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Work experience

CMO

from 09.2025 to 02.2026 (6 months)
Украфлора, СП, ТОВ, Київ (Оптова торгівля, дистрибуція, імпорт, експорт)

Marketing Transformation Lead (Project-Based Role)

A project-based leadership role focused on stabilizing marketing and CRM processes within a company experiencing high operational turbulence and lacking a structured digital architecture.

Key Achievements
1. SMM & Organic Growth

• Rebuilt the content strategy by introducing principles of composition, lighting, and commercial visual presentation
• Trained the team in SEO fundamentals for social media platforms
• Integrated consumer psychology and commercial logic into copywriting
• Optimized cross-channel content repurposing strategy

Results:
• Increased organic reach by 10–15 times
• Achieved stable and consistent audience engagement growth

2. Technical Solution for Seasonal Sales

(A solution with no direct competitor analogs in the segment)

• Designed and implemented a unique technical solution for selling seasonal products without compromising SEO performance or website structure
• Automated pricing logic without manual product duplication
• Reduced operational workload for the administrative team

3. End-to-End Analytics & CRM Architecture

• Developed a structured UTM architecture to accurately calculate real customer acquisition cost
• Created technical specifications for deep CRM integration
• Clustered the customer database using A/B/C segmentation
• Established the foundation for repeat sales forecasting

4. Business Process Architecture

• Formulated 50+ technical tasks for sales and CRM departments
• Defined reporting logic for sales, margins, logistics, write-offs, and inventory turnover
• Built a measurable framework for evaluating process efficiency

5. Multi-Brand Environment Management

• Managed marketing operations across 4 brands (Ukraine + Dubai markets)
• Recruited and onboarded key digital specialists
• Led the integration of a new brand into the company’s operational structure

Head of digital

from 03.2025 to 08.2025 (6 months)
Dark by Rior, Дистанційно (Оптова торгівля, дистрибуція, імпорт, експорт)

SEO & New Website Launch

• Collected and structured a multilingual semantic core (UA / PL / EN)
• Clustered keywords in alignment with the future website architecture
• Wrote SEO-optimized descriptions for categories and subcategories
• Developed detailed technical specifications for technical SEO improvements and error resolution
• Created key strategic pages: About the Company, Partnership, Brand Pages
• Defined tasks for e-commerce functionality development and expansion
• Launched a dedicated subdomain to optimize international marketing materials

Blog & SEO Strategy

• Developed a semantic expansion strategy to attract professional and niche-specific traffic
• Transformed expert content into a structured knowledge system for clients
• Optimized content based on real search intent and audience pain points

Regional Brand Presence Development

• Built a structured regional review network across Ukraine
• Clustered real customer reviews and location mentions
• Created and managed business accounts on review platforms
• SEO-optimized reviews for branded and product-related search queries

Result: Over 20 active websites with authentic reviews systematically strengthening brand awareness and trust at the regional level.

Paid Ads & Targeted Campaigns

• Developed and executed strategies for new customer acquisition and retention
• Implemented a UTM tracking system for advanced advertising analytics
• Clustered the customer database to analyze sales performance and traffic channel effectiveness

Google Maps / Google Business

• Optimized and managed store listings
• Published new collections, promotions, and reviews
• Increased online-to-offline traffic to physical stores
• Achieved measurable growth in reach, route requests, and website clicks

YouTube (Rior Nails)

• Managed and developed the Ukrainian channel
• Launched Polish and English-language channels
• Implemented SEO-driven content optimization
• Built a scalable channel structure with playlist integration into the website
• Ranked videos at the top of search results for product-related queries
• Trained team members in professional channel management

Pinterest (darkbyrior)

• Launched and managed UA / PL / EN accounts
• Optimized content for local market SEO
• Built structured boards for enhanced customer navigation
• Developed a traffic funnel strategy driving users to the website
• Conducted internal training sessions for the team

Documentation & Internal Training

• Developed 100+ pages of operational instructions and tool guidelines
• Systematized spreadsheets, links, and analytics frameworks
• Documented platform-specific processes for onboarding new employees
• Created step-by-step algorithms for content management and tool development

Result

Built a scalable digital ecosystem with clearly defined processes, integrated tools, and structured internal training — ensuring long-term growth and operational stability.

