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Sales Project Manager

Location:
New York, NY
Posted:
January 19, 2015

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Resume:

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



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