The Digital Dress Code with Lisa Nielsen of Victoria Beckham

Lisa Nielsen has one of those jobs that sounds made up until you realize she’s doing it better than most: convincing people to buy another little black dress every week. She's the Senior Digital Marketing Manager at Victoria Beckham, and this was her first podcast.

This week on Above the Fold, we talked about what it really takes to run digital inside a legacy fashion house. From text messages that feel like love notes to customer feedback that sparks operational change. Lisa's not just running ads. She's shaping the customer journey in a way that makes people feel like someone is paying attention.

Let’s get into it.

From the Stockroom to Strategy

Lisa got her first break while working retail. Literally got the call in the stockroom. The role was Performance Marketing Executive. She had no idea what that meant, but she figured it out fast.

Now she leads digital strategy at VB with a team and agencies reporting to her. But the climb wasn’t about vibes. It was about doing the work, asking questions, taking risks, and staying obsessed with the customer.

The Art of Just F*cking Do It

Lisa’s team lives by a pretty simple principle: test it, try it, tweak it. Or as they say internally, just f*cking do it.

That mindset is why her programs are actually evolving instead of getting stuck in endless strategy loops. It’s not about being reckless. It’s about being responsive. If it doesn’t work, at least you know. And if it does, you might be onto something.

Direct Mail That Doesn’t Go Straight to the Bin

After your first VB purchase, you might get a handwritten thank you note in the mail. Not printed. Not templated. Handwritten. And yes, it’s signed from Victoria.

They only send a few thousand a year but the results are clear: higher average order value, better engagement, and a stronger emotional connection with the brand.

Texting Is a Luxury. Say It Louder.

Text marketing isn’t too casual for luxury. It’s actually the most personal channel they have. VB uses SMS to tap into Victoria’s iconic one-liners and deliver punchy, on-brand messages that cut through inbox noise.

They segment by market, tailor the tone, and just launched branded messages in the UK that make the experience even richer. It works. It’s their best performing channel.

Your CDP Is Not Just a Tool. It’s a Teammate.

Most brands mess up lifecycle marketing because they don’t have the right systems. A CDP that makes your data useful. An ESP that helps you send smarter, not more.

VB works with Ometria to drive retention, track product affinity, and customize communication based on actual behavior. It’s not about blasting emails. It’s about sending fewer messages that matter more.

Customer Experience Starts With Actually Caring

Lisa’s team gets real feedback from customer service and actually uses it. Whether it’s changing flows, updating sizing tools, or refining product education, they treat CX as a source of growth, not a support ticket queue.

They even host in-store events to meet customers face to face and hear what they care about. That part matters.

Leadership Isn’t Just Loud

Lisa is not the loudest voice in the room. She listens, thinks, and then speaks. She challenges ideas with empathy. And that’s what makes her a better leader.

Royals in VB? The US Notices First.

When someone royal wears VB, it’s the US market that clicks first. They watch those cultural moments closely and know when to lean in. It’s a small example of why global teams need local insight. And how digital teams need to stay tuned in.

Resale as a Retention Strategy

VB recently launched Reloved, a resale program where customers can trade in past pieces for store credit. It’s a small but thoughtful step toward circular fashion. And it ties loyalty to sustainability without shouting about either.

Final Word: Build the Brand

Lisa’s biggest belief? You cannot skip the top of the funnel. You have to build the brand. You need creativity that is made for each channel. You need a tight partnership between digital and creative. You need a strategy that values connection as much as conversion.

This episode is full of real talk from someone who gets it.

This episode is brought to you by Attentive.