Ірина

Iryna Ishchenko
Kharkiv, Ukraine (now abroad) | 13.04.1990
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tg, viber, whatsapp, but not for call

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Work experience
Independent specialist
Marketing strategist / PPC specialist / Web analyst / Project manager
October 2018 - until now (freelance between main works)
● Creating a project development strategy based on the customer's goals
● Auditing client processes to identify bottlenecks and improve operational efficiency
● Setup and optimization of all types of campaigns in Google Ads
● Creation of UX audits, writing of technical specifications for setting correct codes for tracking site metrics
● Analysis of business performance and conversion rates against goals and profits
Topface
Advertising manager
October 2020 - July 2021
● Formation of brand development plan, structure of work of marketing department in connection with other
departments of company
● Audit of design and functionality of site, support and verification of implementation of technical changes
and updates to site for programmers
● Planning the implementation of site with 1C, CRM, Binotel, Hotjar
● Independent work with content and meta tags of the site, correction of technical errors
● Participation in content filling of site and social networks (facebook, instagram, youtube): data structure,
visual and textual part, planning of photo shoots
● Formation of a system of promotions and discounts, connection of wholesale and retail discounts
● Setting tasks,checking work and reporting of SMM, SEO, sales specialists, designer and programmers
● Formation of reporting on sales and marketing activity for the owner, presentation of the department's
marketing budget
● Running ads in Google Ads, Facebook, Instagram, formation and filling of email newsletters
● Tracking brand mentions through the LooqMe service in order to adjust the overall brand strategy
● Writing full-length product review articles on website
● Selection and coordination of content with influencers
● Adjusting work of sales department: creating auto-replies and scripts, checking conversations with
customers, holding a "customer care specialist day” to work with order rejections
● Creating thematic surveys, analytical A/B tests, marketing research, checking prices and activities of
competitors
Dark Agency
Head and specialist of the department of paid traffic channels
October 2019 - October 2020
● Formation of agency's department and services from scratch: creating a comprehensive brief for clients,
building internal processes, writing instructions and reporting models, implementing new dep services
● Consulting clients and management on setting up and launching contextual advertising
● Compilation of a media plan and structure of project promotion according to goals and marketing budget
● Helping designer to create the right conversion structure of sites for the clients
● Implementation of a call tracking system for clients' sites
● Self-configuration and management of customer campaigns in Google Ads
● Work with optimization of existing and creation of new Google My Business pages (Google Maps points)
● Building a new site analytics setup system (switching to the GA4 tracking system)
● Conducting interviews with candidates for vacancies in the department
Cleveroad
Business Requirements Analyst
October 2018 - March 2019
● Analysis of technical aspects of the product development and implementation cycle
● Consideration theories of user behavior based on project tasks and visual mapping of user flow
● Self-writing user story for tech specialists
● Сommunication with the team and the client to questions at the stages of development and
implementation of a part of product and solving disputed issues
SREDA.digital
Lead specialist of the Internet Advertising Department
August 2017 - September 2018
● Creating of processes and documentation of the new department
● Negotiations with the client before the start of work to agree on the objectives and strategy of the project
● Planning experiments, connecting scripts to automate routine processes, data analysis and reporting
Promodo
PPC Specialist
March 2016 - July 2017
● Describing of work strategy, analysis of competitors, highlighting the strengths and weaknesses
● Working with Google Analytics, setting up Google Tag Manager
● Checking the installation of codes and sending data in the data layer, working with the Google Ads API.
● Writing technical assignments and work plans for other specialists

Teacher work experience
Independent practice
Individual teacher (full cycle)
July 2021 - December 2021
● Training with mentoring: only real-time practice for 3 different projects
IT Cloud Academy
Teacher of the course "Contextual and targeted advertising"
October 2018 - December 2018
● Creating a course plan, working out topics and creating presentations
● Conducting lectures, mentoring of the projects, checking homework
NITKI School
Teacher of PPC & Analytics block on a course
July 2017
● Formation of theoretical material, lectures and practical exercises
● Recommendations to students (owners and marketers) on the growth of the project in their niches

Education
2007 – 2012 | Master’s Degree | Business economics | Kharkiv Institute of Trade and Economy | Ukraine

Additional specialized education
2022 | Product analytics | robot_dreams | Successful completion (diploma)

2019 | Business Analysis Spring Camp | EPAM
2018 | Introduction to Data Science | Mastercode
2016 | Web Analytics | EMPO

Language skills
English – intermediate
Ukrainian – fluently