Olena Hukova

PROFESSIONAL PROFILE

An international professional specializing in search quality, marketing and web analytics, user experience design, performance marketing, and web application architecture. Her career began in 2009. It spans client services, consumer behavior research, design, copywriting, business analytics, digital marketing, and product technology. Since 2009, she has worked on digital projects with her technical partner, Yevhen Hukov. Olena handles client communication, audience research, prototypes, UX/UI, content, analytics, and sales psychology. Yevhen handles development, page layout and implementation, coding, technical delivery, and SEO.

She previously held a primary full-time position as Head of Search Quality at an international search platform (January 2016–March 2019; Amsterdam; NDA). She led the search quality function, advanced search relevance, and evaluated search results. Her work involved information retrieval metrics and cross-functional teams. Her current primary professional engagement is with WebPocket OÜ. Since July 2024, she has held two distinct part-time positions there: Web Application Architect and Performance Marketing Analyst.

Her own venture, E-Assistent.ee, encompasses independent business and freelance activities dating back to 2009. It also provided long-term services for B2B and B2C technology and marketing projects from September 2022 through April 2025. This practice covers market research, web and app measurement (GA4/GTM), paid advertising, UX audits, interface requirements, analytics infrastructure, client consulting, and communication management.

Her distinguishing strength is the ability to connect design, decision-making psychology, measurable traffic, advertising quality, and the day-to-day work of a sales department. Her experience spans international digital products, e-commerce, travel and hospitality, industrial B2B, pharmaceuticals, and services. Her language skills and experience advising clients from different countries support effective work in multicultural environments.

Beyond her primary work and projects, Olena continues to develop expertise in geology and gemology, animal behavior, horticulture, culinary and coffee research, cultural studies, and history. These areas of knowledge are not presented as formal degrees or professional licenses.

PROFESSIONAL APPROACH

Olena follows a practical, analytical process. She begins with project objectives and user needs. She determines which actions users should take on a website and confirms that those actions are measured accurately. She then investigates why visitors fail to convert and whether money is being spent on ineffective advertising paths. Only after this assessment does she recommend changes to ads, interfaces, content, or customer service.

A major advantage of this approach is her attention to source data quality. Even an attractive report has little management value if events are misconfigured, traffic sources are mixed together, or inquiries are lost before reaching sales. She therefore treats analytics as part of a larger system that includes technical integrations, audience needs, UX, and the real-world process for handling customer requests.

Her background in pharmaceutical sales and international travel consulting adds an interdisciplinary perspective to marketing, from building trust and understanding customers to measuring digital channel performance accurately.

PROFESSIONAL APPLICATION AREAS

Her work spans search quality leadership and relevance evaluation, web and app analytics, marketing measurement, UX research and conversion improvement, and web application architecture.

Projects bring together audience research, reliable measurement and technical requirements for international digital products and client services.