Anastasiia Dvoretskikh

Thanks to my skills in setting up processes and building and motivating a team marketing efforts helped the business through a crisis year (2022), keeping it from shutting down

• Brought CR to leads growth by 25% during 2022
• Improved Customer journey flow which increased conversion to payment by 23%
• Activated email marketing, current open rate is 28%
• Launched a new product (one-week online retreats) with 180% profitability
• Introduced a referral programme which is contributing an additional 5% to sales
• Developed full-funnel reporting so the business can make informed decisions.

I was invited as the head of e-commerce to establish processes, determine product positioning, and devise a pricing model for a new market. I was responsible for overseeing online sales channels including Amazon and the brand's web shop

• Campaign landing page adjustments I implemented based on Amplitude analytics led to a 1.8x times page scroll depth increase
• My digital marketing strategy made marketing spent 23% more effective
• Developed and tested various sales model hypotheses (subscription vs one-time purchase) and managed their implementation
• Continuously tested hypothesis to find a right product positioning on the Amazon platform based on platform analytics & customer research.

• Worked as a liaison between e-commerce & marketing teams, developers and major stakeholders to make sure all the parties were in line with the strategy
• Established TV and online sales correlation forming a model to evaluate digital ROI timings
• Developed sales forecast that was executed with over 90% accuracy
• Optimised digital campaigns which lead to a 15% CAC decrease.

• Developed new ways of working & KPIs and led the overall CRM strategy for the region (13 markets)
• Implemented a new product owners database segmentation approach based on driving owners' movement to more engaged segments
• The new customer intelligence model increased overall conversion by 7%
• Generated €22M additional revenue for the EU region with emails Open Rate growth of 27% YoY.

• Was the owner of a webshop in the region, responsible for the full cycle: logistics, stocks & warehouse, PNL management and sales forecasting, digital marketing, online sales and customer support; managed a team of developers
• Increased web-shop share in Dyson RU gross margin from 7% to 30% in 2.5 years
• Introduced a new operational business model which resulted in a 40% decrease in cost of sale for 80% of orders
• Developed digital communications strategy based on customer journey map to engage customers across all channels (OLV, banners, programmatic, paid search, paid social, email)
• Ensured 60% of Dyson RU web-shop sales growth.

Led the development of federal promotional campaigns, managed sponsorship projects; developed main website and promo websites; managed SMM strategy. Collaborated closely with the Finance department for Marketing budget planning and spending.