Олександр

Oleksandr Stolbov
Contact
Oleksandr Stolbov Chief Marketing Officer (CMO) / Head of Marketing | E-commerce, B2B, Performance Marketing
Kharkiv, Ukraine · Remote / Full-time · Open to EU / US markets
Phone: [відкрити контакти](див. вище в блоці «контактна інформація») · Email: [відкрити контакти](див. вище в блоці «контактна інформація»)
Portfolio with 24 case studies: alexsander-stolbov.in.ua
Summary
Results-driven Chief Marketing Officer with 10+ years in digital marketing and e-commerce, including 6+ years in CMO / Head of Digital roles. I run marketing as a P&L function: unit economics (CAC, LTV, ROMI), performance channels, CRM and end-to-end analytics, owning revenue and profit rather than vanity metrics.
Track record: revenue ×3.5 at TM GABBI, ×3 in 10 months at LUGI, ROMI up to 1232%, CAC / CPL down 35–40%. Managed marketing budgets of $5K–100K per month and built 5+ marketing departments from scratch (teams of 10+ people: in-house staff plus contractors and agencies).
Domains: e-commerce and marketplaces, B2B (wholesale, dropshipping, manufacturing), B2C / D2C, fashion, FMCG; markets in Ukraine, EU and US. Work closely with founders and CEOs on go-to-market, budgeting and forecasting. Hands-on with AI tools and marketing automation.
References and Portfolio
• Unscripted video testimonials from business owners: Nataliia, owner of TM GABBI; Volodymyr, owner of Endorphone; Olesia, Head of Sales at LUGI. Watch: https://alexsander-stolbov.in.ua/#testimonials. Referee contacts available on request.
• 24 case studies with ad account, GA4 and Looker Studio screenshots: Google Ads, Meta Ads, SEO, CRO, B2B portal, analytics, AI tools — https://alexsander-stolbov.in.ua/#cases.
Core Competencies
• Strategy: marketing strategy, digital strategy, go-to-market (GTM) strategy, market expansion, positioning and messaging, customer journey mapping (CJM), marketing roadmap.
• Marketing finance: unit economics, marketing P&L, budget management, Plan/Fact analysis, forecasting, media planning; CAC, LTV, ROMI, ROAS, CPL, CPA, CPO.
• Leadership: building marketing teams from scratch, hiring and onboarding, KPI / OKR, agile sprints, agency and contractor management, SLA, cross-functional work with Sales, Product, IT and Operations.
• Performance marketing: Google Ads (Search, Shopping, Performance Max, YouTube, Display, remarketing), Meta Ads (Facebook / Instagram), TikTok Ads, Telegram Ads, affiliate and CPA networks (Admitad), campaign scaling, hypothesis testing.
• B2B marketing and sales: B2B lead generation, wholesale, dropshipping and partner programs, B2B e-commerce portals, building B2B sales departments, CRM implementation, lead quality and qualification, sales scripts and call analysis, sales and marketing alignment, tenders, distribution and retail chains.
• Growth and conversion: full-funnel marketing, lead generation, demand generation, conversion rate optimization (CRO), A/B testing, landing page UX.
• Analytics: end-to-end marketing analytics (GA4 + CRM + BI), attribution, cohort analysis, RFM segmentation, data-driven decision making.
• CRM and retention: lifecycle marketing, email and Viber campaigns, triggered flows, loyalty and referral programs.
• E-commerce and marketplaces: Rozetka, Prom.ua, Kasta, Allo, Epicentr, Etsy, Joom; Google Merchant Center and product feeds; OpenCart, Shopify.
• E-commerce website and B2B portal development: launched 7+ websites and portals as product owner (B2B portals for GABBI and STV GROUP, GABBI B2C store, LUGI e-commerce platform, FC Shakhtar online store, Sputnik / Fox website, Shopify store for the US market): prototyping, UX, technical specifications, vendor selection and management, SEO architecture, site speed and Core Web Vitals, QA, CRM / ERP (1C) and marketplace integrations; OpenCart, Shopify, WordPress.
