Tatiana Kovtunova
Mexico City,Mexico
Summary
Experienced marketing manager with a customer-centric approach and a strong creative mindset. Over 10 years of expertise in e-Commerce, website and brand management, as well as social media within the retail and fashion industries. Proven track record of executing successful campaign launches and brand promotions through integrated marketing strategies, resulting in double-digit sales growth and increased customer acquisition. Played a key role in the successful launch of multiple e-commerce businesses, demonstrating solid experience in both digital and traditional marketing tools. Highly skilled in project management, with a focus on driving profit and expanding market share.
Overview
14
14
years of professional experience
Work History
E-Commerce Manager, LATAM
SWAROVSKI
09.2022 - Current
- Managing local e-Commerce operational processes for Brazil, Argentina, Chile and Mexico markets to achieve company's business plan objectives.
- Crafting the local e-Commerce business plans, ensuring their successful execution.
- Expanding to 3rd party e-Commerce account (Amazon Mexico) in line with strategic goals and business plan targets, as well as managing existing accounts to retain relationships and grow share of business.
- Collaborating with local and HQ teams, including IT, UX/UI, Digital Marketing, Performance Marketing, Merchandising and Allocation, CRM teams to meet KPIs and enhance customer experience.
- Implementing systems and procedures to increase sales.
- Tailoring content across digital channels to align with the requirements identified by local and central teams.
- Enhancing user experience with more intuitive site navigation, compelling product descriptions, and visually appealing design elements.
- Compiling and analyzing data to determine approaches to improve sales and performance.
- Continuously monitoring local and global online shopping trends, analyzing own and other competitor's activities, and facilitating knowledge sharing for competitive insights and opportunities.
- Participating in industry conferences to keep abreast of latest e-Commerce trends and apply the most recent technologies.
E-Commerce Manager, Russia
SWAROVSKI
11.2021 - 09.2022
- Developing and managing local e-Commerce and 3rd party accounts in order to achieve the established business plan while securing profitable and sustainable distribution.
- Establishing development plans for local e-Commerce infrastructure while working in cross-functional teams.
- Participation in creation of local e-Commerce business plan while keeping to HQ guidelines, and ensuring deliverables.
- Customized e-commerce platforms by building new payment methods and other products, integrating new vendors to further enhance website UI/UX.
- Optimized e-commerce fulfillment strategy to minimize costs while maximizing profits and customer satisfaction.
- Adjusting the content for all digital channels based on needs identified by local and global teams.
- Reporting and analysis to drive data-backed decisions and improvements.
- Compiled and analyzed data to drive data-backed decisions and improve sales and performance.
Digital and E-Commerce Manager
UNIQLO
12.2016 - 08.2021
- Launched e-Commerce operations, transforming offline only operations into fully functioning e-Commerce entity.
- Managed the end-to-end launch process, including team formation, system setup, and the localization of platforms such as websites, mobile apps, and internal systems.
- Led the selection of global and local service providers through RFP processes, ensuring alignment with business goals and operational efficiency.
- Spearheaded implementation of CRM system, improving efficiency in customer communication and data management, and supported the successful launch of mobile applications (iOS, Android).
- Coordinated with cross-functional teams to implement a seamless customer journey and establish scalable digital infrastructure.
- Developed a 3-year media and communication strategy aimed at doubling consumer reach within the same budget.
- Oversaw performance marketing channels, optimizing for maximum efficiency while managing external partners to achieve ROI/ROAS targets.
- Evaluated and launched affiliate programs to further expand market presence and drive growth.
- Team management: 4 people.
Digital Project Manager
OBI Group Holding
12.2013 - 09.2016
- Participated in the launch of e-Commerce operations in the market, working hands-on to drive all confirmations and testing processes across multiple departments, ensuring seamless coordination and alignment.
- Planned and executed seasonal/yearly digital projects to support marketing efforts and drive online/offline traffic, created and managed editorial plans for up to 30 promotional campaigns per month.
- Provided full support for e-commerce front-end solutions and operational management of website systems.
- Developed project scopes, timelines, and tech specifications for all digital initiatives with offline partnerships, HR department, etc.
- Localized, adjusted, and launched iOS mobile app for the market; collaborated with designers and developers locally and in HQ on new features, led the app to top-10 search rankings in App Store and Google Play.
- Controlled budgets and provided reporting to internal teams and HQ.
- Managed agencies and coordinated workflows for on-time execution.
- Team management: 2 people.
Social Media Manager
Actis Wunderman
08.2011 - 12.2013
- Managed multiple social media platforms for 5 clients in Technology, FMCG, and HoReCa sectors, ensuring consistent brand voice and message.
- Increased brand awareness by developing and implementing effective social media strategies.
- Streamlined content creation processes, improving efficiency while maintaining quality standards.
- Implemented content editorial calendars to ensure timely and organized posting across all channels.
- Utilized analytics tools to track performance, adjusting strategies to maximize effectiveness, analyzed competitor social media activities to identify opportunities for brand differentiation.
- Monitored social media trends to keep brand's content relevant and engaging.
Web-Editor/Project Manager
ROSE Marketing
07.2010 - 08.2011
- Localized the website and operational systems, ensuring smooth functioning by collaborating with HQ IT professionals to address technical issues promptly.
- Planned, developed, translated, reviewed, and published content for the website.
- Developed a consistent brand voice for the organization''s online presence, generating increased audience engagement.
- Created social media and PR strategies, and prepared content for various platforms.
- Improved overall website aesthetics by working closely with graphic designers on layout and visual elements.
- Coordinated a team of in-house and freelance translators to ensure high-quality output and refine materials, enhancing content engagement.
- Team management: 3 people.
Education
Diploma - International Business / International Marketing
Metropolitan South Institute of TAFE
Brisbane, Australia01.2013
Master of Arts - Linguistics / International Communication
Voronezh State University
Voronezh, Russia01.2008
Skills
- Strategic Planning
- E-commerce Platforms
- Project Management
- Sales Strategy Development
- Conversion Rate Optimization
- Digital Sales
- Problem-solving abilities
- Organizational Skills
- Brand-building Strategies
- Team Leadership
Languages
English
Native or Bilingual
Spanish
Professional Working
German
Limited Working
Timeline
E-Commerce Manager, LATAM
SWAROVSKI
09.2022 - Current
E-Commerce Manager, Russia
SWAROVSKI
11.2021 - 09.2022
Digital and E-Commerce Manager
UNIQLO
12.2016 - 08.2021
Digital Project Manager
OBI Group Holding
12.2013 - 09.2016
Social Media Manager
Actis Wunderman
08.2011 - 12.2013
Web-Editor/Project Manager
ROSE Marketing
07.2010 - 08.2011
Diploma - International Business / International Marketing
Metropolitan South Institute of TAFE
Master of Arts - Linguistics / International Communication
Voronezh State University
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