About Me

Regina Rakhlin has been designing digital products for over 15 years. Her approach to design is highly collaborative and focuses on solving customer problems while balancing business objectives. She has worked on global brands such as MAC Cosmetics, Victoria's Secret, Tiffany & Co., L'Oreal, and others. Her attention to detail produces quality digital products that help grow businesses.

She is a hands-on designer who has built and led UX design teams while driving platform process optimization. Focusing on end-to-end UX expertise for a wide spectrum of industries, she has also run her own company and led internal teams.

Now, she is looking to leverage her experience and further challenge herself while learning new and complex businesses.

Resumé

Experienced in CX, UX, and digital strategy. A proven track record in strong, consistent business growth. Informed, optimized solutions with balanced business and customer objectives. Additional specialties include Interaction Design, Art Direction, Global Strategy, deliver quality with resource efficiency.

EXPERIENCE

2018 - PRESENT
Proven ability to deliver impactful optimization solutions for diverse clients. Managed multiple complex projects and timelines simultaneously, ensuring successful execution and on-time completion. Facilitated collaborative strategy sessions with executive leaders, aligning on a vision with data-driven CRO goals. Leveraged industry expertise to tailor impactful recommendations for clients like Phillip Jeffries LTD., Handcraft Manufacturing, MIRA AI, L’Oreal, Habitual, and BytePro.
• Pioneered successful user-centric design strategies for new industries, driving revenue growth. Applied principles of UX design, conducted user research, performed market research, and leveraged A/B testing to optimize user experiences.
• Collaborated with executives to define growth objectives, leverage market research to inform and optimize user experience.
• Conducted user research (website navigation, brand perception, shopping habits) and competitive analyses to optimize customer engagement, drive conversions, and refine solution proposals for client alignment.
• Refined solution proposals through iterative testing / client feedback, ensuring alignment with explicit / implicit client needs.
• Launched an AI-powered personalized beauty platform that streamlines pre-purchase research and fosters trust through transparency, driving increased conversions and repeat visits.
• • •

Hunter Douglas
Optimization & Strategy Director

2021 - 2024
Reported to VP of Marketing and T echnology. Led website redesign and re-platforming, aligning on business goals for sustainable growth. Developed and executed a long-term CRO strategy with robust measurement to optimize conversions and demonstrate ROI. Led content migration and authoring, ensuring a smooth transition and brand consistency. Managed three direct reports, five external partners, and a $700K budget.
• Spearheaded a 300% increase in CRO, surpassing 2023 targets by 170% through a combination of strategic redesign, comprehensive studies, and a rigorous test/learn roadmap. Drove a 145% increase in revenue, exceeding target by 25%.

• Successfully re-platformed both the domestic and two international sites, streamlining operations and enhancing UX.

• Proactively mitigated ADA regulatory risks by overseeing strict adherence to compliance guidelines.

• Led AI chatbot development, resulting in an + 8% conversion rate. Partnered with the CX team to identify frequently asked questions, implemented the chatbot script, and gained valuable consumer insights to inform future product roadmaps.

• Partnered with marketing and product teams to create product launches and high-profile initiative creative strategies.

• Managed a data-driven conversion rate optimization program, implementing A/B testing and iterative UX improvements (layout, language, content, UI) to achieve a 300% increase in conversion rate.

• Employed a data-driven approach to optimize the conversion funnel. Analyzed quantitative data and qualitative user insights to identify and address points of friction. This resulted in a significant improvement in conversion rate, averaging 1.31%.

• Leveraged business acumen to prioritize and support initiatives across the sales funnel, including dealer lead generation, consumer traffic, and pre/post-purchase support. Developed content strategies aligned with consumer mindsets, directly impacting revenue growth and ROI.

• Provided regular progress reports to executive leadership, including key findings, achieved outcomes, and actionable recommendations. Presented a prioritized roadmap for achieving annual conversion rate goals.
• • •

2019 - 05.2020
Lead the customer journey and digital experience strategy for the suite of MAC Cosmetics in-store connected experiences. Interfaced and collaborated with MAC’s leadership and stakeholders via strategy ideation, experience workshop, and product presentations. Delivered quality products with challenging objectives and compressed timelines.
• • •

2013 - 2018
Managed a remote & local UX design team. Drove creation and execution of the digital product vision. Coached & designed informed solutions leveraging design systems and UX best practices. Created usability prototypes for assumption validation and gained insights. Identified test & learn agenda items, to increase revenue, and optimize digital performance.

Cross-functional alignment to optimize processes, methodologies, relevant emerging trends and tools. Internal/external collaboration to align on realistic limitations, priorities, and timelines. 
• • •

Art Director

2007 - 2013
Art directed internal & external teams focused on content and user experience design. Managed simultaneous projects of varying scope & timeline.
• • •

2004 - 2007
Designed major business initiatives: holiday creative, high-profile bra launches, introduction to the PINK sub-brand and a site redesign. Managed the creation of emails, online ad units & smaller site initiatives.
• • •

Web Designer

2002 - 2004
Redesigned Semi-Annual Sale experience. Created layouts and a business case for the addition of category pages to the site. Designed high profile editorial content, emails & online ad units.
• • •

Tiffany & Co., New York
Art Director

1998 - 2002
Integral role in launching their first e-commerce site. Art directed photography and post-production. Designed high profile and business driver initiatives.
• • •

SKILLS

EDUCATION

School of Visual Arts, New York City
Bachelor of Fine Arts - 1997

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