Олександр

Oleksandr Stolbov
Chief Marketing Officer (CMO) / Head of Marketing | E-commerce, B2B, Marketplaces
Kharkiv, Ukraine · Remote / Full-time · Open to EU / US markets
Phone: [open contact info](look above in the "contact info" section) · Email: [open contact info](look above in the "contact info" section)
Portfolio with 24 case studies and video testimonials: alexsander-stolbov.in.ua

SUMMARY
Chief Marketing Officer with 10+ years in digital marketing and e-commerce, including 6+ years as CMO / Head of
Digital. I own revenue and profit: strategy, budget, team, sales channels and analytics from ad spend to P&L.
I build marketing and online sales from scratch and scale them: wholesale (B2B) and retail (B2C) channels, own
websites, B2B portals and marketplaces. Total marketing budget under management: $100K+ per month; teams of 10+
people (in-house, contractors, agencies).
I start with an audit and the numbers, build an impact / effort roadmap, capture quick wins and then scale
systematically. I work directly with founders and CEOs on Plan/Fact, forecasting and ROI.

KEY ACHIEVEMENTS
Some absolute figures are under NDA, so results are shown as growth rates and relative metrics. I can walk through any
case with live data in ad accounts, GA4 and Looker Studio.
• Business growth: revenue 3.5× at TM GABBI; 3× in 10 months in LUGI's wholesale channel (UAH 2.3M per month);
20+ companies grown with annual revenue of $500K–$4M.
• New profit channels: built TM GABBI's B2B online sales department from scratch; took brands to 5+ Ukrainian
marketplaces.
• Marketing efficiency: ROMI up to 1232%; CPL / CAC down 35–40% while lead volume grew; 9,000+ wholesale
leads at UAH 100–141 CPA.
• Teams: 5+ marketing departments built from scratch; teams of 10+ people.
• Organic growth: traffic up 40–120%; SEO strategy and architecture for 3 projects, including an international
platform in 4 languages.
• Strategy: analysis of 25+ competitors turned into a roadmap of 52 recommendations; teardown of 20+
international brands for EU / US market entry.
• Product and technology: 7+ e-commerce websites and B2B portals launched as product owner; an in-house e-
commerce CRM with AI-driven pricing (found a margin leak that overpriced the catalog by 33% and restored 2,251
discounts).

REFERENCES AND PORTFOLIO
• Unscripted video testimonials from business owners: Nataliia, owner of TM GABBI; Volodymyr, owner of
Endorphone; Olesia, Head of Sales at LUGI: https://alexsander-stolbov.in.ua/#testimonials. Referee contacts
available on request.
• 24 case studies with numbers and ad account, GA4 and Looker Studio screenshots: https://alexsander-
stolbov.in.ua/#cases.

WORK EXPERIENCE

Chief Marketing Officer (CMO) | TM GABBI, Kharkiv, Ukraine (apparel manufacturer; B2B wholesale + B2C e-
commerce)
02/2022 — Present · Full-time
Scope: marketing and digital strategy, B2B and B2C online sales, marketing budget, team and contractors, websites, B2B
portal and marketplaces.
• Grew revenue 3.5× with a new B2B and B2C marketing and digital strategy.
• Built a B2B online sales department from scratch that became a separate profit channel; implemented CRM and
launched a B2B portal.
• Wholesale lead generation: 8,000+ leads from Google Ads at UAH 100–132 CPA; website conversion up to 17.4%
with no increase in ad spend.
• Took the brand to 5 Ukrainian marketplaces (7 stores, 11,964 orders in one CRM).
• Built an organic sales channel: SEO architecture and 300+ landing pages matched to demand for a 7.3K-SKU
catalog.
• Introduced AI automation across marketing and operations: CRM, product feeds, analytics and reporting.
• Lead the marketing team (marketer, analyst, designer, content) and contractors; budget, Plan/Fact, KPIs.

Chief Marketing Officer (CMO) | LUGI (wholesale importer of home goods and electronics; B2B, dropshipping, B2C)
08/2024 — 12/2025 · Part-time
• Wholesale channel: grew revenue to UAH 2.3M per month within 10 months (3×) from new wholesale customers;
new-customer ROAS 500%+, ad cost share under 20%.
• Retail (own website): Google Ads account ROAS 644% (best campaign 2057%), UAH 838K revenue in one month;
Meta Ads ROAS 11.79.
• Rebuilt marketing and sales into an acquisition and retention system; team of 6 specialists plus an agency, budget
and Plan/Fact by ROI.

Head of Digital | Endorphone (smartphone accessories brand; Ukraine and EU)
05/2022 — 05/2025 · Part-time
• Digital strategy and customer journey for Ukraine and the EU; launched on Rozetka, Prom.ua and international
marketplaces.
• Rebuilt Google Ads and product feeds, which unlocked Shopping and marketplace scaling; CRO and A/B testing
lowered CPA.
• Managed PPC and SEO contractors; KPIs and Looker Studio reporting.

Chief Technology Officer (CTO) | SVET Agency (digital agency, Kharkiv)
02/2021 — 02/2022
• Ran a portfolio of 8–10 client projects and led PPC, SEO, analytics, development and design teams.
• Digital strategy, performance marketing, SEO and link building, end-to-end analytics for clients.

