Микола

Mykola Shcherbyna
Team Lead\Head of Retention

CONTACT Phone: [open contact info](look above in the "contact info" section) Telegram: @LegendaryKolyas
Email: [open contact info](look above in the "contact info" section)

PROFESSIONAL
Head of Retention | [NDA] | [01.01.2025]
EXPERIENCE
Developed and executed the overarching global retention strategy to maximize
player engagement and minimize churn.
Managed the end-to-end lifecycle of the player base, implementing segmentation
strategies and personalized CRM campaigns (email, push, SMS).
Optimized bonus policies and loyalty programs, resulting in a 120% increase in
monthly active users (MAU) and overall GGR.
Managed and mentored a team of Retention Managers, setting KPIs and monitoring
performance.
Collaborated with BI and Data teams to analyze cohort behavior and refine
conversion funnels.

Retention Team Lead | [NDA] | [01.06.2024]
Led a team of retention specialists, overseeing daily operational performance and
campaign execution.
Implemented automated trigger communications, improving reactivations of
dormant players by 40%.
Streamlined team workflows, increasing the speed of campaign deployment by
50%.
Conducted regular A/B testing on promotional mechanics and reward structures.

Junior Retention Manager | [NDA] | [01.01.2024]
Managed day-to-day player communications and support, ensuring high levels of
engagement.
Monitored user behavior metrics and provided daily/weekly performance reports
to the management team.
Assisted in the setup and configuration of CRM campaigns, ensuring accuracy and
timeliness.
Analyzed acquisition channel quality to feed insights back to the marketing team.

Online Community Growth Project [Crypto Ayva] | [2022-2024]
Acquired targeted traffic from social media (TikTok, YouTube) using arbitrage and
affiliate mechanics, resulting in community growth of 5,000+ members.
Built active communication within the community to increase engagement and
loyalty, answered member questions, and collected feedback for project
improvement.
Analyzed the effectiveness of various acquisition channels and key user behavior
factors using Excel.
Studied and implemented various user motivation methods, including referral
programs and contests

EDUCATION Higher School of Tourism and Ecology in Sucha Beskidzka 2021 - 2026
Tourism managment | Hotel and restaurant management

CORE SKILLS
Strategy & Management: Retention Strategy, Lifecycle Management, Team
Leadership, CRM Strategy.
Analytics & CRM: Excel (Advanced), SQL (if applicable), Google Analytics, CRM
platforms (e.g., Salesforce, Braze, Optimove, etc.), Cohort Analysis.
Industry Knowledge: Player Churn Prediction, VIP Management, Bonus Optimization,
Regulatory Compliance in iGaming.

LANGUAGES Ukrainian , Russian , Polish , English.

PROFESSIONAL Analytical and results-oriented professional with 2+ years of intensive experience in
SUMMARY the iGaming industry. Proven track record of scaling retention strategies, managing
teams, and driving significant growth in player LTV (Lifetime Value) and loyalty. Expert
in CRM marketing, lifecycle management, and data-driven decision-making.