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Work Background
LearnWorldsHead of Marketing (Course Sellers Tribe)
May. 2024
LearnWorldsSenior Product Marketing Manager
Jun. 2022Managed and developed educational product programs across different funnel stages, boosting the performance of existing initiatives and successfully introducing new ones. Developed and implemented GTM (Go-To-Market) plans for product launches, activating multiple touchpoints that engage users, and raise awareness/ adoption of the released features. Coordinated cross-functional teams to execute product launch and funnel optimization initiatives. Led regular digital campaigns, conducted performance analysis, and developed action plans for marketing initiatives optimization. Crafted clear and compelling product messaging for web pages and digital campaigns. Authored product articles that highlight the benefits and use cases of product features.
LabaHead of Marketing
Sep. 2021 - Apr. 2022Led Product Marketing Team (26 Producers and Learning Experience Specialists) Ensured revenue development through product portfolio management (online business courses). Initiated new launches & improvement of existing products. Introduced a consumer-centric approach to the product development process. Incorporated marketing philosophy and vision into the department operations. Set up a process of hypothesis testing in the department, covering different product development stages. Led touchpoint optimization, improving conversion metrics along the funnel.
СільпоProduct Owner
Nov. 2020 - Aug. 2021Kyiv, Kyiv City, UkraineDeveloped consumer LTV through basket maximization mechanics responsible for 50% of incremental revenue Lead cross-functional team (2 Data Scientists, Content Manager, Marketing Manager), fostering Agile principles Integrated Machine Learning (NBO and LAL modeling) and improved level of promo-offers personalization Tested 50+ product development hypothesis
Philip Morris InternationalRetention Lead IQOS
Sep. 2019 - Jul. 2020UkraineDeveloped & launched national loyalty program that secured single-digit churn rate and increased NPS by 9%. Aligned retention products roadmap with internal stakeholders (Swiss Global Operational Center & local Top Management, PMO). Managed retention backlog for HQ development and National deployment teams, coordinated initiatives execution by 22 remote teams. Conducted around 20 loyalty benefits tests, covering full project cycle from ideation, go-to-market framework development, national teams briefing, cooperation with 3d parties for servicers & materials supply to deployment, outcomes analysis and scaling recommendations. Developed consumer segmentation–loyalty benefit matrix, built respective communication sequences. Managed double-digit mio budget.
Philip Morris InternationalAcquisition Lead IQOS
Sep. 2018 - Sep. 2019ArmeniaDeveloped & implemented an acquisition roadmap for Armenian market and doubled users intake Launched & coordinated deployment for on/off-line acquisition products such as user referral, lead generation, HoReCa partnering programs, etc. Lead HQ acquisition team, coordinated management of the field full-time and freelanced teams Launched motivational, knowledge-building & product referral programs for employees, securing internal cultural transformation and additional acquisition channel development
Philip Morris InternationalAcquisition Executive IQOS
Mar. 2017 - Sep. 2018UkraineDeveloped a framework for a direct selling team which contributed 30% to the annual users acquisition Coordinated national teams and ensured compliance with program guidelines that covered devise aspects staring from hiring & educational to performance management and channel efficiency analysis Lead internal transformation through employee engagement program, supported internal App launch Designed onboarding & educational programs for the team in cooperation with internal & external trainers Delivered coaching & train-the-trainer sessions Fostered company’s vision across organization
Philip Morris InternationalBrand Executive Marlboro
Sep. 2016 - Mar. 2017Ukraine
HenkelBrand Manager (Laundry&Home Care)
May. 2014 - Oct. 2015UkraineManaged Marketing Mix for 2 brands at a time Managed brands` P&L Planned and implemented product launches and re-launches Developed and implemented brand activations Coordinated brand activities with internal departments (Sales, Planning & Logistics, Legal, Trade Marketing and Category Manager) as well as Vienna Regional HUB Prepared and presented reviews of brand financial and market performance for Local and Regional Management as well as Sales Department Briefed creative agencies, planned and coordinated ATL & BTL campaigns Responsibilities besides Brand Management: Prepared EBIT company portfolio reporting Prepared forecast reports for company portfolio Served as a mentor for the department Intern
HenkelIntern in International Marketing Unit
Oct. 2013 - Mar. 2014Düsseldorf Area, Germany
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