Maria Kikvidze

About

Ecommerce and retention leader with experience driving DTC growth, improving customer experience and site performance, and scaling lifecycle/email/SMS programs. Has led strategy, merchandising, A/B testing, analytics-driven optimization, and team leadership across beauty brands, partnering closely with marketing, product, IT, web development, and agency partners.

Experience

• Director, Ecommerce + Retention · K18 Hair (Remote)2024

  Responsible for driving the overall ecommerce strategy, optimizing the online customer experience, and maximizing online sales and profitability. Key YoY results: ● DTC revenue growth 30% YoY (18% YoY prior) while maintaining consistent ROAS ● Improved AOV by 8% YoY through merchandising and strategic upsells ● Increased returning customer rate by 8% YoY by launching and optimizing lifecycle flows ● Grew email/SMS revenue by 53% YoY by expanding lifecycle automation, segmentation, and A/B testing across email and SMS Responsibilities: Ecommerce Strategy: ● Develop and execute a comprehensive ecommerce strategy to drive online sales growth and enhance customer satisfaction. ● Collaborate with cross-functional teams including marketing, sales, product development, and IT to align ecommerce initiatives with overall business goals. Website Management: ● Oversee the day-to-day management of K18 Hair websites & agency partners, ensuring a seamless and engaging user experience. ● Implement website enhancements, new features, and functionality to improve site performance and conversion rates. ● Work closely with the design and development teams to ensure the website is visually appealing, user-friendly, and optimized for mobile devices. Customer Experience: ● Ensure a superior online customer experience by optimizing the customer journey from product discovery to post-purchase support. ● Implement personalization and recommendation strategies to enhance customer engagement and satisfaction. Sales and Performance Analysis: ● Analyze ecommerce sales data, performance metrics, and customer behavior to identify trends and opportunities for growth. ● Evaluate profitability promotions of to ensure margin-positive revenue growth ● Develop and maintain regular performance reports to track key metrics and inform strategic decision-making. ● Implement A/B testing and other optimization techniques to continually improve site performance and conversion rates. Inventory and Order Management: ● Provide inventory forecasting and collaborate with the supply chain and operations teams to ensure accurate inventory management and timely order fulfillment ● Implement processes and systems to manage inventory levels, minimize stockouts, and optimize fulfillment efficiency. Retention and Loyalty: ● Develop and execute retention strategies to increase customer loyalty and lifetime value. ● Implement and manage loyalty programs to reward and engage repeat customers. ● Analyze customer retention metrics and feedback to identify areas for improvement and opportunities for increased engagement. ● Work with the marketing team to create targeted campaigns aimed at retaining existing customers and re-engaging inactive ones. Team Leadership: ● Lead and mentor a team of ecommerce professionals including a Retention Marketing Manager and Ecommerce Manager, fostering a culture of innovation, collaboration, and continuous improvement. ● Provide clear direction, set performance goals, and conduct regular performance reviews.

• Sr. Manager, Retention + Site Experience · K18 Hair (Remote)2021 – 2024

  ● Responsible for the timely planning and execution of consumer marketing plans from conception to completion. This includes working with cross-functional teams to ensure online business needs are met (product copy, inventory, launch timing, etc) ● Responsible for executing on the brand marketing calendars which can include email, sms, promotions, web updates (content, merchandising, badging, blog) and more ● Work with the web development agency to develop & ensure the timely execution of web solutions and updates that enhance the online customer experience ● Facilitate segmentation and audience building in collaboration with team members and cross functional teams ● Identify KPIs and track performance metrics for online business activities. Utilize these key insights to guide business strategies and decisions ● Proactively seek opportunities to improve digital marketing channels based on analytics and AB test results ● Manage schedules, assets, and overall project organization to ensure requirements and project deliverable dates are clearly communicated, understood and executed upon ● Communicate and document project status and strategic recommendations to team members on a regular basis; escalate issues accordingly via the appropriate channels

• Retention Marketing Manager · Winky Lux, New York, NY2019 – 2021

  Winky Lux is a joyful makeup and skincare brand founded in 2015. The brand includes a luxurious, yet accessible, range of innovative beauty formulations with cleaner, kinder ingredients, designed to provide real results. ● Oversee all CRM marketing programs across key target channels including email, SMS, loyalty/referrals and direct mail ● AB test and optimize campaigns, triggered messages & customer journey ● Test and implement new strategies to grow the customer base (ie prospecting direct mail, giveaways, on-site email capture campaigns, etc.) ● Own key customer data (LTV, repeat rates, etc.) and recommend actionable insights to relevant reams. Oversaw implementation of analytics platform (Daasity) ● Partner with larger brand and digital team to maintain digital marketing calendar, creating a cohesive marketing experience that works toward hitting ecommerce goals ● Oversaw all creation of product pages/landing pages, implemented site optimizations and managed development agency in absence of ecommerce manager (~9 month span)

• Customer Strategy Associate · Custora, New York, NY2018 – 2019

  Custora is a customer analytics platform that enhances customer data with a suite of machine learning algorithms, and allows retailers to acquire higher value customers, improve the lifetime value of existing customers and improve insights-fueled decision-making across the org. ▪ Provide dedicated marketing consultation and thought leadership based on understanding clients’ business, use cases, data, constraints and goals ▪ Deliver end-to-end support and help brands launch targeted multi-channel marketing campaigns to drive growth in customer retention and acquisition ▪ Analyze clients’ customer base, opportunity sizes based around high LTV customer segments and marketing campaign performance ▪ Provide education and guidance to drive long term value with the Custora platform

Education

• Purdue University

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