Mariam Lukyaeva

Scentbird.com – A fast-growing subscription-based fragrance service available in the US, Canada, and the UK. Key Achievements: - Successfully launched the business in new international markets: Canada and the UK. - Led the full transition from a legacy admin panel to a custom-built application integrating PIM, CMS, and CRM systems. -ML: Implemented both proprietary and third-party tools for dynamic recommendations and personalized content tailored to different user segments. - LLM: technical spike was conducted to assess the feasibility of using LLMs to analyze customer reviews and search requests. - Oversaw a complete redesign of the platform, managing all stages of development and testing across 1,500+ entry points. - Reengineered the subscription billing system, increasing charge waves from 2 to 4 for improved revenue flow. Core Responsibilities: - Developed and maintained the product roadmap aligned with business goals and priorities, focusing on reducing development costs and increasing profitability. - Conducted A/B testing, user feedback analysis, and continuous product optimization. No feature was launched without customer discovery and data-driven validation—analytics was a key driver in decision-making. - Managed and prioritized the development backlog in Jira using Agile methodologies (Scrum, Kanban). - Facilitated discovery and delivery processes in collaboration with CTO, design, business development, operations, analytics, and finance teams. - Led international product expansion, including localization, operational process adaptation, and WMS support. - Managed stakeholder communication and ensured alignment across all business verticals. - Created prototypes and MVPs for rapid hypothesis validation and scaled successful initiatives. - Built and maintained a structured knowledge base in Confluence, including documentation of requirements, processes, and dependencies.

Launch the first Sisley Paris e-commerce store Managing Dev, Digital&CRM Team E-commerce: SO ev YTD +270% Lockdown SO x5 YTD (April-August) CRM Data ev YTD +150% Product management : Interaction with internal stakeholders to synchronize goals, deadlines, priorities and criteria for the sale of products (sales, logistics, legal, finance and marketing). Customer development - UX,UI Planning with the product team the composition of sprints :sprint, deploy, test, implementation, analyze. (JIRA, Confluence) CJM optimization Performance & Media Planning, budgeting and execution Digital, E-commerce and CRM strategy Digital marketing performance and media campaigns costs optimization Leading digital annual plan performance and media channels : SEO, SEM, CPA, paid social, OLV, display media Analyze and control quality of produced advertising materials and efficiency of advertising expenses as well as terms fixed for their producing. Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs) CRM platform launch and development Leading omnichannel CRM retail platform migration CPL and Lead Ads campaign management D2C data recruitment, reactivation, segmentation, acquisition

Head of marketing e-commerce • Define product requirements ( working closely together with Business System Analyst and Product Designer) based on the data from customer research and competitor analysis) • Integration of CMS (Magento), CRM, PIM and ERP platforms with fulfillment center and set up of logistic processes • Provide management insight regarding the performance of the team based on the customer and process measures • Hired and managed a team of 8 specialists: CRM, web-analyst, traffic, trade marketing and content department (4 units) • Provided all the brand conditions for fast authorization with HQ. More than 600 brands and 40 000 SKU unique content in web-catalogue. Category optimization. • Lead of communication among cross-functional departments and development from scratch of operations, logistics, commercial department and finance to omni-channel strategies and set of workflows Responsibilities and Results. • Web optimization, A/B testing, conversion management, sales journey (UX, IX, CJM), traffic analysis and reporting Digital • Planning, creation and control of digital advertising and marketing campaigns Initiation and execution of advertising campaigns in the digital segment for E-store awareness, sales, traffic flow and conversion rate growth: SEO, CPA, Paid Search, SMM, Affiliation, Retargeting, Market-place, Programmatic, Partnerships and other channels • Analyze and control advertising expenses and KPI’s. Manage post-buy reports. (Yandex.Direct, Google.Adwords, Yandex.Metrics, Google Analyticsm Data Studio). • Marketing plan, margin plan, price policy developing , promotional calendar and digital promotional campaigns (SEO, SEM, CPA, SNS, referral campaigns) Launch campaigns improved to increase CR%, AOV. Quarterly Budget estimation and protection

Ecomm launch Drive traffic & sales CRM strategy Digital PR Client Service Yves Saint Laurent www.yslbeaity.com.ru Giorgio Armani Beaity www.armanibeauty.com.ru Shu Uemura www.shuuemura.ru