Chief Marketing Officer (CMO) | Sputnik / Fox (home and interior retail, Kharkiv)
04/2019 — 01/2021
• Grew revenue 5×; built a 5-person marketing department.
• New website, SEO and local SEO, launch on Rozetka, Allo, F.UA and Kasta; Google Ads, email marketing, BI
reporting in Power BI.

B2B E-commerce Development Manager | STV GROUP, Procter & Gamble distributor (FMCG)
02/2018 — 03/2019
• Grew the B2B e-commerce channel 3×: B2B portal, SEO, Google Ads, marketplace contracts.

• Public and commercial tenders (Prozorro), promotions and promo budgets; data analysis in Qlik Sense.

E-commerce Manager | FC Shakhtar
05/2017 — 12/2017
• Launched a new online store: revenue 5×, 4 marketplaces and international sales.
• Sales plans and e-commerce budget, store KPIs, promotions.

Online Sales Manager → Head of Online Sales | Avtodiski
01/2015 — 04/2017
• Online sales channels and marketplaces; hired and trained the sales team.

Additional projects (international markets)
• Wellness brand, US and Canada: marketing strategy, product prototype, Shopify store launch, email marketing and
analytics; led a cross-functional team.
• International gaming platform: product strategy and SEO architecture from scratch for English-speaking markets (4
languages), link building strategy.

CORE COMPETENCIES
• Strategy: marketing and digital strategy, go-to-market, market expansion, positioning, customer journey mapping.
• Marketing finance: P&L, unit economics (CAC, LTV, ROMI), budgeting, Plan/Fact, forecasting.
• Leadership: building departments from scratch, hiring, KPI / OKR, agency and contractor management, alignment
with Sales, IT and Operations.
• Growth channels: performance marketing (Google Ads, Meta Ads, TikTok Ads), SEO and content, CRM and
retention, marketplaces.
• B2B: lead generation, wholesale and dropshipping, B2B portals, sales department and CRM, tenders.
• E-commerce and product: websites and B2B portals as product owner, CRO, product feeds, ERP (1C) and
marketplace integrations.
• Analytics and AI: end-to-end analytics (GA4, CRM, BI), AI marketing automation (Claude, ChatGPT, Python, SQL).
• Soft skills: strategic thinking, leadership and team building, cross-functional coordination (sales, IT, production),
process transformation.

EDUCATION, CERTIFICATIONS, LANGUAGES
Education: Master's degree in Banking — Donetsk State University of Management, 2009–2014.
Certifications: Google Analytics Individual Qualification; Google Ads — Fundamentals, Search, Display, Shopping
(2018); Monster Marketing (2020); Link Building course (2019).
Languages: Ukrainian — native; Russian — fluent; English — A2 (I read documentation, work with English-language
tools and handle written communication with contractors); Spanish — elementary.
Industries (15+): apparel and fashion, wholesale, manufacturing, FMCG, electronics, home and interior, automotive,
sports, wellness, finance, construction, IT services, gaming.
Tools: Google Ads, Meta Ads, TikTok Ads, Google Merchant Center, GA4, GTM, Looker Studio, Power BI, Qlik Sense,
Search Console, Serpstat, Ahrefs, Collaborator, Screaming Frog, CRM, Python, SQL, ChatGPT, Claude.

SKILLS
Marketing strategy, digital strategy, multichannel marketing, go-to-market (GTM) strategy, marketing audit, SWOT analysis, competitive
analysis, customer journey mapping (CJM), audience research and segmentation, positioning, marketing roadmap, unit economics,
marketing P&L, budget management, Plan/Fact analysis, forecasting, media planning, management reporting, KPI, OKR, building marketing
teams, hiring and onboarding, team leadership, agency and vendor management, cross-functional collaboration, performance marketing,
paid acquisition, PPC, Google Ads, Search, DSA, RLSA, Shopping, Performance Max (PMax), Display, YouTube Ads, remarketing, Meta Ads,

Facebook Ads, Instagram Ads, TikTok Ads, Telegram Ads, affiliate marketing, CPA networks, lead generation, demand generation, B2B
marketing, B2B sales, wholesale, dropshipping, B2B portal, e-commerce, marketplaces, Rozetka, Prom.ua, Google Merchant Center,
product feeds, product listing optimization, assortment planning, pricing strategy, website development, technical specifications, QA,
OpenCart, Shopify, WordPress, SEO, technical SEO audit, local SEO, international SEO, link building, backlink strategy, donor analysis,
Ahrefs, Collaborator, content strategy, content marketing, social media marketing (SMM), conversion rate optimization (CRO), UX/UI audit,
A/B testing, hypothesis testing, landing page prototyping, product management, end-to-end marketing analytics, web analytics, GA4,
Google Tag Manager, Facebook Pixel, Conversions API, Looker Studio, Power BI, Qlik Sense, Hotjar, Microsoft Clarity, attribution, cohort
analysis, RFM, LTV, CAC, CPL, CPA, CPO, ROAS, ROMI, ROI, AOV, conversion rate, CTR, CRM marketing, retention, lifecycle marketing, email
marketing, Viber marketing, loyalty programs, referral programs, sales scripts, call analysis, AI in marketing, generative AI, ChatGPT,
Claude, marketing automation, MarTech, Python, SQL, Excel, Google Sheets.