As the head of the CRM department at Lancôme, a TOP-3 Global beauty brand, I was responsible for organizing and coordinating activities across all distribution channels, including direct-to-consumer (D2C), retail, and beauty advisors.I successfully integrated the top management and team of the brand into a 360 Omnichannel CRM strategy, allowing the brand to interact with consumers across all channels and at all levels, including our own online store, more than 200 beauty advisors, and… Show more As the head of the CRM department at Lancôme, a TOP-3 Global beauty brand, I was responsible for organizing and coordinating activities across all distribution channels, including direct-to-consumer (D2C), retail, and beauty advisors.I successfully integrated the top management and team of the brand into a 360 Omnichannel CRM strategy, allowing the brand to interact with consumers across all channels and at all levels, including our own online store, more than 200 beauty advisors, and offline partner retail chains.My responsibilities can be broken down into three main areas of action:Global Areas of Action at the National Level:1. Developed and presented a CRM strategy.2. Adapted CRM and loyalty program guidelines from the global team.3. Presented new directions of work to top management to carry out structural changes in the brand.Direct-to-Consumer:1. Developed a CRM strategy and an Elite Rewards loyalty program strategy.2. Launched gamified mechanics in cooperation with the Flocktory agency.3. Integrated Mindbox into Loreal's IT infrastructure.4. Established a system for working with contractor agencies while monitoring agent performance to ensure KPIs were being met.5. Participated in the development of a global dashboard for monitoring CRM KPIs across multiple agencies and countries.Retail:1. Combined Mindbox database with third-party databases of L'Oreal partners and customers to create an opt-in strategy in compliance with Federal Law 152 and GDPR.2. Restarted the Lancomania loyalty program in Rive Gauche, including strategy development, KPI, protection of the promotional points budget, and coordination with the network.3. Planned, launched, and monitored the indicators of automatic communications in partner online stores.My leadership, strategic planning, and execution skills have allowed me to excel in my role and achieve outstanding results for the brand. Show less

The duties from the moment of joining the company included scaling up a highly developed channel of communication with customers (mainly via Email) to the level of communication 360° in order to increase sales in unreached channels.Main responsibilities:• Selection and implementation of a marketing automation platform (Mindbox and Emarsys later).• Segmentation of the customer data base by e-RFM (for marketing communications needs), “managerial RFM” (traditional… Show more The duties from the moment of joining the company included scaling up a highly developed channel of communication with customers (mainly via Email) to the level of communication 360° in order to increase sales in unreached channels.Main responsibilities:• Selection and implementation of a marketing automation platform (Mindbox and Emarsys later).• Segmentation of the customer data base by e-RFM (for marketing communications needs), “managerial RFM” (traditional RFM-analysis for management needs) as well as segmentation by purchasing behavior, social dem, etc.• Active participation in the development and functioning of operational CRM (typology of calls to the Customer Service, development and control of SLAs, migration of contacts to marketing automation/communication platform, measurement and improvement of client KPIs).• Development of an analytical CRM module on the basis of the marketing automation platform (development of key segments, segment analytics: new members, new buyers, casual, very good buyers, VIP, sleeps / defecting, churned, as well as key metrics for each segment: Transformation rate, retention rate , LTV, ARPU / ARPPU, etc.).• Sales&Marketing Automation: fulfillment of the plan for the growth of the client base (active segment), control of engagement indicators via Email, SMS, Mobile, DDS (Digital Department Store — self-service monitors in the department store), implementation of the Upsell / Down-sell mechanic, including the use of promo codes.• Omni-channel Digital CRM: participation in the development of a system bus (ESB), combining a master base (1C), Microsoft Dynamics CRM, a website database and a mobile application, and a marketing automation platform for the continuous and organic exchange of data: orders and their statuses, customer data, behavioral events, events in the framework of marketing activities in real time. Show less

Responsibilities:► Defining strategy for customer activation, engagement, retention and loyalty in both B2C andB2B environments.► Leading and developing the email marketing programme (using Mailchimp) to deliver channel revenue targets • Leading channel strategy, planning, execution and analysis • Optimising email KPI’s - deliverability, open rates, click-through rates & conversion • Developing customer segmentation and targeting capabilities • Creating… Show more Responsibilities:► Defining strategy for customer activation, engagement, retention and loyalty in both B2C andB2B environments.► Leading and developing the email marketing programme (using Mailchimp) to deliver channel revenue targets • Leading channel strategy, planning, execution and analysis • Optimising email KPI’s - deliverability, open rates, click-through rates & conversion • Developing customer segmentation and targeting capabilities • Creating campaigns, offer codes and landing pages • Designing, building and hand-coding adaptive and responsive html emails in collaboration with Mailfit • Optimization through running A/B tests and improving campaigns► Maintain high level of communication with affiliates (via hasoffers.com) • Monitor affiliate activity, analyze performance and identify areas of improvement • Supply creative packages, links and reporting as needed to purtners • Communicate and monitor compliance or brand guidelines for campaigns • Review and process new affiliates applications► Site analysis, competitor analysis and top keywords analysis. • Conducting keyword research for new pages • On-Page Optimization – Optimizing title, meta tags, keywords, header tags, image and internal links • Using SEO tools to perform competitive research, detect technical issues, analyze link profiles, and identify content opportunities (SEO Power Suite, Ahrefs, SEM rush). Show less

