Lena S

NoyArt — E-commerce & Marketplace Growth Manager

NoyArt Handmade • Freelance

Nov 2024 - Present • 1 yr 6 mos

I manage the full digital commerce ecosystem for NoyArt, including their website and multiple international marketplaces. My role focuses on increasing product visibility, optimizing listings and improving conversion performance. Key Responsibilities Website Strategy & Management Structured and developed the brand website based on business goals and user experience Implemented SEO-ready page architecture Optimized product and category pages for search visibility Improved content structure and navigation Marketplace Management Managing and optimizing product listings across major marketplaces: • Amazon • Etsy • Wildberries Work includes: Creating and optimizing product listings SEO-optimized titles and product descriptions Keyword research for marketplace algorithms Product image optimization Category and tag optimization Listing structure improvements for higher ranking E-commerce Optimization Increased product discoverability through search optimization Improved product page structure for better conversions Maintained consistent brand presentation across platforms Continuously monitored performance and optimized listings

Digital Support & Performance Marketing Specialist

MaDo Collections • Freelance

Feb 2021 - Present • 5 yrs 3 mos

At MaDo Collections, I support and optimize the online store performance, paid advertising, and digital operations. What I Did Online Store Management & Optimization Managed online shop structure, product updates and content improvement Optimized product pages for better visibility and conversions Improved website usability and customer journey Monitored performance metrics and identified growth opportunities PPC & Paid Advertising Set up and managed Google Ads campaigns (Search & Display) Performed keyword research and ad structure optimization Improved campaign performance through continuous testing and adjustments Monitored CTR, CPA and conversion performance Technical & Operational Support Assessed end-user issues and resolved them within SLA requirements Investigated recurring problems and identified root causes Classified issues by priority and impact Communicated technical insights clearly to non-technical stakeholders Analytics & Performance Tracking Used Google Analytics and Google Ads data for decision-making Evaluated user behavior and campaign results Supported data-driven improvements in marketing strategy

SEO

Armat Hotel • Freelance

Aug 2019 - Present • 6 yrs 9 mos

At Armenian Hotel “Armat”, I led SEO strategy, website optimization and digital performance growth, resulting in measurable booking increase. What I Did Website Restructuring & SEO Optimization Fully restructured website architecture for better crawlability and UX Rewrote website content with SEO-focused structure Implemented on-page SEO (meta tags, headings, internal linking) Optimized website for local SEO (Google SEO + GEO targeting) Improved mobile optimization and page performance Updated links and content for higher search engine visibility Results Increased direct website bookings by 20% within 6 months Improved organic visibility and local search presence Reduced dependency on third-party booking platforms Content & Conversion Optimization Rewrote page descriptions and booking-related content Structured content to improve conversion flow Optimized booking funnel and user journey PPC & Promotion Managed Google Ads campaigns to support organic growth Optimized campaigns for hotel-related keywords and local traffic Tracked booking conversions via analytics tools New Promotion & Future In-Site Purchase Strategy Developed and implemented new promotional strategy to increase future in-site purchases Helped design direct-booking incentives Structured offers to encourage repeat stays and direct website transactions Contributed to long-term revenue optimization strategy Collaboration & Strategy Worked closely with marketing department to align digital goals Organized trainings and brainstorming sessions Set measurable KPIs and monitored performance metrics