Nineteen years in retail, seven of them in e-commerce leadership in the furniture industry. I run marketplaces, websites, CRM and cross-functional teams, and I am measured on revenue and channel efficiency.
Results I am proud of
Grew a new brand's marketplace revenue 4x in twelve months, from about 9 to 34 million rubles a month, while cutting the ad-cost share from 11.5% to 7%.
Doubled website conversion in two different companies through product analytics, UX work and checkout fixes.
Scaled a sales team from 8 to 70 people in one month during the 2020 lockdown. Online sales grew 4x with every showroom closed.
Rebuilt post-sales service: complaint resolution went from 10 days to 3, NPS rose by 11 points.
Roles
March 2023 — presentRemote, Yerevan
E-commerce & Operations Director
Dyatkovo (SOHO)
One of the largest furniture manufacturers in Russia. I own marketplace strategy, CRM, the direct online channel and post-sales operations.
Scaled e-commerce 4x in 12 months on Ozon, Wildberries and Yandex Market by expanding the assortment to about 740 SKUs, moving to competitive pricing and restructuring ad operations.
Launched a new product line as a separate P&L; it grew 5x year over year.
Relaunched the website from vendor selection to release; conversion doubled.
Set up a closing-the-loop NPS process in Mindbox with AI analysis of customer feedback.
Built the backlog and task management for a 50-person cross-functional team.
February 2022 — February 2023Remote
Head of E-commerce
Angstrem
A large furniture retailer. Full P&L, a team of 72 across content, customer care and online sales.
Doubled visit-to-order conversion on the website.
Launched marketplaces as a new revenue channel.
Merged internet marketing and online sales into one operational unit.
Introduced a feature prioritisation framework for website development.
September 2021 — February 2022Remote
Head of Customer Experience
Dyatkovo
Increased online chat conversion 10x.
Built a system for tracking customer touchpoints across channels.
Put complaint handling on the hotline in order.
October 2018 — September 2021Voronezh
Head of Online Sales & Customer Experience
Angstrem
Team of up to 20 people.
March 2020: showrooms closed overnight. In a month the team grew from 8 to 70, we launched a remote call centre with 80 operators, and the year's online sales exceeded the pre-pandemic level.
Doubled website conversion from 0.5% to 1% and raised the average online order to the offline level.
Split commercial and service calls: response time to a lead dropped from 10 to 3 minutes, missed leads went to zero.
Before 2018
Eleven years in offline retail, from sales associate to store manager and department head: Maratex, a UK fashion brand (2006–2012), Melon Fashion Group and Gallery Chizhov (2012–2015), Sportmaster (2015–2018).