Yana

Yana Borisova
Marketing Team Lead
Marketing Team Lead with 10+ years of hands-on experience driving measurable growth for B2B and B2C companies. Proven
ability to build marketing strategies from the ground up, launch high-performing digital campaigns, and lead cross-functional teams
with clarity and impact. Skilled in designing and optimizing processes, increasing operational efficiency, and scaling marketing
functions to support ambitious business goals.Experienced in promoting high-ticket products and complex technical solutions, with
strong success cases across performance, content, product, and growth marketing. Looking for a high-growth environment where I
can apply my leadership and full-stack marketing skill set to accelerate revenue, strengthen the brand, and build scalable, data-
driven processes.

Experience
Contact October 2024 - now
Dolya Solar Energy
Phone Marketing Team Lead
[open contact info](look above in the "contact info" section) (WhatsApp)
Key Achievements
• Built the brand from the ground up:
Email Developed the complete brand identity and brandbook.
[open contact info](look above in the "contact info" section) Fully relaunched the company’s Instagram: grew the audience from 200 to 1,654 followers and
delivered a complete rebranding of content and visuals.

Education
• Organized two major offline industry events:
Green Expo & EcoEnergyExpo
Handled the full cycle: booth concept & design, branding & print materials, marketing activities, team
preparation, and on-site lead generation.
Dnipro National University EcoEnergyExpo Results:
533 B2B/B2C leads
2010 - 2015
+564 new Instagram followers
Specialist Degree in Green Expo Results:
Philology 86 qualified B2B/B2C leads
+228 Instagram followers

Education • Built and launched a closed dealer community:
Created a partner community currently consisting of 251 active members.

additional • Scaled lead generation across channels:
Generated 2 000 + leads through a mix of paid ads, content, events, remarketing, and funnels.
• Designed and optimized high-performing sales funnels:
Built multi-step funnels for different product categories.
GOOGLE A special funnel for the Dyness DH200F campaign generated over ₴2,000,000 in revenue in just 2
AI for Business weeks — without any additional ad spend
2025
2024
GOOGLE
Sovtes
Grow with Google: Small Business Marketing Research Lead
Program Conducted a full-scale marketing and customer research project for Sovtes — a digital logistics
2024 optimization platform. The goal was to validate product–market fit, identify adoption barriers, segment
the audience, and generate insights to guide product, sales, and marketing strategy.
Key Achievements
Thomsom Foundation School of
• Developed research hypotheses and designed the full research framework:
Video Formats
Built behavioral and product hypotheses for all key customer segments.
2024 Conducted 100+ in-depth problem interviews with potential and existing customers across all
audience types (shippers, logistics managers, carriers, drivers).
International Press Institute • Uncovered critical market insights impacting product adoption:
September 2023 - February 2024 Identified systemic frictions between logistics managers and drivers, which significantly influence
service usage and process compliance.
Discovered structural resistance to process transparency in the logistics industry (phrased
1991 Acceleration: Next Batch
professionally):
June 2023 - September 2023
Many logistics operations rely on informal incentives and non-transparent workflows, which
creates resistance to tools that increase visibility and accountability.
GOOGLE Determined that customer perception of pricing was misaligned with expectations:
Startup Academy Individual subscription fees created an adoption barrier.
October 2022 - November 2022 Clients expected the cost to be covered by carriers rather than shippers.
Revealed early-user challenges, including a steep onboarding curve and insufficient onboarding
support.
EDUCATIONAL ERA
• Created audience personas and complete segmentation:
Women in business: booster effect
Built detailed customer archetypes for all segments.
July 2022 - September 2022 Defined what customers identify as a “reliable carrier” and which factors drive trust.
Conducted competitor and market analysis:
YCOMBINATOR Analyzed the competitive landscape of logistics SaaS solutions.
Startup School Researched industry trends, regulatory shifts, and digital adoption patterns in logistics.
June 2022 - August 2022 • Delivered strategic recommendations:
Pricing strategy adjustments.
Onboarding redesign to reduce early churn
Expertise Experience
2024
Growth Marketing SpiceLand
Marketing Team Lead
Performance Marketing Conducted a full-scale market research project to evaluate the potential launch of Fucks premium
spices into the Ukrainian B2C market through digital channels. The company had previously operated
User Acquisition only in B2B and wanted to understand whether premium spices could succeed without entering
supermarkets.
Go-to-Market Strategy
Key Achievements
• Conducted comprehensive customer research:
Pre-launch & Launch Marketing
Carried out 50+ in-depth interviews with potential B2C buyers across various demographics and
cooking habits.
Event Marketing & Community Identified key purchasing behaviors: the majority of consumers buy spices exclusively in
supermarkets and prefer mid-priced products, making premium positioning challenging.
Events Validated a critical insight: Ukrainian consumers do not yet have a developed “spice culture,” which
significantly limits the potential for premium spice brands without strong offline presence.
Community Building This insight saved the client substantial marketing and distribution costs they would have invested
based on incorrect assumptions about market readiness.
• Analyzed competitors and market structure:
Content Strategy Identified the most in-demand spice categories in Ukraine and calculated the average consumer
spending per purchase.
SEO Content Operations Discovered a growing supply chain issue: local producers face raw material shortages, meaning
Ukrainian consumers may soon see limited options — creating an opportunity for foreign brands to
Product Marketing fill the gap.
Mapped competitive advantages and market gaps for the Fucks product line.
Delivered product and go-to-market recommendations:
UX Research
Created a prioritized list of spice SKUs recommended for the initial market launch.
Developed prototypes and structure for the brand website, including SEO recommendations and
Market Research content strategy foundations.
B2B Direction — Strategic Partnerships
PR & Communications • Partnership with the TV show “Польова Кухня” by Olya Polyakova:
Managed a collaboration for three episodes featuring the brand.
Cross-functional Collaboration Created slogans, refined scripts, and coordinated communication and content integration.
Oversaw the operational management of the brand’s presence in the show.
• Instagram relaunch:
Marketing Operations Updated positioning, content style, and communication tone to prepare the brand for future digital
growth.

