Irina Gorskaia

- Launched the online magazine in 2015 and promoted it online using various digital marketing techniques with the current reach of thousands of monthly readers across the globe; - Raised funds to sponsor the magazine and operate as an independent Ltd via the university and a business incubation centre; - Currently leading a team of 21 individuals working on the creation of the content of the website (writers, photographers, filmmakers etc.). www.backstagetales.com

- Designed and executed digital strategies & full-funnel solutions during and post a complex CMS migration period; - Managed a team of POs, developers and content creators to ensure that the website is optimised towards SEO best practices; - Worked with regional stakeholders by providing insights ensuring stronger conversion; - Coordinated CRO, PPC and Affiliates activities to create a cohesive digital strategy flow; - Conducted in-depth audits, RFPs & user testing for Contiki & The Travel Corporation.

- Analysed the behaviour of digitally native consumer using FAST interviews and ABC analysis; - Identified how the brand can implement educational practices on sustainability; - Created and delivered a new digital marketing strategy for Patagonia for Gen Z & Millennials. A collaboration between the University of Winchester and Patagonia: 'How Patagonia could educate its digitally native consumer on cradle-to-cradle principles through sustainable marketing strategies?'

- Conducted primary research for my Bachelor thesis at McKinsey & Co shadowing a consultant to understand the importance of strategic advice to senior decision-makers of fashion businesses. - Identified a new operating model for retail consulting by optimizing Source-to-Pay processes through digitally-enabled procurement transformation programs. - As a result, received 80% on my thesis and published my work.

European Business Programme - ERASMUS+ Mobility. Modules included Corporate Finance, Accounting, Doing Business in France, Multicultural management and French language.

Fashion: Media & Marketing is an inter-disciplinary degree taught across 3 faculties: Arts, Humanities and Business. Modules included Cultural History of Dress, Sociological Perspectives on Fashion, Global Fashion Marketing, Sustainability & Responsibility in Fashion, Entrepreneurship and more.

Subjects included Government and Law, Human Geography, Art and Design, Data handling and Information Technology. Publicity representative of a Student Council & a member of the Debating society.