Elena Kuvshinova

Dynamic Head of E-commerce & Offline Channel Development with 15+ years of proven success driving sales growth, market share expansion, and brand development in the consumer electronics and small domestic appliances (SDA) sectors. Expertise spans e-commerce, category management, product strategy, trade marketing, international logistics and supply chain. Recognized for consistently exceeding revenue and profitability goals, launching market-leading brands and managing large cross-functional teams. Deep understanding of the Russian market and retail landscape with strong supplier network and digital-first mindset. Throughout my career, I have successfully led initiatives that bridge digital and physical retail, including: Scaling e-commerce sales share from 5% to 20% by spearheading digital transformation efforts and launching innovative promotions that enhanced customer engagement and conversion rates in major appliances. Growing Beauty & Health category revenue to $70 mln in 2024 through optimized assortment planning and pricing strategies, which strengthened profitability and maintained market leadership in the beauty and health segments. Driving 50% year-over-year growth via live-stream e-commerce events, pioneering the Beauty Hub concept to rapidly expand category reach and attract new customer segments. Launching and positioning private label brands “Hi” and “Carrera” in the top 3 GfK rankings, capturing approximately 25% market share in hair care appliances and reinforcing brand portfolio dominance. Passionate about leveraging technology, consumer insights, and cross-functional collaboration, I’m always eager to connect with professionals driving transformation in retail and e-commerce.