Ekaterina Merkureva Email & Phone Number

Moscow, Moscow City, Russia

Client base — 16 mln.— Launched several promos in collaboration with MasterCard, Visa, and Mir helped to enhance the active client base.— Initiated and led a project to grow awareness and use Mir Pay among clients. The client's base grew up to 1 mln. for 9 months.— Undertook a debit cards onboarding redesign, helped to increase new client's activation by 5%, transaction active clients by 3%, and loyalty program members by 10% in 3 months.— Implemented 100+ CRM campaigns aimed at transaction active clients growth and client churn dwindling for 1 year. As a result, the base of transaction active clients grew by 5%, and the retention rate is about 25% in 12 months, with avg. response rate of 5%.

Moscow, Moscow City, Russia

Client base — 2 mln.— Developed communications for the Instalment option (BNPL) for its official launch for clients (website, app, POS materials).— Oversaw UX design and copywriting of communication materials: built an easy-to-understand, concise ToV in all points of contact with clients (website, app, POS materials, CRM).— Created new onboarding and trigger communications: soar of new clients activation by 5%, transaction active clients by 3%, and credit card limit utilization by 10%.— Worked with branches (190+): built an effective daily-basis feedback form for branch employees, decreased time to eliminate product bugs or miscommunications that caused customer service mistakes. Over 20 marketing materials were redesigned with enhanced the quality of client service.

Moscow, Moscow City, Russia

Client base — 1.5 mln. cards— Developed and launched the trigger communications for Apple Pay, including special offers. Close cooperation with Apple HQ during preparations. Card tokenizations grew by 25%, wireless POS transactions grew by 50%.— Improved and augmented onboarding flow strategy of communications and offers, and built daily analytics. Active base expanded by 15% in 6 months.— Initiated 20+ special offers (cash-backs, discounts). Implemented a project for increasing clients’ credit limits. Avg. clients check for transactions grew by 10%, gained additional options sales, churn dwindling in a pre-churn client’s segment, and client’s re-acquisition with a response rate of 5%.

Moscow, Moscow City, Russia

Client base — 80 mln. — Formed a Plans promotion strategy, and created a monthly promotion plan. Tested over 20 hypotheses by using A/B-testing, the client ARPU soared by 10%.— Formed an Apps promotion strategy, monthly planned and addressed all ecosystem’s apps promotion campaigns (Music, TV, Books). Increased app usage, the rise of DAU/MAU, avg. response rate for trial periods was 3%, and about 30% of these clients prolonged their subscriptions.— Set up special segments and their strategies: «Globetrotters» and «Youth» in cooperation with Big Data. Plans, Options, Apps, and Partner offers (Apple Music) were promoted. Increased avg. response rate 2 times because of more address communications, built deeper product usage in the segments.

Moscow, Moscow City, Russia

Client base — 75 mln.— Implemented utilization bonus points project, and made re-price bonus options. Implemented bonuses expiration date and exceed the prices for bonus options, helped to reduce bonus points 1.5 times.— Developed Plan's discounts for client retention. Made over 10 Plan’s re-prices. The churn rate after implementation reduce by 30%, client’s ARPU grew to 15% after re-prices.