• SEO and content: technical, commercial and local SEO, content marketing, SMM, link building.
• AI and MarTech: AI tools for marketing (ChatGPT, Claude), marketing automation, reporting automation, MarTech stack design.
Work Experience
Chief Marketing Officer (CMO) — TM GABBI, Kharkiv, Ukraine (apparel manufacturer, B2B wholesale + B2C e-commerce) 02/2022 — Present · Full-time
• Developed and executed the B2B and B2C marketing and digital strategy; grew revenue 3.5×.
• Lead the marketing team (marketer, analyst, designer, content) and contractors; own budgeting, Plan/Fact and KPIs.
• Built a B2B online sales department from scratch and implemented CRM; launched a B2B portal from prototype to production.
• Generated 8,000+ B2B leads via Google Ads at 19.9–21.3% CTR and CPA of UAH 100–132.
• Raised landing page conversion rate to 12.7% (peak 17.4%), delivering 4,076 leads with no increase in ad spend.
• Expanded to Ukrainian marketplaces (Rozetka, Prom.ua, Kasta) and international ones (Etsy, Joom).
• Drove e-commerce growth on OpenCart: SEO landing pages, Schema.org markup, bilingual search, cross-sell and upsell, Core Web Vitals (product page CLS 0.69 → 0.06).
E-commerce operations and automation at GABBI (2025–2026):
• Unified CRM for 7 GABBI stores on 5 marketplaces (Rozetka, Prom, Kasta, Epicentr, Hubber): 11,964 orders, 17.7K leads imported from KeyCRM, product feed of 39,613 items, hourly stock sync.
• Catalog of 7.3K SKUs restructured: 6,254 SKU code changes, 17,742 barcodes moved to size level, 1,987 photos added with zero reconciliation errors; 659+ new product pages.
• SEO: 300+ new filter landing pages and 2,000+ updated based on keyword research; 1,088 H1s fixed; 924 valid 301 redirects.
• Cross-sell and upsell: products without cross-sell cut from 348 to 4; "Complete the look" upsell in 107 categories built on 14,439 B2B orders.
• B2B portal b2bopt.club: catalog response 1.3 s → 0.04 s; 13,686 barcodes reconciled with the 1C ERP; 35K product photos audited; Rozetka / Prom feeds with 2,484 attribute values mapped.
Chief Marketing Officer (CMO) — LUGI (wholesale importer of home goods, electronics and accessories; B2B, dropshipping, B2C) 08/2024 — 12/2025 · Part-time
• Scaled revenue to UAH 2.3M per month within 10 months (3×) through a multichannel strategy; new-customer ROAS 500%+, ad cost share under 20%.
• Google Ads (Shopping, Performance Max): 2057% ROAS, 856 purchases, UAH 838K revenue. Meta Ads: 11.79 ROAS at $0.05 CPC.
• Managed a team of 6 specialists plus an outsourced agency (PPC, SEO, analytics, IT) with SLA and KPI control.
• Built B2B and B2C funnels across SEO, Google Ads, Meta Ads, SMM, email / Viber and content.
• Owned budgeting: Plan/Fact, ROAS / CPA / LTV by channel, budget reallocation by ROI.
Head of Digital — Endorphone (smartphone accessories brand, Ukraine and EU) 05/2022 — 05/2025 · Part-time
• Built the digital strategy and customer journey for Ukrainian and EU markets; ran A/B tests and CRO.
• Optimized Google Ads and Google Merchant Center feeds, ran SEO audits, set up Looker Studio reporting.
• Launched the brand on major marketplaces; managed PPC and SEO contractors.
Chief Technology Officer (CTO) — SVET Agency (digital agency) 02/2021 — 02/2022
• Built digital strategies and CJMs for clients; led PPC, analytics, development and design teams.
