Vicky Koubakis

• Boosted online sales by implementing targeted marketing campaigns and optimizing website content.
• Managed inventory control processes for seamless order fulfillment and customer satisfaction.
• Managed $1.5M budget with return on investment of $4.
• Enhanced user experience with intuitive site navigation, compelling product descriptions, and visually appealing design elements.
• Streamlined order processing, reducing lead times and improving overall operational efficiency.
• Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
• Developed successful promotional strategies to drive increased traffic and revenue during peak shopping seasons.
• Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.
• Implemented effective search engine optimization techniques to increase organic site traffic and improve keyword rankings.
• Negotiated vendor contracts to secure favorable terms, ensuring profitability while maintaining strong supplier relationships.
• Supervised a team of e-commerce specialists, providing guidance and performance feedback to foster professional development.
• Oversaw creation of high-quality visual assets for use across digital platforms, enhancing brand identity and consumer engagement.
• Championed mobile-first initiatives to optimize online shopping experience for an increasingly diverse device landscape.
• Evaluated emerging e-commerce technologies, adopting innovative solutions that enhanced platform capabilities and delivered a competitive advantage.
• Coordinated closely with customer service representatives to address inquiries promptly and effectively resolve issues related to online purchases.
• Optimized e-commerce fulfillment strategy to minimize costs while maximizing profits and customer satisfaction.
• Incorporated e-commerce objectives in social media platform management.
• Customized e-commerce platforms by building new products, designing landing pages and integrating new vendors and apps to further enhance website UI and UX.
• Developed and executed e-commerce positioning, values, tone of voice and design elements to bring value and convenience to customers.
• Tracked consumer behavior, content management and weight of purchase to develop robust customer acquisition and retention programs.
• Established and maintained balanced and accurate e-commerce budget to execute on initiatives with proper funding and enrich customer experience.
• Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience.
• Supervised annual media planning process and media buying for digital content.
• Constructed new payment systems for online orders to optimize website shopping and boost sales.
• Achieved sales goals and service targets by cultivating and securing new customer relationships.
• Compiled and analyzed data to determine approaches to improve sales and performance.
• Maintained financial controls, planned business operations and control expenses while identifying and pursuing opportunities to grow business operations and boost profits.
• Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
• Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
• Liaised with sales, marketing, and management & product management teams to develop solutions and accomplish shared objectives.
• Increased profit margins by effectively controlling budget and overhead and optimizing product turns.
• Collaborated with upper management to implement continuous improvements and exceed team goals.

• Accounts Managed: Walmart Canada, Revlon Canada, Cineplex, Dairy Farmers of Canada & Canadian Museum of History.
• Responsible for managing as well as implementing successful paid search campaigns, demonstrating revenue goals, efficiency and volume.
• Worked with Sales and Marketing teams as needed to estimate budgets and volumes for prospective client proposals.
• Managed budget allocation for multiple accounts, ensuring optimal spend and results.
• Enhanced return on investment, conducting thorough analysis of campaign performance data.
• Developed and executed comprehensive paid search plans to achieve client objectives.
• Stayed current on industry trends and best practices, applying new techniques for continual improvement of campaigns.
• Provided detailed reporting and actionable insights to clients, demonstrating the value of paid search initiatives.
• Trained junior team members on paid search tactics, fostering professional growth and increasing departmental expertise.
• Optimized landing pages for higher conversion rates, utilizing A/B testing methods.
• Conducted regular account audits to identify opportunities for growth and optimization within existing campaigns.
• Monitored competitor activity, adjusting strategies as needed to maintain a competitive edge in the marketplace.
• Explored new advertising platforms such as Bing Ads or Amazon Advertising.
• Participated & presented in client meetings providing updates on account progress.
• Developed and deployed content marketing strategies to improve organic search traffic.
• Researched and analyzed industry trends to inform search marketing strategies.
• Monitored and evaluated website analytics to identify trends and opportunities for improvement.
• Completed keyword research and analyzed competitor SEO and PPC campaigns to identify gaps and opportunities.
• Crafted and implemented strategies to increase search visibility and website traffic.
• Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments.
• Audit search and display efforts of potential clients and provide insight as to how ROI can be increased.
• Responsible for the Adword budget allocation and planning.
• Worked with Designers or Developers to optimize landing pages for optimum quality scores and create branding of banners, etc. for key data capture.
• Responsible for bid management, keyword research and specific country targeting.
• A/B testing setup and tracking.
• Identified opportunities to grow leads and improve profitability of campaigns.
• Worked directly with marketing managers to communicate results and opportunities within paid search and display efforts to the client.
• Contributed to campaign performance reports, using data to tell stories, and provide actionable insights for team members as well as clients.
• Consistently exceeded Revenue & ROAS targets by over 100% MOM, QOQ & YOY for Always-On & Seasonal campaigns for all client account.
• Increased conversion rates by implementing effective paid search strategies and optimizing campaigns.
• Reduced cost per acquisition through continuous monitoring and adjustment of keyword bids and ad placements.

