Ivan Kuznetsov Email & Phone Number

Building performance and product marketing in a new direction.- Development and leadership of a marketing strategy in the direction.- Planning, control and improvement of all key operational and marketing metrics (ROI, ROMI, Cash-in, New payments, AOV, CPC, CPA, CPL, CAC, ARPU, LTV) - Development and implementation of a strategy for launching new products.- Launching new sales funnels, building CJM.- Hypothesis generation and testing, running A/B (or a/b/c/d) tests.- Launching campaigns in classic channels (context, target), influencer, display campaigns, CRM, SMM, SEO. - Building trigger chains of e-mail, sms, push, telegram, whatsapp.- Creating MVP new products to assess demand.- Conducting quantitative and qualitative research of positioning, advertising sources, creatives, messages.- Development of viral and referral mechanics.Key achievements in numbers:- Growth of new customers from September to December by 11 times (net profit growth, respectively) - ARPU growth by 20%- Reduction and retention of CAC at a level below the planned value of the unit economy- 2.5-fold increase in the conversion of brands pages.- CPL reduction by 23%- Systematic reduction of the share of payments without a trial (free) lesson by 2 times.

Москва, Москва, Россия

Development and implementation of the IT unit promotion strategy in the educational platform.- Budget planning and development of a strategy for attracting customers in all advertising channels- Hypothesis test, running A/B tests- Optimization of current channels and search for new ones- Formation, layout and launch of new product sites- Launch of advertising integrations- Web analytics and work to improve the indicators and effectiveness of the site- Analysis of the sales funnel under different attribution models to correct the marketing strategy- Work with positioning and packaging. Search for growth points, creating a USP- Development and launch of lead magnets- Analysis of the market, competitors, target audience and product promotion channels- Working with product, packaging, sales, design, development departments- Monitoring the implementation of key indicators————————————————————————Разработка и реализация стратегии продвижения юнита IT в образовательной платформе.- Планирование бюджета и разработка стратегии привлечения клиентов во всех рекламных каналах- Тестирование гипотиз, запуск A/B тестов- Оптимизация текущих и поиск новых каналов- Формирование, макетирование и запуск новых продуктовых сайтов- Запуск рекламных интеграций- Web-аналитика и работа по улучшению показателей и эффективности сайта- Анализ воронки продаж под разными моделями атрибуции для коррекции маркетинговой стратегии- Работа с позиционированием и упаковкой. Поиск точек роста, создание УТП- Проработка и запуск лид-магнитов- Анализ рынка, конкурентов, целевой аудитории и каналов продвижения продуктов- Работа со смешными отделами (продукт, упаковка, продажи, дизайн, разработка и др.)- Контроль выполнения ключевых показателей

Москва, Россия

Work with brands BMW, MINI, Jaguar, Land Rover, Volvo, Infiniti, Mitsubishi, Toyota, Hyundai, Genesis.- Strategic planning and budgeting- Development of a comprehensive marketing strategy for product and brand promotion with a focus on Performance-marketing.- Organization and planning of launching advertising campaigns in Digital channels- Development and implementation of Digital projects aimed at increasing profitability- Web analytics and work to improve the indicators and effectiveness of the site- Development and launch of e-commerce projects- Analysis of the sales funnel, CJM, LTV for correcting the marketing strategy- Formation of briefings for advertising agencies, copywriters, designers, and joint development of communication materials- Analysis of the effectiveness of current advertising campaigns in terms of achieving business objectives, search for optimization methods, conducting A / B testing;- Participation in the development of the site structure- Development of a content strategy for the site and SMM- Building an SMS/E-mail marketing strategy- SEO optimization of websitesProgress:- Launch of an e-commerce showcase for the sale of cars. Sales growth by 6%, and by 22% during the lockdown- Launch of new sites, LP.CR increase by an average of 27%- Launch of new channels, optimization of current placements, launch of new platforms and tools. Traffic growth:2018 year 19%2019 year 25%2020 year 17%2021 year 19%- Work with the sales department, increase the conversion rate from 4-5% to 8-9% on average, depending on the channel of attraction and the car brand.- Installation of new KPIs for all advertising channels, optimization of costs and the cost of attraction. CPL and CPS are reduced by an average of 25% and 21%, respectively, depending on the attraction channel and the car brand.- The budget has been reallocated to more conversion channels. ROMI growth:2018 year 15%2019 year 8%2020 year 11%2021 year 4%