Pavel Marchenko Email & Phone Number

Almaty, Kazakhstan

Yandex Plus is the leading subscription service in Russia and the CIS (40+ million users), unlocks a vast library of music and movies, exclusive events (including offline), and cashback with special offers across 20+ Yandex services like taxi, food delivery, banking, and online shopping.Within the Engagement division, I led a mobile game (Plus City, match-3) to drive user engagement with Yandex services. I used game mechanics aligned with specific service goals (new users, purchases)… Show more Yandex Plus is the leading subscription service in Russia and the CIS (40+ million users), unlocks a vast library of music and movies, exclusive events (including offline), and cashback with special offers across 20+ Yandex services like taxi, food delivery, banking, and online shopping.Within the Engagement division, I led a mobile game (Plus City, match-3) to drive user engagement with Yandex services. I used game mechanics aligned with specific service goals (new users, purchases) for each integrated product (taxi, food delivery, etc.). Key metrics of the game: WAU, RRw1/m1Key Achievements:- Architected a comprehensive product strategy, aligning it with Yandex services' engagement goals- Conducted large-scale user research (data & UX) to segment players and design targeted engagement and communication tools tailored to each segment- Successfully executed plans for Yandex services, achieving all set objectives (NDA metrics, can discuss at the interview)- Attracted two new services to the game- Launched a new mini-game- Launched and held 3 marketing events- Launched a version of the game in Kazakhstan, set up the economy for this version- Built the work process with features from idea to release, set up research processes and repetitive processes- Collected PoorTouch and ReachTouch segments of mobile game players for the Russian market Show less

Стамбул, Турция

Yandex, a global tech leader (NASDAQ: YNDX) with 34 offices worldwide, delivers innovative products and services powered by machine learning, including a market-leading search engine, taxi, navigation, funtech, foodtech and a suite of mobile apps used by millions.I led user acquisition & growth initiatives for Yandex Travel, a leading meta-search platform (like Booking.com) for hotels, tours, flights, trains, and buses. I focused on IT marketing strategies like affiliate programs and… Show more Yandex, a global tech leader (NASDAQ: YNDX) with 34 offices worldwide, delivers innovative products and services powered by machine learning, including a market-leading search engine, taxi, navigation, funtech, foodtech and a suite of mobile apps used by millions.I led user acquisition & growth initiatives for Yandex Travel, a leading meta-search platform (like Booking.com) for hotels, tours, flights, trains, and buses. I focused on IT marketing strategies like affiliate programs and cross-marketing projects to drive hotel bookings.Key Achievements:- Launched high-performing affiliate program in 4 months (10% traffic surge, high CR)- Integrated the Yandex Plus loyalty program- Boosting booking CR by 15-25% (seasonal)- Increasing the subscriber base by 10x- Assessed the development of a white-label solution (had assembled a new development team)- Compiled a dashboard for assessing the travel market in Russia (based on Yandex data)- Developed and launched a certificate program in 1 month- Led IT integration across CRM, performance marketing & social marketing teams, fostering seamless data flow & collaboration- Predicting ML model for ticket purchases and hotel bookingsLeadership:- Managed 7-member team (engineers, designers, QAs)- Oversaw hiring, Scrum implementation, and networking- Directed task flow and inter-team coordination- Сollaborating closely with 10+ cross-functional teams Show less

Москва, Москва, Россия

Ozon, a major multi-category e-commerce platform in Russia akin to Amazon or AliExpress, recorded 950 million orders in 2023, with a remarkable year-over-year growth doubling over the past 5 years.I have launched from scratch and developed two fintech & loyalty products: Ozon.Card (white label card with cash back for 10+ million items), and Ozon.Account (a tariff-based wallet). Alongside internal services and CRM solutions.Key Achievements:Ozon.Card - Collaborated with… Show more Ozon, a major multi-category e-commerce platform in Russia akin to Amazon or AliExpress, recorded 950 million orders in 2023, with a remarkable year-over-year growth doubling over the past 5 years.I have launched from scratch and developed two fintech & loyalty products: Ozon.Card (white label card with cash back for 10+ million items), and Ozon.Account (a tariff-based wallet). Alongside internal services and CRM solutions.Key Achievements:Ozon.Card - Collaborated with 25+ teams for the launch- Garnered 1M+ active users in 1.5 years- +25% GMV from the cardholders. GMV increases after issue card - Initiated a large external Loyalty Program (20% purchases outside the marketplace)- Implemented CRM for card registration & delivery tracking- Developed secure personal data storage (compliant with Russian legislation)- Created a unique model of the cash-back economy- Leaded user researchOzon.Account - Launched MVP in 3 months (exceeded expectations by 100%+)- Account balances exceeded 1 billion rubles (~ $12 mln)- Over 50% of company orders are paid via Ozon.AccountLeadership:- Oversaw recruitment of 20 FTEs for product and support teams- Conducted talent acquisition and termination processes- Built a high-quality process to work with featuring (DoR, DoD, burnout, TTM)- Facilitated Scrum ceremonies and team networking- Executed Individual Development Plans (IDPs) for team members- Managed stakeholder relations and cross-functional collaboration with 25+ teams Show less

