Irina Stepanova Email & Phone Number

• HeadHunter is the leading job board and recruitment platform in Eastern Europe, Top 5 in the world (SimilarWeb)
• Promoted product awareness by 20% for a HRTech product by developing and executing integrated marketing strategies resulting in the onboarding of 2000+ companies, starting from 50.
• Conducted user research to develop positioning and messaging. Defined value propositions, messaging, and benefits.
• Crafted and executed content and communication strategies. Managed comprehensive marketing activities focused on awareness, lead generation, and client engagements in a manner that achieved a 100% ROMI.
• Provided vital sales support with marketing collateral, which helped to increase the sale conversion of leads to product purchases.
• Collaborated across product development and sales teams to provide customer insight and market intelligence to refine product roadmap and define go-to-market strategies.

• Yandex is a technology and Media Services giant in the CIS where I was responsible for the Yandex-owned KinoPoisk HD product - an online TV show streaming and video on demand service:
• Developed and run the exclusive content sales strategy: defined the content types, segments, metrics and communication approaches
• Planned, run and supervised media and performance support for the TV shows launch
• Tested and chose the most efficient creatives, call-to actions, segments, offers and landings
• Built and optimized the reporting process (budget, marketing channels reports)
• Increased the service brand recognition and informed users about the exclusive content

Moscow

• Acted as a Marketing Lead for two Yandex-owned products: Auto.ru and Yandex.RealEstate mobile applications:
• Managed the traffic acquisition channels: effectiveness analysis, scaling, A/B testing, hypotheses testing, fraud prevention, performance metrics, created automated dashboards and reports
• Managed the product distribution via mobile browsers (UCWeb, Opera, Xiaomi, Meizu), pre-downloaded (Fly, ZTE)
• Managed the retargeting and remarketing: Google Ads, Yandex.Direct, Facebook, MyTarget, Remerge; push-notifications and emails
• ASO and semantics management (naming, keyword optimization, screencast, A/B tests, ratings and feedback; Google Play and iTunes Connect
• Launched offline BTL campaigns, produced YouTube and TV content from A to Z

Moscow, Russian Federation

• Acted as a Marketing Manager for two Yandex products: Yandex.Mail and Yandex.Disc web services, my main responsibility was to promote the services within Yandex universe and to promote the features within the services:
• Conducted focus groups; as well as the competition analysis
• Provided the product attributes description and packaging to promote to users via the selected channels
• Managed the creative content for the Yandex services main page (design, publishing etc); created screencasts, landing pages etc.; led the main page redesign for both products
• Led the communications efficiency analysis
• Launched the internal email marketing service

• I acted as Product Manager for Yandex.Browser web service:
• Conducted the user adaptation research (other services benchmark research, focus groups, expert analysis)
• Created the user onboarding and education pages and hints, wrote the logic
• Created the goodbye page in order to be able to analyze the reasons for our service termination, re-acquired a number of left users
• Raised the number of re-installs after user deleted the browser

• I acted as an Digital Marketing Manager for Yandex-owned product Yandex.Bar and Yandex integrations with IE, Firefox, Opera, PuntoSwitcher:
• Led the Media Planning, creative content creation, advertisement placement
• Created and localized the promo pages, integrations with other services
• Created new advertising platforms, led the efficiency analysis
• I helped increase the number of product’s free installations X 10 times
• Created the distribution system for all Yandex’s desktop products