Nikita Singh: Leading Digital Growth

Nikita Singh was born in Suva and moved to Melbourne, Australia at the age of three.

Today, she leads global e-commerce operations at Lovisa, a fast-growing international fashion jewellery brand with over 900 stores worldwide.

In her role, she manages digital optimisation and the martech stack across 50 markets, ensuring that online customer experiences are seamless, scalable, and aligned with the brand’s global retail footprint.

Although she left Fiji at a young age, she remained connected to the country.

“I’ve been lucky to visit regularly growing up. Fiji will always be one of my homelands – I feel comforted by the ocean, the food, the cultural traditions, and the sense of community,“ Ms Singh said.

“It’s a connection maintained through a conscious effort by my mother to keep close relationships with family on both sides, for which I’m so grateful.”

Nikita Singh is the Global E-Commerce operations manager for Lovisa.

An unconventional entry into tech

Ms Singh didn’t start in tech.

She initially studied international politics at university, planning to follow in her aunt’s footsteps and work in social justice advocacy.

That shifted when mental health struggles forced her to switch degrees, leading her to discover an interest in digital marketing and consumer behaviour.

She got her first digital job through her dog’s Instagram account – landing a social media and content role at a dog food subscription startup.

It was a hands-on introduction to content creation, customer experience, and brand growth.

“From there, I transitioned into SEO, learning it from the ground up at a specialised SEO agency,” she said.

“That experience pushed me to excel in account management, strategy, and technical optimisation across some big brand names.”

At the agency, a turning point came when a woman leading the technical SEO team personally encouraged Ms Singh to join, even though few women were putting their hands up.

“She helped me become comfortable in technical discussions and spaces that are typically male-dominated,” Ms Singh said.

“It was because of her encouragement that I started my deeper tech journey.”

Leading Global E-Commerce

In her next move, Ms Singh joined Lovisa as the Global SEO Lead – managing efforts across multiple markets to improve site performance and organic growth.

After two years, she stepped into a broader role as Global E-Commerce operations manager.

“I saw that improving SEO couldn’t be done as a one-woman team – it relied on the whole e-commerce operation to flow effectively,” she explained.

“Over time, I had naturally taken on more responsibilities, working across UX, trade, and other digital teams to refine processes.”

Now, she oversees development roadmaps, omnichannel initiatives, cross-functional collaboration between departments, and the performance of six regional websites and a global app.

“No two days are the same and I love that,” she said.

“I’m not a fan of repetition, micromanagement and rigidity.”

A human-centred approach to digital

One of the things that grounds Ms Singh’s approach is her commitment to user-led design.

Rather than relying on assumptions or mimicking what others are doing in the space, she and her team invest in testing, customer data, and actual user behaviour to inform decisions.

“We saw, for example, that people were engaging with product listing pages, but dropping off without converting,” she said.

“Instead of guessing why, we ran a series of A/B tests – adjusting navigation, subcategories, and page layout based on what we saw in the data.”

That kind of insight has helped improve conversion rates and reduce friction across Lovisa’s e-commerce channels.

She also keeps a close eye on the interplay between digital and physical shopping behaviour – recognising that customers don’t experience brands in silos.

“Whether someone is browsing on mobile, checking stock before visiting a store, or buying online, it should feel consistent and simple. That’s always the goal,” she said.

Encouraging more Fijian women in tech

For Fijians – especially women – considering a career in digital, Ms Singh’s advice is practical and encouraging.

“One of the biggest challenges for Fijian women in tech isn’t just the industry itself – it’s our own cultural conditioning,” she said.

“We’re often expected to prioritise caregiving roles, and careers in male-dominated fields are seen as too ambitious.”

Her advice: challenge those norms, and find ways to translate existing skills into digital contexts.

“Tech isn’t just about coding. Women with experience in finance, logistics, retail, or customer service can transition into digital roles like e-commerce management, UX research, digital marketing, or data analysis.”

She recommended starting with what you’re already good at, building on it through short online courses, and seeking out mentors.

“Mentorship is key. Women often miss out on career growth because they don’t have access to the same networks as men,” she said.

“Find female leaders who can guide you, vouch for you, and open doors.”

Next week, we continue our series of Fijian Diaspora in tech with another inspiring profile.

BY: Shenal Harakh

• Shenal Harakh is an Australian-award winning digital entrepreneur, children’s book author, and previous consultant at firms like PwC in Australia, Bermuda, and New York City. She is the Founder of Sunset Studio which is a founder-led software development firm helping organisations grow and scale with custom technical solutions.Learn more at www.buildingatsunset.com.Connect with her work and follow for upskilling workshops on LinkedIn: Shenal Harakh or on X (formerly Twitter): @shenalyo