The work
behind the numbers.

A seven-lesson e-learning course that teaches retail staff and store managers to sell denim by diagnosing body shape and matching the right fit, moving associates from simply showing jeans to solving fit problems.

Why I built it

Most denim sales are lost at the fitting-room mirror over a fit frustration the customer can't name. I designed a course that gives staff the diagnostic language and confidence to solve it, turning product knowledge into consultative selling and fewer returns.

What's inside

Structured lessons by body shape, knowledge-check quizzes with tailored feedback, flashcards, and scenario-based practice, designed end-to-end, from content to interaction.

A curated collection of 21 styled outfits built to inspire colleagues and customers, and to give sales teams a hands-on styling resource on the floor.

Why I built it

Confident styling advice drives cross-sell and up-sell. I created a practical tool that helps associates build complete looks, so every interaction lifts UPT and average transaction value while delivering a more personalised, elevated experience.

The takeaway: Evidence that I create resources teams actually use, connecting creative styling directly to commercial KPIs.

A personal-styling brand centred on denim fit by body shape, including a 75-page digital fit guide and a bilingual (English/Russian) content series.

Why I built it

To translate deep denim expertise into a customer-facing product and brand from the ground up: strategy, content, visual identity, and digital distribution.

The takeaway: Demonstrates commercial creativity, content strategy, and the ability to build a brand and product independently, the same instincts I bring to building high-performing retail teams.

Visit The Denim Code →

Led training and performance development for 40+ associates at Levi's largest store in Europe by revenue, serving up to 7,000 customers a day.

What I did

Delivered blended learning combining classroom sessions, role-play, and on-floor coaching; embedded daily selling routines and hourly performance check-ins; coached teams on customer-flow management and peak-time execution.

The result

• Revenue, year on year+4% · +1% vs target
• Conversion, year on year+2%
• Units per transaction (UPT), year on year+25%
• Daily engagement, corporate learning lab100%