Jemma Fox

I’m the General Manager at Lucent Globe, a fast-growing brand that’s shaking up the stale cleaning industry with a clear mission-For A Cleaner Future. We create world-first cleaning innovations that reduce waste and give people a real alternative to traditional, outdated products. Our detergent sheets and other sustainable solutions are designed to be better for the planet and better for people—without the usual ‘eco’ tax and greenwashing.

I originally joined Lucent Globe as Head of eCommerce, stepping out of the comfort of my previous role to take on a bigger challenge. That role quickly evolved into General Manager, where I now oversee everything from people, and growth strategy to operations eCommerce and team leadership. My job isn’t just about scaling revenue (though we’ve done that—growing to a multimillion-dollar brand in under 3 years); it’s about building a brand that truly challenges the norm and a team that’s empowered to push boundaries.

Beyond the business itself, I’m passionate about mentoring and growing people, both within my team and the wider industry. I believe in leading from the front, questioning the ‘best practices’ that don’t serve us, and building something that doesn’t just follow trends—but shapes the future of eCommerce.

A disruptor with an inability to sit still-literally and metaphorically. I thrive on movement, momentum, and breaking the status quo. If something’s been done the same way for too long, I instinctively question why. I’m allergic to the words “best practice” and “industry standard” -I’m wired to push boundaries, rethink the rules, and challenge others to do the same.

Being diagnosed with ADHD at 30 was a game-changer after struggling to understand why I work so differently from others for most of my career. Instead of seeing it as a hurdle, I’ve learned to harness it and found my place in the eCommerce world. My brain operates at full speed, constantly bouncing between ideas, opportunities, and what-ifs. That energy drives my ability to spot possibilities others might miss, pivot quickly, and execute with intensity. It’s what allows me to push further, faster, and with relentless tenacity and curiosity.

But beyond the strategy and disruption, what drives me most is people. Building connections, sharing knowledge, and creating opportunities for others to grow isn’t just part of my leadership style-it’s at the core of who I am. I believe in lifting others up, mentoring, and using my voice to advocate for those who might not have one. Growth-mine and others’-is a lifelong process, and I’ll never stop learning, questioning, and evolving.

Risk & Resilience: The best marketers aren’t paralyzed by the fear of making the wrong move. They push boundaries, test limits, and find the edge every time. Progress comes from action – any decision is better than standing still.

Ego (The Right Kind): Ego is the engine that drives ambition, but without humility and self-awareness, it becomes a liability. The key is balance and confidence without arrogance. When harnessed correctly, ego fuels innovation, bold decision-making, and the ability to challenge the status quo.

A 1+1=11 Mindset-Thinking differently isn’t optional—it’s essential. The best ideas don’t always come from your own industry or competitors. They come from unexpected people and places—betting companies, gaming, entertainment. Inspiration is everywhere if you’re willing to look beyond the obvious.

Seek, Share, Learn, Repeat-Growth comes from constantly absorbing, adapting, and evolving. Effective marketers seek feedback, listen to customers, teams, and industry leaders-and they share those insights with others. Every win and loss is an opportunity. The cycle never stops: seek, share, learn, repeat.

Stepping out of my comfort zone and into my role here at Lucent Globe has been the most pivotal success of my career. I left a stable, high-growth role at LSKD to take on the risky position as a Head of Ecommerce position at a start-up here at Lucent Globe move that felt both exciting and uncertain as it was so early in the brand journey. But that leap quickly turned into something much bigger. What started as an eCommerce role evolved rapidly into General Manager, allowing me to shape not just the brand’s growth but the people and culture behind it.

Now, I have the opportunity to drive real impact not just in scaling a business, but in developing careers, mentoring others in the industry, and pushing sustainability boundaries in an industry that desperately needs change. Lucent Globe is more than a brand; it’s a mission-driven company working For A Cleaner Future, and leading that charge has been my biggest professional success.

For me, success isn’t just measured in revenue growth or milestones hit—it’s in the opportunities created, the people empowered, and the change sparked along the way. And at Lucent Globe, I’ve found the perfect place to do just that!

At my core, I’m passionate about people-helping them grow, step into their potential, and break through the barriers in front of them. Whether it’s mentoring young women, supporting those who’ve had fewer opportunities, or advocating for the LGBTQIA+ and Indigenous communities (both groups that are deeply personal to me), I believe in using my platform to lift others up.

I want to show my young daughter that success isn’t just about what you achieve, money, or job title-it’s about the impact you have on others. That means creating space for people to thrive, pushing for real inclusion, and making sure the next generation knows they can step into any room and take up space unapologetically.

Whether in business or life, I believe in leading with action, not just words. Empowering people, challenging outdated norms, and building something bigger than myself that’s what truly drive me.

Ecommerce is stuck in this endless cycle of best practices-where every self-proclaimed expert, thought leader, consultant, and guru is telling brands to follow the same playbook. But the reality is what works for one brand won’t necessarily work for another. The biggest challenge right now is that too many brands are looking outward for answers instead of inward. There’s this pressure to follow the “proven” strategies, copy what’s trending, and chase benchmarks that might not even apply to your business. But real success in eCommerce doesn’t come from playing by someone else’s rules-it comes from deeply understanding your own brand, and your own customers, and shaping the future on your terms.  The brands that will win aren’t the ones following best practices to the letter. They’re the ones questioning it, breaking it, and creating something that actually works for them…..Oh and acquisition costs haha.