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
- Dubai World Trade CentreAssistant Digital Marketing DirectorENTERTAINMENT AND LEISUREAugust 2025 - Today (1 year)Dubai City, United Arab Emirates• Define and drive digital marketing strategy across web and campaign initiatives• Lead cross-functional teams across content, product, UX, analytics, and development• Own website performance KPIs (traffic, conversion, engagement)• Manage digital roadmap and prioritization based on business impact• Align stakeholders across marketing, commercial, and technology teams• Support major event launches and high-traffic campaigns• Oversee agency and vendor performance
- THE ROYAL COMMISSION FOR ALULASENIOR DIGITAL PRODUCT SPECIALISTTRAVEL AND TOURISMDecember 2023 - May 2025 (1 year and 5 months)Dubai City, United Arab EmiratesWebsite 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 SPECIALISTE-COMMERCEJanuary 2022 - May 2023 (1 year and 4 months)Dubai City, United Arab EmiratesOnline 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.
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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