I lead the development and monetization of the digital product line associated with the initial public offering in the structure of the brokerage business, creating the best offer on the market for the investors. I tested over 80 hypotheses and launched 12 MVPs, 7 of which proved to be viable products. I manage the whole process from discovery to delivery. I research the market and competitors, look for the weak spots in the sales funnel and make product hypotheses based on the JTBD approach, data analysis, and UX/UI research, and then I conduct A/B testing to avoid common pitfalls. I constantly interact with the analytics, design, engineering, and CX teams to validate hypotheses and determine their impact on key business metrics and NSM. I draw up the product vision and convey its essence to all stakeholders to manage their expectations of the product. The clear vision and helicopter view help me to make the product roadmap, and product requirements document and to define the SLA to take into account all possible risks and architecture vulnerabilities. Also, I manage projects and work with cross-functional agile teams and internal stakeholders such as the sales and marketing teams to ensure that the product marketing efforts support the overall business goals. Achievements: • Increased the number of product purchases in the mobile app by 24% compared to last year, building the process of team interaction at all levels from scratch and reducing time-to-market by 1.5 times. • Contributed to the growth of MAU by 9%, the increase in the number of transactions by 3.8%, and the increase in the number of unique users with a transaction by 14% by launching a new stock selection service in a mobile app. • Increased product repeat purchases by nearly 75 percentage points by assessing channels’ influence on customer retention, evaluating the user life cycle for this product, conducting a series of brainstorming and postmortems of failed features’ launches, and analyzing all the unhappy paths with the product team. • Boosted the number of unique users in the product by nearly 25%, by launching the onboarding for this product in the mobile app, helping users to find the aha moment, and implementing 10+ micro conversion metrics which allowed the team to measure the pain points. • Took on solving the problem of the lack of a significant amount of data in BI dashboards due to incorrect markup of the mobile application, checking all current markup events with data analysts according to the specification.

I led all the growth projects of the company, launched from scratch a personalized service for private investors on the web, and set up all channels of marketing communication with users for all products and services of the company. Also, I was the columnist on personal finance and investments in a well-known online publication. I developed product strategies aimed at attracting, activating, and retaining users, and presented those strategies to key stakeholders. I worked with cross-functional teams using the agile methodology to manage the backlog and product roadmap, test product hypotheses, evaluate their contribution to business metrics and help users solve their core problems. Achievements: • Tripled the number of assets under management and the number of paying users in two years by conducting large-scale research on user needs and expanding the product line by bringing eight new products to the market in collaboration with the largest Russian banks. • Boosted the number of unique users on the web platform by 1.5 times, doubled the session length and page view depth, and increased the conversion to the target action by 200 percentage points, by changing the UX/UI on the web platform with the help of design, research, and engineering teams based on the core goals of user cohorts. • Drove the 81% increase in revenue-per-customer by developing and executing a comprehensive strategy that included optimized landing pages, add-on suggestions, and follow-up emails. • Increased the number of active paying users on the web platform by 67% by launching the first service in the Russian market for the ETF's selection for private investors, defining and adhering to the main SLAs and SLOs for this service. • Raised the sticky factor to 17% and increased user retention of the 6th month to 72% by launching the EdTech online platform with e-learning materials on the company’s products.

I led the email marketing department for the Russian and CIS markets, successfully managed campaigns in key segments using email marketing strategies, set up trigger communications, SMS, and push notifications, and controlled the relevance of product selection for marketing campaigns. Achievements: increased web traffic by 3 times due to email marketing; took part in expanding the brand's presence on the CIS market.

I worked as a marketing manager with a focus on market research analysis, processing market data, and evaluating information from diverse market sources to support and review new and existing marketing and sales strategies. Achievements: delivered average annual sales growth of 42% through integrated campaigns; took control of a troubled web project and established new processes and requirements.

I managed all social media channels and developed content plans, email marketing campaigns, and SEO/SEM strategies. Achievements: increased website traffic by 434% for the client via social media strategy comprising YouTube, Facebook, and Instagram; drove 250% revenue gains for the client and increased brand awareness by 3 times.

Strategic Marketing, Digital Marketing and Social Media

International Journalism, Sociology

ProductDo , Product Management

ProductDo , Product Management

GoPractice, Product Management

Chartered Institute of Marketing, Strategic Marketing