Elena Belousova Email and Phone Number

1. Planning revenue, margins, operating load and tracking the implementation of sales and promptly responding to deviations on all trading platforms (WB, Ozon, Golden Apple) for 4 brands Amazonka Underwear, Misty Mint, Swimy, Provocation2. Monitoring marketing performance and operating budgets has been implementedsales expenses on sites3. Re- organizing new company structure; creating new divisions from scratch for analytics, marketing and content4. Developing motivation system, introducing new tools for work; establishing cross-functional interactions5. Developing an assortment policy; classifying products based on attributes and characteristics on category level, forming an assortment matrix for each brand and looking for niches forrevenue growth and margins6. Re- organizing procurement processes in China and Uzbekistan; optimizing work with factories and suppliers' stocks7. Implementing dynamic price management for WB and Ozon 8. Developing pricing and the principles of financial accounting 9. Building and implementing marketing strategy for promoting brands, increasingbrand awareness: working with social networks, bloggers, collaborations10. Establishing processes for competitive analysis, searching for niches on marketplaces, as well asthe process of searching and testing hypotheses for conversion/revenue/margin growthAchievements:During the work period, I implemented a quick withdrawal of illiquid items from the assortment atcondition of positive margins, which made it possible to begin work on a new purchase.Achieved a 40% increase in turnover at previously existing sites.Brought brands to new platforms (Lamoda, Golden Apple, MegaMarket).Implemented collaborations with millionaire bloggers and major brands on barter basis

1. Being responsible for financial results of digital channels (own eCommerce and marketplaces) in Russia2. Building and implementing customer service, logistic (warehouse, cargo, stores), content & marketing strategy of digital channel in order to leverage sale, achieve positive PnL figures and boost brand awareness3. Tracking operations excellence of logistic and customer service against KPIs.4. Monitoring of performance marketing results. Running negotiations with new channel and building collaborations (affiliate & referral marketing)5. Executing competitors analyze and validate opportunity of sale & margin increase6. Managing digital channel mix for eCommerce. Building product delivery calendar, observe market trends and issuing delivery requests for merchandizing team7. Working and executing promotions to uplift sale, margin & stock turnover for own eCommerce.8.Managing marketing on marketplaces (building promo calendar, booking placement, managing traffic acquisition, designing promo proposal & placing tasks for visuals)9. Managing projects scope to improve web page usability, product & logistic accessibility, conversion & traffic acquision.10. Driving negitiations, contractual routine and operations (FBO, FBS) with Lamoda, Ozon, Wildberries. Managing product mix strategy, marketing activities , sales and client serviceAchievements:1) Multiplied x8 sale volume YTD and moved Russia on the first position in international eCommerce2) Negotiated contracts and launch of Russian Post, X5 Post, DPD etc and reduced cargo expenses on 40%3) Reduced marketing expenses share (CRR) on 50% and boost brand awerness to 40% within perfomance marketing4) Gained TOP 200 rank on Wildberries

1. Analyzing competitive eCommerce environment, assessing the company's strengths and weaknesses in order to form right Omni-channel trading strategy. Calculating all possible expenses and delivering P&L plan for 3 years. 2. Running audit of the company's current IT, logistics and operating system: - assessing risks and mitigation activities, - defining eCommerce eco-system including Omni-channel architecture, drawing up a Road map for IT development in terms of infrastructure and software, - assessing company’s logistics level; drawing up a Roadmap for the development of the company's logistics to leverage eCommerce operations in warehouse, - assessing assortment and price policy of retail and wholesale trade in order to identify future potentials for Omni- channel. 3. Managing daily operational routine for online stores Galamart.ru and Galacentre.ru: - forming IT strategy based on actual validation of weaknesses of eCommerce platform and IT architecture,- managing platform development using Agile methodology, running various projects in order to build proper eCommerce eco-system,- evaluating the effectiveness of digital marketing and implementing right marketing mix of digital channels (CRM, SEO, referral traffic, etc.), - introducing and incorporating web-analytics principles in content production for various channels and conversion management, - building and managing operational processes such as order processing in retail stores, warehouse operations (picking, packaging, storage),- leveraging customer service and call- center.Achievements:1) Lift up year-to-date sale on 46% (for galamart.ru)2) Lift up year-to-date on 21% (for wholesale online store galacentre.ru)3) Achieved positive P&L value for eCommerce

1. Being responsible for budgeting and financial performance of online channel. Planning expenses and sale volumes for eCommerce.2. Managing development of eCommerce platform:- forming IT strategy based on market research and business demand,- setting task for platform development for SEO optimization, proper consumer experience and service level,- driving development of various applications for omni-channel purpose,- implementing Agile philosophy in all processes around product development.3. Managing client support (call center, operation managers) and logistic operations in order to shorten delivery time for orders and increase consumer satisfaction.4. Forming digital & performance marketing strategy:- creating marketing mix of various digital channels such as SMM, SEO, e-mail marketing, CPA, paid search and achieving defined DRR,- executing tender routine in marketing area (SEO, SMM, paid search), settlement of KPIs and operational result control,- managing day-by-day results of performance marketing,- implementing O2O (online to offline) data flow in order to capture and validate consumer behaviors across all channels,- collaboration with CRM team in order to plan right communication balance of sms, Viber, e-mail messages.5. Managing content and trade marketing (online promotions):- managing all process related to photo shooting retouching,- collaborating with buying department in order to develop and promotion plan for eCommerce and various product categories,- executing content production for media, SMM, digital channels, e-mail marketing etc.,6. Analyzing product turnover, margin, sale volume in order to plan buying and do product promotions.7. Leveraging digital marketing tools to manage paid search, SMM, CPA, SEO. Using analytic tools (incl.Google Analytics) to analyze and measure consumer behavior both in on and off line environment. Executing AB testing and web site personalization trough Kameleeon application (based on DMP platform).

