ALLA KRASNOGORINA
Brooklyn,USA
Overview
15
15
years of professional experience
Work History
Stylist & Client Advisor
A.L.C.
New York, NY
12.2024 - 01.2026
- Provided personalized styling advise to all incoming customers, offering recommendations and product suggestions.
- Maintain personal and individual store sales goals.
- Drive sales through customer outreach and daily clientelling.
- Send out the daily sales recap to all members of the company.
Senior E-Commerce Site Manager (Prada Beauty, Maison Margiela, Ralph Lauren Fragrances)
L’oreal
New York, NY
02.2023 - 07.2024
- Optimized end-to-end site experience across desktop and mobile, driving a lift in conversion rate and improving checkout completion YoY.
- Defined and tracked digital KPIs (traffic, conversion, AOV, bounce rate), influencing roadmap decisions that delivered an increase in ROI on new site features.
- Partnered with Marketing, Media, SEO and CRM to execute homepage refreshes, PDP optimizations, and content rich navigation, resulting in an increase in product discovery and higher cross-category engagement.
- Drove innovation in digital storytelling by crafting cross-category messaging and copywriting that inspired product discovery and engagement.
- Conducted competitive benchmarking to identify whitespace opportunities, directly informing the launch of new digital storytelling initiatives that boosted engagement rates.
Digital Content Strategy Associate, Millennial/Denim
Macy’s Inc.
New York, NY
03.2022 - 06.2022
- Supported site content strategy that enhanced customer engagement, contributing to an uplift in category conversion with the denim vertical.
- Collaborated with merchandising, UX, SEO and creative teams to deliver content updates that reduced bounce rate on seasonal landing pages.
- Assisted in the creation and maintenance of seasonal and promotional content, ensuring timely updates and seamless execution across the site.
- Conducted content audits and performance reviews to optimize category pages, navigation, and storytelling elements.
- Monitored site analytics to identify content opportunities and contribute to ongoing improvements in user experience and conversion.
Associate Site Merchandiser, Housewares
Macy’s Inc.
New York, NY
03.2020 - 03.2022
- Managed online merchandising strategy for key product categories, ensuring product placement, categorization, and content aligned with business objectives and seasonal priorities.
- Executed site updates, promotions, and navigation changes across desktop and mobile to enhance the customer experience and support conversion goals.
- Collaborated with Buying, Planning, and Marketing teams to align online assortments with inventory and promotional strategy.
- Analyzed daily, weekly, and seasonal performance reports to inform data-driven merchandising decisions and identify optimization opportunities.
- Partnered with UX and Creative teams to support category storytelling, trend curation, and brand campaigns on site.
- Conducted QA for new product launches, ensuring accurate product details, images, and pricing across the site.
Digital Site Execution & Marketing Manager, Luggage
Macy’s Inc.
New York, NY
06.2018 - 03.2020
- Developed and enforced site execution timelines and QA processes to guarantee flawless customer-facing content across desktop and mobile platforms.
- Directed, lead and mentored two digital merchandise assistants in areas of pricing, strategic initiatives, and end-to-end digital marketing.
- Partnered with all vendors on creating strong brand shop presence through marketing campaigns and competitive insights as well as sponsored content.
- Facilitate the optimization of quarterly site assets through management of studio workflow and vendor partnership.
- Oversaw homepage and landing page updates, ensuring alignment with seasonal strategies, marketing calendars, and promotional messaging.
Associate Omni Inventory Planner, Ready-to-Wear, Men’s Tailored Suits
Macy’s Inc.
New York, NY
08.2013 - 06.2018
- Used system analytics and omni-channel team partnership to accurately forecast $40M in yearly sales down to SKU level.
- Analyzed in-season product performance, partnering with buyers and logistical teams to address unproductive inventory.
- Tracked receipt dollars by weekly purchase orders, creating a template with deviation from restocking order forms (ROF).
- Produced revenue analysis, annual operating plans and forecasting reports for omni-channel partners.
Senior Allocator
Aeropostale
New York, NY
01.2011 - 01.2013
Senior e-Commerce Specialist
illycaffe
New York, NY
- Support direct-to-consumer (DTC) e-commerce operations and website management, ensuring a seamless customer experience across digital touchpoints.
- Coordinate site merchandising, promotional execution, and content updates to support revenue growth and brand objectives.
- Partner with cross-functional teams including Marketing, CRM, and Operations to optimize site performance and customer engagement.
- Monitor key performance metrics and provide actionable insights to improve conversion, average order value, and customer retention.
Education
Master of Business Administration - Fashion Management and Entrepreneurship
LIM
New York, NYB.A - English Language Arts
Hunter College City University of NY
New York, NYSocial Media Marketing Certificate -
Meta
Google Data Analytics Certificate -
Coursera
Skills
- Microsoft Office
- JIRA
- Adobe Analytics
- JDA Allocation
- Foresight
- Tableau
- BI
- Rubi
- Stella
- Saturn
- Astra
- Shopify
- Digital Strategy & E-Commerce
- Marketing
- Supply Chain/Logistics
- Customer & User Experience
- A2B Testing
- Sales Force Commerce Cloud
- Google Analytics
- Endear
Websites
Timeline
Stylist & Client Advisor
A.L.C.
12.2024 - 01.2026
Senior E-Commerce Site Manager (Prada Beauty, Maison Margiela, Ralph Lauren Fragrances)
L’oreal
02.2023 - 07.2024
Digital Content Strategy Associate, Millennial/Denim
Macy’s Inc.
03.2022 - 06.2022
Associate Site Merchandiser, Housewares
Macy’s Inc.
03.2020 - 03.2022
Digital Site Execution & Marketing Manager, Luggage
Macy’s Inc.
06.2018 - 03.2020
Associate Omni Inventory Planner, Ready-to-Wear, Men’s Tailored Suits
Macy’s Inc.
08.2013 - 06.2018
Senior Allocator
Aeropostale
01.2011 - 01.2013
Senior e-Commerce Specialist
illycaffe
Master of Business Administration - Fashion Management and Entrepreneurship
LIM
B.A - English Language Arts
Hunter College City University of NY
Social Media Marketing Certificate -
Meta
Google Data Analytics Certificate -
Coursera