Dmitry Melnikov Email & Phone Number

Alice and Smart Devices

Moscow, Russia

- Elaboration of new department organizational structure, setup of marketing functions and processes, team hiring, with a strong focus on retail business growth, new client acquisitions, analytics on ROI and Brand Health Metrics;- Development and implementation of marketing strategy including segmentation\identifying priority market segments, renewed brand positioning and brand assets in line with new retail strategy and new targets;- Initiation and implementation of Data-Driven marketing approach for clients` acquisition and brand presence among all customer-related touch points (offline and online) with new marketing analytics unit.Achievements: - Development, launching and managing up to 10 national Ad Campaigns for key products, measured in terms of performance and ROI metrics;- TOP 1 in growth rate of brand and ad awareness’s with the lowest investments in the category among TOP 15 Russian banks in 2019-2021;- Up to 48% growth of ad awareness, X2 growth of brand buzz\positive perception (2020 vs 2019);- Over 300K new clients acquisition per year via marketing channels (2020-2019), up to 54% growth of all leads in all touch points;- X6 digital sales growth with over 40% of organic traffic;- Over 156% growth of cash loans portfolio (first priority in products line, key product on new clients` acquisition), TOP 2 among TOP 10 Russian banks in incrementation of cash loans portfolio in 2021.

Moscow, Russian Federation

- Full circle of marketing support for brand and business units in keeping with business goals - Retail, SMB, Corporate, Investment Businesses;- Development and implementation of marketing strategy, annual media and budget planning, post controlling with focus on marketing metrics and clients`s acquisition;- New retail and digital products` development and launches, optimization of product portfolio, based on consumer insights in line with Product Development Department;- Supervising Group subsidiaries activities across global marketing and media planning.Achievements: - Development and launching up to 15 national and up to 10 regional Ad Campaigns with strong focus on brand metrics and business goals and in line with ROI targets; - Media procurement efficiency increased by 17% (2017-2018) due to consolidate of media and budget planning with Group subsidiaries;- Up to 14% growth of brand awareness (15% vs 29%), moved from TOP 15 to TOP 9 in the Russian banks brand awareness ranking (2014-2018);- More than 22% growth in Brand Value (2018 vs 2017), the Brand Finance ranking Russia’s top 50 most valuable brands with valuation RUR 16,5 billion in 2018.

Moscow, Russian Federation

- Development and execution of company’s regional channel marketing plan for partners in cooperation with channel sales management team;- Channel marketing budget managing, co-op funds and expenses in line with business priorities & direction;- Lead new product launches in channel, including regional communication strategy, marketing tools and related activities;- Managing and development relationships with channel partners in Russia & CIS including distributors and resellers;- Progress analyzing and reporting in accordance with campaign’s goals, reporting on ROI.Key projects: launch of renewed products EMC VNX and VNXe, EMC Forum Russia and EMC Forum CIS with the largest number of sponsors involved.

Moscow, Russian Federation

Brand Manager, Business Partner- Updating brand assets including the development and implementation at all levels;- Development and execution of company’s federal marketing activities and branding campaigns;- Close cooperation with key members of top-management team to determine marketing strategy;- Marketing support of all company’s departments;- Responsibility for corporate marketing, all brand communications and correspondence regarding positioning and philosophy;- Organization of business processes (within business partnership), planning and resource management – PR, SMM, AD, Event, Web, Creative, Production, Design.

Moscow, Russian Federation

Development and implementation of marketing projects on launching new products and services of the company (Russia).- Creation and implementation of go-to-market strategy and promotion programs for new products and services;- Positioning, packaging, UX\UI development for new devices;- Budgeting and coordination of all departments involved in projects.Key projects: launch of new devices: Yota One, Yota Many, QDL mobile router, Gemtek CPE.

Moscow, Russian Federation

Development and execution of all event projects of the company: press conferences, exhibitions, product launches, BTL projects, sponsorship projects (Moscow, St. Petersburg).- Annual plan development for all event projects;- Effective estimation and management of project budgeting;- Coordination of all departments involved in projects;- Searching, interaction and coordination of contractors.Key projects: first launch of the company, Yota Test program, launch of the first laptop with integrated WiMAX module (in cooperation with Samsung and Intel), marketing launch of new cities.

Moscow, Russian Federation

- Organizational and operational management of PR and Event projects (information, event activities);- Negotiation with agencies’ clients, creation of business proposals, preparation and carrying out of presentations;- Budgeting and distribution of human and time resources within the projects;- Brief preparation for contractors;- Goal setting, coordination and control over contractors’ activity;- Cooperation with legal and financial departments;- Cost-effectiveness analysis, reporting on project’s results.