They say B2B = boring2boring. I believe it’s wrong. I proved that B2B brand marketing can be as entertaining as a Nike ad.

I am a strategy leader with a focus on change. As a B2B Brand Marketing executive with over 15 years of experience leading global projects, I execute brand identity campaigns and promote product growth. I am a storyteller who aims to create bold work that strikes a chord with people and turns tech products into popular brands. I’m always driven by creativity but firmly rooted in strategy.

I have a unique experience working with hypergrowth companies, taking them to the next level and promoting tech products globally. I am especially strong in communicating complex, cutting-edge technologies (such as fintech and AI) to wider audiences using simple human insights.

Vast international experience: USA, Western Europe (UK, the Netherlands), Asia (China, Singapore).

My top collaborations:
•	Transformed brand identities for over 30 products across 15 categories in collaboration with top global communication giants, such as McCann, Leo Burnett, and Grey Group.
•	Synthesized marketing strategies for Mastercard, Microsoft, and Samsung.
•	Relaunched the Unlimint brand, introducing an innovative identity while executing the brand’s first global awareness campaign across eight markets (APAC, EMEA, LATAM, North America).
•	Launched Roundtrip, an online booking tool for business travel, including brand positioning, identity development, and video content creation.

Core skills:
•	Strategic thinking, ability to plan and execute marketing vision
•	Huge experience in the development of marketing campaigns from scratch/orchestrating brand launches
•	Strong experience managing company budgets and relationships with multiple suppliers (external creative agencies, production companies, etc.)
•	Experience in building in-house creative and production teams 
•	Proven ability to develop a creative and collaborative culture
•	Demonstrated success in a matrix organization by building and leveraging relationships across the company
•	The ability to attract, inspire, and nourish diverse talent
•	A strong storyteller and creative thinker
•	Highly skilled in consumer research, audience identification, segmentation studies, insights generation

More about me and my projects: http://sergeydenisov.tilda.ws

In my everyday life, outside of my professional career, I'm an avid movie enthusiast, a dedicated follower of MUBI and Netflix, and a music lover who enjoys walking with my  AirPods.

Sergey Denisov

Pricing Stratz

1. SaaS (US): Optimized packaging for a recruitment SaaS to increase attach rates of optional modules, developed a price calculator which outputs personalized prices based on 6 key value metrics, monetized user seats (high-valued) and supported building a CPQ app resulting into >40% increase in average deal size between 2021 and 2022 (Methodology used: Predictive modelling of historical data, MaxDiff Analysis and Menu-Based Conjoint)

2. SaaS (Spain): Recommended 3 service packages and prices to a Payroll SaaS provider using Conjoint Analysis that would increase their contribution margin by 30%

3. SaaS (US): Developed a new optimised pricing and packaging structure for a player in unified communication space which was in the process of merging 5 products into a single platform

4. Pharmaceuticals (France): Conducted global price increase diagnostic across more than 200 products and identified sales increase opportunity of 9,6M€ per year

5. Consumer Products (UK): Segmented beer consumers, defined target segments and developed a new beer concept for the target segments using Choice-Based CONJOINT analysis

6. Consumer Products (France): Optimized product features (attributes) and conducted value-based pricing across 8 categories of frozen pastries, pies and appetizers for retailers and distributors for food services companies

7. Automotive (UK, Italy & Germany): Formulated launch strategy for a Crossover and a SUV via: (i) Competitive benchmarking of prototypes against competitions (ii) Product positioning analysis (iii) Price optimization

8. Automotive (UK & Germany): Evaluated tradeoffs among Price, Electric Mileage, Design and Acceleration of an electric car using Adaptive Choice-Based CONJOINT analysis to maximize revenue (pricing validated by Van Westendorp PSM)

9. Automotive (UK & Denmark): Defined a SUV concept by evaluating customer preferences among 4 car silhouettes and validating brand image alignment via positioning mapping (Correspondence Analysis)

Independent Consultant in Pricing (Monetisation) Strategy

Schlumberger

1. Advised Global Operation Manager of Mud Logging to drive performance in 90 countries
2. Collaborated with 5 managers to analyze key aspects of operations and service quality
3. Boosted no. of high satisfaction (client) jobs by 20%, and lowered hazardous events by 67%

Operational Excellence and Client Experience Analyst

Absolutdata Analytics

1. Reversed a 40% dip in transaction volume for a coin-to-cash conversion firm in Canada
2. Advised loyalty drivers to a software company and retained the client for quarterly study
3. Developed a framework to identify Key Value Items to enable aggressive pricing strategy
4. Collaborated with Vice President to develop BI function and acquired 3 clients

Business Analyst

1. Collaborated with a global team of engineers from 5 nations to deliver oil field services to a global leader in oil & gas sector

Summer Intern

I am a pricing/monetisation consultant. I have supported more than 50 businesses build and execute value-based pricing strategy across software/tech (B2B & B2C), consumer goods, pharmaceuticals and automotive sectors.

I adopt Design-to-Value approach to design products, differentiate package/product tiers and optimise prices based on value. For each business context a custom approach is tailored by cumulating holistic sources of competitive, customer and cost (efforts/investments) intelligence. I leverage the entire range of pricing tools, including machine learning, survey-based tools like conjoint analysis and economic value calculations to derive pragmatic value-based pricing strategies that deliver predictable impacts on volume, sales, and/or margin.

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Sergey Denisov

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