Developed and managed the entire marketing and sales funnel for Gazprombank products through digital channels.Established a new functional structure ("Value Stream Digital Sales") and implemented full-cycle management processes from audience reach to product activation. Adopted a Growth Hacking approach with continuous hypothesis testing. Migrated analytics infrastructure to domestic platforms as part of import substitution. Achieved record growth in the active customer base and increased… Show more Developed and managed the entire marketing and sales funnel for Gazprombank products through digital channels.Established a new functional structure ("Value Stream Digital Sales") and implemented full-cycle management processes from audience reach to product activation. Adopted a Growth Hacking approach with continuous hypothesis testing. Migrated analytics infrastructure to domestic platforms as part of import substitution. Achieved record growth in the active customer base and increased digital's contribution to new customer acquisition to 66%.Key Achievements:• Created the "Digital Sales Stream" division, consolidating specialists into cross-functional teams capable of managing the online sales funnel end-to-end.• Established processes based on Growth-Hacking principles, with continuous testing of metrics improvement hypotheses across all funnel stages.• Integrated team expertise into product lifecycle management (feature development, testing, packaging, positioning, onboarding, and transactional activity).• Significantly optimized service agreements, procurement, and reporting processes.• Implemented a comprehensive system for traffic attribution and sales, enhancing the efficiency of marketing budget allocation across channels.• Designed a custom lead-scoring model predicting successful sales likelihood, increasing conversion rates by 86% in a pilot project.• Digital sales growth: - Debit cards: 165% YoY (2023), 220% forecast (2024). - Credit cards: 365% YoY (2022-23). - Personal loans: 195% YoY (2022-23). - Savings accounts: 195% YoY (2022-23), with a 175% forecast for 2024. - Increased digital's share in total sales from 32% (2022) to 48% (2024). - Increased digital's share in New to Bank customers from 47% (2022) to 66% (end of July 2024). Show less

Developed marketing and brand strategies and managed digital sales and communication efforts.Conducted customer segmentation research and implemented brand positioning and communication strategies.MTS Bank entered the top-10 for credit card portfolio growth.Key Responsibility and Achievements:Reorganized the marketing department: Established new competency centers and dedicated marketing teams within product verticals (product marketing, MarCom, digital sales and… Show more Developed marketing and brand strategies and managed digital sales and communication efforts.Conducted customer segmentation research and implemented brand positioning and communication strategies.MTS Bank entered the top-10 for credit card portfolio growth.Key Responsibility and Achievements:Reorganized the marketing department: Established new competency centers and dedicated marketing teams within product verticals (product marketing, MarCom, digital sales and communications, analytics). Oversaw recruitment and employee development.• Integrated marketing expertise into the entire product lifecycle (hypothesis development and testing, packaging and market launch, sales growth and promotion, satisfaction evaluation and iterative improvements, deactivation, and closure).• Initiated and implemented a comprehensive positioning project for the bank as the foundation of MTS's fintech vertical: Conducted in-depth segmentation of financial services consumers, identified key target segments, and developed and tested the brand positioning concept. Communication and media presence strategies were also formulated.• Achieved a YoY growth of 38.3% in the credit card portfolio (Top 3 in growth rates in Q1 2021). By mid-2021, the bank ranked 8th with a market share of 1.4% (+0.4 percentage points over the year).• Increased the non-purpose loan portfolio by 10.8% YoY (Top 3 in growth rates in Q1 2021, according to Frank RG).• Digital channel sales growth: - Credit cards: 5.8x - Debit cards: 2.9x - Personal loans: 3.3x• Digital channels accounted for 30% of total bank sales by April 2021.• Digital channels' share of new customer acquisition grew from 5% in 2019 to 15% in 2020 and reached 49% by April 2021.• Digital channels' share of sales rose up to 31% in Q4 2020 to 39% in April 2021. Show less

Developed a three-year marketing strategy and successfully presented it for approval. Restructured the marketing team and established product management processes. Implemented a product analytics system and achieved 80% completion of user analytics and segmentation systems. Restored web analytics functionality. Restructured traffic acquisition systems, achieving 80% automation and reducing sales costs by 50%. Initiated the integration of a unified communication management… Show more Developed a three-year marketing strategy and successfully presented it for approval. Restructured the marketing team and established product management processes. Implemented a product analytics system and achieved 80% completion of user analytics and segmentation systems. Restored web analytics functionality. Restructured traffic acquisition systems, achieving 80% automation and reducing sales costs by 50%. Initiated the integration of a unified communication management system.Achievements:• Designed a new structure and KPI system, conducted employee evaluations, and redistributed roles and responsibilities. Led recruitment and personnel development, restoring product expertise within the company.• Developed a concept and initiated the creation of a service monetization system: Identified advertising opportunities (website, apps, communication channels), created a new role (monetization manager), hired and trained a new team member, and developed a new media kit and pricing model for ad placements. First sales launched successfully, achieving 50% of the planned annual additional revenue in the first month.• Revamped the traffic acquisition system: Integrated the internal flight and hotel catalog with advertising procurement systems, fully automating ad traffic purchases and retargeting systems. Built a continuous experimentation framework to optimize the advertising mix. Results: Increased traffic volume by 1.5x, halved cost-per-click, and reduced customer acquisition costs by 50%.• Introduced user research into product development and management processes: Created Customer Journey Maps (CJMs) for key sales funnel stages and conducted the first round of Jobs To Be Done interviews, which informed the creation of a product backlog and hypotheses for further testing.• Conducted a comprehensive audit of mobile apps (code, UX/UI, and analytics system): Identified significant growth opportunities and prioritized them into a backlog for implementation. Show less

