Anastasia Kasantseva
Woodbury
Summary
As Director of Ecommerce, I lead digital commerce strategy, execution, and optimization across a portfolio of B2B brands. I oversee cross-functional teams, manage $6M–$7M budgets, and drive growth through data-driven optimization, and integrated ecommerce initiatives. Seasoned professional in E-Commerce leadership roles with experience in overseeing online retailing operations from strategy to execution. Strengths include knowledge of digital marketing strategies, data analytics, and customer journey optimization. Proven track record of driving revenue growth, expanding market share, and improving user experiences in fast-paced e-commerce environments.
Overview
19
19
years of professional experience
Work History
Director of Ecommerce
Levata
01.2020 - Current
- As Director of Ecommerce, I lead digital commerce strategy, execution, and optimization across a portfolio of B2B brands. I oversee cross-functional teams, manage $6M–$7M budgets, and drive growth through data-driven optimization, and integrated ecommerce initiatives.
- Led full ecommerce platform migrations for several websites to Magento 2, with complex integrations (NetSuite, CyberSource, Braintree, Avalara). Achieved improved conversion and SEO performance post-launch.
- Took over ecommerce strategy and operations for BarcodesInc, BarcodeGiant, aligning them under a unified digital roadmap.
- Launched Levata’s ecommerce site with French-language localization via hybrid translation and content optimization.
- Built a multi-site CRO program resulting in 30% lift for ID Wholesaler; developed prioritized CRO roadmap for 2025.
- Managed $6M–$7M annual paid media spend, optimizing ROAS and piloting PMAX, DSA, and offline campaigns aligned to evolving KPIs.
- Consolidated legacy ID ecommerce sites under flagship domains without SEO disruption, improving efficiency and UX.
- Developed generative AI content model for long-tail SEO and scalable content production.
- Partnered cross-functionally to deliver key initiatives including Insights dashboards, pricing recommendation engine, and sales enablement tools.
- Built and scaled an ecommerce team across UX, content, and product/project management, aligning roles with career goals.
- Boosted Gallup employee engagement from 3.88 (2021) to 4.75 (2024) via enhanced communication and role clarity.
- Promoted team members into leadership roles, strengthening internal succession planning.
Marketing Operations Director
Levata
11.2017 - 12.2019
- Led the marketing operations function with full accountability for MarTech, PPC, campaign infrastructure, and process development. Maintained ongoing leadership of the site testing and optimization program established in the previous role, ensuring consistent digital performance improvements. Oversaw budget reductions, performance gains, and cross-brand integration during a pivotal year of acquisition and transformation.
- Continued to oversee the site testing and optimization program, ensuring sustained experimentation throughput and quality.
- Delivered $160K in cost savings by deprecating redundant tools and optimizing the MarTech stack.
- Achieved $182K in incremental revenue through refined PPC strategy, with no increase in cost.
- Implemented offline attribution methodology to enhance bidding and budgeting decisions across channels.
- Served as a marketing stakeholder in major system implementations (SalesForce, ERP) and led post-acquisition team integration planning.
- Hired, coached, and led a high-performing team, ensuring stability and output despite headcount fluctuations.
- Key team member driving successful private-equity turn of Plasco ID to Barcodes (now Levata), at the end of 2019.
Site Testing and Optimization Manager
Levata
02.2017 - 11.2019
- Established and scaled a high-velocity website experimentation program, laying the foundation for a culture of continuous optimization. Developed structured release and quality control processes, aligning cross-functional teams to improve site performance and operational efficiency. Continued to manage and evolve this function even after transitioning into a broader marketing leadership role.
- Launched a data-driven site testing program from the ground up, growing to six live experiments per week by year-end 2017.
- Designed and rolled out a structured release management process, significantly improving site quality assurance.
- Reduced reliance on underperforming tools through strategic tech stack evaluation, paving the way for more effective vendor partnerships.
- Guided and coached development team toward greater autonomy, resulting in faster and more consistent site updates.
- Ensured continuity and advancement of site testing strategy after transitioning to Director of Marketing Operations in November, 2017.
Self-Employed
Impact Marketing
01.2016 - 01.2017
- Consult with companies to develop, optimize and scale paid search and advertising campaigns. Advertising spend optimization, ROI-oriented strategy development. Paid search and display campaigns building and optimization. Ongoing program testing including ad copy and landing page testing. Keyword research, optimization and keyword list expansion. Advertising competitive analysis.
