Enriched Insights

Chief Analytics & Insights Officer

Recruited to Global Senior Leadership to transform Measurement & Insights function to drive business decision-making. 

• Established team transformation strategy with clear vision, identity, operational model, and measurement framework across all communication channels. Increased team efficiency by 4.5 times in terms of speed and number of delivered projects with implementation of defined roles & responsibilities, competency cards and career progression paths for 18 team members. Addressed the most critical missing capabilities with bespoke trainings (e.g. data visualization, stakeholder management, research learning agendas). 

• Enabled marketing plans for 16 top priority campaigns with actionable recommendations for effective marketing mix with potential to improve campaign ROI by up to 30%. Initiated development of the first global toolkit with creative best practices to connect brand gaps with specific creative tactics based on campaign performance data from media agencies, first party Adobe Analytics data and ad-hoc research. 

• Empowered global digital strategy with specific recommendations on ey.com customer journey optimization, enhancement of ‘global – local’ content strategy and templates for article pages with potential to increase the site conversions by 2.5x times. Created benchmarking dashboard for article page performance from scratch that provides guidance on potential of the content optimization and enables increase of campaign lead generation by 80%.

Global Chief Analytics & Insights Officer – Brand, Marketing & Communications 

Chief

Chief is a private network designed for the most powerful women in executive leadership to strengthen their leadership, magnify their influence, and pave the way to bring others with them.

I created and hosted a series of impactful virtual and in-person events, including:
Chief Book Club, where we discussed such books as 'Crucial Conversations', 'Dare to Lead'

Roundtable discussion 'How to build a successful Analytics & Insights strategy' with 250 participants

Founding Member

TikTok

Recruited to Europe Senior Leadership Team and established the function with 15 team members from scratch. 

• Built, led, and developed a high performing team responsible for all audience and advertiser research & insights in Europe. Established team structure, individual career development & pathing, ways of working, team identity & values, key stakeholders mapping and highly collaborative team culture. Provided high class coaching & ad-hoc trainings that enabled the team to be fully accountable for research methodologies, outputs and driving business impact. 

• Developed and delivered research & analytics long-term strategy, vision, and plans for European advertiser solutions organization ($5.5M research budget, largest at TikTok). Promoted data-driven organizational culture, ensuring presence of team members in leadership meetings, implementing ad-hoc analytical & research toolkits (e.g. vertical insights dashboard, research claims database, consumer empathy), training programmes and organizational deployments with 1000+ participants. Improved efficiency of data & research requests management by 3x times in terms of speed and impact. 

• Unlocked budgets and secured global partnership deals for ~$1.5bln with WPP, P&G, L'Oreal, Disney, Samsung, Publicis Groupe, and IPG via bespoke research offerings. Delivered 10 thought leadership projects (e.g. Community Commerce with WARC and Publicis Groupe with ~100M article views; Authenticity, Happiness and Joy with ~23M article & sizzle reel views) and 50+ research projects. Enabled & amplified ~100 business narratives, which were presented at the biggest industry and TikTok-specific events (e.g. AdWeek, Cannes, DMEXCO). 

• Built strong expert voice in the industry, being a co-chair at ARF Cognition Council, active member of IAB EU research committee and judge of annual research awards, delivering key-note presentations at leading industry events and being recognized by MRS 'Research Hero' Award.

Head of EU Research & Insights, Marketing Science 

Built expertise in consumer decision-making in Digital & e-commerce – realized PhD project from scratch at WARWICK BUSINESS SCHOOL & UNIVERSITY COLLEGE LONDON, raised £200K funding, provided product recommendations to the Leadership Team at PINTEREST with the potential to increase e-commerce conversion by 40%.   

Created an offer for start-up acceleration – developed an agile toolkit on how to address business challenges with consumer research that enabled 4x growth in site conversion in one month, won ESOMAR Award for outstanding contributions to a start-up, granted Mentor positions at TECHSTARS and STARTUPBOOTCAMP accelerators. 

Established an expert Insights brand. Published 47 posts on various Insights domains that received appreciation from the industry leaders. The biggest business cases were shared in the iconic Marketing Research conferences (e.g. 70th World ESOMAR Congress – Sep’17; MRS Summit - May'18).

Global Analytics & Insights Expert

Cereal Partners Worldwide (Nestlé & General Mills)

Recruited to Leadership Team, enabled global brand transformations and product innovation. 

• Shaped regional long-term & short-term brand strategies – transformed digital brand strategies via shifting Leadership focus from traditional media channels to stronger presence in Digital. Ensured regional prioritization of investments within digital and social media channels and provided guidance on the most relevant communication messages. Achieved $10+ million savings in communication budget and 20% increase in digital spending. 

