Bilyana A.

Leading ecommerce growth and conversion optimisation for a fast-scaling US women’s health brand. Responsible for the CRO roadmap, UX and PDP evolution, A/B testing programme, and key parts of the subscription, cart and checkout experience across all core products. Working closely with design, development, data and leadership to drive continuous improvement and measurable impact. Scope and impact: • grow revenue per visitor through structured CRO testing across pricing, PDP layouts, cart logic, and shipping protection • improve checkout speed and reduce friction by refining cart design, resolving app conflicts, and clarifying CTA logic • evolve the PDP architecture to increase engagement, scroll depth, and product understanding • strengthen subscription performance through clearer offer presentation, pricing, and renewal logic • build and maintain a clean experimentation and analytics foundation across GA4, Segment, and Convert • run a consistent experimentation rhythm with prioritisation, execution, and learning loops • support new product launches such as PMS Support with funnel logic, landing flows, and trust hierarchy • improve mobile performance, visual clarity and product storytelling

Managed day-to-day ecommerce operations and performance, covering merchandising, PDP improvements, onsite UX, campaign execution and analytics. Built the foundations for the CRO programme, testing roadmap, PDP restructuring and subscription optimisation that later scaled into the Head of Ecommerce & CRO role.

Supporting ecommerce brands with conversion optimisation, UX improvements, A/B testing strategy, and Shopify growth initiatives across US and EU markets. Focus areas include CRO strategy, PDP and funnel optimisation, website improvements, and project development across design, development and analytics teams. Work typically covers: • CRO roadmaps and prioritisation • PDP, cart and checkout optimisation • website improvements and UX evolution • A/B testing strategy and experiment setup • product, funnel, and merchandising optimisation • project definition and coordination across teams Selected clients include Devil Walking, Alchemista, Vitaon, Zlatna Ribka, and more.

Managing website operations and delivery for a global real-time 3D, rendering, and digital experiences company, supporting product launches, new initiatives, platform migrations and ongoing digital evolution. Responsible for website improvements, product and campaign releases, migrations, new project delivery, and continuous optimisation across the CMS, UX, and content layers. Acting as the coordination point between design, development, content, and stakeholders to ensure quality, spee,d and consistency. Focus areas include: • platform and CMS migrations • product and campaign page releases • delivery of new website projects and initiatives • CMS improvements and component evolution • career page and content structure improvements • UX, navigation, and content clarity improvements • QA across devices, browsers, and markets • coordination between product, design, development, and content

Managed content across multiple global client websites (PDPs, PLPs, campaigns). Coordinated and reported on digital promotions to align with client goals. Built and maintained roadmaps, proposing new features and improvements to drive performance. Oversaw QA and execution of new projects, ensuring smooth launches and cross-platform consistency. Collaborated daily with internal teams, external agencies, and clients to deliver on time and at high quality.

Built and executed the yearly eCommerce strategy, covering content, campaigns, and sales growth initiatives. Proposed and implemented new website improvements to enhance user experience and performance. Managed day-to-day site operations: content updates, issue troubleshooting, and close collaboration with IT via ticketing systems. Conducted competitor benchmarking and market analysis to inform strategic decisions.

Successfully launched the Kolichka.bg e-commerce website in Bulgaria. Executed key e-commerce projects and ensured smooth market entry. Collaborated closely with Czech teams (UX/UI, QA, Developers, CS, Marketing, Management) to align processes and deliverables. Built the roadmap and implemented continuous improvements to enhance site performance. Defined all system emails, newsletters, and website translations. Designed and ran A/B tests to optimize user experience and conversion.

Created and maintained all website content: homepage, landing pages, navigation, and structure. Managed the internal search engine, filters, and category descriptions to optimize product discovery. Drove site improvements: implemented cross-selling, remarketing, affiliation tools, and privacy features; monitored speed; and conducted UX/UI A/B tests. Planned and delivered a major platform migration; prepared a second migration to a new system. Ensured brand guidelines were met, solved technical issues, and coordinated with central IT teams. Led and mentored a team of 2 web marketers; analyzed monthly performance data to boost revenue. Collaborated daily with global Decathlon e-commerce teams to align on projects and best practices.

Co-led a team of 15: task allocation, scheduling, and recruitment. Provided B2C and B2B customer support via phone, email, and social media (Facebook, Instagram). Managed Decathlon’s customer feedback platform: published, answered, and resolved reviews. Coordinated with delivery companies to ensure smooth order fulfillment. Supported Decathlon.bg: raised tickets, troubleshot issues, implemented new tools, and updated content.