GPN-SM is a subsidiary of Gazprom Neft, specializing in the production and distribution of lubricants for various purposes.I was responsible for Performance, Media, E-commerce promotion, and the websites of brands such as G-Energy, Gazpromneft Oil, and other brands within the family (G-Lab, G-Shop, etc.).At this stage, the team consisted of 2 agencies and website developers: a) SEO - 2 people (Project manager, SEO lead); b) Media + Performance - 6 people (Digital director, Group Head, Junior project, Context lead, Target Lead, Media lead); c) Developers - 1 Project manager;During the work, projects were implemented in several streams: Performance+Media:KPIs were defined for all stages of the funnel based on analytics;CJM was worked out from media view to E-COM purchase;Advertising campaign goals were revised (analytics, business);Ad campaigns were separated into pure performance and brand performance with separate KPIs;Weborama was implemented to deepen analytics (including post-view conversions);I worked on and started implementing an A|B testing system for creatives, based on research, product features, and business objectives;SEO strategy revamp was started.Revamp of agency relationships:Revision of media plans to reflect the updated KPI system;Established a system of weekly/monthly/quarterly/yearly reporting and syncs.Promotion of G-Energy Service:Developed a pilot landing page + developed a project for a system of websites;Launched pilot placements;KPIs were defined.Promotion of the GPN-SM B2B store:Initiated the development of an SEO strategy;Launched pilot placements;KPIs were defined;Developed a system for linking advertising and product indicators.Websites:Landing pages for product projects were worked on;Goal setting was defined.

Main responsibilities:- Formation of the team for each of the areas(Unified SEO of GPMH, Communication platform QVANT(whitelabel CDP), Performance support of the holding's assets), its training and development;- Writing strategies and presentations for the assets and management of the holding;- Planning the development of areas (strategy/tactics);- Development and modernization of roadmaps for the implementation of products (SEO, CDP) in the assets of the holding;- Control over fulfillment of financial plans;- Planning the work of the department based on the company's business objectives and target indicators- Reporting team: 8-20 people: Head+ CDP team, Head+ SEO team, Head+ PPC team (context, mobile, targeting), various project teams.Achievements:- Communication platform (whitelabel CDP) deployed and implemented in processes for 5 new assets;- Conducted regular SEO audits that led to more assets on maintenance and other forms of collaboration;- Launched a new product at the intersection of performance and direct marketing;- Increase in targeted performance indicators +40% for individual clients with unchanged budgets (in context (+30%), mobile (+300%), targeting (+20%));- In CDP direction, implementation of >50 different trigger mechanics for 2 assets, with close communication between product departments of these assets.During the reorganization, led the Performance department and reformatted it into a Communications Services department while retaining the core staff. Given the complexity of 2022, achieved the following milestones:- x4 YoY turnover;- margin x3 (PnL )YoY.During the reorganization, 3 products were spun off:- Single SEO GPMH;- Communication platform QVANT (whitelabel CDP);- Performance support for the holding company's assets.