LENA DESAI

Experienced E-commerce and Digital Marketing professional focused on optimizing DTC channels, while maximizing profitability and conversion

LENADESAI@GMAIL.COM | LINKEDIN.COM/IN/LENADESAI | Los Angeles, California

EXPERIENCE

DIRECTOR OF E-COMMERCE & DIGITAL MARKETING

MIAOU | JANUARY 2022– MAY 2024 

• Increased DTC gross revenue 300% from 2021 to 2022, then by 26% from 2022 to 2023

• Spearheaded UGC-driven paid media campaigns and resulting in consistent 7x MER YoY


• Introduced retention strategy utilizing CRM, loyalty program, and AI personalization, increasing conversion 35% YoY in 2023


• Leveraged press and data insights to create brand strategy, positioning Miaou as a must have "it-girl" brand globally

• Rebranded website with robust UI/UX development and launched Extended Sizing range within the first year

• Manage $1M+ annual digital ad spend budget and deliver on ROAs and performance based KPIs  

• Measure, attribute, and optimize all online channels to achieve overall efficient customer retention

• Partnered with a media buying agency to leverage TikTok and CTV to expand on omnichannel marketing initiatives

• Partnered with cross functional teams to maintain a consistent brand voice across all content and product offering

• Present weekly and monthly reporting to founders and stakeholders

SENIOR E-COMMERCE MANAGER

RTA BRAND | AUGUST 2020 – DECEMBER 2021 

• Achieved 30% YoY revenue growth for womenswear division by optimizing marketing campaigns with UGC content

• Launched targeted CRM flows, increasing brand loyalty and driving content via high-profile celebrity collaborations for the menswear division, resulting in over 200% growth across ecommerce and retail.

• Oversee web development agency to rebrand website, developing successful SEO and CRO

• Ideate marketing calendar along with product launches, measuring and optimizing for conversion

• Created operational efficiencies between Production, Retail and Creative departments for content needs

• Present monthly reporting and quarterly strategy to President, Creative Director and SVP of Retail 

E-COMMERCE DIRECTOR 

S.R.S.T.U.D.I.O.L.A.C.A. | OCTOBER 2019 – MARCH 2020 

• Led the launch of Sterling Ruby’s debut luxury streetwear and artwork collection online, synchronized with a live-stream event

• Collaborated with the artist and studio directors to bridge fashion and fine art, developing the brand’s online dialogue

• Partnered with Studio team to leverage press mentions and celebrity studio visits into organic marketing content

• Developed marketing roadmap for both clothing and artwork collections, resulting in social media engagement and growth

E-COMMERCE MANAGER

BROCHU WALKER | JUNE 2018 – SEPTEMBER 2019 

• Doubled YoY revenue by spearheading a digital rebrand, optimizing website UI/UX, launching influencer-led brand awareness campaigns and creating email marketing flows

• Road mapped all web and content initiatives into marketing decks aligning with CEO and PR teams brand vision

• Oversee social and web development agency to develop marketing plans and product launches

E-COMMERCE MANAGER

GIFT OF GARB | OCTOBER 2015 – MAY 2018

• Expanded a small eBay shop into a thriving luxury consignment community, collaborating with influencers and growing email list

• Managed a team of photographers and studio assistants to operate product merchandising for several online resale channels

EDUCATION + DIGITAL SKILLS 

ART INSTITUTE OF FT. LAUDERDALE, FL | Bachelor of Science, Fashion Merchandising | Best Portfolio Award 2010
Certifications and Tech: GA4 Analytics, Google and Meta Certified Paid Media Buying, PPC, Looker, Shopify Plus, Klaviyo, Attentive, Figma, Gorgias, and more