Anna Shpakova Email & Phone Number

Moscow, Ru

Moscow, Russia

Enhanced processes and user experience. Focused on conducting in-depth market research and leveraging analytics to drive product strategy.Key achievements:- User Research Initiative: Organized a number of qualitative and quantitative researches that helped to prioritize key projects for the next quarters- Analytics Portfolio Launch: Initiated a comprehensive research portfolio that led to the creation of a dashboard and communication strategies with users- CJM Audit and Markup Coverage Project: Conducted an audit of the CJM and initiated a project to ensure markup coverage across all platforms- Project Portfolio Development: Formulated a project portfolio for the business stream, identifying key product features

Moscow, Russia

Responsibilities:- Project development- Product Conceptualization- Market Research- Competitor Analysis- Cross-Functional Collaboration Organized cross-functional group focused on exploring funnel stages in targeted segments. Conducted numerous user surveys to define core jobs, significantly deepening the understanding of the targeted segment.

Moscow, Russia

Steered user activations and acquisition through leading cross-functional teams in Sberbank’s Ecosystem audio-streaming service.Responsibilities:- Managed key stakeholders expectations by building strong relationships across the organisation.- Used data, analytics and product insights to underpin the decisions on the strategy and roadmap- Led the Activation team including Product Managers, Project Managers, Product Designers, System Analysts, Mobile and Backend Developers, and Quality Assurance- Removed the obstacles hindering team progress- Coached team membersKey results:- Developed a cohesive strategy, defined the key solutions and mission scope, and established measures of success for product- Conducted customer research in collaboration with SberID and Okko to determine how brand aware customers were- Launched a multitude of UX/UI experiments to prove the most effective hypotheses on growing registrations in service- Assisted with the development of features for the external KPI lists in order to gain their buy-in (e.g. feature launches from SberID)- Developed key features that enabled launch of new apps following bans and rejections on AppStore and GooglePlay.- Improved registration process and onboarding to achieve 400% conversion improvement- Acquired 600+k new trials in 6 months

Moscow, Russia

Responsible for the development of user activation UX and sales funnels in temporary project groups. Responsibilities:- Led discovery, planning, and specification workload for key areas of focus- Used product frameworks such as User story/US-Map/Product Hypothesis, CJM, MVP, Value Proposition / Biz Model Canvas, ICE, Agile principles, Scrum /KanbanKey Results:- Created and managed roadmap for cross-functional team to meet company and customer needs- Launched first-ever channel for SberPrime subscriptions in Sber Ecosystem- Integrated new HIFI format into user activation process- Increased share of users authorized by key method SberID from 10% to 45%.- Developed a number of new user flows that led to the launch of a massive 2-month promo-campaign. Promo-campaign resulted in a 600% boost in monthly trials signed up in mobile application- Led a team of 30 people to overcome a rapidly changing market and regulation conditions in case of international sanctions

Moscow, Russia

Responsible for development of business processes for the new digital platform of subscriptions at the stage of soft launch. Key Results:- Executed distribution strategy, optimized channel mix and supervised digital marketing campaigns- Launched marketing campaign using internal tools of Sberbank Online platform reaching over 27 million users and exceeding conversion target by 30%.- Developed a product feature that reduced the operational load of the team for product promotion by 70%- Developed product documentation and policies- Reduced legal and operational risks in close collaboration with legal, info-security and financial departments

Moscow, Russia

Responsible for launch of a marketplace of digital products (including non-financial products and third-party digital services) for Sberbank Online the biggest banking app in Eastern Europe. Key Results:- Created and launched commercial model of marketplace (contracts based on revenue share model) that was later used as basic advertising contract for inhouse Ecosystem agency - Took part in MNA deal with Yandex (design thinking stage) and launched new offer for customers in 7 month after deal- Integrated marketplace in annual promo campaign Green Day in 2019 (2,5 million unique visitors of marketplace in 2 days).- Managed a diverse portfolio of payment and digital distribution partners and key stakeholders to ensure optimized business practice. - Developed seven formats to represent products in the marketplace for online games, software, gift cards, insurance, mlm-services, telemedicine and e- commerce.

Moscow, Russian Federation

Moscow, Moscow City, Russia

Riga, Latvia