Coworking with Nitesh Nihalani

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Nitesh Nihalani is VP of digital at haircare brand Divi Growth Care.

How would you describe your job to someone who doesn’t work in retail? I’m responsible for figuring out how to grow the business, from getting new customers to keeping them coming back. That means a mix of marketing, analytics, e-commerce, and customer experience across everywhere we sell online, from our own website to Amazon and TikTok Shop. On any given day, I might be reviewing new ads, digging into why shoppers leave a product page without buying, or testing what brings a customer back for a second order. I spend a lot of time in the data understanding what’s working, but the real goal is turning those insights into ideas that make shopping easier, build customer loyalty, and keep Divi growing.

One thing we can’t guess about your job from your LinkedIn profile? A big part of my job is being a detective. The numbers can tell you what is happening, but figuring out why takes a lot of curiosity and experimentation. The clues are rarely in one place. Someone might discover us on TikTok, look us up on Google, and buy on Amazon a few weeks later. And sometimes the answer isn’t in a dashboard at all, but in customer reviews, where people explain in their own words why they bought. Some of the best growth opportunities come from asking a simple question that nobody has thought to ask yet.

What’s your favorite project you’ve worked on? Divi built its name on scalp care and hair growth, so our first-ever hairsprays had to prove our Growth Care approach works in a finishing product, not just a scalp serum. We launched with Brittany Mahomes on our site, Amazon, and Ulta. The ads, product pages, emails, and the shelf all had to tell the same story on the same day. Getting every channel to land one message is one of the hardest things to pull off, and the most satisfying when it works.

Which emerging retail trend are you most excited about right now, and why? I’m excited about how AI is making personalization more scalable. Retailers have always wanted to create experiences that feel tailored to each individual customer, but doing that well at scale has been difficult. AI is opening up opportunities to make product discovery, recommendations, and the overall shopping experience more relevant. I think the brands that win will be the ones that use technology to make customers feel more understood, rather than simply using it to automate more things.

What’s your go-to coffee order? An iced latte. I like to keep it simple!

Worst piece of advice you’ve received? “If it isn’t broken, don’t fix it.” In digital, by the time something looks broken, you’re already behind. The ad that’s working today will eventually wear out, and the channel that’s growing now won’t grow forever. The best time to test new ideas is when things are going well, because that’s when you can afford to.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, it was my Xbox and the latest Jordan sneakers. Today, I’m still a tech enthusiast. One of my favorite products right now is my Oura Ring. I love how it uses technology to give you insights into everyday things like sleep and recovery. I’ve always loved products that combine great design with technology. Now I just appreciate the ones that can make everyday life a little better!