Гліб

Gleb Baybaev
Spain | [open contact info](look above in the "contact info" section) | [open contact info](look above in the "contact info" section) | [open contact info](look above in the "contact info" section)

SUMMARY
Product, R&D and new ventures executive with 18+ years of experience building and scaling digital products and
businesses.
Specialised in zero-to-one initiatives: identifying commercial opportunities within technology and data assets,
developing product and financial models, securing investment approval, and leading cross-functional delivery through
to market launch.
Track record of creating new products and revenue streams at the intersection of Telecom, Big Data, AdTech, MarTech
and Digital Media.
Experienced in long-term P&L and investment planning, pricing, revenue targets and executive-level stakeholder
management. Personally presented and defended strategic initiatives before Investment Committees, CEOs and
telecom holding leadership.

EXPERIENCE
Product Expert / Product Owner — AdTech, MarTech, Data Monetization 2019–2026
VODAFONE UKRAINE
Created and commercialised a new Telco AdTech and Data Monetization business built on Vodafone's telecom data
and Big Data infrastructure.
• Originated a new non-telco revenue stream from zero, independently developing the business concept, DSP/
DMP product model, monetization mechanics and operating model for interaction with the advertising
ecosystem.
• Built a seven-year financial and investment case covering revenue planning, sales forecasts, investment budget,
pricing, product costs and revenue targets; personally presented the initiative to the Investment Committee,
CEO, Development Director and Head of the Telco Holding.
• Revived the initiative after a four-year delay caused by COVID-19, M&A and the war, re-establishing
executive support and driving the project through to implementation.
• Preserved previously negotiated UAH-denominated vendor terms and built the case against repricing; following
FX movements, the solution's USD-equivalent cost decreased from approximately $980K to $350K.
• Led the repeated vendor selection process, participated in the selection of the technology provider and
operational partner, and coordinated delivery of the new platform.
• Moved the platform from test phase into commercial operation in January 2026; the product is used by 200+
paying advertisers, both directly and through agencies.
• Created an audience intelligence product model covering 6.9M subscribers and developed a methodology for
building 100+ custom behavioural segments using DPI, digital behaviour and real-world / geospatial patterns.
• Developed proxy-based audience methodologies for narrow, high-value segments; one commercial case
identified an audience of 1,130 affluent subscribers based on residential, workplace and behavioural signals.
• Initiated the creation of Telco ID, a pseudonymous identity layer enabling controlled linkage between network
identity, DMP taxonomy and the external AdTech ecosystem without exposing raw subscriber identifiers
outside the telecom perimeter.
• Defined the product concept for DPI-based HTTPS enrichment and the identity continuity architecture used to
synchronise the telco data layer with the DMP.
• Advised the CBDO and local Big Data team on expanding the AdTech product model into Azerbaijan;
introduced a technology partner for a JV-based solution and contributed to the portfolio expansion into DOOH
and CTV.
• Leadership & stakeholder scope: Legal, Finance, Procurement, Economic Security, IT Security, CVM, Big
Data, Data Science / Analytics, IT Directorate, Technical Directorate, technology vendor and operational
partner.

• Matrix delivery scale: approximately 35–45 specialists across corporate and external teams.
Business Development Manager 2018–2019
EVADAV
AdTech / Push Advertising Platform
• Developed commercial and product hypotheses for a Push / DSP advertising platform.
• Initiated the concept of a proprietary data layer and DMP as a foundation for improving targeting effectiveness
and enabling further data monetization.
• The product hypothesis developed at Evadav was later implemented on a significantly larger scale within
Vodafone's telecom environment.
Head of Business Development 2016–2018
ZLODEI TEAM
• Led business development and strategic growth of an advertising agency.
• Worked with major clients and developed new commercial directions.
• Introduced KPI frameworks and performance funnels for evaluating advertising campaign effectiveness.
• Contributed to team development and training.
Head of Digital R&D / Partner 2015–2016
ANZU.PRO
Digital R&D Agency
• Led the R&D function and development of new digital business hypotheses.
• Delivered strategic and research projects for Visa, Oschadbank, BitKan and other clients.
• Developed P&L, investment and M&A models for new products and digital business directions.
• Advised digital product, iGaming, esports and crypto projects on monetization and new business models.
2013–2015
DIGITAL BUSINESS & CONSULTING PROJECTS
Advised digital, advertising and entertainment projects. Developed product concepts, P&L and investment models.
Contributed to the launch of digital and betting products and the development of business cases for esports assets and
broadcast infrastructure.
Head of Digital → Chief Digital Officer 2007–2013
EDIPRESSE UKRAINE / EDIPRESSE GROUP
Built and scaled the digital business of an international publishing group in Ukraine.
• Launched seven digital products — five digital extensions of established media brands and two standalone
digital brands — and scaled the portfolio to $2M+ in annual digital revenue.
• Grew the portfolio to approximately 8M monthly unique users, with an average frequency of more than 15
visits per month.
• Product-led the development of a proprietary high-load publishing platform and CMS; the production
infrastructure sustained traffic peaks of approximately 50,000 requests per second.
• Automated the editorial content workflow and increased sustainable editor productivity from approximately 15
to 50 news stories per day.
• Scaled editorial operations to 20 editors and 100+ published pieces of content per day.
• Introduced article-level traffic measurement and linked editorial bonuses to audience performance and
advertising economics.
• Built a search and content architecture based on metadata standards, Schema.org, entity-based internal linking
and a combination of breaking news and evergreen SEO content.
• Reduced typical publication-to-Google-search visibility time to 1–3 minutes, with a best observed result of 36
seconds.
• Built the digital organisation and personally led organisational design and hiring; leadership scope included 4
developers, 2 designers, 7 editors-in-chief and 15–20 journalists.

TECHNICAL SKILLS

Zero-to-One Products
Product Strategy
New Business Creation
Digital Ventures
Product Portfolio
International Product Expansion
P&L
Long-Term Financial Planning
Revenue Planning
Sales Forecasting
Investment Cases
Pricing
Monetization Models
DSP
DMP
Programmatic Advertising
Data Monetization
Behavioural Segmentation
Audience Taxonomy
Telco Big Data
DPI
CVM
Identity Products
Geofencing
CTV
DOOH
Matrix Leadership
Cross-Functional Delivery
Executive Stakeholder Management
Investment Committee Presentations
Vendor Selection
Tender Management
Team Building

SELECTED IMPACT
$2M+ in annual digital revenue — generated by a seven-product portfolio built from the ground up.
~8M monthly unique users with an average frequency of 15+ visits per month across a digital media portfolio.
6.9M subscribers addressable through taxonomy-based audience targeting.
100+ behavioural audience segments built on digital, network and real-world behavioural signals.
200+ paying advertisers within a newly launched Telco AdTech platform ecosystem.
35–45 specialists coordinated across complex matrix delivery spanning business, Big Data, IT, technical and corporate
functions.

LANGUAGES
English — fluent Ukrainian — Native Russian — Native Spanish — a1