CMO

from 01.2023 to 02.2025 (2 years 2 months)
KSUU STORE, Дистанційно (Роздрібна торгівля)

KSUU STORE — Marketing & Digital Transformation Case

Led the full-scale marketing and digital transformation of KSUU STORE during a period of rapid growth and structural expansion.

At the beginning of collaboration, the company operated with one offline store and a single selling Instagram page. During my tenure, the business evolved into:

• A fully operational e-commerce ecosystem
• +11 offline stores across Ukraine (all profitable except two strategic relocations)
• A scalable omnichannel sales model

Total company revenue increased by 3.5x overall.

Strategic Scope

Developed and executed a comprehensive marketing strategy focused on long-term growth, profitability, and market share expansion. Managed six-figure marketing budgets (seven figures during peak season), ensuring strict ROI control and performance optimization.

Built and scaled the full digital ecosystem:

• SEO (semantic architecture, technical optimization, structured content strategy)
• PPC & Paid Social (performance strategy, hypothesis testing, scaling)
• SMM, YouTube, Pinterest, CPA networks
• Full website redesign and digital UX optimization
• CRM integration and analytics structuring

Led the marketing team, implemented KPI systems, structured reporting, and aligned marketing with sales performance.

Measurable Growth & Performance

• Increased online revenue by 10x
• Improved conversion rate from 0.8% to стабільні 3.7–4%
• Increased organic traffic by 25x without link-building
• Stabilized average order depth at 2.7 items per transaction

Built diversified traffic channels generating nearly 2 million monthly views, forming long-term visibility assets for the brand.

During peak season:
• Delivered +22% above sales plan
• Reduced marketing budget by 20%
• Maintained and optimized customer acquisition cost

Product & System Architecture

Launched proprietary products based on a structured roadmap, integrated marketing, analytics, and sales systems, and built a repeatable scaling framework supporting both online and offline expansion.

Business Impact

This case demonstrates my ability to:

• Transform fragmented marketing into a scalable system
• Align digital growth with offline expansion
• Manage large-scale budgets efficiently
• Drive measurable revenue acceleration
• Build infrastructure for sustainable profitability

Marketing director

from 12.2021 to 09.2022 (10 months)
Respect, Київ (Роздрібна торгівля)

Department management (directly reporting 4 employees).
The task is to build a brand online and offline, the development of the wholesale department.
Until 24.02.2022:
- team building, motivation to achieve a common goal
- building a new brand positioning, the level of communication through social media
- accepting work on a new website, building an SEO promotion strategy website and organic promotion through social networks (building a plan and slack in the scope of work, a contractor was found for implementation) not implemented
- design and refinement of the company's Welcome book (in progress)
- adjusting advertising through social networks, reducing the budget at the same time increase in conversion by 3 times (correction of the client's portrait, visual change, A/B testing of advertisements)
- a plan for adjusting the Google Ads advertising account (did not have time to implement it)
- a plan was built to promote products of the outlet category (through instant messengers, advertising, posting)
- a work plan is underway to finalize the Site for wholesale clients, creating a micro world to increase sales in the wholesale channel (Pinterest + SEO, Facebook + SEO,YouTube + SEO), regular filming of content with the help of an employee and on one's own.
- optimized for real numbers marketing plan for six months, reduced by 40% by optimizing team resources, changing contractors (after adjusting advertising settings and the promotion itself) + separately developed buffer budget, for the implementation of additional wishes in the process (up to 29% of the total budget)
- a plan to involve employees from offline stores in creating content, for building an open and transparent brand
- in the development of a volunteering plan, which grew into an active support of Ukraine after 02/24/2022.

