- B2B Marketing strategy: marketing funnels, multi-channel campaigns.
- EMEA expansion: regional points of growth and priorities, ROI analysis.

Senior marketing manager, EMEA

Kaplan International English

-	B2C & B2B Marketing strategy: marketing funnels, multi-channel campaigns, ROI analysis.
-	Budgeting: multi-market budgeting, financial reporting, buying cycles and seasonality analysis. 
-	People management: team management, stakeholder management, KPIs for external agencies.

International marketing manager and team leader

-	Performance media: PPC campaign launching and analysis in Social media and Google.
-	Influencer and affiliate marketing: research, planning and executing co-branded projects.
-	Offline marketing: local partnership development, events and fairs coordination.

Campaign and project manager: UK, Central and Eastern Europe

- SEO: content optimisation, keywords analysis, link-building.
- CRM: planning email communication with users for different regions, emails creation.
- Social media: community development, content strategy, launching new accounts.
- Conversion optimisation: landing pages creation, A/B testing, tracking.

Digital marketing manager: Russia & CIS markets

Careerjet

Organised B2B sales process from zero for Russian and CIS markets: conducted market research, formed client database, signed contracts with top 5 Russian job search websites.

Business developer, account manager

Tempero

Worked with Sony forum and Xbox (Microsoft) Facebook page: users’ engagement and page moderation.

Online community manager, engagement moderator

VocaLink

Conducted social media research for Vocalink Commercial marketing department: created B2B social media policy and guideline recommendations, results were fully adopted and included in Vocalink’s social media strategy.

Intern student (Commercial Marketing Department)

Helping companies to expand internationally | B2B & B2C marketing | MBA candidate at Warwick business school

Data-driven international marketing generalist with background in PR and 10+ years of experience of launching marketing campaigns for complex global B2B and B2C audiences. Skilled in translating business targets into marketing actions via multi-channel marketing strategies and execution of targeted integrated go-to-market campaigns. Track record of building and leading high performing teams to deliver both in house and via globally distributed agencies. 

Before joining GLG as an marketeer focusing on EMEA financial institutions, I’ve worked in Kaplan International Languages, the biggest international language teaching provider, managing activities in five regions and leading a team of 3 executives. Responsible for the definition of the marketing strategy and the marketing mix in my markets, as well as building bridges between international stakeholders and internal teams.

International Marketing Consulting | Information Services | Professional development | Education | EdTech | E-learning | Finance | Recruitment | Internet Publishing

So much of the B2B marketing vernacular is action-oriented, and not nearly enough about ease and availability.

Our dashboards and tactics are largely about getting our audience to take measurable actions - form fills, ad clicks, email opens, hitting score thresholds - but there is a lot of sound theory about why marketing growth really comes down to fostering availability. 

Two key forms, from the book "How Brands Grow" by Byron Sharp and supported by the Ehrenberg-Bass Institute, are Mental Availability and Physical Availability.

The simplest form of these ideas is "Easy to mind, and easy to find."

Mental Availability is on the extreme opposite end to some of the current demand generation mindsets. Rather than us trying to locate and convert audiences who are in-market, it's about ensuring that our brand is easy for them to think of during those in-market moments. 

It's about brand awareness, but a very thoughtful kind that goes beyond simple recognition and focuses on salience - being easy to mind when it matters.

Without having this in place, and a sizable portion of B2B doesn't, you're putting all of your effort into finding people who are near in-market and trying to convince them to add you to the list - which is a tremendously uphill battle.

The other side of availability is Physical Availability, which is ensuring that you're easy to buy when that moment comes. 

That ranges from crucial things like appropriate pricing and packaging, but also ease of evaluation - viewing or trying the product, learning the price, and a low friction sales process. 

As an industry, we are generally bad at both of these types of availability.

We underinvest in brand, place it in a siloed box, and even neglect it entirely. We create opaque websites that hide crucial information. We make buyers go through slow and difficult sales processes. 

In many ways we make ourselves as unavailable to our audience as possible, while ironically also being out chasing them with tech and tactics.

The martech industry continues with its arms race to build ways to find people who aren't looking to be found, and we lose more and more focus of the way to help people think of and find us on their timeline.

The solution isn't more sophisticated ways of finding people, it's about brand marketing.

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