• Google Ads (Search, DSA, Shopping, Display, YouTube, remarketing), Facebook Ads, e-commerce tracking and end-to-end analytics.
• Managed a portfolio of 8–10 client projects per month.
Chief Marketing Officer (CMO) — Sputnik / Fox (retail) 04/2019 — 01/2021
• Launched a new website with UX and SEO optimization; expanded to Rozetka, Allo, F.UA and Kasta.
• Ran Google Ads, Merchant Center and email marketing; built BI reporting in Power BI.
• Grew revenue 5× with a 5-person marketing team; ABC, RFM, ROMI and LTV analytics.
B2B E-commerce Development Manager — STV GROUP, Procter & Gamble division (FMCG distribution) 02/2018 — 03/2019
• Developed the e-commerce channel: B2B portal, SEO, Google Ads; tenders and marketplace contracts; data analysis in Qlik Sense.
• Grew B2B e-commerce channel revenue 3×.
E-commerce Manager — FC Shakhtar 05/2017 — 12/2017
• Launched a new online store; owned sales planning, budget, KPIs, promotions, SEO and marketplace expansion.
• Grew revenue 5×; launched on 4 marketplaces (Rozetka, Prom, ek.ua, Hotline) and international sales.
Online Sales Manager → Head of Online Sales — Avtodiski 01/2015 — 04/2017
• Ran marketplace and social commerce channels; hired and trained the sales team.
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.
• Revenue growth: 3.5× at TM GABBI, 3× in 10 months at LUGI; 20+ businesses grown, with annual revenue of $500K–$4M.
• Marketing efficiency: ROMI up to 1232%, ROAS 2057% on Google Ads, ad cost share from 5%; CAC / CPL down 35–40% while lead volume grew.
• Teams: 5+ marketing departments built from scratch (PPC, SEO, content, analytics).
• B2B lead generation: 9,000+ leads across three verticals at 15–21% CTR and CPA of UAH 100–141.
• Retention: RFM-segmented email / Viber campaigns lifted average order value and repeat orders by 15–35%.
• SEO: organic traffic up 40–120% from technical, commercial and local SEO built from zero.
• AI and MarTech (2025–2026): designed and shipped in-house tools with AI assistants, Python and SQL: an e-commerce CRM for a Prom.ua + Rozetka store with ~3.4K SKUs (nightly repricing at 20–25% margin with zero loss-making SKUs, stock and order sync via API, supplier connectors, channel P&L; found a margin leak that priced the catalog 33% too high and restored 2,251 discounts), an AI SEO content analyzer (SERP top-10 analysis to a ready brief in 10 minutes), and automated feeds, catalog audits and Performance Max reporting.
Full case studies with numbers, ad account screenshots and client video testimonials: alexsander-stolbov.in.ua
Tools, Education, Languages
Tools: Google Ads, Meta Ads Manager, TikTok Ads, Google Merchant Center, GA4, Google Tag Manager, Looker Studio, Power BI, Qlik Sense, Google Search Console, Serpstat, Ahrefs, Collaborator (link building), Screaming Frog, Microsoft Clarity, CRM systems, Excel / Google Sheets, Python (Google Colab), SQL, ChatGPT, Claude.
Education: Master's degree in Banking — Donetsk State University of Management, 2009–2014.
Certifications: Google Analytics Individual Qualification (2018); Google Ads certifications: Fundamentals, Search, Display, Shopping (2018); Monster Marketing (2020, 3 months); Link Building course (2019).
Industries (15+): apparel and fashion, wholesale, manufacturing, FMCG, electronics, home and interior, automotive, sports, wellness, food, finance, fuel retail, construction, IT services, gaming.
Languages: Ukrainian — native; English — B1, written communication with contractors, working with English-language interfaces and documentation; Spanish — elementary.
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, Etsy, 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.