Олена

Olena Pastushenko
Head of Digital / E-commerce | Head of Marketing

Head of Digital Marketing with 7+ years of experience in fashion and lifestyle
e-commerce. I build and optimize digital growth systems across paid media, CRM,
content, influencer marketing, marketplaces and website/CRO, with a focus on
revenue growth, ROAS, CAC, retention and customer journey performance.

Kyiv, Ukraine [відкрити контакти](див. вище в блоці «контактна інформація») [відкрити контакти](див. вище в блоці «контактна інформація»)
Telegram: @elen_tushe

CORE STRENGTHS

Strategic Marketing | Digital Growth | E-commerce Development | Brand Positioning |

Performance Marketing | CRM & Retention | Customer Journey Optimization | Team &

Vendor Management | Budget Planning & Optimization | Data-Driven Decision Making

| Cross-functional Collaboration

SKILLS

Strategic:

● Digital & e-commerce strategy
● Brand development & positioning
● Cross-channel marketing planning
● Customer journey and funnel optimization
● CRM, retention and loyalty development
● Budget planning and media allocation
● Team, vendor and project management
● Market, competitor and audience analysis

Technical & Digital:

● Meta Ads, Google Ads, TikTok Ads
● Google Analytics 4, Looker Studio, UTM tracking
● ROAS, ROMI, CPA, CAC, CR, AOV analysis
● CRM segmentation and automated flows
● Email, Viber and Telegram marketing
● Website/CRO and UX/UI optimization
● Influencer, UGC and content performance analysis
● Marketplace and e-commerce operations

PROFESSIONAL EXPERIENCE

Head of Digital

PAPAYA (Ukrainian women's fashion brand) 05.2025-05.2026

● Digital Strategy Development & Execution
Built and implemented the full digital strategy across paid media, CRM, content, and
website activities, ensuring alignment with brand and business goals.
● Team & Vendor Management
● Media Planning & Budget Management
Created comprehensive media plans, allocated digital budgets, and coordinated
performance across multiple advertising platforms.
● Marketing Analytics & Insights
Conducted ongoing analysis of paid campaigns, customer behavior and funnel
performance. Supported decision-making with structured digital reporting.
● Email & Messenger Marketing
Planned and executed CRM campaigns across email, Viber and Telegram, including
segmentation, automated flows and retention communications.
● Advertising Audit & Optimization
Regularly audited Meta, Google and TikTok campaigns, optimized targeting, tracking
and creatives to improve overall digital performance.
● Marketing Campaign Development
Contributed to the launch plans of seasonal collections and brand campaigns,
developing communication approaches and digital concepts.
● Telegram Collaborations & Media Buying
Organized placements in Telegram channels, negotiated conditions, and coordinated
the execution of integrations.
● Loyalty Program Involvement & Customer Retention
Participated in the development of the brand’s loyalty program, including user flows,
communication logic, and integrations with CRM and Telegram bots.

● Marketplace Coordination
Oversaw digital operations on key marketplaces, managed product listings, ensured
catalog consistency, and supported promotional activities.
● Influencer Marketing Management
Lead influencer and UGC strategy: creator selection, briefing, coordination, content
supervision, and performance evaluation.
● Website & IT Coordination
Worked with developers and designers on website improvements, UX
enhancements, tracking setup, CRO tasks.

Key Results:

● Introduced media planning and performance tracking processes to monitor
channel efficiency and support data-driven budget decisions.
● Built and implemented a structured CRM system with segmentation,
automated welcome and retention flows, generating UAH 150K additional
CRM-driven revenue.
● Increased website conversion rate from 1.1% to 1.6% by coordinating UX/UI
improvements, CRO initiatives and customer journey optimization.
● Achieved 670% ROAS across paid digital campaigns through media planning,
campaign optimization and budget reallocation.
● Reduced CPA by 23% through advertising audits, improved tracking and
creative testing.
● Increased AOV by 20% by strengthening product communication, customer
journey logic and cross-sell mechanics.
● Increased repeat purchases by 15% through CRM segmentation, retention
campaigns and loyalty-related initiatives.

Marketing Team Lead

Mint (Premium Ukrainian women's fashion brand) 2023-2025
● Developed and executed comprehensive brand strategy focusing on premium
positioning in the Ukrainian fashion market
● Built emotional connection with aspirational audience, resulting in 20K+ engaged
community and strong brand loyalty
● Lead marketing team of content specialists, designers, and photographers to create
cohesive luxury brand experience
● Tracked consumer journey and behavior patterns using Google Analytics to optimize
marketing strategy
● Collaborated with PR agencies and contractors to organize brand events and fashion
presentations
● Orchestrated high-end photo and video productions aligning with seasonal
collections and brand aesthetics

● Created strategic collaborations with influencers that resonated with luxury market
audience
● Media planning and budgeting
● Created, managed, and optimized paid social companies (Meta Ads)
● Developed and implemented data-driven marketing campaigns achieving ROAS of
650%, demonstrating understanding of premium consumer behavior

Key Results:

● Achieved 650% ROAS from strategic campaigns
● Generated 2,279 qualified leads from target audience
● Built brand awareness with 984,242 reach
● Maintained strong engagement metrics (CTR=2.81%)
● Improved brand perception with positive customer feedback

Digital Marketing manager
Natkina (Swiss jewelry brand) 2021-2022

● Developed market positioning strategy across two international markets
● Created digital presence that highlighted brand quality and craftsmanship
● Implemented multi-channel marketing strategy focusing on personalized approach
● Established partnerships with 35 carefully selected influencers aligned with brand
values
● Created content strategy showing the quality materials and design of the collections
● Analyzed customer journey to improve touchpoints and enhance customer
experience

Key Results:

● Increased social media following by 45% across both markets
● Generated qualified leads at $1.92 per lead
● Achieved 620,307 reach with targeted campaigns
● Maintained 1.34% engagement rate (above industry average)
● Successfully managed 35 influencer collaborations in Ukraine and Switzerland
● Improved conversion rates from social media traffic by 28%

Education:

The State University of Infrastructure and Technologies

Business Economics — Master's degree

Additional education:

● Academy LABA (Strategic marketing)
● Google Digital Workshop (Digital marketing)
● Kyiv Academy of Media Arts (Сommunication & Content)
● School Marketing Serendipity (SMM & Social media advertisement)
● Academy RIBA (Copywriting, storytelling, and content for brands)

Language skills:


English ─ Pre-Intermediate
Ukrainian ─ Native