Senior Especialista en marketing de producto

Managed digital marketing activities for Webcom Academy, promoting educational programs and events through content, email marketing, social media, and paid advertising. Worked with marketing analytics, external specialists, and industry experts. Key achievements • Contributed to organizing and promoting the Digital GO! conference with 500+ attendees, coordinating event preparations and supporting audience engagement. • Developed an online promotion strategy based on audience and competitor research. Structured content planning and automated routine processes across social media, email marketing, and advertising. • Improved email and content communications by introducing new content formats, working with external platforms, and managing customer feedback. These initiatives helped increase email open rates and website visits.

Worked on growth marketing for an industrial B2B company, focusing on customer research, sales processes, growth experiments, and improving product presentation and marketing materials. Key achievements • Conducted interviews with customers and employees, mapped 3 business processes involving customer interactions, and identified opportunities to improve the customer journey. • Developed and tested 26 growth hypotheses. Testing and scaling the successful hypotheses generated 196 leads in a specialized B2B market. • Worked with the team to improve the website's structure and content, and prepared product catalogs and sales presentations for customers in Belarus, Russia, and Kazakhstan.

Co-developed KO Production, a video production and design studio serving B2B clients. Led marketing strategy, client acquisition, service development, and coordination of a four-person team. Key achievements • Introduced 2 new service lines — website design and graphic banner design. The team completed 4 projects in these areas in the second half of 2020. • In 2020, the studio delivered 18+ video production projects and secured annual contracts with 2 new clients. • Developed B2B marketing initiatives: researched client needs, tested acquisition channels, and worked on service positioning, email marketing, and commercial proposals.

Managed content strategy and social media communications for multiple brands within Webcom Group. Focused on brand reputation, audience engagement, content performance, and event promotion. Key achievements • Streamlined content planning and publishing workflows across multiple brands. Introduced case studies, digests, expert content, and Q&A formats to improve audience communication. • Managed online reputation (SERM), customer feedback, and brand communities across social media platforms. • Contributed to promoting the Webcom Digital Day conference, including audience communications and user-generated content.

Itgenio is an international online school for kids. Led product marketing for new offerings, covering customer research, positioning, GTM and unit economics. Managed a Product Marketing Manager and, through her, the content, design, video and web specialists. Key achievements • Reviewed a portfolio of 93+ educational offerings, set priorities and translated them into the product team's OKRs. Coordinated updates to first-session materials, including sales content, across ~16 course areas. • Adapted AJTBD segmentation for Marketing, Sales and Product and trained the Sales team on lead qualification and objection handling. In a cross-functional project to improve sales-led introductory sessions, conversion to payment rose from 70% to 86% (+16 pp). • Co-led SEO acquisition with the PMM, prioritizing improvements with an SEO specialist and overseeing lead generation. In Q3 2026, organic acquisition generated 1,717 leads, including 590 SQLs; 181 families made payments. • Reworked unit economics for two potential launches. Following demand and payback assessments, jointly decided with leadership to pause both; forecast CAC payback for one was 6–10 months. • Built a pricing calculator covering five scenarios, contribution margins, CAC payback and acceptable conversion declines. Leadership approved the model and handed it over to analysts. • Tested demand and acquisition hypotheses for four new products: helped prepare a paid MVP webinar, designed a CRM–Telegram bot funnel and took it to an ad test. Stopped one test after using 12.5% of its budget cap. • AI in research: used AI models for market research, segmentation and forecasting, validating outputs manually; co-developed a standard for AI analysis of customer calls with AI and Customer Success leads; specified for the AI team the logic of a customer-facing AI assistant based on customer jobs and segments.

Owned school-wide positioning and product marketing for existing courses: AJTBD segmentation, messaging, website UX, SEO and acquisition funnels. Managed a team of up to 10 people across content, design, video and web: hired specialists and contractors, set KPIs and wrote Scrum-based playbooks for website, SEO and review workflows, so handovers ran without disrupting work. Key achievements • Developed AJTBD segmentation and initiated its rollout across Marketing, Sales and Product. Worked with the team to refresh school positioning, the homepage, student stories and course pages; visitor-to-lead conversion reached 5%. • Owned SEO and website development: itgen.io reached 45K monthly unique users across all traffic sources, and organic channels contributed 25% of company leads. • Based on several months of 2025 reporting, organic channels (SEO, SMM and referrals) delivered SQLs at $5.74 vs $44.99 for performance — 7.8× cheaper — with higher lead-to-SQL conversion (39% vs 33%). • Led marketing for the launch of the "Neural Networks" course, which ranked among Itgenio's top 5 of 50+ offerings by MAU and revenue. • Initiated a glossary project, defined its concept and UX and coordinated delivery. Quarterly visitors later grew from 6.2K to 12.4K (+99.5% from Q1 to Q3 2026). • Created the concept and positioning for summer intensives and organized promotion: 400+ students and 6,000+ paid lessons. A joint Black Friday campaign generated 6,800+ paid lessons. • Led AI adoption in the team: selected tools, wrote prompts and set up access for everyone. Moved banner and thumbnail production for YouTube, social media and paid ads to AI image generation, reducing design workload and costs. • Worked with Customer Success to establish a review collection process; together, the teams gathered 550+ positive customer reviews in 2025.

Joined Itgenio to grow its YouTube channel. Within the first month, mapped the marketing processes and convinced leadership that content marketing needed a full rebuild, which led to the Lead Content Marketing role. Built the team from scratch and led social media, content, copywriting, design, video and web. Key achievements • Hired SMM specialists, a content marketer, a copywriter, a lead designer and a UX/UI designer, and reshaped the team as needed; one of my SMM hires later grew into the company's Creative Director. Introduced Scrum-based planning and content production workflows. • Increased organic leads from 4% to 12% of all company leads; monthly organic traffic reached 23,000 unique website visitors. • Initiated the "Most" educational blog using the school's existing articles. Proposed its name, developed the concept, structure and UX, defined content categories, and established an SEO-focused editorial workflow with a designer and copywriter. • Grew the children's YouTube channel from 33,000 to 46,000 subscribers; Instagram reached 14,000 followers. • Conducted parent interviews and surveys to inform content strategy and audience communication.