About Anna
I lead eCommerce at Modernica, the Los Angeles furniture and design brand, and take on select consulting projects through my studio, Lost Girl Studio.
My work spans both sides of eCommerce: strategy and development. I build custom Shopify apps and Functions, write Liquid, JavaScript, and GraphQL, and do deep theme customization, from custom sections and components to checkout extensions. That technical work sits on top of 8+ years of experience in conversion optimization, site merchandising, email/CRM, and retention for DTC brands.
At Modernica, I own the digital business end to end: a complete backend rebuild, a ground-up website redesign, custom app development for shipping and checkout, SEO, and CRO.
Through Lost Girl Studio, I've delivered eCommerce builds and growth strategy for DTC brands across fashion, jewelry, music, furniture, and lifestyle, from high-volume product drops to fine jewelry.
I started in photography and design, which still shapes how I work. The goal is always a store that performs and holds up to the brand.
Open to consulting projects in Shopify development, custom apps, CRO, and eCommerce strategy. Reach out here or at a n n a @ l o s t g i r l . s t u d i o
English
Native or bilingual
Russian
Native or bilingual
Spanish
Conversational
French
Basic
Can work on-site
Paris (up to 50km)
Experience
- MODERNICAFractional Head of eCommerceDecember 2025 - Today (8 months)Paris, France• • Own the full digital product and ecommerce experience for Modernica, an iconic American furniture brand, driving a ground-up digital transformation spanning platform architecture, UX, conversion rate optimization (CRO), site performance, and accessibility.• • Partner directly with the Creative Director to set digital product vision and roadmap, translating brand strategy into technical execution through hands-on Shopify Plus development (Liquid, JavaScript, GraphQL, Shopify Functions), partnering with design and creative leadership on direction and UX.• • Architect and ship discount and incentive logic through custom Shopify Functions and checkout/delivery customizations, directly supporting promotional strategy, margin protection, and AOV.• • Lead an enterprise-wide ADA/WCAG accessibility compliance initiative end-to-end, from scoping and cost justification through stakeholder approval with the General Manager and executive leadership, establishing accessibility as a core platform standard.• • Own site merchandising, product taxonomy, and navigation architecture, driving CRO across the acquisition-to-conversion funnel.• • Built eCommerce performance frameworks and KPI reporting dashboards from the ground up, standardizing metrics for recurring business reviews and evaluating emerging platform technologies to improve personalization and client experience.
- GRWN DIAMONDSeCommerce & Digital Experience ManagerAugust 2024 - February 2026 (1 year and 6 months)Los Angeles, United States• • Led digital product and ecommerce performance strategy and hands-on web development for a DTC fine jewelry brand, partnering directly with founders and the COO on merchandising strategy, product roadmap, and business goals.• • Directed the site merchandising calendar end to end, coordinating cross-functional teams (design, merchandising, marketing) on product launches and seasonal initiatives in line with business objectives.• • Optimized the acquisition-to-conversion funnel through navigation, collection page, and product sort improvements, translating customer behavior data into CVR gains.• • Led A/B testing and personalization initiatives hands-on with the design team, translating data insights into UX and merchandising changes that improved discoverability, engagement, and conversion.• • Oversaw paid media strategy and email marketing campaigns across product launches and seasonal promotions.• • Drove monthly and quarterly business performance reviews, reporting on CVR, click-through, and sell through metrics to inform merchandising strategy and senior stakeholder updates.
- CACTUS JACK RECORDS / TRAVIS SCOTTHead of Product / Project ManagerJanuary 2021 - April 2024 (3 years and 3 months)West Hollywood, CA, USA• • Owned P&L and budget management for merch photoshoots, festival merch production, and tour merch production across 5+ brands, spanning national and international vendor and production networks.• • Directed concurrent creative production and go-to-market execution across 5+ brands, managing timelines, budgets, and vendor relationships for high-volume global product launches.• • Led cross-functional collaboration with design, marketing, ecommerce, warehouse, and external partners to ensure on-time delivery, budget alignment, and consistent quality control.• • Supervised a team of 5 designers, allocating workload and ensuring consistent output and rapid turnaround across concurrent projects and stakeholders.• • Oversaw digital asset approvals and ecommerce launch readiness across tours, album drops, and brand collaborations, partnering directly with talent and creative leadership.
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Education
- MBACalifornia State University - Los Angeles2021Management Information Systems
- B.S. Business AdministrationSan Francisco State University2018Business Marketing