Mo White

Working with the founders and team to deliver 2026 strategy and scale social first beauty and skincare business across D2C globally and in UK, Ireland, US & ME with partners Selfridges, Sephora, Space NK and Brown Thomas.

Delivered evaluation and reset with full executional responsibility for turnaround of £40M revenue chat-based social-commerce platform for luxury styling and concierge services. Led an operational model transformation and reduced operating losses by 45% and increased AOV to £3,200 sustaining a 40%+ repeat rate with clear roadmap to profitability by 2027 and 495% increase in followers and +220% customer enquiries with a defined AI infrastructure.

-Represented the customer, digital and marketing voice on board of €100M Helsinki-based Lumene - a leader in wild-crafted skincare and make-up sourced from Nordic botanicals and arctic plants; 55% circular with many side-streamed ingredients; acquired by Verdane Capital in 2021.

-Developed brand/ customer/ growth strategy pre- and post-Series A funding at beauty, skincare and fragrance brands Refy (£40M revenue); The 7 Virtues ($10M); Champo (217% growth); Indu, Moussse (pre-revenue); Carbon Theory (£5M). -Built Victoria Beckham’s 3 year social-first marketing and customer plan which increased followers by 30%+ and supported scaling of fashion and beauty categories to achieve profitability in 2022. - Developed sustainable fashion and lifestyle brand Nanushka’s 3-year customer growth plan that lifted revenue from €10M to €25M and applied learnings to Alighieri, Finisterre and Provenance. -Defined US and UK brand scaling strategy at Afterpay with Founder Nick Molnar which led to 350% growth. -Optimised global brand and customer content-commerce experience at ShopStyle pre-Rakutan sale and at Kry, Marks & Spencer and Farfetch.

-Represented the customer, digital and marketing voice on board of Europe's leading €400M re-commerce platform for books, media and fashion; majority share holder Verdane Capital.

-Led commerce and customer at 50 person applied AI lab founded to bridge the gap between research and products led by Google Deepmind alum Trevor Back with a mission to build an automated e-commerce and brand engine.

-Launched Glossier in UK, Ireland, Sweden, Denmark and France ahead of $100M Series D funding round and supported revenue growth from $100M to $200M. -Managed Ops, CX, Marketing teams in London and worked with US to establish a global reporting framework as well as a community and growth playbook to support scaling.

-Led the brand and content-commerce strategy for Conde Nast’s global luxury marketplace Style.com. Launched platform using an AI-based fashion search and recommendation engine that was acquired by Farfetch in 2017. -Recruited and managed a 30-person brand marketing and product team across editorial, creative, UX, UI and product innovation - including software engineers. -Partnered with global Conde Nast leadership including Bob Sauerberg, Jonathan Newhouse, Nicholas Coleridge, Anna Wintour, Alex Shulman, David Rowan and Dylan Jones to enlist buy-in from editorial, commercial and legal teams across all titles.

-Set the vision for Deepmind’s fashion marketplace (Kitsee) and recommendation engine using machine vision and deep-learning tools – reporting to Mustafa Suleyman. Deepmind was acquired by Google in 2013 for £400M and the proprietary visual search algorithms re-applied to Google Health, Google Shopping and Youtube. -Engaged USTWO and Wednesday agencies to build brand and user experience. -Led a cross-functional 8-person content-commerce and developer team that worked across business, product, software and research teams to build algorithms to automate the highly manual curation and recommendation tools of luxury brands.

-Launched and grew the THEOUTNET from a zero to £100M business and set standard for a lean social-first global luxury content-commerce brand – reporting to Stephanie Phair. -Member of the transatlantic leadership team, led brand marketing functions (30 people) across creative, content, merchandising, UX & UI, PR, image, advertising, video, social and influencer in the UK, US and China and built first app with USTWO studios. -Created THEOUTNET own label Iris & Ink and built THEOUTNET CHINA team.

-Led content-commerce innovation and built a cross-functional growth mindset across brand marketing teams, buying and tech - grew business from £200M to £600M with teams in UK and US. Reported to founder Natalie Massenet and president Alison Loehnis. -Managed exponential growth and optimised e-comm for luxury to build the first global content-commerce omni-channel machine with a team of 50-100 by developing story-telling, analytics and publishing strategies that had aggressive sales and marketing KPIs. -Introduced first iterations of NETAPORTER’s iphone app, social and video channels to drive acquisition, engagement, awareness, advocacy and sales. -Acted as brand ambassador at shows and attended buyer appointments in London, Paris, New York and Milan to cross-functionally optimise conversion. -Executed the world’s first live runway to basket activations with Roland Mouret, Stella McCartney and Alexander McQueen.