PROJECTS

• Ownership and accountability of project delivery, client review as well as multiple ongoing engagement.
• Reduced response time for technical inquiries with efficient communication channels and teamwork.
• Increased client satisfaction by promptly addressing technical issues and providing tailored solutions.
• Identified, distilled and scoped client requirements and activities while offering innovative solutions.
• Developed project scoping documents, for functional and strategic client requirements.
• Provided in-depth product training for customers, enhancing their understanding and usage of the technology.
• Managed multiple accounts simultaneously, maintaining high levels of organization and prioritization.
• Served as a liaison between clients and internal teams to ensure smooth project execution and delivery.
• Developed strong relationships with key clients, ensuring their needs were met and fostering long-term partnerships.
• Responsible for the creation, maintenance, and delivery of gantt charts, functional specification documents and development manuals.
• Identified, documented and managed scope or deliverable change requests, either initiated internally or by the customer.
• Planned and controlled quality by reviewing items before delivery to client, facilitating internal review sessions and coordinating through user acceptance testing.
• Conducted periodic engagement and project reviews with key client stakeholders to provide progress reporting and plan to key milestones, manage key decisions and mitigate risk.
• Created official Scoping document that allowed us to deliver better outputs of requirements gathering to the client.

SEM

• Tracked, reported, and analyzed website analytics and PPC initiatives and campaigns.
• Managed campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies.
• Optimized copy and landing pages for paid search engine marketing campaigns.
• Implemented & Managed campaign builds.
• Performed A/B and multivariate experiments.
• Achieved a 20% increase in overall ROAS YOY for fiscal 2016 vs fiscal 2015, with an increase in overall revenue of 15%.
• Achieved a ROAS increase of 80% for Q4 2016 vs Q4 2015.

• Collaborated closely with the Web Creative Team and E-Commerce team to develop and UI/UX concepts.
• Developed Digital Promotional Strategy for the Hayden Christensen RW&CO Fall 2013 Campaign & 2014 Spring/Summer Campaign.
• Managed growth development with vendor relationships (digital agencies).
• Aggregated and communicated Cross-Channel Digital performance reports (Monthly & Quarterly) in a relevant format to upper Management.
• Managed & Recommended, Paid (SEM, Display Performance Media, Social Performance), Earned, & Owned digital marketing opportunities for brands to achieve their business goals while satisfying key user needs.
• Managed Digital Marketing Branding Campaigns & web-based projects for each respective brand.
• Developed & Created Monthly & Quarterly Forecasting reports based on Fiscal Targets in order to make accurate projections of budget growth to achieve KPIS.
• Collaborated with cross-functional teams (E-commerce, Brand & Marketing teams) to develop and execute strategic initiatives aligned with organizational objectives.
• Leveraged advanced analytical skills to identify emerging trends and potential threats, informing proactive response measures where necessary.
• Conducted thorough competitor analysis to identify opportunities for product differentiation and market positioning.
• Led brainstorming sessions, fostering a culture of innovation and creative problem-solving within the organization.
• Evaluated performance metrics, identifying areas for improvement and implementing targeted action plans to achieve desired outcomes.

• Brands Managed:

Luxury - Lancôme, Kiehl's

General Mass Consumer - Garnier, Essie, Maybelline

• Planned, developed and delivered integrated digital and media marketing strategies and plans based on marketing key objectives.
• Responsible for management and merchandising of online store.
• Worked & developed new site optimizations.
• Developed and worked on the launch of new E-Commerce site plaform for Kiehl's & Lancôme.
• Enhanced user experience with intuitive site navigation, compelling product descriptions, and visually appealing design elements.
• Established a comprehensive social media strategy to promote products and interact with customers in real-time, driving brand loyalty.
• Planed short and long term execution of Social media strategy and execution.
• Prepared weekly updates and reports to track growth and success rates of marketing campaigns.
• Tracked and analyzed web analytics to recommend proactive adjustments to strategies.
• Planned & developed Digital Campaigns for Look Good, Feel Better in partnership with Lancôme by L'Oreal, 2011 Emma Watson Trésor Midnight Rose brand launch & Luminato 2011 - Lance and Denis Gagnon bring Alice In Wonderland
• Boosted online sales by implementing targeted marketing campaigns and optimizing website content.