Kateryna Bilan Email and Phone Number

Happeo is a B2B SaaS start-up in a rapid scaling phase that sells a social intranet solution for enterprise and fast-growing organizations using Google G Suite.- Setting up quarterly OKRs based on MQL/Opps targets and digital ad budget planning/prioritisation + being accountable for the quarterly results.- Acting as the main day-to-day lead for performance-driven campaigns across multiple channels, including Search, Display, and Social. - Developing paid search strategy, testing methodology, and running A/B test experiments on landing pages and text ads. - Strategizing and analyzing paid social acquisition experiments: A/B/C tests with variables such as ad copy, creatives, landing pages and target audiences.- Owning and running CRO experiments to optimize conversion funnels as it relates to leads, MQLs, Opps & customer acquisition.- Managing a team of 3 members, as well as driving external partner relations to execute growth strategy in paid and organic channels.

Backbase is a leading fintech software provider (B2B, incl. SaaS) that empowers banks and financial institutions to accelerate their digital transformation and effectively compete in a digital-first world.- Planning/budgeting and orchestrating global digital lead-generation strategy and execution across PPC/organic touchpoints in the targeted regions/local languages. Channels include: LinkedIn Campaign Manager, Google Ads (Search and Display), Twitter Ads, direct content partnerships, SEO/website, organic social media.- Creating, optimising, A/B testing and reporting on the performance of PPC lead-gen/retargeting campaigns towards KPIs such as MQLs-SALs-SQLs.- Building and optimising backbase.com and all other customer-facing web assets 
with focus on on-page SEO, customer journey and CRO. - Analysis and reporting on key digital lead-gen efforts to demonstrate material contribution to global sales pipeline generation (Google Analytics, Marketo, Salesforce).- Testing new online channels and tactics to grow Backbase business in both new lead acquisition and lead-to-opps conversion with a focus on ABM tools.Key achievements:- Over the first 9 months, I increased lead-to-opps conversion from 10% to around 16% month-over-month on avg., which resulted in the 40% of marketing-sourced opportunities in the global sales pipeline in 2019.- Decreased avg. monthly ad spend on lead-gen by 200% (from €110K in Aug’18 to around €55K in Sep’18-Jul’19), while increased the number of new monthly leads in SFDC from 1.5K on average to 3.2K with the quality ratio around 80%.- Decreased avg. monthly cost per new lead (CPA) from PPC channels by 257% (Aug 2018 - March 2019).

WoodWing is a global software development company specializing in B2B (incl. SaaS) solutions for multichannel publishing and digital asset management.- Digital marketing campaign management. I define strategy, plan, set-up, monitor, measure the results, optimize and report on cost/performance of campaigns across paid, owned and earned media. Paid channels include: Google AdWords Search/Display/Video, Facebook Ad Manager, LinkedIn Ads, Twitter ads.- Data analysis and reporting. I define and track KPI’s for each stage of the marketing funnel (Awareness-Interest-Consideration-Conversion-MQL) on a regular basis. I'm responsible for regular reporting and automated data extraction across all sources (Google Analytics, Google AdWords, Marketo, Salesforce), as well as data visualization (dashboards in Google Spreadsheets and Google Data Studio).- SEO/SEA optimization. I do on-page and off-page SEO analysis (Google Search Console, MOZ, SemRush, Serpstat). I perform a keyword research, optimize landing page copy (Yoast for WordPress and Drupal), raise organic rankings of landing pages, as well as Ad Ranks of paid search ads via Adwords experiments.- Paid social media ads optimization: I set up A/B testing with variables such as ad copy/image/landing page copy/delivery optimization to reach the highest CTR and lowest CPA.- Content marketing and email marketing: planning and execution. I research competitor's topics and keywords, create content plan for our blog/social media/regular newsletter. I write and publish blog posts (WordPress and Drupal), whitepapers, landing page copy, as well as ad copy and newsletter copy. Key achievements:- Increased CTR for search campaigns from 1.9% to 14.17%; decreased CPA in dynamic search campaigns by 514 % (from 221.76 to 36.12) in Apr-Dec 2017. 
- Implemented 15 dashboards; set automated visualized stat updates shared in Slack via Zapier.- Attracted 12 paying customers for the SaaS B2B product Swivle in March-May 2018.

RBTH is a high-profile state-owned multilingual news media holding (11 languages, 17 countries, 12 titles) that offers insight, opinion and analysis on culture, politics, business, and science in Russia. I was responsible for digital promotion of the paid subscription for the English-language professional online publication on US-Russia relations — Russia Direct (B2B).- Digital marketing campaign management across paid and owned channels. I defined strategy, planned and set-up campaigns, measured the results, optimized, and delivered cost/performance reports to all stakeholders. Channels included: direct ad partnerships with Foreign Policy, The Economist, etc.; DoubleClick, Google AdWords Search/Display/Video; email marketing, including lead nurturing programs (MailChimp and Tinypass); social media marketing (Facebook, Twitter and LinkedIn organic and paid promotion). - Web and e-commerce analytics. I defined, monitored and analyzed financial and non-financial metrics/KPI’s daily, weekly and monthly; delivered comprehensive reports to all stakeholders. - Product marketing. I analyzed audience segmentation and developed value proposition for different types of customized products, i.e. packaged bundles, 6-month subscription, multi-user subscription for educational establishments and embassies etc.)- Cross-functional project management. I was responsible for communication with internal teams (Design, Multimedia, Editorial, Finance) as well as external stakeholders (ad partners, 3rd-party vendors, subcontractors) during implementation of a 'mild paywall' technical solution by Piano Inc. in 2015, and then another paywall and payment processing solution by Ubercart in 2016.Key achievements:- Raised brand awareness (355% traffic increase 2014-2016) and boosted lead generation (+14% monthly growth in 2015-2016). 
- Implemented a successful lead-nurturing strategy (email communications and retargeting) to reach a 9.3% increase in conversion/signup rate in 2016.

Popsop was a bilingual (English and Russian) online media startup covering global brand communications and consumer trends. I was responsible for every aspect of digital growth: from cross-platform strategies and tactics to grow traffic and awareness to digital analytics, monetization strategies, business development and editorial management. - Digital analytics and growth strategies. I developed and implemented strategies spanning owned, earned and paid media to improve site's digital performance towards core KPIs: new traffic (GA Users), % of returning visitors, reader engagement (GA page views), and conversions (newsletter subscriptions).- Content marketing, social media marketing and email marketing. I initiated and implemented content projects aimed to establish brand awareness among the brand and design community (Sensei Brand Award 2011); I was responsible for organic and paid social media outreach; I created content for weekly newsletters and analyzed feedback reports (Mailchimp).- Editorial management, writing and editing. I wrote over 500 news and feature articles, interviews and analysis (my author profile: http://popsop.com/author/ekaterina-belan).- Campaign management. I organized a series of professional trainings called Popsop Practicum for the marketing and design professionals in Moscow.Key achievements:- Within 4 years from startup (2009-2013), my team and I managed to establish Popsop as an internationally recognized B2B online publication for the branding and marketing professionals with 200K+ readers and 74 international columnists on board. - Initiated and launched a one-of-a-kind ranking/award project to celebrate brands for their mentorship — Sensei Brand Award. Engaged 23 international judges and 10 global brands.- Organized and held the Popsop Practicum training event in Moscow. Results: 3 international speakers, 16 established media partnerships, 42 paid delegates

BQB is a boutique marketing and advertising agency based in Moscow.- Journalism and content marketing: I wrote and edited news, features, interviews, press releases, as well as website copy and newsletter copy in English and Russian.- Media relations with target Russian and international business publications.