Built the digital marketing function and developed sales of banking products through online channels from scratch.Achieved a 6.5x increase in the number of clients acquired through internet channels by the end of 2017. By the end of 2018, the previous year's results were doubled.By Q3 2018, the digital channel accounted for 19% of total client acquisition, maintaining a growing trend.Results in Numbers:• Increased the number of clients acquired through internet channels by… Show more Built the digital marketing function and developed sales of banking products through online channels from scratch.Achieved a 6.5x increase in the number of clients acquired through internet channels by the end of 2017. By the end of 2018, the previous year's results were doubled.By Q3 2018, the digital channel accounted for 19% of total client acquisition, maintaining a growing trend.Results in Numbers:• Increased the number of clients acquired through internet channels by 6.5x in 2017 and doubled results in 2018.• Reduced customer acquisition cost (CAC) by more than 2x.• Improved approval rate (AR) by 1.5x.• Developed a custom attribution system.• Halved product launch time for online sales, reducing it from one month to 1.5 weeks.• By Q3 2017, the share of online channels in new client acquisition reached 19%. Show less

Responsible for establishing and developing the Retention Marketing function at Yandex.Market, which included creating and implementing personalized recommendations, an email marketing system, and a loyalty program. Increased revenue from Personal recommendations blocks by over 200%, improved user retention rate by 2.5 times, and established email marketing as the third-largest revenue channel.Results:• Built a team focused on recommendations and service personalization: developed… Show more Responsible for establishing and developing the Retention Marketing function at Yandex.Market, which included creating and implementing personalized recommendations, an email marketing system, and a loyalty program. Increased revenue from Personal recommendations blocks by over 200%, improved user retention rate by 2.5 times, and established email marketing as the third-largest revenue channel.Results:• Built a team focused on recommendations and service personalization: developed the team structure and KPI system and managed recruitment. As a result, the team size doubled, and KPI goals were exceeded threefold by year-end.• Developed a comprehensive personalization strategy for users, including recommendations, behavioral targeting, and automation of personalized communications. This formed the foundation for a holistic Retention Marketing system, encompassing traffic acquisition, personalized interfaces, user retention, and automated decision-making on communication timing, content, and channels.• Oversaw product requirements and the development of a comprehensive personalization system. This resulted in the creation of systems for collecting, storing, and processing personal user data. The recommendation system was upgraded to a personalized model, leading to a 200% improvement in target metrics.• Designed an email marketing strategy and supervised its implementation in B2B and B2C segments: subscriber collection systems, automated trigger chains, personalized regular newsletters with recommendations, onboarding scenarios, and marketing broadcast campaigns. As a result, the subscriber base grew more than 20 times, revenue per subscriber exceeded the average by 2.5 times, and subscriber retention rates surpassed 50%.• Collaborated with analysts and the marketing team to integrate the recommendation system into the traffic procurement process. Successful experiments led to a projected revenue increase from advertising campaigns of 250%-285%. Show less

Primary Focus: Marketing consulting and development of automated client communication systems (eCRM), including data-driven marketing, client data analysis, personalized marketing strategies, and email marketing.December 2011 – October 2014 CEO, Co-Founder• Conducted competitive market analysis, developed the business model, budget, and investment plan, and defined the agency's product and service offerings. Oversaw updates and organizational changes.• Managed partner and… Show more Primary Focus: Marketing consulting and development of automated client communication systems (eCRM), including data-driven marketing, client data analysis, personalized marketing strategies, and email marketing.December 2011 – October 2014 CEO, Co-Founder• Conducted competitive market analysis, developed the business model, budget, and investment plan, and defined the agency's product and service offerings. Oversaw updates and organizational changes.• Managed partner and investor relations: The agency was founded in December 2011, secured a strategic partner (ADV Web-engineering, one of the top 3 web developers in Russia) by May 2012, and was fully acquired by the partner in 2014.• Responcible for sales and client management efforts: Attracted five key clients in the first three months, with 80% transitioning from pilot projects to long-term contracts.Key Projects: TSUM online store, Yulmart, Shopbop.com (part of the Amazon group), Florist.ru, Terminal.ru, Re:Store, Detsky Mir online store, 003.ru, and Ronikon furniture factory. Show less

Responsibilities: Managed the full spectrum of internet marketing for a group of five online stores.Achievements:• Implemented an automated email marketing system for three online stores, increasing revenue by 20% and reducing cost per order (CPO) by 25%.• Designed new interfaces and redesigned the flagship online store, reducing bounce rates by 15% and increasing conversion rates by 20%.• Launched several new online sales channels, including mono-brand stores, reducing customer… Show more Responsibilities: Managed the full spectrum of internet marketing for a group of five online stores.Achievements:• Implemented an automated email marketing system for three online stores, increasing revenue by 20% and reducing cost per order (CPO) by 25%.• Designed new interfaces and redesigned the flagship online store, reducing bounce rates by 15% and increasing conversion rates by 20%.• Launched several new online sales channels, including mono-brand stores, reducing customer acquisition costs by over 20%. Show less