Performance 2023
envit
Head of Marketing and co-founder
Business and Technology
Envit was a mobile app designed to help users find the right people and companies at
University (Georgia)
events. As a co-founder, I led market research, UX research, and early-stage marketing to
2022 validate product-market fit and test the MVP across Ukrainian and Polish audiences.

Marketing Lecturer & Key Achievements
Course Author
• Conducted full-cycle market and UX research for MVP validation:

Performance
Ran qualitative and quantitative research across Ukrainian and Polish markets.
Analyzed user behavior at events, networking barriers, and expectations for real-time
event apps.
Identified core adoption challenges and market limitations affecting the app’s viability.
Racket One • Led early go-to-market testing and pre-launch marketing:
Built and tested pre-launch funnels.
2023-now Acquired the first 250 users at ~$0.50 per lead, validating initial demand and testing
activation flows.
Marketing Writer (Tennis Conducted usability tests, and refined user flows for the MVP.
Industry) Achieved recognition and external validation:
The project was accepted into the 1991 Accelerator, where we completed a
structured product validation program.
Language • Made a data-driven decision to discontinue the product:
Based on research, behavioral patterns, and unit economics, the team concluded that
the product was not sustainably viable in its intended markets.
English Documented learnings and clear reasons for non-viability — a strong outcome in lean
startup processes.
Ukranian
Experience
2022-2024
Backstage United
Marketing Team Lead and co-founder
Launched a media platform and community for filmmakers, starting with an Instagram MVP, later
expanding to a full website and additional social channels.

Key Achievements
• Built audience and community from scratch:
Launched MVP on Instagram in August 2022; reached 1,000 followers by New Year, and grew to
nearly 3,000 followers subsequently.
Expanded presence to a website and other social media channels.
Created a dedicated community for filmmakers, fostering engagement, knowledge sharing, and
networking.
Secured recognition and funding:
Accepted into the New Media Incubator by International Press Institute (IPI).
Received initial grant funding to support content creation and platform growth.
Established partnerships with key industry events, including the Filmmakers’ Congress in Warsaw
(2023).
• Strategic project conclusion:
By late 2024, after achieving audience growth and completing key partnerships, the project was
strategically paused due to reliance on grant funding and limited monetization pathways.
Documented insights, processes, and community assets for potential future relaunch or knowledge
transfer.

2021-2022
Fhubber & Finmap
Senior Marketing Specialist
Led pre-launch marketing and growth initiatives for Phubber (Georgian fashion
marketplace) and Finmap (financial management app for entrepreneurs), driving user
acquisition, community building, and go-to-market strategies.

Key Achievements
Phubber:
Acquired ~4,000 users pre-launch via targeted campaigns and Telegram channels.
Developed multi-channel targeting strategies (general, PR, geo, event-based) and
managed content placement in Telegram.
Created onboarding strategies and contributed to overall marketing and PR strategy.
Coordinated cross-functional teams: sales, support, product, and operations.
Facilitated 4UA project, connecting Ukrainian designers (Gunia, Ksenia Shnaider,
Ruslan Baginskiy) to the Georgian market.
Finmap:
Acquired 10,000 users pre-launch.
Launched a Telegram community for entrepreneurs; 750 subscribers in 2 weeks
organically, driven by content strategy.
Supported early-stage marketing, user engagement, and community-building
initiatives.
2019-2021
WebPromo
Content Project Manager
Led content strategy and operations for WebPromo, a leading digital marketing agency.
Responsible for establishing the content function, creating processes and guidelines, and
managing high-volume content production for major clients.

Key Achievements
Launched the company’s content function: developed briefs, templates, workflows,
and editorial guidelines.
Managed content operations at scale: reviewed and edited large volumes of content
across multiple projects.
Worked closely with major clients, including Nova Poshta, Coral Travel, Auchan, and
others, ensuring high-quality content delivery aligned with SEO strategy.
Collaborated cross-functionally with SEO, marketing, and project teams to optimize
content for traffic, engagement, and conversions.
Established repeatable processes for efficient content production and quality control.