I am responsible for generation of hypotheses to increase conversions from stores and on paywalls in kid's mobile educational apps.Key duties:- Find points of growth and generate hypotheses (analyze data, conduct competitors analysis and user interviews to find ideas)- Perform A/B tests: design, conduct and prepare reports showcasing results- Monitored market trends and competitor strategies continuously- Developed a knowledge management system to support data-driven decision making- Partnered with cross-functional teams to implement growth strategies

- 2 years of work in a mobile games studio, where I combined the tasks of product owner and marketing mmanager: growth of retention, number of viewed ads, time in the game, number of games per player - growth of metrics up to 20%;- experience in ASO: semantic kernel development, development of visual creatives, A/B tests, conversion growth up to 15% and search position, worked in AsoDesk, AsoMobile;- experience in preparing creatives and launching purchases in Google Ads with the cost of installations less than predicted;- experience in calculating unit economics and user LTV for mobile games;- monetization: setting up advertising mediation, conducted more than 20 A/B tests, 7 successful ones with metrics growth from 3 to 10%;- analytics in firebase, devtodev, adjust, ironsource, applovin MAX, amplitude;- working in daily contact with development and design.

- main skill working with hypotheses: tested through a/b tests more than 30 hypotheses, 8 of them showed an increase in internal product metrics from 5 to 30% and arppu up to 8%;- communication throughout the CJM: from onboarding to reactivation, increasing return rates and user engagement with the product;- analytics: when developing hypotheses, I use data on user behavior in the service and experience from previous communications;- rfm-segmentation: reduced the service budget by 10%;- managing a cross-functional team: editors, designers, analysts, developers; over 2 years I launched 50 new emails and implemented more than 10 automated mechanics;- worked with a base of up to 1,000,000 in Mindbox: chain customization and layout of HTML, CSS emails with complex parameter schemes;- OR and CR of mass mailings 5-10% and 1.5-3%, highly segmented 15-40% and 10-30%;- research how the user uses the product to send only important communication, I conducted 12 CustDev interviews with users;- work in contact with the product manager to understand what value the product brings to the client;- developed the loyalty program "Uchi.gifts": implemented a referral program, closed the technical debt, reducing the number of appeals by 5 times, set up the process of ordering and issuing gifts remotely.

- creating a new email strategy;- setting up tasks for the development team, designers, authors;- setting up trigger mailings in Sendpulse;- testing hypotheses for base growth, OR, CTR;- HTML layout of individual emails.

- launching a series of marketing emails that brought in 40% and 25% of total sales;- setting up automatic welcome chains in Mailchimp for new and old subscribers so that different chains are set up when they reach the same audience from different subscription forms;- writing marketing letters announcing courses and conferences;- creating warming marketing leads.