Regina Rakhlin

Regina Rakhlin Millburn, New Jersey |- |-| www.reginarakhlin.com | www.linkedin.com/in/rrakhlin Digital Transformation & Optimization Executive ✦ Lead Generation & eCommerce ✦ Business Growth Catalyst Impactful executive driving successful digital transformation. Guides enterprise leaders to unlock value and achieve sustainable growth through customer-centric strategies, innovative product enhancements, and cutting-edge technologies. Leverages quantitative and qualitative insights to optimize content strategy, engagement, and customer journeys. Proactive, analytical, and hands-on team leader fostering a digital-first culture. Collaborates with cross-functional teams to introduce new features, services, and partnerships, reimagining what's possible for the organization. Select Leadership Contributions ✦ Led year-to-date conversion rate that soared to 1.31%, exceeding targets, with 5 consecutive record days for lead gen and a peak CVR of 1.78%. ✦ Secured executive alignment for data-driven pricing transparency, resulting in a +45% in lead submissions by addressing hidden cost concerns. ✦ Applied 16 years of D2C ecommerce experience and best practices to a B2B lead gen redesign project, achieving a 187% lift in conversion rate at initial launch. ✦ Led the one-page checkout effort from leadership buy-in through deployment, resulting in +1.2% desktop conversion and +1.4% mobile OI. This drove $9.3M in additional demand and $3.7M in annual operating income. Core Competencies ✦ Digital Strategy & Transformation ✦ Lean UX / Agile ✦ ✦ Strategic Planning & Execution ✦ Usability Testing ✦ ✦ Strategic CRO Initiatives ✦ User Experience (UX) ✦ ✦ Lead Gen / Ecommerce Websites ✦ User Interface (UI) / Design Systems ✦ ✦ Revenue / Profit Growth Catalyst ✦ Information Architecture (IA) ✦ ✦ Cross-Functional Collaboration ✦ Front-End Development Knowledge ✦ ✦ Business Strategy AI Integration ✦ Accessability (ADA) ✦ A/B Testing Content Management Systems Business / Data Analysis Wireframing Design Thinking Partnerships & Contracts Product / Program Management Professional Experience Hunter Douglas, New York, NY 2021 - 2024 $4.6 billion global leader in premium window coverings, Hunter Douglas offers a wide range of innovative, high-quality products with advanced technologies. Optimization & Strategy Director Reported to VP of Marketing and Technology. Led website redesign and re-platforming, aligning on business goals for sustainable growth. Developed and executed a long-term CRO strategy with robust measurement to optimize conversions and demonstrate ROI. Led content migration and authoring, ensuring a smooth transition and brand consistency. Managed three direct reports, five external partners, and a $700K budget. ● Spearheaded a 300% increase in CRO, surpassing 2023 targets by 170% through a combination of strategic redesign, comprehensive studies, and a rigorous test/learn roadmap. Drove a 145% increase in revenue, exceeding target by 25%. ● Successfully re-platformed both the domestic and two international sites, streamlining operations and enhancing UX. ● Proactively mitigated ADA regulatory risks by overseeing strict adherence to compliance guidelines. ● Led AI chatbot development, resulting in an + 8% conversion rate. Partnered with the CX team to identify frequently asked questions, implemented the chatbot script, and gained valuable consumer insights to inform future product roadmaps. ● Partnered with marketing and product teams to create product launches and high-profile initiative creative strategies. ● Managed a data-driven conversion rate optimization program, implementing A/B testing and iterative UX improvements (layout, language, content, UI) to achieve a 300% increase in conversion rate. Regina Rakhlin, Digital Executive Page 2 ● Employed a data-driven approach to optimize the conversion funnel. Analyzed quantitative data and qualitative user insights to identify and address points of friction. This resulted in a significant improvement in conversion rate, averaging 1.31%. ● Leveraged business acumen to prioritize and support initiatives across the sales funnel, including dealer lead generation, consumer traffic, and pre/post-purchase support. Developed content strategies aligned with consumer mindsets, directly impacting revenue growth and ROI. ● Provided regular progress reports to executive leadership, including key findings, achieved outcomes, and actionable recommendations. Presented a prioritized roadmap for achieving annual conversion rate goals. RD Digital, New York 2018 - Present RD Digital is a design and technology company. A Visionary UX Leader Driving Innovation and Business Growth, with a passion for solving complex problems