Commercially focused self-driven senior professional with good analytical skills focused on creating cohesive brand experience, customer journey and extensive experience with top companies within luxury goods industry. Strong leader who succeeds by working collaboratively across multiple functions and stakeholders within a business and developing exemplary talent. Currently partnering with small consumer businesses focusing on developing customer journey related strategies. Previously Retail Director – Europe at Theory responsible for team development, full P&L, HR, and buying management. Previously Harrods GM responsible for Accessories and Jewellery division and management of budgets and HR strategy and execution My other specific interest is how web3 and NFTs could enhance client experience and community for consumer brands. To that end I have completed blockchain specialization with INSEAD, Naz Academy “How brands should enter metaverse and NFT space” and currently involved with NFT start-ups in the UK and US
Consulting for independent retailers and consumer companies focusing on planning and implementation of product and customer experience strategies, processes, and operations including: Setting up all UK operations, store opening, full teams recruitment and training Identifying target audience New target locations Customer lifetime value Digital marketing budget distribution Digital marketing channels Online leads to offline conversion KPIs and metrics to support relevant reporting with the view to increase business growth and sales Coaching students across Europe, Middle East and Africa on Digital Marketing fundamentals. Subjects covered: Content marketing and social media channels Basics of SEO Facebook and Google advertising Basics of email marketing and customer segmentation UX research Product pitch Digital Marketing and Marketing Analytics mentor and project reviewer at Udacity
I was accountable for all trading aspects of the brand’s directly operated points of sale across Europe, including two flagship stores in London and Paris
Managed brand, retail and people operations and strategy across a number of departments in Womenswear, moving to manage Accessories division in 2014
Acting Store Manager 2007. Set clienteling and sales targets and objectives for the team, and monitored both closely to drive the store performance. Closely worked with with Press Office on developing client base and special events for the brand in the UK
Given her wealth of experience in Luxury Retail, coupled with high energy and strong commitment in everything she does, I strongly recommend Irina to anyone looking for developing their business in a professional yet friendly manner. Curious by nature and always eager to learn new things (most recently anything around NFTs!), she is a delight to work with!
Irina is a diligent, highly organised leader. Her operational abilities are outstanding. Adapting her skill set to suit a steady or fast paced environment, Irina has the ability to drive complex projects. During her retail career at Harrods, she was able to oversee and manage these with careful planning, attention to detail and endless focus. Irina was able to build relationships with vendors and strategically negotiate business costs to benefit the needs of her division. Trustworthy and reliable, I would recommend Irina to deliver results and exceed expectations.