Jan 2019 – Mar 2023 · 4 yrs 2 mos

• https://lastclick.city/
• I co-founded and managed LastClick.city, a digital marketing blog where my collaborators and I shared expertise and fostered an online community dedicated to web analytics.
• Our content provided insightful and actionable guidance on topics including Google Analytics (GA4/Universal Analytics) implementation, event tracking, multi-channel funnel analysis, attribution, leveraging SQL for marketing data, and navigating the future of digital advertising in a cookieless world.
• By diligently monitoring and analyzing key metrics such as traffic and engagement, I continuously refined the blog's content strategy and enhanced the user experience to better serve our technically-minded audience.

May 2017 – Present · 8 yrs 11 mos

• Digital Marketing Strategy & Execution
• Developed comprehensive digital marketing strategies for 20+ products and non-product activities like events, surveys, and content campaigns.
• Managed multi-channel campaigns across paid search, social media, banner ads, programmatic ads, and video, while leveraging Q&A websites, newsletters, podcasts, and digital/outdoor advertising (8-figure annual budgets since 2019).
• Achieved consistent ROAS over 100% for paid search campaigns, scaling investments and driving new user acquisition and growth.
• Planned and executed large-scale brand awareness campaigns, leading to sustained growth evidenced by brand lift studies and third-party research.
• Analytics, SEO & Automation
• Configured web analytics and reporting using Google Analytics, BigQuery, Google Tag Manager, and visualization tools, integrating data with internal CRM and Marketo.
• Led SEO projects that significantly increased organic traffic and non-branded search share. Hired the first SEO specialist, enhancing strategic execution.
• Automated marketing processes, including Google Ads scripts and cost imports to GA, improving budget management and reporting.
• Team Leadership & Development
• Expanded an international team from 5 to 12 experts, fostering a collaborative work environment.
• Guided team growth through coaching, feedback, and promoting a culture of continuous learning.
• Effectively onboarded new employees, helping them navigate communication challenges and manage expectations.
• Enhanced team communication and collaboration, promoting openness and knowledge sharing.
• Cross-Functional Collaboration & Process Improvement
• Established workflows with product teams, improving request processes for efficient project execution.
• Collaborated across departments, ensuring alignment on goals and strategies.
• Set up workflows with legal and procurement, facilitating smoother operations and compliance.
• Implemented internal marketing tools, enhancing overall efficiency.

Jun 2015 – May 2017 · 1 yr 11 mos

• Marketing operations including: online and offline advertising, organic channels optimisation, A/B testing, web analytics, marketing campaigns and other related activities:
• Driving strategy, execution and optimization of PPC, Display and Remarketing campaigns in Google AdWords and Bing Ads
• Evaluating PPC performance of completed and ongoing campaigns using DoubleClick Search and Google Analytics
• Creating analytic reports for internal development to create better user experience (using Google Tag Manager and Google Analytics). E.g. – JavaScript Errors on the site, tracking specific buttons clicks
• Analysing web analytics and business reports to improve online lead generation efforts (Using Google Analytics Premium). Managing User ID view
• Search Engine Optimization - finding keyword niches, creating sitemaps, managing website search appearance through Search Console

Jun 2014 – Jun 2015 · 1 yr · St Petersburg, St Petersburg City, Russia

• Developed and managed effective advertising campaigns across multiple platforms, including Google Ads, Bing Ads, Facebook, LinkedIn, and Twitter.
• Monitored and analyzed campaign performance metrics such as CTR, conversion rates, eCommerce performance, and bounce rates to optimize campaign effectiveness.
• Conducted A/B testing on different landing pages and ad creatives to identify the highest-performing combinations and maximize ROI.
• Executed targeted remarketing campaigns using AdRoll to re-engage potential customers and increase conversion rates.
• Performed detailed performance analysis with Google Analytics to track user behavior, campaign success, and identify areas for improvement.
• Conducted comprehensive competitive research, leveraging specialized software tools to gain insights into market trends, competitor strategies, and industry benchmarks.

Jun 2013 – Jun 2014 · 1 yr

• Prepared business proposals for sponsorship and product placement on TV channels.
• Created analytical reports on viewership trends across Russia, including detailed analysis using TNS TV Index, Marketing Index, and Infosys.
• Monitored foreign TV channels and market trends to provide strategic insights.
• Developed weekly news releases for advertisers and partners.
• Analyzed website traffic using Yandex Metric and Google Analytics to generate insights for channel performance.

Jan 2011 – May 2013 · 2 yrs 4 mos

• Contributed to media strategy creation and planned comprehensive advertising campaigns across various channels, including press, outdoor, radio, TV, and internet.
• Utilized TNS research tools (TV Index, Marketing Index, Web Index, Radio Index) to analyze statistical data and create media market maps for Russian cities.
• Conducted market and competitive analysis, including SWOT analysis, to inform strategic decisions.
• Analyzed advertising effectiveness for the company and competitors across all major media channels.
• Managed media buying and developed compelling business proposals and presentations in both Russian and English.
• Developed SMM strategies and monitored the company's online reputation using tools like Babkee and IQbuzz.
• Supported media group leadership, including project coordination and staff training, and provided client consultation.