Tell us about your company and role.
Bonafide Health is a leading midlife women’s health platform in the U.S. consumer health and wellness market. Using unique proprietary technology and marketing capabilities, Bonafide has disrupted the women’s health market by bringing women and their doctors together in their desire to treat conditions without drugs. Bonafide has earned the recommendation of more than 14K doctors and has helped more than 800K women. I’m the Director of eCommerce overseeing Bonafide’s website and marketplaces.
How would you describe yourself?
Originally from Uzbekistan, I moved to New York over a decade ago to pursue my MBA in Fashion Management. This decision marked the beginning of an exciting journey that led me to my first role in eCommerce in NYC. It was there that I fell in love with the world of technology, UX, UI, and data analytics. I’m an enthusiast and visionary with a deep understanding of the digital landscape. I’m driven to develop and execute successful eCommerce strategies and deliver outstanding business growth.
I’m an optimist who sees a glass half-full, and I never give up. I love to learn and develop myself both personally and professionally. Most importantly, I’m a mom of two beautiful children who motivate, challenge, and teach me every day.
What qualities does an effective marketer need to have?
Marketers need to think outside the box and be creative. They need to possess strong analytical skills to make informed decisions and optimize strategies. Successful marketers need to be adaptable to new technologies, trends, and consumer behaviors in a constantly evolving marketing and digital landscape. Lastly, a customer-centric mindset is key to understanding the needs, preferences, and behaviors of target audiences to create tailored marketing campaigns.
What has been your biggest professional success so far?
The highlight of my career so far was a recent multi-million dollar acquisition of Bonafide by Pharmavite LLC, which is a testament to all the hard work that the Bonafide team has done over the years that led to fantastic growth. This is one of the biggest acquisitions in the women’s health space.
What causes are you most passionate about?
Since I started working at Bonafide, I’ve learned so much about health issues and daily challenges women face due to hormonal changes in their bodies, and gaps in modern women’s healthcare. I’ve become truly passionate about women’s health and well-being, and I’m grateful for an opportunity to work for a company whose mission is to optimize women’s health and quality of life by providing safe, effective, and hormone-free alternatives to drugs.
What do you think is the biggest challenge facing eCommerce brands?
With so many new privacy regulations and browser changes depreciating cookies, it’s becoming more challenging to acquire new customers, and DTC brands need to shift to first-party data strategies to continue growing and thriving in the highly competitive landscape.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Sephora continues to have one of the most robust loyalty programs. As for subscriptions, I like the Blueland subscription experience on the website and their subscription management portal, which is convenient, user-friendly, and aesthetically pleasing.
What do you geek out over?
Last year, conversion rate optimization (CRO) and A/B testing were lots of fun for me. We conducted over 100 A/B tests, ranging from minor content updates to significant site overhauls like redesigning our top navigation. Throughout this process, we gathered extensive data and utilized it to make informed, data-driven decisions. These decisions played a pivotal role in achieving a remarkable 22% year-over-year increase in our site’s Conversion Rate (CVR).
