Алексей

Alexey Bilichenko

Birth date:18.03.1987
Phone: [відкрити контакти](див. вище в блоці «контактна інформація»)
E-mail: [відкрити контакти](див. вище в блоці «контактна інформація»)
Skype: aobilichenko

Experienced C-level manager with 15+ years in B2B, B2C, finance, IT, IGaming, media, e-commerce, AdTech, FinTech markets.
Skilled in strategy, acquisition, retention, optimization and A/B testing, market research, analytics; development and launching of new projects/products, leadership, and management of teams (70+ people).

CEO/COO/CMO

PROFESSIONAL BACKGROUND:

07.2022 – till present Media Buying Team (Crypto/FX)
Chief executive officer
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.

06.2020 – 07.2022 NDA (IGaming)
Chief marketing officer
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:
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

12.2018 – 06.2020 Sport Labs Group (online media)
Chief marketing officer
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

03.2017 – 12.2018 Ikajo (FinTech)
Chief marketing officer

10.2015 – 03.2017 NDA (content writing project)
Chief marketing officer

03.2014- 10.2015 Bank " Union Standard"
Chief marketing officer

ADDITIONAL PROJECTS:

10.2016– 04.2017 AdTech (B2B)
Marketing advisor

08.2014– 11.2015 CPA network (B2B)
Marketing & sales consultant

04.2012– 03.2014 "DonCredit"
Marketing manager

04.2012– 12.2012 Bank "Renaissance Credit"
Marketing manager
06.2011– 04.2012 Bank «Russian Standard»
Chief Specialist of the promotion and advertising department

04.2008– 02.2011 Marketing communication agency «Communication Unlimited»
Account director

06.2006– 02.2008 Production company “Delo adv”
Account manager

EDUCATION:
Kyiv Institute of Advertising, Kyiv, 2010 - 2014
Major: marketing, advertising art faculty

TECHNOLOGY
Google Analytics, Google Ads, Google Tag Manager, Google webmaster tool, Yandex Metrika, Yandex Direct, Crazy Egg, Kissmetrics, SEMrush, Mix panel, Woopra, Intercom, MailChimp, Similar Web, Ahrefs, CMS, CRM etc.