Experience

Overgear

• Cyprus
• Entertainment Providers
• 1 - 100 Employee

• Head of Performance

  • Oct 2022 - Present



IKEA

• Netherlands
• Retail
• 700 & Above Employee

• Marketing Performance Manager

  • Dec 2018 - Dec 2021

  - Development and updating of a marketing strategy (digital + brand), user segmentation, risk assessment, econometrics, marketing budget optimization, search and launch of new customer acquisition channels; - Development and implementation of marketing plans, media split, campaign budgets and evaluation of their effectiveness; - Achievement of quarterly and annual KPIs at several levels, ranging from business indicators: Total Revenue (w/m/y), Average Order Value, CPL, CAC, CPO, ROMI, RIO, LTV to indicators of advertising companies and activities: CTR, CPC, reach, subscriber base in different channels (E-mail, social networks, loyalty program); - Analytics and optimization of lead generation channels (OLV, Youtube, SMM, SEO, CPA-networks, Yandex.Direct, Google Adwords, Facebook Ads, Instagram, VK, MyTarget, SMS, E-mail newsletter); - Direct-marketing management: customer base segmentation, building communication channels and communication chains, customer retention and reactivation - Research of markets and competitive environment; - Development and launch of internal projects and products; - Management of the inhouse team in Moscow (6 people) and the work of two agencies. Achievements: Launched the IKEA Apartment project (Global Grand Effie 2021); - Built an automatic reporting system (d/w/m/y) based on Power BI, reduced the work of analysts from 110 to 20 hours per month; - Increased the conversion of the site ikea.com/ru by 64%; - Optimized the marketing budget by 13%, reached 107% of the department's annual KPIs; - Reduced the cost of agency service by 9%. Show less



Sminex

• Investment Management
• 1 - 100 Employee

• Group Head of Marketing Analytics

  • Apr 2018 - Dec 2018

  - Built-in end-to-end analytics that takes into account all user touches and combines data from disparate cookies into one user profile; - Change of contractors, reduction of marketing costs by 10%; - Developed and implemented a monthly/annual reporting system for top management of the company with access from anywhere in the world based on Power BI; - A standardized system of analytics and tracking user actions on the LCD sites has been built. - Built-in end-to-end analytics that takes into account all user touches and combines data from disparate cookies into one user profile; - Change of contractors, reduction of marketing costs by 10%; - Developed and implemented a monthly/annual reporting system for top management of the company with access from anywhere in the world based on Power BI; - A standardized system of analytics and tracking user actions on the LCD sites has been built.



ADV

• Advertising Services
• 500 - 600 Employee

• Web Marketing Analyst

  • Oct 2017 - Mar 2018

  - Optimization of the spent budget, optimization of the media plan based on the collected data from Google Analytics, Yandex.Metrika and CRM; - Analysis of the effectiveness of advertising campaigns/activities; - Usability analysis, optimization of user paths to increase the CR of the site; - Data collection, regular reporting, building end-to-end analytics based on Power Bi; - Implementation and configuration of Google Analytics, Google Tag Manager, Ya.Metrika; - Work on projects of companies: Aeroflot, Teva, Skoda Auto, Evalar. Show less



Insigma Group

• United States
• Real Estate
• 1 - 100 Employee

• Performance marketing specialist

  • Oct 2016 - Oct 2017

  - Conducting marketing research; - Operational planning and budgeting (w/m/3m); - Writing regulations, building business processes; - Website promotion in search engines (SEO); - Implementation and configuration of Google Analytics, Google Tag Manager, Ya.Metrika. - Conducting marketing research; - Operational planning and budgeting (w/m/3m); - Writing regulations, building business processes; - Website promotion in search engines (SEO); - Implementation and configuration of Google Analytics, Google Tag Manager, Ya.Metrika.