Kalinka Group

Kalinka Ecosystem is a top real estate company working across MENA, Turkiye, Russia and CIS with luxury segment. Total deals revenue is more than USD 2bln. 

In this role I'm focused on developing global marketing, PR, brand strategy and tactics with 360 degrees and result-oriented approach. 

∙ Restructured marketing function and implemented new KPI system for every business unit to enhance efficiency and increase leads generation by more than 30% 
∙ Optimized digital marketing channels using A/B tests to increase direct traffic and decrease CPL by more than 50% in Turkiye, 10% in the UAE and 8% in Russia and CIS
∙ Relaunched offline and online events strategy and planning to increase conversion to deal from every event by 2 times
∙ Optimized marketing budget and media planning which allowed to reach positive ROMI

Chief Marketing Officer

АО "​ЭР-Телеком Холдинг"​

ER-Telecom is a second fixed-line private telecom company in Russia, operating in 52 cities with 4,5M subscribers and over USD 735M annual revenue.
 
In this role, I was focused on creating and implementing product marketing strategy, developing product positioning, and improving sales and marketing efficiency for home internet, TV and Wi-Fi.

∙Developed and executed an integrated product marketing communications strategy to build awareness and generate demand which increased sales of new ultrafast internet subscription plans by 19% in 4 months
∙Researched market trends, brand’s audiences and competitors, and optimized customer funnel which increased online conversion rate by 3% and reduced cost per lead (CPL) by 21% 
∙Built a cross-functional team of 14 marketing managers, SEO specialists, designers, copywriters, PR managers, and CRM specialists and implemented marketing KPIs and team processes
∙Conducted customer research interviews, and redefined key product value proposition & messages that increased brand awareness by 2% in 6 months

Head of Product Marketing

Делисервис. Обслуживание автопарка

Deliservice was an early-stage startup in Moscow that helped people to get on-demand car service & maintenance via a mobile app. Shut down due to lack of funding.

As the marketing consultant and then the 1st marketing hire, I owned the entire growth marketing function to ensure brand awareness and business growth.

∙Built marketing function from scratch and managed 2 specialists in-house and 5 on the agency side with centralized OKRs 
∙Optimized growth channels using A/B tests, and analyzed all aspects of the product conversion funnel to increase traffic and active users by more than 50% MoM
∙Identified key segments and managed performance campaigns to raise Average Order Value by 20% 
∙Partnered with Tinkoff Bank, the largest neobank in Russia, to integrate Deliservice services via API and acquire bank’s users, also started a joint cashback offer for Tinkoff’s clients to increase user base by 7% 
∙Started a unique offer with Lukoil, the largest gas station operator in Russia; acquired 3% of their loyalty program user base in just 2 months post offer launch

ПАО "Ростелеком"​

Rostelecom is the largest state-owned digital services provider in Russia with over 11M Internet subscribers, 11M TV & OTT users, 130K employees with over USD 8,9 bln annual revenue.

In this role, I was responsible for improving brand awareness, performance, and customer support metrics across digital channels for all B2B & B2C products. I was focused on flagship OTT service Wink, Internet and TV, EdTech platform, Smart home solutions, Gaming subscription plans, Wi-Fi equipment, and enterprise products including cloud call centers, CRM, and video control systems.

∙Hired and led the in-house digital marketing team from 1 to 8 people, including digital & performance marketing managers, content managers, and customer care specialists, also creative producers, designers, and copywriters.
∙Hired 2 agencies to support with digital media planning and special creative projects.
∙Helped launch Wink (OTT App) in 2018; During 2019 optimized CPI by 60%, and increased DAU by 20%, achieving 1M in subscribers within 1 year of launch
∙Reshaped KPIs and training programs for 90+ customer care specialists in digital channels (social media, messengers, and web chat), thus reducing average response time by 3X (from 2,5 hours to 40 minutes)

Digital Marketing Director

Beeline Russia

Beeline is the third-largest private mobile company in Russia, a part of VEON group with 220M customers around the globe and more than USD 2bln annual revenue, Beeline counts over 48M subscribers and near USD 1B in Russia.

Promoted to handle Digital Marketing for mobile subscription plans, home internet and TV, OTT, Fintech solutions within Beeline to improve brand’s digital awareness, enhance customer experience in digital channels and improve operational efficiency of the division. 

∙Built an efficient in-house digital marketing team of 8 professionals, saving 30% of the yearly department budget
∙Optimized business processes,  which allowed to reduce the time of creative production and launch of media campaigns by 3X

Head Of Digital Marketing

I was in charge of go-to-market strategies developing for digital (self-service App), fintech (mobile payments and virtual cards), OTT (Beeline TV) products to grow user base and increase DAU and MAU.

∙Launched a new product – Veon SuperApp (combining messenger, self-service, payments, OTT and content, and partners’ offers in one app)
∙Increased VEON’s DAU by more than 83%, as well as App installs by 300K users in 3 months

Senior Digital Marketing Manager

ABBYY

Abbyy is an international AI software company that helps 5000+ b2b clients in 15 countries to improve their operations with Intelligent Document Processing (IDP) and OCR.
 
In this role, I was responsible for developing and executing marketing communication strategies to increase brand and product awareness and increase the number of new customers in Russia and Australia.

Marketing Communications Manager

PRP - A Weber Shandwick Affiliate Company

PRP is a part of Weber Shandwick global communications agency serving tier-1 tech, FMCG, and enterprise clients.

In this role, I was a member of an executive team responsible for developing and executing a marketing communication strategy to support Microsoft products in Russia and CIS.

Marketing Communications Executive

Intel Corporation

Intel is the largest hardware and software company with more than 130 000 employees and $77,9bln annual revenue.

In this role, I was responsible for supporting external marketing activities and internal communications in Russia & CIS.

Corporate Communications Specialist

I’m a marketing manager with 11+ years of experience in real estate, telecommunications and tech startups in MENA, Russia, CIS and Türkiye. Throughout my career, I’ve created and executed dozens of go-to-market strategies, managed and delivered hundreds of online campaigns and creative digital projects, and managed marketing budgets from USD850K to USD10M. I've also built and led high-performing in-house and agency marketing teams.

My key strengths include Go-to-market strategy, Growth marketing, Digital marketing, Marketing analytics, Building and leading high-performing marketing teams, project management and Translation of market research into product requirements. 

Tools: Google Analytics, Google Ads, Google Data Studio, Google Firebase, AppsFlyer, Tableau, CRM, Google Search Console, Facebook Ads Manager, Mailchimp, Salesforce, Jira, Airtable, Figma, Trello, Asana, Similarweb.

Please feel free to reach out if you think we could be a good match.

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