1. Development of company strategy & project execution: - SWOT analysis, customer’s needs, sales channels, traffic, geography, brand positioning, pricing, products positioning,- validate brand structure and find gaps to adjust store replenishment strategy,- assessment of logistic scheme (lead time, replenishment frequency, stock turnover, operational cost etc) and managing project scope in logistic area: outsourcing of WH operations, - shaping company demand for CRM system to increase consumer loyalty: building business cases & analyzing profit structure, validation customers’ structure and strategy to retrigger shopping activity, setting up CRM system for production launch,- managing project to build operational & IT infrastructure for omni operations: modelling of consumer journey, site design, process flow modelling, integrations & back end, automation of order processing (see details on https://www.retail.ru/cases/144218/ ),2. Managing day-by-day operations of existing eComm: - delivery (stock movements between 47 stores, couriers management), customer service, call center,- leading digital & trade marketing (incl. partners for PR, SMM strategy, task settlement for SEO, SMO, email, PPC advertising, market place management etc), - assortment management and buying for eComm and retail stores, - content production of various data for sales channels (social networks, partners, content sites), tacking & managing product launch (description, characteristics, photos), - using web analytics tools to validate consumer behavior: sale funnels structure, consumer demand, demand & stock structure etc- launching omni channel operations in retail chain: logistic (last mile, door2door), customer service, delivery, order picking from different locations with further consolidation,- sales budgeting, P&L management and operational cost controlling,

1. Operational day-to-day management of electronic achieve department (10 cities, 260 subordinates): incoming document processing, settlement of IT support and software development, control of proper client service and monitoring of technology flow2. Forming operation strategy of department: geographic spread, proposed services and IT opportunities, self-cost of service from market prospective 3. Leading various projects to meet P&L target: verification of electronic data prior to handover, process standardization on all sites, work time capturing and working norm setting, standardization of salary schemes, orgstructure and motivation4. Cost & salary budgeting, forecasting of operations volume and cost for all sites5. Relations management: negotiation with new or existing consumer to build unique products scope which meet consumer case on the best way

1. Managing various global projects to optimize logistic & retail operations to deliver high-quality service by low self-costs: - developing and implementing system for store operations management (POS), - budgeting and optimization of various retail operations to minimize labor costs, - standardization of logistic operations and store merchandising (optimization of store replenishment & in-store logistic), - leading launch of new warehouse (60 000m2): layout design, capacity calculation, integration with WMS system, setting-up eComm operations in-house,- managing international project to develop IT solution & operational scheme for omni-channel: stock reservation in store, order pick up and order consolidation in stores, customer service in stores,2. Relaunch and explore internet-store operation into omni-channel, improve P&L: - developing eCommerce strategy: market capacity, demand & local stock structure, shaping omni-channel model to targeted profits & losses, extension of customer service (postamats, home delivery, delivery to store, stock reservation), driving further regional development of eComm,- driving negotiations with vendors (logistic operations, call center, pick up points etc),- leading project to design and establish in-house eCommerce warehouse operations,- validation of eComm KPIs & metrics: revenue, sales, logistic costs, marketing expenses, conversion, customer structure, on-stock products, customers’ claims,- building new user interface of internet-store to improve conversion: web analytics, sales funnels, abandoned shopping cart, increase of client life cycle etc,- working closely with marketing department: validation of traffic structure and marketing channels; efficiency, promotions and product launch plan, topics and KPIs of email marketing.

1. Operational management of logistic department: forecasting, control and budgeting of all logistic expenses (transport cost, customs clearance, warehousing, staff costs etc.).2. Manage all daily logistic operations cycle: customs clearance, transportation and storage.3. Optimization of logistic processes: built BSC and set up KPIs for different positions or processes, leveraging efficiency of organizational structure and motivation scheme.4. Definition and implementation of customers’ service level.5. Vendor selection of different logistic service providers to improve customers’ service level

1. Organizational development, training & expenses management: budgeting of salary expenses of DC staff based on volume forecast, developing & managing motivation scheme efficiency for DC employees, creation and development of local software to calculate compensation for motivation scheme & process efficiency, knowledge management & training development for different groups, definition & measurement of KPIs of different logistic processes and positions.2. Led projects to increase operational efficiency of logistic processes: creation of process flow description, building of reporting system to manage operational warehouse staff, implementation of different activities to increase DC performance (kaidzen, lean manufacturing etc), automation of DC processes, process audit

1. Operational warehouse & order flow management: planning & forecasting of goods flow, establishment of sufficient goods handling processes.2. Managing project to implement new WMS system: vendor selection, scope & requirements definition, led customization routin of system.3. Led audit process check in supplying factories.with 3 Pl provider, controlling cost & efficiency of expanses, definition of service level and leading the quality control implementation, integration of WMS solution, EPR system with web-platforms to support after sale service, certification & customs clearance,4. Led development of middleware for order management & transportation purposes,5. Customers’ orders & warehouse management: forecasting of storage & cargo carriage volumes & expenses, planning of smooth goods flow & order placement, controlling & managing of logistic expenses, delivering measurements of quality level for warehouse operations and customers’ satisfaction level