Mildred Otieno

Strategic and performance-driven professional with 4+ years of experience in the beauty industry, specializing in eCommerce, digital marketing, and brand management. Proven track record of driving online revenue growth, boosting brand visibility, and increasing customer engagement across digital platforms. Skilled in developing data-led strategies, optimizing conversion funnels, and delivering cohesive brand experiences that resonate with modern beauty consumers. Experienced in executing high-impact campaigns and managing cross-functional teams, with strong proficiency in Meta Ads, Google Analytics, Shopify, and WordPress. Adept at scaling beauty brands in fast-paced, competitive digital environments.

Highly analytical and data-driven E-commerce Manager effectively scales online customer acquisition efforts and e-commerce capabilities to drive sales growth. Routinely tests new features and assets and measures results as company grows and evolves. Strong understanding of e-commerce consumer behavior and audience segmentation along with website analytic and tracking tools.

• Boosted conversion rate from 2.0% to 2.7% through data-driven marketing, website optimizations, and improved customer journey flows.
• Increased average basket size by 22% through product bundling, upsell strategies, and personalized recommendations.
• Managed the end-to-end upload and optimization of 600+ SKUs, enhancing product descriptions and SEO to drive product discoverability and organic traffic.
• Introduced a multi-branch pick-up system, improving last-mile convenience and significantly increasing customer satisfaction and retention.
• Conducted regular analysis using tools like Metorik and Google Analytics to understand user behavior, reduce bounce rates, and inform strategy decisions.
• Led supplier negotiations to expand product assortment and improve overall profit margins, including strategic onboarding of high-performing SKUs.
• Directed influencer campaigns with 20+ beauty and lifestyle creators, generating high engagement and measurable uplift in traffic and sales.
• Implemented automated SMS and email marketing flows via Klaviyo, contributing to a 20% increase in repeat purchase rate and stronger customer lifecycle retention.
• Collaborated with creative and media agencies to roll out 5+ cohesive, high-impact brand campaigns, maintaining consistent storytelling across all channels.
• Executed 5+ on-campus activations, acquiring 500+ new customers and strengthening brand awareness within the Gen Z segment.
• Mentored junior marketing team members, fostering skills development in campaign execution, product management, and performance analysis.
• Explored cross-brand partnerships and digital collaborations to access new audiences and co-create limited-edition product bundles and offers.

• Bachelor of Science (Sustainable Energy and Climate Change systems), University of Eldoret, 2017-01-01
• Kenya Certificate of Secondary Education, Gatanga Girls High School, 2012-01-01