Masha Leonidova

Experience

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  Representative Office of Swiss Engineering Company Kaeler Holding AG

  Feb 2008 - Dec 2008

  Marketing Manager

  Analysis of market research data and competitive brands' performance, Creation own company's image and delivering solid brand awareness among target audience, Brand Strategy Development, Participation in sales planning process, Organize and prepare presentations to customers, Marketing budget control, Event management (exhibitions, seminars), Launch of Corporate web-site; content development, SEO and SEM optimisation)Project Management

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  Leroy Merlin Russia / Леруа Мерлен Россия

  Sept 2010 - Apr 2012

  Marketing communications specialist

  Key responsibilities: - development and management 360 advertising campaigns (Retailer image, Product and Stores opening ) - researches conduct (quantitative & qualitative) - marketing communications in stores development and implementation

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  Yves Rocher

  Apr 2012 - Nov 2014

  Client Relationship Manager

  Develop consumer engagement & communication programs to respond Omni-channel consumer base effectively and drive retention, turnover and database volume for own D2C Key responsibilities: - conduct of e-marketing support- development and implementation of direct marketing activities (e-mailing, e-commerce promo activities)- E-CRM implementation,- Data base processing analysis and optimization- category management conduct- inventory and sales analysis

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  L'Oréal

  Dec 2014 - Dec 2023

  This role centers on transforming L'Oreal's Professional brands (L'Oreal Professionnel, Matrix, Kerastase, and Redken) through eCommerce, CRM, advocacy, and tech development. I was overseing a team of 20 experts, collaborated closely with the division's board of directors and service teams (Media, IT, Operations), and drove projects and relationships to achieve business goals for consumers and professionals. Key responsibilities: - Lead digital strategy aligning with brand KPIs across owned, paid, and earned channels.- Drive eCommerce strategy for business KPIs, focusing on turnover, profitability, ROI, ROAS, and market share enhancement through tech, customer service, and partnerships.- Create consumer engagement & communication programs, including CRM and loyalty initiatives, leveraging digital and social media channels.- Collaborate with business and service leaders to optimize the end-to-end consumer journey and omni-channel experience.- Foster external partnerships (media agencies, retailers) for performance benchmarking, tech integration, trend monitoring, and best practice implementation.Reporting level: direct Professional product division GM, Country GM-1. 收回 Focused on enhancing user experience and business performance for all L'Oreal brands through eCommerce (D2C), CRM, and Consumer Care infrastructure development.Key Responsibilities:- Collaborate across departments to identify inefficiencies and propose solutions.- Standardize KPIs for call centers, warehouses, and logistics.- Develop efficient processes between business units.- Monitor customer experience and purchase paths across devices, improving key metrics.- Implement Net Promoter Score (NPS) and other consumer satisfaction metrics.- Enhance customer care and CRM.- Deploy technology, tools, and partners to improve platforms.- Share best practices and pilot new formats.- Conduct digital provider pitches and track program ROI.- Transform local IT infrastructure for 12 D2C shops effectively.Reporting level: direct - Chief digital officer, country GM-1 收回 Digital and E-commerce manager, Kérastase, Since September 2016 - Digital and E-commerce manager luxury brands within Professional products division (brands Kérastase, Decleor and Carita)The key goal of this position was to set-up business processes for online sales in professional division at the beginning of l’Oreal digital transformation Key projects and responsibilities: relaunch of Kérastase D2C e-commerce (2015) on Magento platform (local production) in order to optimize UX, SEO to increase D2C turnover and profitability. - animation plan for own site and partners development and implementation - e-commerce budget and P&L management- managing all traffic sources (SEO, SEM, e-mail, social, CPA)- CRM development, analyze and exploit database, - customer care & delivery services automatization and optimization - Digital media: setting KPI's, campaigns planning and realization- E-PR strategy development and implementationReporting level: direct - brand director, Division GM -1, country GM -2 收回

  • Chief Digital Marketing Officer

    Jul 2023 - Dec 2023

  • maternity leave

    Dec 2022 - Jun 2023

  • Head of digital and e-commerce, Professional products division

    Mar 2020 - Dec 2022

  • Corporate E-commerce Manager

    Apr 2017 - Feb 2020

  • Digital and e-commerce manager

    Dec 2014 - Mar 2017
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  Magnit OMNI

  Sept 2024 - now

  Omni transformation head for Magnit Cosmetic