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Опыт работы

Chief Marketing Officer (CMO), Brand Strategist

с 05.2022 по наст. время (3 года 8 месяцев)
Petrol Stations Chain "Euro Petroleum", Чернівці (Автобізнес та автосервіс)

Analytical stage:
✓ Identified operational tasks to take over and keep them on track.
✓ Interviewed a brand strategist who had provided training for my teamlead :)
✓ Performed internal interviews with department heads and operational managers. Such interviews are important for a better understanding of further actions with the product and audience.

Marketing stage:
✓ Performed in depth research on the competitive environment, market, trends, target audience and segments.
✓ Castdev for the retail customers base (I've selected 50 customers of different age groups, spheres of activity, social status).
✓ Castdev for wholesale customers (I've selected of 10 customers, small and medium-sized companies, private and municipal).
✓ Developed and implemented a communication strategy in all touchpoints with the customer.
✓ All locations in Google My Business are collected in one account and brought to the same standard. I conducted verification of each location. Together with Cube Ukraine Online, we created 360 panoramic reviews for each location and published them in the company's profiles.

✓ I've created calendar plan of promotions and offers for the entire petrol stations chain and measured their performance.
✓ I've identified effective customer acquisition channels and developed customer acquisition and retention strategies. Among the most converting channels were radio advertising, social media and collaborations with other brands.
Branding and positioning stage:
✓ The concept of moving away from the typical ‘Green’ petrol station, to the family positioning as the main concept according to the research. The key advantages and differences from other chains have been identified, so that's why the company "Cares and Charges" (tagline of the company) :)
✓ All identity, design and printed materials were created under my supervision :)
✓ Organised cooperation with production studios to shoot commercial and feature videos for the company. Together with the team, I've created scripts for the video material.

The content for IG was filmed by me personally with a group of actors, the scripts were created on inspiration, and sometimes they were borrowed :)

Average marketing budgets: 9000-12000 USD per month.

Volunteer

с 02.2022 по 03.2022 (2 месяца)
Navigara | Military Tactical Equipment Manufacturing, Lviv (Light industry)

Chief Marketing Officer (CMO), Brand Strategist

с 12.2020 по 02.2022 (1 год 3 месяца)
Suburbia Studio | Architectural Rendering Services | Improving the SaaS Product in the Architectural Visualization industry 💻, Львів (Дизайн)

Disclamer :) First, I describe the process of working within the collaboration, and below — the internal work on the studio's goals.

Kuula is the most popular, award winning 3D 360 virtual tour software that makes it easy to create virtual tours for any business.

In 2022 Kuula have started cooperation with several architectural rendering studios to influence on its own product directly from target audience — archviz rendering studios.

Kuula's top management acted as PM and Product Owner and I've acted as a Product Marketing Manager from Suburbia Studio. Our studio already had a large research base about the end client at the very beginning of our cooperation.

The main goal of Kuula and Suburbia Studio cooperation was about to improve the customers experience using Kuula's product.

So we decided to leave only useful features and remove other ones if necessary. In easy words Kuula aimed to update its product to real needs of studios based on their experience.

What tasks I’ve solved on this position:

✓ I’ve created the structure of our joint team and agreed assigned roles for specialists and top management of both companies.

✓ I’ve organized our team workflow according to Agile — a symbiosis of Scrum and Kanban methodologies.

✓ I’ve collected all available analytics — results of quality and quantity interviews from both sides.

✓ The product was in production-ready form for a long time, so I’ve returned to the stage when the product was MVP and analyzed user feedback from existing versions in cooperation with PM to determine which feedback was not taken into account when building the first GTM version of the product.

✓ Thanks to CustDev I’ve created additional hypotheses and perform few tests based on the ICE framework which helped to find a new, potentially interested in the product segment of the target audience. This allowed to complement general strategy vision and product growth strategy as well.

✓ Applying JTBD I’ve marked prioritized user needs in lacked product features that users were awaiting for in next update. Few of them were about certain integrations with popular CMS systems and real-estate SaaS products.

✓ Since product changes its own orientation from itself to the customer, together with the team we have changed the communication strategy and changed the distribution channels for ne

🌐 Kuula Website: www.kuula.co
🌐 Suburbia Studio Website: www.suburbiastudio.com

As for the results of work directly on the studio's business goals:

Lead CR — Before: 24% / After: 57%
Order CR — Before: 2% / After: 32%
Avg. 1 year ROMI — 565%
Avg. 1 year LTV per customer — Before: 9740 USD / After: 14350 USD

Chief Marketing Officer (CMO), Brand Strategist

с 09.2019 по 11.2020 (1 год 3 месяца)
Wortex International | Outsourcing HR Company 🌐, Lviv (Recruiting and HR)

Wortex is a Poland-based employment company that managed to transform a way which Ukrainians used to pass to get a job they were looking abroad.

What have I done at this position:

Analytical stage:
✓ Analysis of marketing base at the very beginning of my work — marketing materials, product matrix, channels of customer acquisition, digital assets and marketing metrics.

HR stage:
✓ Second stage interviews, providing test tasks for specialists and helping them to adapt asap.
✓ KPI for the department and looking for its achievement.

Brutal marketing stage:
✓ Analysis of demand and offers on the architectural services market. I have also documented all the results of marketing research.
✓ Based on the results I have prepared marketing and brand strategy that convey all steps about how a company can move forward and grow up.
✓ Implemented customer feedback gathering via services like Google My Business and others. That helps to improve the brand's reputation in a proper way.
✓ E-Mail, SMS and Messengers marketing campaigns to reach our existing and potential customers.
✓ Established cooperation with film production studios. My team was involved in writing scripts for creative and commercial videos.
✓ I have developed a digital marketing strategy in collaboration with the digital marketer of our team, set it up and launched context and targeted advertising.

