Diana Dernovici Email & Phone Number

Germany

Germany

About Novakid:Novakid is an international educational company operating in 16 markets, with over 500 employees.Role Overview:In this role, I collaborated with cross-functional teams to enhance marketing strategies and optimize performance metrics. I was instrumental in creating testing processes and identifying improvement opportunities across various marketing channels.Key Responsibilities:- Performance Tracking: Monitored the effectiveness of all marketing channels, identifying growth opportunities for conversions and keeping track of key metrics such as Cost Per Lead (CPL), Cost Per Booking (CPB), Cost Per Demo (CPD), and Customer Acquisition Cost (CAC).- Cross-Functional Collaboration: Worked closely with team leads across departments to align marketing efforts with company objectives.- Campaign Management: Launched and managed marketing campaigns across 16 international markets, ensuring tailored strategies for each.- Creative Optimization: Enhanced creatives for paid traffic by conducting rigorous A/B testing and optimizing based on performance data.- Testing & Implementation: Designed and implemented tests at the intersection of marketing and product, fostering continuous improvement.- User Journey Development: Developed and refined user journeys for colder leads through extensive research and customer feedback.Achievements:- CTR Growth: Achieved a significant increase in Click-Through Rate (CTR) by implementing a product-focused approach in creative testing.- CPB Reduction: Reduced Cost Per Booking (CPB) by 50% through the integration of customer-generated content and collaborations with bloggers in paid advertising campaigns.- Boosted Conversion from Active User Base to Upsell Product. Achieved a +10 percentage point uplift in conversion from the active user base to an upsell product by optimizing the user journey with a trial lesson.

Webium is a teal-company, that works in IT education and is on the list of Skolkovo partners. I am managing a group of 9 cross-functional team-leads and their teams from very different fields (marketing - automatization, product-marketing managers, growth managers, content, creative production, product developers, sales managers, design, analytics).I have been responsible for achieving KPIs related to attracting new students from multiple target audiences (both children and adults) to our educational products. I have managed the entire marketing funnel, from user acquisition to sales and upselling. Key metrics I have focused on include conversion rate (CR), cost per lead (CPL), return on marketing investment (ROMI), and cost per acquisition (CPA). Additionally, I successfully restructured and strengthened the results-oriented team.Achievements:✔ Achieved a commendable +19% surge in new student enrollments, all without increasing the marketing budget growth rate.✔ Revamped and optimized paid traffic funnels through streamlined growth testing, enhancing conversions and maximizing ROI.✔ Demonstrated exceptional ROMI of 130% from first-year purchases, with an astounding 300% ROMI factoring in ARPU (LTV).✔ Implemented systematic testing methodologies across the funnel, enabling data-backed retrospectives and continuous improvements.✔ Successfully reduced CPL by an impressive 30%, optimizing marketing expenditure and improving lead generation efficiency.✔ Leveraged Power BI analytics to swiftly respond to market changes, steering student acquisition dynamics with precision.✔ Crafted comprehensive audience segmentation structures and translated research insights into actionable strategies for teams.

Санкт-Петербург, Россия

My very first goal was to launch the promotion campaigns and tests, as well as to build an operational cross-functional system for a brand new audience ( parents ), and to test a startup product ( tutors ) on the Russian market. During our cooperation we achieved first results with the test audience. My responsibility was to test promotion hypotheses in different traffic channels, analyze the results and ROMI within the project.Achievements⚪ Conducted and released a list of custdev researches, formed a strategy of communication, pains and needs of our goal audience.⚪ Created a landing and improved the conversion rate up to 2% with help of UX testing.⚪ In 6 months, we found working funnels which gave us a positive ROMI of 165%.⚪ A system for testing hypotheses in the sales department was built and implemented. Achieved a stable conversion growth in the department up to 6% from cold traffic and up to 60% from warm traffic.⚪ Built and tested more than 10 auto funnels for parents in chat-bots and email. The conversion rate was up to 5% from cold traffic.⚪ Complied a PNL report that provided the foundation upon which the strategy for scaling was developed.⚪ Implemented a CPA grid, mobile ads, influence marketing and e-mail funnels as an alternative lead generation channel.⚪ I tested different warm-up options: webinars, lead magnets, mailing lists and more.

Bucharest ( Remotely )

The company has 36 ( 29 franchises and 7 corporate) operating points in Romania, Germany, Holland, Cyprus, Arab Emirates, Moldova, Kazakhstan and Kyrgyzstan. Online commerce was developed in the markets of Moldova, Belgium and Romania. I developed the marketing department from scratch.I tracked indicators such as LFL, budget, ROMI for projects, retention etc. I also tracked the KPI for the team of nine employees and some outsource contractors. I administrated monthly budgets up to ten thousand euros. ACHIEVEMENTS ⚪ Launched four mandatory products per year as well as a set of commercial tools which boosted network sales. LFL average +10% (2019/2021) and 38% (2020/2021)⚪ Launched of the loyalty app from minimal viable product. After 3 months it reached 10,000 users. Increased both the retention rate by 22%, and monthly loyalty ratio by 0.5%. LFL over the network and increased orders for delivery by 5%. ⚪ Developed 2 e-commerce platforms for Moldova and the EU. They reached the break-even point between four and six months. The ROI increased in 184%, conversion to a basket up to 30%.⚪ Introduced an sustainable project into brand strategy. Collaborated with non profit organizations "Plantam Fapte Bune Romania" and "Million Trees Moldova". ⚪ Performance practice on online platforms increased reach by more than 15% compared to the previous year.⚪ Project development for end-to-end analyst Big Data - contractor selection, compilation of tech description. ⚪ Introduced GDPR for all electronic platforms.⚪ Added many documents to the electronic operating practices knowledge base.

Санкт-Петербург, Санкт-Петербург, Россия

The regional team of Tucano Coffee in the territory of the CIS included a team of four people and directly work with Russia, Kazakhstan and Kyrgyzstan. In course of my activity the company grown from two to seven coffee shops. I was responsible for the direct financial results in St. Petersburg and reached the economic recovery point in one and a half years. ACHIEVEMENTS⚪ Developed regional marketing plans and explore partner markets.⚪ Introduced mandatory marketing of franchise instruments. ⚪ Facilitated trainings for partners.⚪ Controlled purchase prices and ABC analysis and reduced product cost by 22%.⚪ Budgeting marketing activities and reached a positive EBITDA within 3 months.

Кишинёв, Молдавия

During this period of my career, I managed the marketing of the Chisinau chain, which consisted of five functioning coffee shops. ⚪ Created and implemented the network plan for social media. ⚪ Worked with influencers and cross-promotion cooperation. ⚪ Introduced mandatory franchise events. ⚪ Managed income budgets and reports.

Кишинёв, Молдавия

⚪ BTL events⚪ PR strategy for bands⚪ Managed the creative team.