Experience

Playrix

• Ireland
• Computer Games
• 700 & Above Employee

• Digital Marketing Lead

  • Apr 2023 - Present

  Playrix - one of the top mobile gaming companies in the world. Our titles are played by 100 million people every month. Achievements/Tasks • Developed and implemented the user acquisition strategy for Google DV360 and Apple Search Ads channels, presenting and justifying it to C-level executives. • Successfully scaled the monthly spending on Google DV360 from $0 to $250,000 while consistently meeting key performance indicators (KPIs). • Led a cross-functional team of 20 individuals, including creative producers, traffic managers, analytics and integration specialists, and agency partners, in executing user acquisition activities for Google DV360 and Apple Search Ads channels. • Collaborated closely with internal and external stakeholders to optimize campaign performance, drive user engagement, and achieve acquisition targets. Utilized data-driven insights and market research to refine targeting strategies, optimize ad creatives, and improve overall campaign effectiveness. • Actively monitored and analyzed campaign performance metrics, making data-driven recommendations for continuous improvement and achieving superior results. Show less



Toloka

• Netherlands
• IT Services and IT Consulting
• 200 - 300 Employee

• Head of B2C Marketing

  • Nov 2021 - Apr 2023

  Toloka - An online crowdsourcing platform that connects businesses with a diverse global workforce to complete microtasks, such as data labeling, image categorization, etc. Achievements/Tasks • Established robust operational processes by aligning strategies between the B2B and B2C divisions. This initiative resulted in a significant reduction in the time it takes to start labeling tasks, decreasing the timeline from 4 weeks to just 1 week. • Developed a comprehensive unit economy model and an expense estimation framework to optimize cost-effective marketing key performance indicators (KPIs) while ensuring profitability. This approach allowed for the efficient allocation of resources and better financial planning. • Created and implemented key metrics for the B2C side of the business. Through the enhancement of onboarding processes and ranking algorithms, improved customer retention and increased B2C users' lifetime value (LTV) by an impressive 53%. • Successfully reduced the recruitment budget by over 10 times, all while maintaining or improving performance for B2B requesters. This achievement demonstrates a strong ability to optimize resources and achieve cost efficiencies. Show less



Buddy.ai

• United States
• E-learning
• 1 - 100 Employee

• Head of Digital Marketing

  • Apr 2020 - Nov 2021

  Buddy AI - is a language learning app that utilizes artificial intelligence to provide personalized English language instruction to children. Achievements/Tasks • Successfully launched the Buddy AI app in Turkey, achieving a positive Net Contribution Margin within the first six months. • Provided leadership to a cross-functional marketing team consisting of two engineers, one analyst, and three individuals responsible for the creative-making process. Effectively managed the team to deliver marketing strategies and campaigns aligned with business objectives. • Developed a unit economy model and an expense estimation framework to accurately forecast upcoming expenses, recruitment volume, and profit. These models facilitated data-driven decision-making, resource allocation, and financial planning. • Implemented effective marketing strategies and initiatives, resulting in a threefold uplift in Net Contribution Margins. Show less



Scentbird

• United States
• Retail
• 100 - 200 Employee

• Digital Marketing Group Head

  • Jul 2017 - Mar 2021

  Scentbird - a subscription-based fragrance service that allows customers to discover and try new perfumes and colognes monthly. Achievements/Tasks • Managed all performance marketing channels, overseeing a monthly acquisition budget of up to $2 million. This involved strategizing and executing campaigns across various digital platforms to drive user acquisition and growth. • Achieved an impressive 2x growth in the active user base over a span of 7 months and a remarkable 5x growth over a period of 3 years. • Implemented marketing automation processes that resulted in approximately 2 full-time equivalent (FTE) employees' worth of time saved per month. • Demonstrated strong financial forecasting skills by developing accurate financial forecast models during the planning phase. These models contributed to maintaining a deviation of less than 5% against benchmarks for the Return on Ad Spend (ROAS) metric. Show less



CleverBits ltd

• Russian Federation
• IT Services and IT Consulting
• 1 - 100 Employee

• Chief Operating Office

  • Dec 2014 - Jul 2017

  Achievements/Tasks • Played a key role in the development of an AI fitness coach mobile app, FitmeUp. Collaborated closely with the development team, overseeing various aspects of the app's creation and ensuring its successful launch. • Led the expansion efforts of FitmeUp, overseeing its launch in seven countries, including the United States. This involved coordinating marketing and localization strategies to effectively penetrate new markets and reach a broader user base. • Successfully scaled the FitmeUp app from 0 to 300 Monthly Active Users (MAU). Implemented user acquisition strategies, optimized app store visibility, and leveraged marketing campaigns to drive user adoption and engagement. • Collaborated with cross-functional teams to continuously improve the app's features, user experience, and overall performance. Gathered user feedback and data to inform product enhancements and ensure customer satisfaction. • Worked closely with the executive team to define the company's operational strategies, aligning them with business objectives and market trends. Assisted in developing and executing plans to drive company growth and profitability. Show less



Trusted Security Systems

• IT Services and IT Consulting
• 1 - 100 Employee

• Chief Marketing Officer

  • Jan 2012 - Nov 2014

• Senior Information Security Engineer

  • Dec 2011 - Sep 2012



Russian Standard Bank

• Banking
• 200 - 300 Employee

• Senior Information Security Engineer

  • Apr 2007 - Feb 2008

• Network Security Services Engineer

  • Jan 2007 - Apr 2007



ZAO "Binec"

• Technology, Information and Internet
• 1 - 100 Employee

• Network Security Services Engineer

  • Jan 2005 - Jan 2007