Branding and positioning stage:
✓ Using such methods as a triangle of the brand, ring of Sinek and the curve of territories I've used to make brand self-analysis and well detailed segmentation of our potential consumers.
✓ Bonus systems based on partnership agreements with real estate developers and travel companies. Thus, customers of our company receive discounts and special offers for its services.

🌐 Websites:
www.wortex-group.com.ua (Representation in Ukraine)
www.wortex.pl (Main website)
www.wortexgroup.de (Representation in Germany)

Average marketing budgets: 1500-1800 USD per month.

Results:
Lead CR — Before: 15% / After: 56%
Order CR — Before: 7% / After: 17%
Avg. 1 year ROMI — 690%
Avg. 1 year LTV per customer — Before: 210 USD / After: 640 USD

Project Manager

с 06.2017 по 07.2018 (1 год 2 месяца)
Visione Interna | Complex marketing solutions for real estate developers 🔮, Львів (Маркетинг, реклама, PR)

Visione Interna is a real estate marketing agency that aims for marketing budget reduce for developers in a way of using performance marketing as a main acquisition channel.

Mostly my role in the company was about project management but also I've dealt with marketing tasks. With a theoretical and practical base and marketing budget I've actively tested my hypothesis and ideas in real estate business and documented all the results.

What have I done at this position:

✓ Organize the team's work processes.
✓ Research of potential markets where company could enter with its services.
✓ Measuring results from digital campaigns to optimize its metrics further.
✓ Communication and support for existing customers and managing their projects.
✓ Managing third-party specialists while working on projects — Web Developers, UI\UX Designers, Digital Marketers.
✓ In collaboration with the CEO I've improved the sales funnel and optimized its certain stages in a way based on experience of interaction with the customer.

🌐 Website: www.visioneinterna.com (Closed now)

Average marketing budgets: 900-1200 USD per month.

Results:
Lead CR — Before: 5% / After: 12%
Order CR — Before: 2% / After: 7%
Avg. 1 year ROMI — 415%
Avg. 1 year LTV per customer — Before: 4800 USD / After: 7550 USD

Product Marketing Manager

с 04.2015 по 05.2017 (2 года 2 месяца)
OKSANA MUKHA | Premium brand of wedding and evening fashion 👑, Львів (Легка промисловість)

Powerful marketing budget, global sewing company with more than 200 employees and specialists. All this allowed them to create a premium product and compete with the same global brands. OKSANA MUKHA is a well known wedding fashion brand around the world by its original design and some "Haute Couture" dress models.

What have I done at this position:

Analytical stage:
✓ Created portraits of customers and analyzed target audience in the B2B and B2C segments.

Strategic stage:
✓ Developed and successfully implemented marketing strategy for promotion on global and internal markets in B2B and B2C both segments.

Brutal marketing stage:
✓ Well designed sales funnels and tunnels for both B2B and B2C directions.
✓ Managing third-party specialists — Web Developers, UI\UX Designers, Digital Marketers.
✓ Ready-to-use calendar plan for the presentation of collections at worldwide exhibitions according to the terms of production.
✓ Set up and run advertising campaigns in Google Adwords, Yandex.Direct and Facebook Ads.
✓ Configured and synchronized Google Analytics, Yandex.Metrika, Google Tag Manager, Facebook Pixel.
✓ E-Mail, SMS and Messengers marketing campaigns to reach our existing and potential customers.

🌐 Website: www.oksana-mukha.com

Average marketing budgets: 4500-7500 USD per month.

Results:
Lead CR — Before: 14% / After: 27%
Order CR — Before: 3% / After: 8%
Avg. 1 year ROMI — 1025%
Avg. 1 year LTV per customer — Before: 7400 USD / After: 12730 USD

Образование

Lviv Polytechnic National University

Management and International Business, Lviv
Высшее, с 2014 по 2019 (5 лет)

Дополнительное образование и сертификаты

"Marketing Underdog" course at the "Super People" School of New Economics

2020 year, 16 weeks

"Brand Underdog" course at the "Super People" School of New Economics

2021 year, 7 weeks

Units BZ | Digital Marketing

2021 year, 3 month

"Prodigy Finance" course at the "Super People" School of New Economics

2022 year, 2 month

Знания и навыки

• Digital-маркетинг
• Google Ads
• Креативність
• Самостійне прийняття рішень
• Google Analytics
• Тактичний маркетинг
• Розробка маркетингової стратегії
• Email-маркетинг
• Маркетингові дослідження
• Маркетинговий аналіз
• Продуктовий маркетинг
• Affiliate Marketing

Знание языков

• Английский — средний
• Украинский — свободно

Рекомендации

Marchuk Julia Mykhaylivna

Marchuk Julia Mykhaylivna

Head of HR, Suburbia Studio

Дополнительная информация

Telegram: @a_legionov

✓ LinkedIn Skill Assessment badge: Google Ads
✓ LinkedIn Skill Assessment badge: Google Analytics
✓ LinkedIn Skill Assessment badge: Search Engine Optimization (SEO)

About me:

A well-rounded, versed and cold-blooded CMO with a knack in customer acquisition and branding for companies. My track record of accomplishments gives me a unique perspective that helps to create an efficient rhythm for the whole team.

I am helping businesses make their marketing more flamboyant and authentic. Such an approach comes from my deep conviction that boring marketing should be already behind us.

I believe that to build eye-catching marketing means to strengthen the rears from every side — lead generation model, content, design, product growth overall. Everything must flatten a glance of a customer and walk him to a feeling of curiousness about the brand. I know exactly how to craft it.