Internet marketing manager

from 11.2020 to 12.2021 (1 year 2 months)
TOV Lanett, Київ (Retail)

TOV Lanett, Kiev (the mostly biggest Distributor of lingerie)
- expansion and implementation of the strategy of pushing the social sides of the company into straight B2B and B2C on Instagram and Facebook(@lanett.ua and @market_bilizny ).
I was change the content creation (photo sessions, video) to texts, seo attachmentskey words (reminder, video look at the analysis of the designs of bras, leotards, an assortment of offensive rock collections), design and analytics collections, brand development
- the creation of that page on Pinterest (lanetdistributionukraine) also + seo and filling with optimized words for Google bots, links to web-site (Card Product)
- maintenance and design of the YouTube channel with an emphasis on wholesale partners, seo pushing the channel, coverage without any budget for advertising - up to 3500 views
- management of the Viber channel for wholesale partners and retailers, content plan
- creating presentations and email marketing for wholesale clients
- audit of the website and the final plan of improvements for the purpose of improving usability
(partially implemented) that promotion in general, the development of the seo strategy
- PR campaigns and promotion of the company as a whole (participation and participation of the director on the forum SuperWoman, partnership with Plus Size beauty contest in regions, business event ImproveLife)
- organizing the opening of the showroom "Na Brovyakh" with an assortment of white goods (plan Of opening, guests, roses, models)
- photo sessions
- Development and implementation of training on the correct choice of whiteness directlyВ2В (in the process of finishing parts) and В2С
- distribution of sales scripts for sellers and B2C managers, ways for the client regulation of communication online and offline (until the end managers, sabotage and threaten mass movements, but it’s necessary to do)
- expansion plan for email marketing separately for B2B and B2C (privately implemented)
- development of the work plan with the base of B2C clients, evaluation of the implementation of the launch automation of processes (so as not to work under the robot), the company does not invest the budget on it
- preparation for automating business processes (budgeting for CRM), the company does not allow to invest the budget
- the launch of advertising on the social side and the primus line, the reason - prioritization of website, scripts and regulations for the processing of applications.
- connection of new partners, network clients, outlets and universities shops.

Education

KPI University

Publishing and Printing Institute, Київ
Unfinished higher, from 2007 to 2011 (4 years)

Kanev School of Culture and Arts

Arts and crafts, Канів
Specialized secondary, from 2003 to 2007 (4 years)

Additional education and certificates

Harvard Business School Online

2025, 4m

Knowledge and skills

• CRM
• Розробка SEO-стратегій
• SEO-копірайтинг
• YouTube Ads
• Facebook Ads Manager
• Google Ads
• Instagram promotion
• Facebook Business Manager
• Facebook Analytics
• Operational CRM
• Digital-маркетинг
• Розробка маркетингової стратегії
• Google Analytics
• Самомотивація
• Комунікабельність
• Marketing Lead
• Scaling eCommerce & Retail Brands
• SEO
• Performance marketing
• Omnichannel Growth
• Growth Marketing & Digital Systems Architect

Language proficiencies

• Ukrainian — fluent
• English — above average

Additional information

Marketing & Growth Lead with experience scaling product-driven businesses across B2C and B2B, with a focus on building structured marketing systems that drive measurable business growth.

My experience combines strategy, performance, SEO, CRM and analytics into scalable ecosystems aligned with revenue and operational goals.

Key impact includes:
– 10x growth in website sales
– 3.5x increase in purchase conversion rate through platform optimization
– 25x growth in organic traffic and nearly 10x growth in sales from organic search
– management of 7-figure budgets with up to 30% optimization while maintaining growth

I have led cross-functional teams, built marketing functions from the ground up, and supported business scaling across Ukraine, Poland and the UAE.

I am open to a slightly lower-titled role if it offers the opportunity to grow within the company and work more closely with international markets, particularly Europe and the US.

Best regards,
Olena