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Georgia
Work Background
TV Channel (NDA)Digital Distribution Director
Jan. 2023 - Jan. 2024Amsterdam, North Holland, NetherlandsMedia with 15 mln viewers (NDA) - Developed and executed a digital strategy for a channel, increasing views from 60 million to 100 million views on YouTube per month over six months by implementing targeted growth tactics and optimizing content distribution.
- Introduced new formats and improved business processes, increasing YouTube Shorts views from 40 million to 200 million within one year.
- Grew social media reach by 25% to 110 million monthly views, and increased subscribers by 10% to 9.5 million by launching new content formats on YouTube, Instagram, TikTok, X, and Telegram in 10 months.
- The eNPS score in my unit reached 75 points, which was higher than the score through the company.
Saint Petersburg State University, Faculty of JournalismLecturer of Ads storytelling
Jan. 2022 - Jan. 2023St Petersburg City, RussiaDeveloped an author's course about storytelling from scratch: the history and basics of storytelling, its application in advertising, and transmedia storytelling.
2х2 TV. Adult Animation Channel Marketing Director
Jul. 2021 - Oct. 2021Moscow, Moscow City, RussiaRussia's main animation media, with 36 mln viewers - Implemented a 360° marketing strategy across Digital Ads, OOH, SMM, BTL, TV, and influencer channels, achieving 354.3 million impressions by effectively coordinating a multi-channel campaign with a budget of 300,000 euros.
- Secured over 1,000 media and blogger mentions by engaging influencers and partnership development.
National Research University — Higher School of EconomicsLecturer of Transmedia storytelling
Jan. 2021 - Jan. 2022Moscow, Moscow City, RussiaLecturer in Transmedia storytelling at the Faculty of Communications, Media, and Design
Television company FRIDAYDigital Director
Oct. 2019 - Mar. 2022Moscow, Moscow City, RussiaEntertainment Russia's TV channel, with 90 mln viewers - Developed and implemented a digital strategy that increased the audience across social media platforms by 275% (from 4 to 15 million) in 2.5 years, with content views reaching 1.8 billion in 2021 by expanding cross-platform content distribution and enhancing engagement strategies.
- Launched the world's first TikTok TV show, "TikTok Talent," and produced Russia's fastest-growing TikTok House, boosting social media engagement and expanding Friday TV's cross-platform reach. I led and facilitated communication between FridayTV and international and local TikTok divisions throughout the projects.
- Streamlined content production processes and optimized workflows for a team of 15 people, including social media managers, designers, developers, and editors.
- Launched over 30 special digital projects that enhanced Friday TV’s digital presence.
- Managed an annual media budget of €500,000, optimizing digital advertising strategies to achieve a higher return on investment. Working with major creative, media, and performance agencies.
СтолотоHead of Social Media and Content
Oct. 2018 - Oct. 2019Moscow, Moscow City, RussiaThe largest Russia's lottery company, MAU 40 mln users - Developed and implemented a content marketing strategy that increased the amount of content for the website, app, social media, and Influencers by optimizing the production processes in a team of 20 specialists and expanding content distribution.
- Adapted the strategy to fit the company's main challenge: engaging younger audiences across digital channels by focusing on Influencers and high-quality viral content.
- Increased average post reach by 9.5x and interaction growth by 38%, improved quality of interactions by 26% by implementing new social media formats and utilizing situational marketing.
- Optimized placements with Influencers and paid social campaigns by effectively allocating an annual media budget of €1,000,000, working with analytics, audience segmentation, and targeting ads. Interaction with creative, media, and performance agencies.
SberbankHead of Content Project
Mar. 2017 - Oct. 2018Moscow, Moscow City, RussiaThe largest Russia's bank, with 106 mln clients - Managed social media growth by increasing the number of communities by 11%, media metrics by 50%, organic reach by 20%, and overall SMM KPI by 14% through a redesign, new editorial policy, and a change in approach to social media content production. As a result, the Bank won Global Finance 2018 in the Best Social Media Marketing and Services category.
- Launched more than 20 special projects with positive ROI, including the SberCat project, which attracted 10 million users and grew its social media community to 2.3 million followers in 8 months through engaging content. This project won a silver Effie Award and generated 8 million conversions to the bank's website.
- Launched new media formats, such as Stories in the Sberbank Online app (80 million MAUs), which drove significant sales growth by utilizing innovative content delivery methods.
- Created and managed content and advertising for digital channels including social media, websites, mobile apps, and influencer partnerships, launching targeted campaigns that increased user engagement and awareness.
РБКHead of Video Group in SMM
Nov. 2016 - Mar. 2017Moscow, Moscow City, RussiaThe main economic Russia's media - Launched social media presence for RBC TV, growing communities to 16,000 followers in 3 months without a budget by creating and implementing organic growth strategies.
- Led video production from script development to final editing and developed content for RBC's social media, delivering high-quality content that enhanced RBC’s digital reach.
Mail.Ru GroupEditor
Dec. 2015 - Nov. 2016Moscow, Russian Federation- Monitoring federal and regional media.
- Control of the publication of news on the Mail.Ru.
- Text editing and multimedia creation: user-generated content, photos, videos, etc.
- Analytics.
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