Natalia Parshikova - CMO, Sber Eapteka

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Network Power<100 people

Roles

💰80%

Investor & VC

🔥80%

Startup Founder

✔️60%

Geos

🇷🇺40%

Russia

🇺🇸40%

United States

🇦🇪20%

United Arab Emirates

Work Background

EAPTEKA.RUChief Marketing Officer

Jan. 2020Moscow, Moscow City, Russia- marketing communications, performance and CRM marketing management - pricing management - marketing strategy development and implementation - team building & people management ACHIEVEMENTS - sales performance X2 YoY; - 2,3 million new clients in 1.5 years (X3 to the initial base) - retention rate +10% YoY - Kommersant Rating: Top 10 Marketing Directors in Retail, 2021 Marketing communications - brand platform & communication strategy development and implementation - successful company rebranding - annual media strategy implementation to support 78 new market openings - 4 national 360° campaign launches (TV / OLV / OOH / Radio / BTL) - brand awareness growth from 25% to 50% on new markets within 2 months - econometric model implementation measuring channel’s incremental contribution - press service launch from scratch to average monthly indicators of MI 3000+ - "Forma" brand media launch; "Why are we still alive?" podcast launch with 4.9* rating - 30 grand opening events involving state’s top officials, total MI > 11 000 - development of ESG strategy 2021-23 CRM marketing - sales through CRM channels (push / email) growth X4 YoY up to 135M monthly revenue - CDP platform implementation - omni-channel loyalty program development from scratch to 850 000 participants Performance marketing - performance marketing launch from scratch to 25% of the company's monthly revenue - paid channels generate 35% of new customers - implementing end-to-end analytics from scratch to projected revenue by cohorts forecasting - mobile app is top-1 in Medicine category in AppStore and Google Play - SEO: over 80% search requests are in Yandex and Google TOP 10

"Тануки" и "Ерш"Chief Marketing Officer

Jan. 2017 - Dec. 2020Moscow, Russian Federation- marketing communications, performance and CRM marketing management - digital Product Development Management - marketing strategy development and implementation; - customer profit increase (LTV growth, CAC reduction) - team building & people management ACHIEVEMENTS - sales performance: +10% LFL YoY; Delivery +25% LFL YoY - retention rate growth +20% YoY - entering new markets: Kazakhstan, UAE - full rebranding of Tanuki and Ersh (website, apps, uniform, packaging) - new mobile app launch (rating growth from 2* to 4,5*) - new website launch with +25% conversion rate growth - fully reorganized marketing and product development teams - team transformation to Agile (T2M -70%) - end-to-end marketing analytics implementation from scratch (sales funnels, attribution) - client analytics implementation from scratch (RFM, cohort analysis, outflow forecasting) - CRM strategy implementation (email / push): retention, reactivation chains - kids product line launch from scratch; contracts with "Mi-mi-mishki", "Masha & the Bear" brands: kid’s rooms, combo meals with toys, co-promo campaigns - 300+ media publications per year, including strategic partnerships with 15 leading media - 50+ cross-promotional projects (>11 mill e-mails & >4.1 mill coupons sent through partner channels) - ADCR, Red Apple, MIXX Russia awards for a marketing campaign with M. Galustyan

Papa JohnsInternational Marketing Director

Jan. 2017 - Dec. 2017Moscow, Russian Federation- opening of new markets and restaurants in Europe and the CIS - marketing strategy in new markets in Europe and the CIS development and implementation - projects coordination with headquarters in the US and UK

Papa JohnsMarketing Director

Jan. 2011 - Dec. 2017Moscow, Russian Federation- marketing strategy development and implementation -- transformation of offline sales to online -- digital channels launch & development - customer attraction and retention - customer profit increase: LTV growth, CAC reduction - price and assortment policy management - building a marketing department - digital Product Development Management (4 distributed teams) - projects coordination with headquarters in the US and UK ACHIEVEMENTS - sales performance: + 20% LFL YoY within last 5 years - opening of 57 new stores in Moscow & St Petersburg regions and 17 new markets in Russia & CIS - online sales increase up to 75% among all company sales (best results among all countries) - omni-channel sales system launch (API / website / terminals / mobile apps / chat-bot/ aggregators) - loyalty program development from scratch to 600 000 participants - end-to-end marketing and client analytics implementation from scratch - customer database growth from 300 to 500 thousand customers per year for the last 4 years - online order frequency performance: + 50% YoY within last 5 years - cross-promotion and charity projects with over 30 partner brands

Papa JohnsMarketing Manager

Jan. 2010 - Dec. 2011Moscow, Russian Federation- offline marketing activities implementation (radio, indoor & outdoor advertising) - website development as a sales channel - local Store Marketing (BTL, leafleting) - PR and reputation management ACHIEVEMENTS - website launch and generation of first online sales - omni-channel loyalty program launch from the scratch - launch of online brand cross-promotions in partnerships with auto.ru, kinopoisk.ru, hh.ru, mail.ru, championat.com and other brands

Novikov GroupBrand Manager

Jan. 2008 - Dec. 2009Moscow, Russian Federation- marketing strategy development and implementation for the 12 brands of individual restaurants - special Projects (chef’s gastronomic tours, food exhibitions, seasonal menus) - loyalty program development, new partners attraction - PR support and reputation management