DysonE-commerce & Digital marketing Lead
Mar. 2017 - Oct. 2019Moscow, Russia• Full cycle D2C web-shop management:
- Developed and managed sales strategy (incl. promo plans), PNL and product grid.
- Managed both front-end/ back-end web-shop development and order processing.
- Implemented constant online merchandising enhancements. - Managed Yandex market & Google merch feeds.
- Developed KPIs for Order processing funnel.
- Made call-center a fully operational sales channel.
- Developed email strategy and basic owner segmentation.
- Briefed customer support department for scripts update (in both hotline and social channels).
- Regular reporting to main stakeholders (from weekly one-pagers to track main KPIs to quarterly/yearly reporting with practical outcomes) using GA & Yandex.Metrics. • Online partners sales management:
- Developed online sales strategy and product grids for Online retailers (Wildberries, OZON, Holodilnik, Citilink, DNS) and Marketplaces (Ya.Market & GOODS).
- Managed development of Brand Zones and Shop-in-Shops with main partners.
- Developed online visibility matrix to control brand presence in key platforms. • Digital marketing strategy planning and implementation: - Managed Digital marketing budget (up to RUR200M/€2.2M) with spending accuracy of 95%.
- Developed customer journey map to engage customers on each step. - Managed agency for media placements (OLV, programmatic, paid search, paid social).
- Launched special projects with influencers and media (Varya Vedeneeva & Afisha https://dyson.afisha.ru/), Irena Ponaroshku and platforms (Ya.Navigator)
- Email-marketing strategy and activation.
- Managed SEO agency to obtain organic search traffic. • Managed brand intellectual property online usage.
• Together with category marketing managers developed PNLs per each product category.
• Managed all marketing managers in terms of Marketing budget spend accuracy. • Built and managed team of 7 people (4 in-house & 3 outsource) using Trello for tasks tracking.