Emilia Korczynska

Userpilot

VP of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Head Of Marketing

Managing content operations for a fast-growing B2B SaaS company - Product Experimentation and Marketing Tool for Product Teams: 
- Content planning, SOP development, SEO keyword research and topic ideation 
- Content editing and creation (blogs, website copy, social media content, ebooks, landing pages) 
- Community building (esp. Facebook - growing Product Growth & Retention Group, and LinkedIn) 
- Partnership management (guest posting, co-promotion)
- Writing weekly newsletters and developing email marketing workflows
- Organizing Product Drive - an annual online conference for Product People  (first edition: 2200+ participants)
- Data Analysis and Reporting (Google Analytics)

Marketing Manager

Wisemont Language Services

Boutique language agency helping SMEs sell more through great content on international markets

- Content marketing: translating, localisation and copywriting of SEO blog content, articles, website copy, newsletters etc. 
- International Social Media management 

Responsibilities:
- Developing and marketing new service packages and new in-formation products 
- Supervising development of content marketing strategies and SEO content for our clients that bring results – e.g.  ranking on 1st page in Google for competitive keywords, growing Twitter following to 3500 in 4 months

Owner

Postfity.com

- Helping more startups and small businesses hear about the most affordable social media scheduler designed specially for SMBs through: 
- creating a documented content marketing strategy, planning paid and organic marketing activities (content resharing, social media listening using Brand24, email marketing), setting and monitoring KPIs, measuring results using Google Analytics and Social Media Insights 
- hiring and managing marketing professionals: Social Media Managers, Copywriters, Facebook Ads Specialists, Google Ads Experts, Graphic Designers
- setting up and optimising email marketing drip campaigns
- doing Competition and Keyword Research, optimising blog content for search engines, creating new blog content optimised for low-difficulty keywords
- A/B testing Facebook ad campaigns
-  managing the marketing budget

Marketing Strategist

Find in China

Find in China is an online directory of local services, venues and events on a map in English designed for the expat population in China. Together with other local websites for expats we are creating the largest database of information and socialising opportunities for foreigners in China, as well as  a nationwide discount card. [Acquired October 2018] 
Responsibilities:
- Designing a web-app - map-based directory of venues, ser-vices and events in China
- Front-end project management – liaising with the front-end developer to produce the desired results in terms of design, functionality and user-experience, and with the back-end pro-ject manager 
- Business development and general management -  searching for joint ventures and collaborations to grow our database of point of sales and events quickly (we launched with over 1000 POSs across China), social media marketing

Co-Founder and CEO

Birmingham City University

Leading an in-country presessional course for students of Nanjing University of Science and Technology 
Teaching Academic Study Skills

ICP Visiting Lecturer

Swansea University

Teaching (Polish) Translation and Interpreting MA students:
- Module: Advanced Translation) 
- Module: Public Service Interpreting: Local Government Option
Supervision: Translator's Tools 
Material, test and examinations development

Part-time Translation and Interpreting Tutor

Runner's Delight

Runner's Delight was an innovative brand of functional porridge designed especially for runners. 
Responsibilities: 
- Designing and launching a sports nutrition product for runners
- Assisting in branding, social media and influencer marketing

Co-Founder and product manager

PayPal

EMEA Collections Specialist

Stream Universe TV

- managing relations with contributors: 
- contacting influential bloggers attracting large numbers of followers with commissions for film / TV series reviews and content writing;
- providing writers with updates on new releases, writing opportunities, etc.
- keeping  submission deadlines

Account Manager

The Cambridge Student

- writing a weekly series of satirical columns

Columnist

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


Towards the end of 2024, all marketers were raving about ‘Inbound-led outbound’ - imho, by the end of 2025 we will all be doing the opposite - “outbound-led inbound”. Let me explain. 

Inbound-led outbound is based on the premise that it’s easier to reach out to “warm leads” (or whole accounts) that have already visited your website/ are familiar with your brand. The problem with this approach is that you’re still playing the defence then - waiting for the right-fit lead to float into your catchment area. They might - or they may not. The B2B SaaS equivalent of trawling - not very secure and with some bad environmental impacts.

Meanwhile, midmarket-to-enterprise marketing calls for focusing on the *right* fit accounts upfront - the prize is higher, but since the sales cycles are longer accordingly - we have to *act now* to see the impact of our actions in Q4. There’s no time to waste. This is spearfishing. 

But we all know just reaching out to selected accounts which are not currently in the market for your solution, trying to “nurture them” into feeling like they have the problem you are solving - is extremely hard, expensive, and rarely works.  

Enter: outbound-led-inbound. 

You still cast a wide net with content, as you would with inbound-led-outbound, but you target a very specific set of accounts or even specific personas with contact list. The biggest outlays happen at this stage. 

You target them with smorgasbord of content, grouped into different intent buckets, delivered via paid social (as you know, LinkedIn is my favourite channel for them). 

Then - you see which accounts engaged with which “intent bucket” (based on LinkedIn engagement deanonymization tools, e.g. ZenABM and website deanonymisation tools like RB2B or Leadfeeder) and double down on that. 

You keep targeting them only with content they are interested in, that is progressively more and more bottom of the funnel. 

And then a lot of them just convert themselves directly through “inbound”, without any BDR involvement needed.

VP of Marketing @Userpilot. Author @ Product Rantz.

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