Irina Leonova

About Irina Leonova

E-commerce and marketplace growth leader with 10+ years of experience driving revenue, GMV expansion, and P&L performance across enterprise retail and digital-first platforms.Former TikTok Shop category manager and current Senior Brand Partnerships Manager at Flywheel, partnering with top-tier brands to scale marketplace performance through data-driven strategy, catalog optimization, performance marketing, and affiliate ecosystem growth.Experience spans:• End-to-end e-commerce strategy (DTC + Marketplace)• GMV growth through pricing, promotions, and assortment strategy• P&L ownership and contribution margin optimization• Conversion rate (CVR) and AOV expansion• Forecasting, financial modeling, and revenue planning• Retail media and performance marketing optimization• Cross-functional execution across merchandising, marketing, and analyticsPreviously led omni-channel analytics at Newell Brands and owned high-volume vendor P & Ls at Lowe’s, combining marketplace expertise with deep analytical rigor (Tableau, PowerBI, SQL, advanced modeling).I specialize in translating data into scalable growth systems for brands operating across TikTok Shop, retail marketplaces, and DTC environments.

Experience

1. Senior Manager, Brand Partnerships

   Flywheel

   Dec 2025 — Present · Seattle, WA, US

   Own end-to-end e-commerce strategy for enterprise brands, driving revenue growth through catalog optimization, promotional strategy, retail media, and affiliate expansion.• Translate performance data into scalable growth plans across paid, owned, and affiliate channels, improving GMV and contribution margin.• Lead cross-functional execution across merchandising, marketing, and analytics to improve operational readiness and conversion performance.

Education

• Irkutsk State University

  Specialist, Management

• University of Maryland Global Campus

  BS, Management Studies

• WHU – Otto Beisheim School of Management

  Startups and sustainability in Berlin

• UW Foster School of Business

  Master of Business Administration - MBA

Skills

• Business Planning
• Customer Service
• Management
• Business Strategy
• Negotiation
• Strategic Planning
• Project Management
• Sales
• Market Research
• Retail
• Budgets
• Leadership
• Sales Management
• Contract Negotiation
• Purchasing
• Microsoft Excel
• Procurement
• Supply Chain Management
• Logistics
• Category Management
• Inventory Management
• Contract Management
• Retail Buying
• Cost Management
• Data Analysis
• Ms Excel Pivot Tables
• Msql
• Tableau
• Business Development
• Marketing Strategy
• Microsoft Office
• Marketing