Irina Rakovich
**** ****** ***., *********, *** York . 646-***-**** .
abjgcz@r.postjobfree.com
SENIOR INTERNATIONAL ECOMMERCE EXECUTIVE
ONLINE MARKETING /ECOMMERCE
Results-driven executive with 15+ years hands-on experience leading large
scale digital marketing and eCommerce strategies. Managing people, process
and technology to meet ever-evolving customer needs.
PROFESSIONAL EXPERIENCE
Rail Europe Inc. White Plains, NY and Paris, France
Vice-President of eCommerce October 2013 -
Present
Director, Web Projects and maintenance October 2007
- October 2013
Project Manager, Web site and web services January 2005
- September 2007
Consecutive Years of Online Growth: Quadrupled total revenue from the
North American
websites: $37M in 2003 to $183M in 2014 representing +74% of company
sales.
eCommerce Key Achievements:
. Combined innovative award-winning web design with quality content
to re-architect from the ground up a simple booking engine and
transform it into the leading European travel portal in terms of
brand, traffic and sales. Kept overall site conversion rates stable
while increasing targeted traffic by +25%.
. Simplified the complexity of displaying and booking a deep and
mixed inventory of fares and schedules for 50 distinct companies
serving 535,000 destination combinations which directly increased
sales and drove the company top line to new heights. Transformed a
basic shopping cart into a customizable personal itinerary to
enhance upsell and cross-sell of products and services. Cross
channel integration directly increased the company bottom line by
+20%.
. Launched the first mobile version of Rail Europe web-site which has
become in two years the #3 online property in terms of traffic and
incremental revenue. Applied agile development model and series of
customer usability testing sessions, refined the design of the
checkout flow on the mobile site, which resulted in increase of
revenue from 300K on 2013 to 1.1M in 2014.
Online Marketing Key Achievements:
. SEM and Display: Directly managed in-house budget of $2M to
generate $33M in sales from the US, Canada and Mexico or 30% of B2C
web sales at 5% CPA. Continuous A/B testing of landing pages to
increase Quality Score and lower CPCs.
. SEO: Optimized content strategy to drive incremental organic
traffic generating $27M or 25% of B2C web sales. Implemented
various content personalization tests and initiatives by using
Optimazely.com A/B testing tool.
. Affiliate Marketing: Recruited and managed 5,000 affiliates in
CommissionJunction affiliate network producing 200M annual
impressions and $15M in B2C revenue at 6% CPA.
. Remarketing: Early adopter of GDN remarketing tool and Webtrends to
retarget visitors and decrease attrition rate. Created customized
coupon based promotions to increase conversion.
. Email Marketing: Increased delivery and traffic from email
campaigns by 75% and revenue by 62%, improving open rate and CTR
rate for both B2C and B2B customers.
. Analytics: Initiated customer segmentation based on seasonality and
geo-demographic data leveraging a powerful correlation of customer
spend with top destinations.
. Customer Support: Implemented online customer community utilizing
Getsatisfaction.com to seek ideas, solve problems and build
advocacy. 150K+ customers use the site annually for support,
alleviating load to call center staff. User generated content
increased SEO traffic for long tail search queries.
. Implemented Star rating review to benefit SEM on raileurope.com
engaging relationship with Google approved partner Feefo.com, which
resulted in immediate rating increase from 3.7 to 4.5
. Strategic Partnerships: Initiated and run private label web sites,
API connections and co-marketing campaigns and award-winning micro-
sites with Travelocity, Kayak, Trip Advisor, RickSteves.com and
European tourist offices generating incremental revenue.
Talent Management:
. Motivate and educate staff to expand their potential by taking on
new roles in order to meet the needs of an ever-evolving online
market.
. Mobilized and directed 4 departments: eCommerce, Marketing, IT and
Product for the re-architecture of RailEurope.com into a customer
centric experience including entire redesign, new booking flow, new
CMS and extensive content production for SEO.
SPAR Group, Inc. Tarrytown, NY
Team Leader, Software Development
June 2000 - December 2004
Developed multi-language web based data collection and reporting system for
the merchandising division of the business. Managed the system integration
and user training for the new international business branches in Turkey,
South Africa, and Japan. Developed web interface for company proprietary
software (SPARLine) to plan and evaluate results of retail product
promotions.
AWARDS AND RECOGNITION
. Excellence in Web Design from Web Marketing Association for
Chunnel.com - 2012.
. Honorary Webby Award recipient for the redesign of Raileurope.com -
2009.
. Outstanding Achievement in Web Design from Web Marketing Association
for booking flow on consumer and trade sites - 2005.
. Outstanding Achievement in Web Design from Web Marketing Association
for travel packages - 2004.
EDUCATION
CUA - Certified Usability Analyst, Human Factors International
- 2013
Chubb Institute, NYC - Computer programming
- 2000
Ural State University, Ekaterinburg Russian Federation - Master,
Engineering - 1992