- 20% cost per customer acquisition reduction with 10% increase in the number of conversions;
- 30% Bing advertising spend reduction without a decrease in clicks or conversions.
Online Marketing Director
GenealogyBank
10.2012 - 12.2015
- Developed and implemented website A/B, MVT testing and optimization plan aimed to increase visitor to subscriber conversion rate. Developed business requirements & technical documentation for site enhancements including shopping cart conversion optimization and abandonment reduction on top of funnel pages. Co-managed website platform migration. Performed ongoing site release testing across multiple browsers & devices. Wrote and submitted bug reports for the development team. Developed & executed digital marketing strategies for $6M online business. Managed annual marketing budget & P&L for the company. Oversaw multichannel marketing program, responsible for site conversion optimization, paid search, SEO, display and affiliate marketing, social media and email marketing program. Managed a team of 5 direct reports specializing in front-end website development, SEO, SEM & email marketing.
- 36% improvement in the website visitor-to-subscriber conversion rate
- 20% new sales growth in a challenging competitive environment
- 22% reduction in the cost per customer acquisition
Sr. eCommerce Marketer
Thomson Reuters
11.2009 - 11.2012
- Developed digital strategy and business requirements for website enhancements. Partnered with IT, creative team and external vendors to manage implementation. Key development initiatives include full site redesign, mobile optimization, promotional & usability enhancements, new product launches. Conducted ongoing website testing across multiple browsers and devices. Developed & maintained detailed test cases for automated QA & UAT programs. Managed and prioritized website bugs and issues backlog. Experienced Agile development process user. Developed and managed implementation of SEO strategy for $8M online retailer. Managed online marketing programs’ performance including PPC, SEO, affiliate, display & retargeting. Managed a team of 2 direct reports specializing in site optimization & PPC management.
- Managed site redesign, domain migration and re-branding without a negative impact on performance
- Managed a multi-channel online marketing program achieving over 100% of sales plan
Product Marketer
Thomson Reuters
11.2006 - 11.2009
- Merchandised online / interactive, direct mail and telemarketing campaigns based on market trends and product performance analysis. Performed online product merchandising for west.thomson.com and email campaigns. Performed as a product expert providing input to Online Marketing, Content Operations, Marketing Communications, Field and Inside Sales. Experience launching, managing and maintaining online product merchandising tools including RichRelevance and automated long tail merchandising tools. Analyzed product performance by customer segment, jurisdiction, and sales channel to identify revenue and price increase opportunities. Built customer acquisition lists, administered external list rental process and optimized external lists structure.
Sr. eCommerce Marketer
UnitedHealth Group
01.2006 - 11.2006
- Interpreted financial performance results, identified trends and prepared financial presentations. Prepared marketing channels profitability analysis and medical cost reallocation recommendations for the senior management.
Education
MBA - Business Administration and Management
University of Wisconsin – Eau Claire
Eau Claire, WI06-2005
Bachelor of International Economics - Business And Managerial Economics
Urals State Technical University
Ekaterinburg, Russia06-2002
Skills
- E-commerce and digital strategy
- B2B marketing and automation
- Analytical skills and insights
- Social media management
- PPC and search advertising
- Digital marketing strategies
- Customer relationship management (CRM)
- SEO and website optimization
- Conversion rate optimization (CRO)
- Landing page optimization
- Project planning and management
- Strategic planning and execution
- MarTech management and budget optimization
- Offline revenue attribution
- Team leadership and vendor relations
Timeline
Director of Ecommerce
Levata
01.2020 - Current
Marketing Operations Director
Levata
11.2017 - 12.2019
Site Testing and Optimization Manager
Levata
02.2017 - 11.2019
Self-Employed
Impact Marketing
01.2016 - 01.2017
Online Marketing Director
GenealogyBank
10.2012 - 12.2015
Sr. eCommerce Marketer
Thomson Reuters
11.2009 - 11.2012
Product Marketer
Thomson Reuters
11.2006 - 11.2009
Sr. eCommerce Marketer
UnitedHealth Group
01.2006 - 11.2006
MBA - Business Administration and Management
University of Wisconsin – Eau Claire
Bachelor of International Economics - Business And Managerial Economics
Urals State Technical University
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