Moscow, Moscow City, Russia

Sovcombank, a top 10 bank in Russia, launched the country's first BNPL product - the Halva card. In 2017 acquired Ubank where I worked before. Led the development and launch of the Halva card, managing backend, middle-end, mobile apps (iOS & Android), website, and partnership ecosystems. Achieved 2 million active users, facilitated a daily turnover exceeding $1 million, and integrated 140,000 partner stores into our loyalty system within the first year.Key Achievements:-… Show more Sovcombank, a top 10 bank in Russia, launched the country's first BNPL product - the Halva card. In 2017 acquired Ubank where I worked before. Led the development and launch of the Halva card, managing backend, middle-end, mobile apps (iOS & Android), website, and partnership ecosystems. Achieved 2 million active users, facilitated a daily turnover exceeding $1 million, and integrated 140,000 partner stores into our loyalty system within the first year.Key Achievements:- Released the first version of the iOS and Android applications in three months- WAU 600+ k- Increased CR in the cards form by 30%- Appstore ratings - 4,9. Google Play ratings - 4,7- Launched additional products on the card: credit, an extension of installments, insurance, etc- Conducted a global redesign, made a unified design of all banking productsLeadership:- Increased the team from 20 to 40+ people- Assembled a team of product managers, - Leaded 7 teams- Synchronized all commands, managed a common backlog and prioritization Show less

At Wonderful Lab, a consulting firm specializing in marketing, strategy sessions, UX, education, and G2C initiatives. I managed a diverse portfolio of projects and initiatives:Market Entry & Digital Revamp:- Led Tele2's (a major mobile operator) Moscow market entry strategy and digital transformation- Revamped core products for enhanced competitiveness- Improved mobile operator switching process and established new customer help center- Conducted 10+ idea… Show more At Wonderful Lab, a consulting firm specializing in marketing, strategy sessions, UX, education, and G2C initiatives. I managed a diverse portfolio of projects and initiatives:Market Entry & Digital Revamp:- Led Tele2's (a major mobile operator) Moscow market entry strategy and digital transformation- Revamped core products for enhanced competitiveness- Improved mobile operator switching process and established new customer help center- Conducted 10+ idea generation and digital process sessions with Tele2 internal teamsTourism Research & App Enhancement:- Conducted extensive global tourism research for the Moscow Tourism Department- Managed 120 interviews and usability tests, creating comprehensive CJMs and persona models in 6 months- Created mobile app design, style guides, and tourism environment enhancement recommendationsCancer Insurance Strategy & Development:- Managed custom research and strategy sessions for cancer insurance products at Allianz (an international insurance company)- Guided four iterations of research and strategy sessions- Conceptualized product visions and created prototypes of mobile application screensDesign Thinking Camp Organization:- Organized the Design Thinking Camp, the first global event on design thinking in Russia in 2017- Oversaw the event logistics and content, attracting over 400 attendees- Curated lectures and workshops led by renowned national and foreign speakers (e.g., Oliver Kempkens, Kate Schimmel, Hannes Chopra)I Helped in other projects, was a lecturer in several seminars, workshops, and educated courses. Show less

Москва, Россия

Ubank is a mobile application for payments. 15 mln+ Android & iOS installations. Clients can pay bills, services, restaurants and make p2p transfers. I came to the position of a business analyst. One year later, I became a product manager and started to be responsible for developing the mobile application. Product changed the financial model twice, started co-branded cards, then became a financial services marketplace. In 2017, Sovcombank acquired Ubank

Design Thinking & Management

Specialist It / Engineer It, Corporate Information Systems, A (5)

Graduated with honors

Increase Qualification, Engineering Of Information Systems, A (5)

Engineer / Technician, Applied Informatics In Economics, А (5)