Change

Product Marketing Manager

•	Responsible for CRM roadmap, including cross-selling, referrals, and conversion;
•	Design and execute personalized campaigns based on customer product preferences, lifecycle stage, and segment; 
•	Evaluate and constantly measure campaign performance, doing A/B testing and optimizing communications across channels;
•	Ensure the effective and consistent delivery of customer lifecycle and reactivation communication across all channels; 
•	Leverage data-driven and user-research insights to guide decisions around implementation of automated triggers to strategically target users;
•	Collaborate with product and design teams to evaluate opportunities to improve user experience, boost conversion rates, and amplify brand visibility; 
•	Create clear retention plans and customer journeys, including detailed briefs for targeting, mechanics, and channel mix to reduce churn and grow ARPU;

Retention & CRM Manager 

Yolo Group

•	Ownership of CRM products: the email marketing platform, SMS, browser push notifications, mobile and in-app notifications. 
•	Determine which marketing technologies we should use, integrate them into our day to day operations, and empower people across teams to use them to achieve their goals.
•	Make data-based recommendations for how we can drive more conversions, revenue and efficiency within each CRM channel.
•	Improve automation and personalisation of marketing campaigns across different channels.
•	Identify and draft technical requirements for bringing retention marketing strategies to life. 
•	Monitor key indicators of marketing effectiveness.
•	Communicate the value of new CRM features to the retention teams and communicate the objectives of retention strategies to the development team.

CRM Product Owner

•	Strategic promotional planning: developing, planning and implementing promotions and campaigns aimed at reducing churn and increasing yield,
•	Creating marketing content for campaigns according to the tone of voice, brand’s strategy and market specifics,
•	Deciding on the segmentation and the target groups relevant for each campaign,
•	Coordinating campaigns with stakeholders from different departments (design, copywriting, Sportsbook, Casino),
•	Setting up effective on-site banners, executing email campaigns and arranging automated bonus pay-outs,
•	Analysis of the campaign’s performance based on measurable metrics, reporting on the effectiveness of CRM activities to management, marketing team and other stakeholders;

VIP CRM Manager

Language Link Russia

- Design digital media campaigns aligned with business goals,
- Create social content, including concept creation and copywriting,
- Maintain and publish editorial content on websites,
- Optimize, measure and analyze PPC campaigns,
- Create custom reports and campaign tracking within Google Analytics and make decisions based upon findings.
- Created effective content strategy with high engagement and user retention rate, Managed the content strategy in Instagram which resulted in a 67% increase in followers, Analyzed keywords and Google analytics, conducted a competitive analysis to identify improvements to increase visibility and rankings.

Digital Marketing Specialist

SOLOMOTO

- Helped potential customers understand how the platform-tools would allow them to meet and surpass their online marketing goals,
- Managed the sales process from qualifying the lead to customer signup,
- Performed all sales functions – client visits, presentations, forming offers, product demonstrations, 
- Helped to create marketing content for social media purposes,
- Maintained customer communications through email marketing,
- Opened bugs & investigated technical issues. Collaborated with the Product Team, Presented weekly webinars devoted to the content management in social media.

Sales And Marketing Specialist

RFI - Radio France Internationale

Summer Internship

- Reported the news and wrote articles for the website
- Hosted interviews with political and social experts
- Translated articles from French to Russian

Correspondent

InterMedia Holding

Summer Internship

- Reported the news about music and cinema, important events and concerts
- Communicated with newsmakers, musicians and writers.

Reporter

Hi! I'm Valeria, and I'm a Product Marketing Lead at Change, a fintech startup based in Tallinn.

As a Product Marketing person, I oversee retention and engagement for our mobile app—which means setting strategy, direction, and execution in customer communications through various channels (email marketing, push notifications, in-app messaging).

I work closely with our Product team to develop and enhance product positioning and messaging. My favourite part is creating marketing campaigns that move the end metrics and bring revenue.

My goal is to help build and promote great products to make people reach their goals.

Taplio

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