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Regina Rakhlin

@reginarakhlin

Digital platform experience leader at RD Digital, shaping SaaS journeys and driving a 300% conversion increase at Hunter Douglas.

United States

Message

At Hunter Douglas, I defined an end-to-end platform experience vision and roadmap across digital properties. I paired redesign with CRO programs and measurement to drive a 300% conversion increase and a 145% revenue lift.

At RD Digital, I guide clients through product, platform, and UX strategy across SaaS, subscription, and regulated industries. I’ve designed acquisition and onboarding flows, tested referral growth loops, and launched an AI-powered personalized beauty platform.

At Valtech, I worked with MAC on connected in-store experiences that increased customer engagement by 20%. Earlier, at Victoria’s Secret, I led digital product and experience work, and at Tiffany & Co. I played an integral role in launching its first e-commerce site.

Experience

Work history, roles, and key accomplishments

Current

Head of Digital / Head of Web

Current

RD Digital

Jan 2018 - Present (8 years 9 months)

Acted as de facto Head of Digital and Platform Experience, guiding clients through end-to-end product, platform, and UX strategy across SaaS, subscription, and regulated industries. Managed multiple complex projects and timelines simultaneously.

UX Strategy Product Strategy CRO A B Testing User Research Lifecycle Marketing CRM Referral Programs AI Personalization Platform Governance

Optimization & Strategy Director

Hunter Douglas

Jan 2021 - Dec 2024 (3 years 11 months)

Led B2B SaaS growth, redesign, and re-platforming across domestic and international sites, defining and executing a multi-year CRO and website roadmap. Managed three direct reports, five external partners, and a $700K budget.

CRO A B Testing UX Strategy Platform Governance Accessibility (WCAG)Agile Data driven optimization Product Led Growth AI Chatbots Analytics

CX Strategy & UX Director

Valtech

Jan 2019 - Dec 2021 (2 years 11 months)

Collaborated with MAC's stakeholders on strategy ideation, experience workshops, and product presentations. Delivered quality products with challenging objectives despite compressed timelines, and created voice-activated prototypes anticipating the post-COVID-19 environment.

CX Strategy UX Design Prototyping Voice Activated Prototypes Remote Usability Testing Documentation Governance

UX Director

Victoria's Secret

Jan 2013 - Dec 2018 (5 years 11 months)

Led the development and execution of a unified digital product and experience vision, leveraging design systems, UX standards, and experimentation to drive consistency and scale. Established a test-and-learn agenda to optimize performance and fuel revenue growth.

UX Strategy Design Systems Experimentation Test and Learn Art Direction Team Management

Art Director

Victoria's Secret

Jan 2007 - Dec 2013 (6 years 11 months)

Managed and art-directed teams to design and execute content and user experience initiatives. Harmonized internal and external perspectives to ensure alignment on realistic constraints, priorities, and timelines.

Art Direction Team Management Content Design UX Initiatives

Associate Art Director

Victoria's Secret

Jan 2004 - Dec 2007 (3 years 11 months)

Supported art direction for content and user experience initiatives, contributing to cohesive digital experiences.

Art Direction Content Design UX

Web Design

Victoria's Secret

Jan 2002 - Dec 2004 (2 years 11 months)

Designed web content and user experiences for the brand's digital presence.

Web Design UX

Art Director

Tiffany & Co.

Jan 2000 - Dec 2002 (2 years 11 months)

Integral role in launching their first e-commerce site. Art-directed photography and post-production, and designed high-profile and business driver initiatives.

Art Direction Ecommerce Photography Direction Post production