Founder and executive director of the agency of digital communications.Creation of a legal entity for working with clients-companies, with whom work was initially conducted on an outsourced basis.The main specialization of the agency was conducting deep marketing audits. The final reports included data on:1. technical condition of the project.2. issues that prevent the growth of traffic in search engines.3. UX - serious flaws in the interface and interaction with the… Show more Founder and executive director of the agency of digital communications.Creation of a legal entity for working with clients-companies, with whom work was initially conducted on an outsourced basis.The main specialization of the agency was conducting deep marketing audits. The final reports included data on:1. technical condition of the project.2. issues that prevent the growth of traffic in search engines.3. UX - serious flaws in the interface and interaction with the services of projects.4. competitive analysis by different methods, the closest to customer perception: SWOT, product analysis (SPACE-analysis), PEST-analysis for identifying points of growth in the medium and long term.5. Analysis of the lifecycle of customers - search for outflow locations, retention and return by targeted marketing methods.Other areas of work besides marketing audits:1. A full cycle of works by email marketing: from the creation of a customer journey map to the implementation of automatic marketing, incl. Trigger chains, letters with dynamic content. Push notifications (OneSignal).2. Implementation of transaction letters based on Mandrill and separately, when sending from their servers.3. Solving issues related to spam issues, setting up postmasters, feedback loops from Western postal workers.4. Reactivation, work with churned.5. Segmentation of the base. Configuring groups and separately segments within a single master sheet and other "fine" settings required for a large subscriber base.6. "End-to-end analytics": OWOX, roistat - depending on the needs and budget of the company. If necessary / optionally transfer data to Power BI for visualization of data.7. A full cycle of work on the direction: organic / paid search (adwords, yandex.direct), paid media, owned media Show less

A full range of services related to Internet promotion of some rather major brands from the following groups: a jewelry retail-chain, a medical center network, a Czech realestate agency, and a producer of magnetic therapy devices (Eurobiomag Co.). SEO-promotion of the company's projects:Dealing with internal factors (the main focus was on improving user-relevant content, working withsubdomains and affiliates (over 20 regional websites).Dealing with external factors… Show more A full range of services related to Internet promotion of some rather major brands from the following groups: a jewelry retail-chain, a medical center network, a Czech realestate agency, and a producer of magnetic therapy devices (Eurobiomag Co.). SEO-promotion of the company's projects:Dealing with internal factors (the main focus was on improving user-relevant content, working withsubdomains and affiliates (over 20 regional websites).Dealing with external factors (semantic core formation – a combination of manual labor and automated program tools Keycollector / Xrum; request competitiveness evaluation – this process is automated; budget / deadline evaluation of a SEO promotion; getting rid of search engines' penalties received by websites for being overspammed).Dealing with behavioral factors (mainly by means of improving a website's structure, launching services that increase Time on Website, as well as Page View Duration).Direct-Marketing:Email-campaigns covering loyal customers (including personalized, event-related, and triggered options)SMS-campaigns fully in line with the legislationMixed direct-marketing campaigns in online / offline (personal discount vouchers for various stores, etc.)Paid Search Advertising:Google AdWords Certified ProfessionalYandex.Direct Certified ProfessionalWeb Analytics:Google Analytics and Yandex.Metrica a full professional proficiency, including Universal AnalyticsUsing web analytics for obtaining data in the context of the following: E-Commerce, SEO, Direct-Marketing, Paid Search AdvertisingCRM, Call-Center and Call-Tracking:Setting up the whole CRM complex call-tracking from scratch.I was directly involved in designing a CRM system, training and monitoring a call-center's operation. Show less

Responsibilities:Develop SEO-strategies, and implement and monitor campaigns.Perform site analysis, keyword research and mapping, and assess link building opportunities.Perform competitor SEO research.Based on analysis, results continually improve and modify strategies to optimise effectiveness.Prepare analytics and ranking reports and present to management.Maintain maximum effectiveness while adhering to strict deadlines and budgets.Keep up-to-date with… Show more Responsibilities:Develop SEO-strategies, and implement and monitor campaigns.Perform site analysis, keyword research and mapping, and assess link building opportunities.Perform competitor SEO research.Based on analysis, results continually improve and modify strategies to optimise effectiveness.Prepare analytics and ranking reports and present to management.Maintain maximum effectiveness while adhering to strict deadlines and budgets.Keep up-to-date with constantly changing technological and search engine trends, algorithms and ranking factors.Achievements:Developed and managed a campaign that resulted in doubling of organic web traffic.Helped to re-optimise client website after redesign and problems with ranking in local russian SE yandex.ru. Show less

Responsibilities:Management of marketing activities for SEO companies and its clients, including company newsletter, social media development, content marketing, website development, partner referral programs.Hired and managed copywriters when outsourcing content development projects.Conceptual development, copywriting, proofreading, and editing for online communications: websites, landing pages, paid search advertising. Worked with other copywriters, web designers and… Show more Responsibilities:Management of marketing activities for SEO companies and its clients, including company newsletter, social media development, content marketing, website development, partner referral programs.Hired and managed copywriters when outsourcing content development projects.Conceptual development, copywriting, proofreading, and editing for online communications: websites, landing pages, paid search advertising. Worked with other copywriters, web designers and programmers.Development of online revenue-generating portals for various industries: real estate, law, accounting, search engine optimization resources, incorporating services.Management of online PR function, including press release writing and distribution.In the last years coordinated all copywriting and proofreading at medium-sized advertising agency for a wide variety of client industries, including residential development and real estate, fitness, custom closet solutions, fire apparatus, high vacuum components, security gates, air intake filters, and much more.Achievements:It was one of the first russian companies in SEO copywriting segment. We were creating the whole new business. In 2007 we published the first book about seo-copywriting(http://www.ozon.ru/context/detail/id/3036767/) and I wrote a part about methods of content optimization. Show less