About Vera
I am a creative and highly skilled Senior Digital Product Specialist with over five years of experience optimizing user journeys, conversion rate optimization (CRO), and web content management. I am passionate about transforming websites into engaging, customer-centric platforms that drive business growth and improve user engagement. I resonate with Jakob Nielsen's quote: "A bad website is like a grumpy salesperson," and believe that every decision should be focused on creating a seamless user experience that aligns with customer needs.
My expertise includes:
- developing data-driven digital content strategies,
- optimizing booking funnels,
- improving user experience (UX) across various CMS platforms (RWS, Amplience, AEM),
- leveraging SEO optimization,
- A/B testing,
- digital merchandising strategies to enhance site performance and maximize conversions.
I thrive on finding solutions to complex challenges and enjoy seeing how my efforts help businesses grow and succeed.
English
Fluent
Russian
Native or bilingual
Can work on-site
Dubai (up to 50km)
Experience
- THE ROYAL COMMISSION FOR ALULASENIOR DIGITAL PRODUCT SPECIALISTDecember 2023 - Today (2 years and 6 months)Website Optimization & UX:
- Optimizing website navigation, filters, and search functionalities to enhance discoverability and improve user experience across web and mobile platforms.
- Leading A/B testing initiatives to refine product page layouts, CTAs, and conversion paths, resulting in higher engagement and improved conversion rates.
SEO & Digital Performance:- Implementing on-page SEO best practices, including keyword optimization, metadata refinement, alt-text for images, and internal linking.
- Aligning content strategy with multi-channel marketing efforts, ensuring PPC, email, and social media campaigns drive targeted traffic and maximize ROI.
- Developing and executing high-impact digital marketing campaigns, including product launches, seasonal promotions, and brand initiatives, driving user engagement and conversions.
Website Content Strategy & Management:- Spearheading and managing the creation of high-quality, conversion-focused web and mobile app content, ensuring brand consistency, SEO effectiveness, and user engagement.
- Maintaining content governance to ensure alignment with brand voice, style guidelines, and best practices for accessibility and usability.
User Research & Optimization:- Conducting regular website audits and usability tests to identify performance issues and optimize customer journeys for frictionless experiences.
- Leveraging analytics tools (Google Analytics, Hotjar, Clarity) to track user behavior, engagement metrics, and conversion funnels, providing actionable insights to drive continuous improvement.
- Developing and testing hypotheses for UX and content improvements.
Project & Stakeholder Management:- Working closely with developers, designers, and marketing teams to align digital projects with business objectives and customer needs.
- Coordinating with external vendors and service providers as needed for web development, hosting, and other services.
- selfologi.comWEB CONTENT MANAGEMENT SPECIALISTJanuary 2022 - May 2023 (1 year and 4 months)Online merchandising:
- Led online merchandising strategies, including the creation and optimization of category, product, and campaign pages, leveraging key metrics such as product availability, page views, CTR, and sales figures.
- Analyzed sales performance, trends, and web KPIs, enabling data-driven product selection and merchandising optimization, which significantly improved user experience and increased conversion rates.
Digital Marketing & Traffic Acquisition:- Coordinated digital marketing initiatives with third-party agencies and in-house Marketing and Analytics teams to enhance traffic acquisition strategies by improving SEO, analyzing page rankings, and aligning content.
Web Content Management and Optimization:- Developed and executed a web content strategy, incorporating user journey mapping (UX), category structuring, and the design of landing and product pages, ensuring alignment with brand objectives and customer expectations.
- Conducted comprehensive testing and analysis of website performance, identifying critical areas for improvement.
Project management:- Led cross-functional project planning and execution, collaborating with Creative and Marketing teams to ensure timely and successful project delivery.
- Created detailed project briefs, conducted comprehensive requirement analysis, identified key stakeholders, and managed project timelines, resulting in streamlined project execution and on-time delivery of key initiatives.
Website Management:- Managed and maintained bilingual (English/Arabic) versions of the website, ensuring high-quality, accessible content tailored to a diverse audience.
- Oversaw content production, including videos, photoshoots, image sourcing, and creative designs, while coordinating the efforts of in house and third-party editors and copywriters to ensure consistent messaging and brand alignment.
- flydubaiE-COMMERCE WEB CONTENT OFFICERJune 2017 - April 2020 (2 years and 10 months)Website Management and Optimization:
- Managed and optimized high-quality web content using HTML within SDL Tridion, ensuring accuracy, adherence to brand guidelines, and seamless localization across three languages (English, Arabic, Russian).
- Leveraged web analytics to identify performance gaps, contributing to the development of business requirements that drove web improvements.
- Sourced and integrated digital media (images, videos, etc.) that enhanced visual appeal and user experience, resulting in an optimized and engaging online presence for the airline.
SEO Optimization:- Collaborated with an SEO agency to implement up-to-date SEO strategies, optimizing all website pages to improve search engine visibility through Title tags, Meta descriptions, Alt tags, internal linking, and keyword optimization.
- Delivered 450 SEO-optimized articles in three languages, resolving a 150-article backlog and managing an additional 300 articles. These efforts contributed to enhanced search rankings and organic traffic growth.
Project Management:- Led the microsites project for 12 local websites, managing a cross-functional team of 10 people to ensure successful launch and delivery.
- Partnered with the IT department to develop new CMS components and widgets, and coordinated with revenue and airport services teams to gather essential project requirements.
- Collaborated closely with content writers and translators to deliver SEO-optimized websites.
- Managed cross-departmental communication with teams from marketing, airport services, and IT, ensuring smooth project execution, addressing day-to-day issues, and performing thorough QA and UAT testing to guarantee optimal website performance post-launch.
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Education
- Bachelor's degree, Economics and Management in Tourism and Hotel BusinessSaint Petersburg State University of Engineering and Economics2005Bachelor's degree, Economics and Management in Tourism and Hotel Business
- Tourism and Hotel BusinessSaint Petersburg college of Economics2002Tourism and Hotel Business
Certifications
- Buying and Merchandising for Online Retail Online Short CourseUniversity of Arts London2023