• Empowered global marketing strategies – enhanced global brand relaunches (e.g. Fitness, Nesquik) for new consumer targets (e.g. gatekeepers vs kids) and achieved higher focus on equity building campaigns in health & nutrition. Secured regional potential of 2% organic growth from a new communication campaign. 

• Turned around regional Go-to-Market and product innovation strategies – created a strategic regional Go-to-Market plan that addressed $80 million opportunity across 5 building blocks. Shaped Innovation pipeline (including M&A) with a potential of $30 million and new product development to meet underserved consumer needs in cereal bars.

• Achieved a step change in analytics & insights capabilities – relaunched Social Listening, segmentation, and ethnographic studies. Achieved $200K savings in a research budget through research programme optimization.

Consumer Insights Associate

The Boston Consulting Group

Achieved a substantial increase in quality and impact of insights on business cases – delivered insights expertise with excellence for 100+ cases globally from proposals to clients’ Top Management presentations. 

Empowered global BCG offerings – shaped corporate expertise in development of Consumer Insights function and Digital Consumer Discoveries in direct collaboration with Senior Partners in Atlanta and Paris. 

Mentored 3 Lead Knowledge Analysts – achieved 1.5x times increase in impact of research on case recommendations.

Global Customer Insight Expert

Procter & Gamble

Guided regional brand and communication strategies for Baby Care in Europe, Middle East, and Africa. 

• Amplified Pampers communication strategy – led insights expertise for “all-in digital” transformation of Pampers communication in Nordics and more effective TV commercials for the regional campaigns that enabled a growth in Pampers equity score by 4 pts in a quarter. 

• Enabled marketing & distribution toolkits for new product launches – secured potential of $47 million for Pampers Premium Care Pants launch driving Shopper Based Design and in-store communication. Achieved a step change in Size of the Price calculation for brand and product initiatives that incorporated various regional and local building blocks and effects of the category initiatives.

• Mentored and coached a direct reporter (Summer Intern) and a recruitment team of 3 people.

Consumer & Market Knowledge Manager

Won 15 awards for outstanding individual & team business contributions and consumer & market research innovation. 

• Redesigned approach for Joint Business Planning – brought higher focus on shopper & channel understanding via holistic shopper profiles. Ensured engagement of the whole multifunctional team in the execution of developed business recommendations. Transformed insights into engaging storytelling presented to customers' Top Management. Secured several category captaincy projects and national incremental listing of up to 180 SKUs per retailer. 

• Turned around relations with strategic retailers in tough & competitive environment – achieved ice-breaking in relations with several strategic P&G customers that resulted in 2x sales growth in a year. Executed with excellence the first ever joint customer research project that promoted P&G research expertise. 

• Guided development of long-term marketing programmes for several of the biggest retailers in EE with programme revenue potential of up to $9 million per program in a year. Established a series of workshops on communications development (e.g. messages, claims, visuals, TV commercials), bringing marketing, brand, media agencies, and sales team members together that resulted in a 5x times more efficient (based on turnaround) process for communications creation. 

• Guided Go-to-Market strategies for Digital & e-commerce – enabled local, regional, and global Digital & e-commerce strategies, which led to outstanding business results recognized by Global Platinum Award. Strategic recommendations were based on full-scale landscape assessment, mapping of the customer journey, shopper studies, and included “where to play” (e.g. selection of customers) and “how to win choices” (e.g. investment priorities, planograms). Developed strategy resulted in 2.8x yearly sales growth and P&G shares increase by 140% in e-commerce channel in EE.

Consumer & Market Knowledge Associate Manager

Enriched Insights Community

Created a unique community in Russia for marketing research professionals - built marketing strategy, managed a passionate team of 3 people and established relationships with the top research agencies and professionals. 

Organized various kinds of events on innovative research capabilities and the biggest research issues (e.g. data quality).

Founder of the Community for Marketing Research Professionals 

National Research University - Higher School of Economics

Being a part of the International Research Group in Behavioral & Experimental Economics (joint Group with London School of Economics), I led a project “Context influence on consumer choices”. 
Analyzed academic literature and set up research experiment.

Reseacher

Award-winning Analytics & Insights expert, highly educated thought leader and keynote speaker. Year after year achievement of outstanding business results in revenue, profits, market share, brand equity, and customer relationships.

Fiften years of progressive, international experience across brand, consumer, shopper and market insights. Leadership of high performing teams, highly developed business acumen, senior stakeholder management, and fast learning curve.

Currently a Global Chief Analytics & Insights Officer – Brand, Marketing & Communications at EY in London. Strongly inspired to support companies to place consumers and customers at the heart of business decisions. Proven expertise in building and transforming business functions, setting strategy and long term vision, while showing authentic and empathetic leadership. 

Trusted expert in Digital and eCommerce, and passionate about building bridges between academic and applied consumer research.

Open for Advisory Board positions in mid- and large-size companies in data, analytics, research and insights.

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