Freelancer profile translated to English.
Back to original languageAbout Elena
I support luxury and premium brands in building, launching, and accelerating their digital business.
With over 10 years of experience in the fashion, beauty, and luxury sectors, including more than 7 years in digital strategy, E-commerce, and CRM at L'Oréal and Estée Lauder, I leverage my expertise in e-commerce, Shopify, CRM (Klaviyo), data, and growth to serve brands, from strategy to implementation.
I work across the entire digital value chain: strategy, customer experience, conversion, CRM, tracking, operations, logistics, and new project launches.
French
Native or bilingual
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- Projet confidentiel - Marque de luxeBrand, Digital & E-commerce ConsultantFASHION AND COSMETICSFebruary 2026 - Today (6 months)Paris, FranceDefinition and management of the digital and e-commerce strategy for a new luxury cosmetics brand, from conception to launch.
- Construction of the D2C ecosystem: Shopify, CRM (Klaviyo), analytics, customer journeys, and digital infrastructure.
- Management of the e-commerce site design, in collaboration with the developer and the Artistic Director: architecture, UX, customer journeys, functionalities, and conversion optimization.
- Definition of the CRM strategy: segmentation, automations, data collection, conversion funnels, and loyalty.
- Implementation of all tracking and performance monitoring tools (GA4, GTM, Meta, Klaviyo).
- Definition of the growth strategy: acquisition, conversion, retention, commercial offers, and e-commerce roadmap.
- Management of e-commerce operations implementation: logistics, fulfillment, carriers, Shopify configuration, and technical partner coordination.
- Expertise in the luxury fragrance market, its launch, growth, and D2C development challenges.
- Jo Malone London, Estee Lauder CompaniesEMEA Senior Online ManagerFASHION AND COSMETICSJanuary 2023 - February 2026 (3 years and 1 month)Paris, FranceManagement of the EMEA digital and e-commerce strategy for Jo Malone London across over 20 markets (Hub, standalone sites & e-retail).
- Management of a team of 4 people and coordination of local EMEA teams.
- Responsible for the online P&L: budget, forecasts, financial reporting, performance analysis, and business recommendations.
- Definition of the regional growth strategy: roadmap, project prioritization, identification of development opportunities, and action plans.
- Performance management through data: analysis of e-commerce, CRM, media, and conversion KPIs to guide strategic decisions.
- Management of the CRM strategy, commercial animation, product launches, offers, and e-commerce calendar.
- Management of media investments in collaboration with acquisition teams: budget allocation, briefs, and performance monitoring.
- Continuous optimization of user experience (UX), conversion, and commercial performance.
- Participation in the modernization of the EMEA e-commerce platform: definition of business needs, prioritization of developments, collaboration with Global, UX, and technical teams.
- Deployment of global strategies at the EMEA level and support for markets in their execution.
- Recognized expertise in the fragrance and luxury market, its business challenges, and its digital growth levers.
- L'Oréal SA - L'Oréal FranceE-commerce & CRM Project ManagerFASHION AND COSMETICSJuly 2019 - February 2023 (3 years and 7 months)Paris, FranceDefinition and management of the e-commerce, CRM, and growth strategy for the IT Cosmetics, Urban Decay, and Biotherm brands in the French market.
- Management of a team of 3 people.
- Management of the online P&L, budgets, sales forecasts, and financial reporting, with a doubling of e-commerce revenue year-on-year.
- Performance management through data: analysis of e-commerce, CRM, acquisition, UX, and conversion KPIs to guide strategic decisions and identify growth opportunities.
- Definition of the e-commerce roadmap: commercial animation, offers, product launches, content, and optimization of digital tools (Bazaarvoice, OneTrust...).
- Management of the CRM strategy: segmentation, newsletters, customer lifecycle automation, and loyalty.
- Management of Paid Social and Affiliation investments, in collaboration with media teams: budget allocation, performance monitoring, and ROI optimization.
- Management of user experience (UX) and conversion through an A/B testing roadmap and continuous optimization of customer journeys.
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Education
- Master 2 – "Grande École" ProgramSKEMA BUSINESS SCHOOLMaster 2 – "Grande École" Program
Skill set
Categories
- Other