed to her current position at Lovisa, initially serving as the Global SEO Lead before advancing to oversee broader e-commerce operations.
Her approach to digital strategy is not just data-driven; it emphasizes user-led design principles, underscoring the importance of understanding actual user behavior rather than relying solely on assumptions. This commitment has led to significant improvements in conversion rates and customer satisfaction throughout Lovisa’s various online platforms.
Moreover, Singh is passionate about motivating Fijian women to pursue careers in technology. She acknowledges that cultural expectations can sometimes act as barriers but encourages women to challenge these norms and explore their potential in digital roles. By leveraging existing skills and seeking mentorship, she believes Fijian women can achieve success in the tech sector.
As we continue to learn about the contributions of the Fijian diaspora in various fields, Singh’s story represents resilience, innovation, and the potential for positive change within the global tech landscape. Her journey conveys a hopeful message for aspiring female leaders, emphasizing that everyone can carve their path to success with determination and the right support.
This article not only showcases Singh’s impressive career trajectory but also highlights the importance of mentorship and community in overcoming cultural barriers, paving the way for a new generation of women in technology.
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