Social Intelligence and Analytics

I have built a social media listening (SML) practice from scratch and now supervising 3 teams (20+ employees) IT team, Data science team, SML analytics team.I've implemented SML analytics across all marketing processes at Sber (trend watching, campaign evaluation, product launches, products/services improvements).

I did lectures, seminars and learning curriculum on 3 courses:- Methodology of marketing research - Social media data analytics - Digital celebrities

As a social media exchange (SMX) practice lead, I was responsible for two branches of business: market research online communities, and social media listening. I set up an SMX team from scratch (from being only one person responsible for the practice till five researchers before the quit).Key achievements- х3.5 times annual turnover growth from 2016 to 2018 for SMX team.- An employee of the year award (2016).- Supported global Ipsos SML and online community platforms on Russian market –guidelines for platforms usage, client’s use cases, platforms testing, requirements for improvements and new features.- Developed, realized and coordinated several full-cycle complex and cross-country research projects (Russia, Poland, Turkey, UK, France, Germany, Italy etc.) Key clients were PepsiCo, Colgate, Philip Morris, JTI, Pernod Rickard, Sanofi, Ferrero, etc.

Superjob is a job board with 10 mn MAU works in Russia and CIS countries.As a head of research and analytics department, I was responsible for the team of 3 researchers and 3 analysts, and maintained internal and external analytical processes.Key achievements - Complete rearrangement of an internal research and analytical projects to support marketing decisions (vacancies and resumes regular statistics, regular traffic analysis, mobile application and web UX tests, lapsed subscribers’ analysis, applicant’s segmentation, satisfaction surveys (NPS), advertising tests).- Recommendations and new features testing for the main website / mobile app, as well as development of an online polls tool together with product and marketing team. - Development and promotion of commercial and public analytical products (employer brand, HR-benchmarks, salary survey, HR- health index, labour attractiveness rating).- Presentation and moderation in more than 50 events, organizing the content part of three own HR-conferences.- More than 250 comments in the media about labour market in Russia (150+ radio; 40+ TV comments). The level of Superjob citation in federal mass media increased on 10% per year.

- Working together with small team (2 analysts and a group of freelancers) I developed and launched several analytical products for different business goals (marketing, PR, HR, market research) based on the social media listening platform.- Despite a strong competition on a market and low platform maturity I succeeded in attracting several huge contracts with clients from retail, IT, media and HoReCa segments.- As a product manager I worked together with developers on improvements of a social media listening platform and a web-site.

- Relaunch (from data collection methodology to final report template) and supervising the ongoing tracking of new subscribers in 5 CIS countries - Armenia, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan. - Ongoing organization and control of tracking and ad-hoc research projects (segmentation, U&A, conjoint, product test) in CIS countries, support research groups in CIS countries (market research briefs, procurement, research quality control, business implementation of research results, internal education and knowledge sharing). - Development and implementation of new research methodologies (marketing/ advertising campaign post-analysis, purchase journey).

- Developed a line of revenue-producing research products ("Internet in Russia," "Internet in Regions," "E-Commerce,") and public research materials. Attracted new clients from the Internet and telecom business: (Yandex, VK, Ozon, Mastercard, MTS, Beeline)- Developed a new methodological approach for online focus groups / online research communities, which formed the basis of my PhD dissertation.- Made a full cycle research process from briefs to reports (mass polls, hall-tests, FGI, IDI).

As a project assistant at marketing research department, I made quantitative (mass polls, hall-tests) and qualitative (in- depth interviews, focus groups) research projects (questionnaires, FGI guides, data processing, analytical reports, and presentations).