Aleksandra Gorbacheva Email & Phone Number

Moscow, Moscow City, Russia

One of the top-20 banks in Russia with broad range of retail and business products.● Led the team responsible for marketing strategy and performance measurement based on a data-driven approach● Organized process of marketing effectiveness estimation based on internal data (CRM base, portfolio structure) and external research (brand health tracking, market segmentation, industrial data)● Ran automation of regular reports based on different data sources which resulted in 10 to 15% economy in time for report preparation

Moscow City, Russia

dentsu is one of the top-3 media groups in the Russian market. It includes agencies with broad expertise in offline, online media and media strategy.● Managed department of 10 data scientists and analysts● Revised and diversified analytical product portfolio to meet changes in clients’ needs● Created roadmap for social listening products re-build and launched new competitive overview report used in 5+ projects with extremely positive clients’ feedback

Moscow, Russia

● Guided and mentored a team of two data scientists and cross-departmental teams up to 7 members● Coordinated 3 full cycle analytical projects with internal and external stakeholders and received high performance scores from the clients● Controlled marketing mix code migration from R to Python which made team more flexible● Won two tenders for media effectiveness modeling in FMCG and Banking categories● Designed and conducted two trainings on analytical toolkit with 30+ participants which increased number of requests for analytical solutions from strategy and planning departments by 10%● Organized recruiting and on-boarding for two new team members

Moscow, Russian Federation

● Helped clients to use ROMI-based approach to media planning led to efficiency growth up to 3-7% depending on campaign size, media mix and category● Proposed methodology for long-term media effect estimation and applied it to FMCG category● Designed instrument for sponsorship effectiveness estimation and implemented it in banking and smartphone categories● Managed cross-departmental teams up to 10 members on analytical projects● Held end-to-end projects (marketing mix modeling, market segmentation, ad-hoc) for clients from pharmaceutical industry, automotive category, FMCG and telecommunication from pre-sale stage to results delivery and implementation● Received the Best Employee Award in 2018 and 2019

Moscow, Moscow City, Russia

● Lectured Advanced Econometrics and Models with Qualitative Dependent Variables to 40+ master students per year● Scientific advisor for 5 master theses and 8 research projects

Moscow, Russia

● Taught Econometrics, Advanced Econometrics, Models with Qualitative Dependent Variables, Game Theory to 200+ master and bachelor students per year● Gave consultations on econometric modeling for research projects and master/bachelor theses to 10+ students yearly

Moscow, Russia

Project on Public Procurement in Russia• Econometric model for factors connected with informal payments• Estimation of different procurement methods efficiency in terms of price reduction• Published two articles in international journals

Moscow, Russia

Participation in specific project as external consultant/advisorProject on analysis of the effect of government support on livestock breeding companies - Developing of the econometric model helping to estimate effect of government subsidies on the industrial and regional indicators.

Moscow, Russia

Participation in specific project as external consultant/advisorProject on analysis of SME support programs effectiveness - Developing methodology of SME support effectiveness including: * Sample design (data validation, treatment and control group determination, outlier elimination etc) * Model design (choice of methodology, model quality estimation, interpretation of the results)

Moscow, Russia

● Instructed 60+ bachelor students per year in Econometrics, and Game Theory

Master'S Degree, Mathematical Methods In Economics

Bachelor'S Degree, Economics