Алексей

Contact information

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Work experience

Chief executive officer

from 07.2022 to now (1 year 10 months)
Media Buying Team (Crypto/FX), Київ (Маркетинг, реклама, PR)

Functions:
Development strategy of the project including business plan & sales strategy;

Set the vision for the project, define the overall strategy from launch to scale, and long-term goals and strategies;
Analyzed and achieved financial performance: cohorts, P&L, Revenue, Break Even etc.;
Achievement of business goals, hypothesis testing, responsibility for the result;

Built a high-performing cross functional team focused on increasing business efficiency and profitability;
Provided executive leadership across the company;
Built a high-performing cross functional team focused on increasing business efficiency and profitability;
Established proper management of day-to-day affairs by developing and implementing processes that will ensure the achievement of the
company's financial and operational goals.


Results:
Launched the sales, lead generation, financial, tech, affiliate, HR, design departments from scratch;
Rebuilt operation processes according to agile principles;
Implemented the OKR method to reach strategy targets.

Chief Marketing Officer

from 06.2020 to 07.2022 (2 years 1 month)
NDA (IGaming), Київ (IT)

Functions:

Marketing analysis: market, competitors, customers, trends, etc.
Building of a custom journey map;
Development of products' business plans for the CIS, Asian markets (casino);
Creation of complete marketing strategy;
Development of a feasible marketing plan for the department and oversee its day-to-day implementation;
Set budgets, track a measure ROI on a continuous basis;
Setup and execute on user acquisition marketing strategies, in close cooperation with the internal team as well as with external partners to deliver on strategic initiatives;
Audience analysis, optimization, improvement of advertising campaign indicators (ROI, ROAS, CPA, CPI, LTV, ARPU), reporting, budget management;
Forecasting, budgeting & reporting processes to meet KPI’s & targets;
Researching and developing GTM strategy for new markets;
Development of conditions and models of the affiliate program;
Achieving the Affiliate targets in all markets measured on FTD, CAC and LTV;
Design and coordination of promotional campaigns, PR and other marketing efforts across channels;
Writing technical specifications and implementing gamification mechanisms into projects (achievement map, personalized quotes);
Output of products to new geos.

Results:
Successfully launched product for Asian market
Acquisition ROI on entry month grow from 20% to 35%+
CAC decreased on 20%+
Increased click2reg rates from 15% to 30%+
Increased reg2dep rates from 6% to 20%+
Increased numbers of FTD` 60%+
New acquisition channels and funnels

Chief Marketing Officer

from 11.2018 to 06.2020 (1 year 7 months)
Sport Labs Group, Київ (IT, Media, IGaming)

Functions:

Strategic marketing:
Marketing analysis: market, competitors, customers, trends, etc.
Portfolio management of existing products, identification of the most perspective directions of work (products, industries, markets)
Analysis of the target audience, its segments (development of the most effective ways to impact on the target audience)
Development of positioning (unique values, characteristics, competitive advantage) and messaging
Development and implementation go to market strategy and sales funnel.

Operations:
Collaboration with other departments to update sales strategies, developing services, adding new features, etc.
Rebuilding marketing department
Recruitment, adapted, trained, and motivated the staff
Planning of development of marketing department, team formation, distribution of competencies, coordination of staff
Budgeted, controlled expenses, and provided effective resource use, P&L
Forming and control of marketing calendar via communication channels and products.

Acquisition & retention:
Developed and conducted company product and service promo campaign
Media buying creation, management, launching, optimization of promo campaigns
SEO: development, distribution, control of promotional strategies, tests, KPI
Paid search (Google, Bing, Yahoo etc.): funnel development, preparing ad campaigns (keywords, ads, targeting, etc.), optimization
Retention: creating and implementation of retention waterfall
Activation: plan, organize, execution of activities in social media, messengers, sites, emails and other
Improved web resource usability, increased conversion, А/В testing, optimized customer acquisition channels, increased profitability.

Events:
Organization of the presence of company representatives
Meeting appointments with potential partners
Organization of networking parties during exhibitions
Development and control of KPI for sales team
Analytics:
Built and improved analytic system from a perspective of websites, marketing channels, revenue
Analyzed effectiveness of user’s acquisition channels and corrected them
Analyzed web advertising effectiveness, developed recommendations on planning for future periods
The analysis of these studies, the development of analytic models and preparation of reports

Results:
Bringing a company to a positive revenue in 6 month
Cost minimization (by 70%) and optimization of resources of marketing department
Achieving of acquisition & KPI and performance over and above target (~120%)
Conversion from MQL to SQL30%
Building and optimization of the analytic system (comms channels, messages, target audience segments, etc.)
Building marketing & sales department from scratch

Chief Marketing Officer

from 09.2016 to 11.2018 (2 years 2 months)
Ikajo, Київ (IT, FinTech)

Chief Marketing Officer

from 04.2015 to 09.2016 (1 year 5 months)
NDA, Київ (Content writing service, IT, e-commerce)

Chief Marketing Officer

from 03.2014 to 04.2015 (1 year 1 month)
Union Standard Bank, Київ (Finance, banking, and insurance)

Marketing Manager

from 02.2013 to 03.2014 (1 year 1 month)
DonCredit, Київ (Finance, banking, and insurance)

Marketing Manager and Head of CPA project

from 04.2012 to 03.2013 (11 months)
Renaissance Credit Bank, Київ (Finance, banking, and insurance)

Lead Specialist of the Promotion and Advertising of the Marketing Department

from 02.2011 to 04.2012 (1 year 2 months)
Russian Standard Bank, Київ (Finance, banking, and insurance)

Account Director

from 04.2008 to 02.2011 (2 years 10 months)
Communication Unlimited, Київ (Marketing, advertising, and PR)

Education

Киевский институт рекламы

Маркетинг, рекламного исскуства, Київ
Higher, from 2011 to 2016 (5 years)

Knowledge and skills

Language proficiencies

English — fluent

Additional information

Experienced chief marketing officer with 13+ years in B2B, B2C, finance, IT, IGaming, e-commerce, AdTech, FinTech markets.
Skilled in marketing strategy, marketing communications, acquisition, retention, optimization and A/B testing, product messaging, market research, analytics; development and launching of new projects/products, leadership and management of teams (40+ people).