Anna Linkova Email and Phone Number

• Developing and holding various user-centered research methodologies to identify key needs and insights in content and OTT choice: Cust Dev research, Conjoint and PSM analysis, unmoderated user testing, face-to-face usability testing, competitors benchmarking, A/B testing, moderated face-to-face interviews and surveys, focus groups and in-depth interviewers, ethnographic-style fieldwork, card sorting, workshops, remote studies• Designing and summarizing surveys• Excellent communication, presentation, and writing skills with proven track record of successful partnership with product managers, designers, analytics, engineers, and other business partners• Collaborating with cross-functional teams including business, designers, marketing, engineering and product to identify research objectives customer journeys with rapid and iterative process• Developing and holding Adhoc researches - VOD audience segmentation, post-campaign analysis, BHT studies • Build a coaching and education program on research tools and methods for the team – product and marketing streams Results: increasing MAU in 27%, ARPU and LTV, decreasing churn rate as a result of churn cust dev research. Effective targeting at key consumer segments with content and marketing coverage

• Conducting various types of user research from end-to-end, from methodology design to analysis and presentation – VOD segmentation, CustDev, content (TV series&films) panel and focus groups testing • Analyze user needs in OTT (product, service and content), balance user and business needs, converting insights into business perspectives• Validating products against customers' needs throughout the design/development process until final product design• Validate prototypes, run usability testing, analyze and synthesis new users’ and product’s insight.• Being the voice of the user throughout the revealing insights to increase business KPIsResults: achieving business KPIs in terms of LTV and ARPU

• Working out and implementing brand and communication strategy for the brands within CTC Media; holding annual business strategic sessions• Developing qualitative marketing research - consumer trends, target audience needs and insights, transforming consumer information into business data• Research on the regular basis (brand tracking, panel tests etc.) and Ad-hocs, collaborating with www.NEPA.com • Managing the group of media analytics and media planning managers• Managing On-air and off-air media planning - creating media planning strategies for the channels with Broadview soft

- Develop mid and long term communication strategy for VW and Philips brands based on global and local brand platforms- Develop key categories communication plans in close collaboration with the Client's Brand Team- Creative briefs development, Provide guidance on effective briefings for creative team- Lead development and execution of cross-category brand communication campaigns- Maintain a deep operational relationship with Clients'​ Media and Brand teams- Ensure full coordination of brand activities and compliance with brand activation calendar- Maintain close strategic ties with global category counterparts, having clear understanding of how to locally execute as well as ensuring all local market needs are communicated and addressed.- Ensure the best possible consumer experience is delivered across all marketing activitiesMaintain fruitful relationships with the Client (global and local team), media and reserach agency. - Initiate and develop Ad hoc reseserch for deep understanding consumers' insights, barriers&drivers- Provide recommendations on marketing budget allocation in order to increase return on investments and the effect on brand KPIs

• Communication Strategy Development for Kimberly Clark (Huggies, Kotex), Unilever, KFC, Diageo (Johnnie Walker), Danone (CRM Danone Baby nutrition), Ford (all brands), Coca-Cola • Developing Brand Architecture and Annual Communication Strategy• Consumers’ researches for global Clients (Low Middle Class in Russia, Modern moms VS Traditional moms, Pregnancy and Motherhood in Russia, Rituals behavior: ethnographic study)• Segmentation studies based on different models (Needscope, Censdium, Jung, Freid, Portfolio Planning Model)

• Brand Strategy Development for Frito Lay (Lays, Lays Max, Cheetos), Beeline, Wrigley (Orbit, Eclipse, Hubba Bubba), Mars (Whiskas) • Consulting creative teams during creative development • Current trends research on the relevant themes, Communication Analysis