through quality, elevated design. CPO & UX Strategy Proven ability to deliver impactful optimization solutions for diverse clients. Managed multiple complex projects and timelines simultaneously, ensuring successful execution and on-time completion. Facilitated collaborative strategy sessions with executive leaders, aligning on a vision with data-driven CRO goals. Leveraged industry expertise to tailor impactful recommendations for clients like Phillip Jeffries LTD., Handcraft Manufacturing, MIRA AI, L’Oreal, Habitual, and BytePro. ● Pioneered successful user-centric design strategies for new industries, driving revenue growth. Applied principles of UX design, conducted user research, performed market research, and leveraged A/B testing to optimize user experiences. ● Collaborated with executives to define growth objectives, leverage market research to inform and optimize user experience. ● Conducted user research (website navigation, brand perception, shopping habits) and competitive analyses to optimize customer engagement, drive conversions, and refine solution proposals for client alignment. ● Refined solution proposals through iterative testing / client feedback, ensuring alignment with explicit / implicit client needs. ● Launched an AI-powered personalized beauty platform that streamlines pre-purchase research and fosters trust through transparency, driving increased conversions and repeat visits. Valtech, New York, NY 2019 - 2021 $34.5 million global innovation company, combining the uncommon to unlock a better way for people to experience the world. Work at the intersection of diverse disciplines, cultures and perspectives to create solutions that achieve the exceptional – helping brands make the leap beyond the competition and become leaders in a digital world. CX Strategy & UX Director Reported to Senior VP of Strategy. Collaborated with MAC’s stakeholders on strategy ideation, experience workshops, and product presentations. Delivered quality products with challenging objectives despite compressed timelines. Anticipating the post-COVID-19 environment, created voice-activated prototypes of the experiences. Managed 2 people. Contract role. ● Revolutionized the customer journey and digital experience for MAC’s in-store connected experiences, driving a 20% surge in customer engagement and a leap in brand loyalty. ● Led MAC's in-store redesign, focusing on digital exploration and seamless purchases. Product exploration became +20%. ● Partnered with stakeholders, marketing, and omnichannel leadership to gather customer insights and define requirements for a new, user-friendly digital experience. ● Adapted to remote usability testing by leveraging partner feedback, weekly design presentations, and bi-weekly client reviews to iterate and gain final design approval. ● Established a single source of truth for agile development by creating centralized documentation (designs, functionality, content) and identifying improvement opportunities during client demos. Victoria’s Secret, New York, NY 2002 - 2018 $7.781 billion global leader in intimate apparel, offering a wide assortment of modern, fashion-inspired collections including signature bras, panties, lingerie, sleepwear, athleisure, and prestige fragrances and body care. UX Director (2013 - 2018); Art Director (2007 - 2013); Associate Art Director (2004 - 2007); Web Design (2002 - 2004) Regina Rakhlin, Digital Executive Page 3 Led the development and execution of a unified digital product vision. Leveraged design systems and UX best practices to craft informed solutions and prototypes. Established a test-and-learn agenda to optimize performance and fuel revenue growth. Managed and art-directed teams to design and execute content and user experience initiatives. Harmonized internal and external perspectives to ensure alignment on realistic constraints, priorities, and timelines. Tiffany & Co., New York, NY 2000 - 2002 $1.81 billion Luxury House renowned the world over for extraordinary jewels, relentless innovation and exceptional craftsmanship. Art Director Integral role in launching their first e-commerce site. Art-directed photography and post-production. Designed high-profile and business driver initiatives. Education Bachelor of Fine Arts (BFA), School of Visual Arts, New York City, NY Professional Development ADPList AI Summit (2024) ✦ Business Strategy AI Integration (2024) ✦ Adobe Summit (2024) ✦ AEM Certification (2021) ✦ Lean UX (2013) ✦ Event Apart (2011) ✦ Senn Delaney Culture (2007) ✦ Community Involvement Volunteer, Holiday Meal Delivery (2021 - Present) ✦ Volunteer, Career Day at local School (2023- Present) ✦ Volunteer, Packing Military Boots (2024) ✦ Volunteer, Friendship Circle (2024) ✦