Anastasiia Dvoretskikh - CMO, Smena Station

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Network Power500+ people

Roles

🔥33%

Startup Founder

✨33%

Business Owner

Geos

🇷🇺33%

Russia

🇺🇸33%

United States

Work Background

Smart TeddyHead of Ecommerce

Aug. 2022 - Dec. 2022

Smena StationHead of Marketing & New product launch

Mar. 2022Woldwide (digital nomads)Managing 360 marketing activations for two products: classic 2-week stations for digital nomads (B2C) & corporate 1-week off-sites (B2B) During 2022: - Successfully led marketing and communications efforts through an external crisis which resulted in CR to leads growth by 25% during 2022. - Built a marketing team of 6 (all remote), set up ways of working, introduced KPIs, planning and reporting processes as well as marketing budgeting. - Designed and launched product and marketing researches & interviews for better understanding target audience in changing context

Телеканал ЮвелирочкаExternal advisor (eCommerce, digital & business analytics)

Jun. 2021 - Oct. 2021Moscow, Moscow City, RussiaMy role was to built a strategy for web-shop development in connection to DRTV sales. I aslo helped with business analytics to predict ROMI & built processes for digital department. Details ↴ Digital marketing - Campaigns management and launching new initiatives (”Birthday gift” promo; Secret sales driven via FB lead ads) - Analyzed different channels efficiency and re-arranged budgeting through the funnel - Provided traffic growths by 20% in first two months. eCommerce - Launched secret sale for subscribers - Run analysis of TV sales effect on online sales with&without investments in digital and built a model to evaluate digital ROI timings. Processes - Introduced tools for prioritizing digital team tasks and projects and tracking their progress - Developed and launched weekly and monthly reporting of web-shop performance for top management and - Detailed daily reporting for the digital team.

DysonRegional CRM Campaign manager, EU

Oct. 2019 - Feb. 2021London, United KingdomManaged CRM teams in 13 EU markets to built from scratch and launch CRM communications. Developed region strategy and ways of working for product owners comms. Details ↴ • Developed and implemented new WOW and led the overall CRM strategy for the region. • Launched email communications across 13 EU markets. • Managed CRM planning and KPIs setting, as well as activation of Marketing and Care communications. • Led and drove Product Registration (with marketing opt-in) and Reviews driving initiatives • Designed and developed CRM campaigns strategies, activation guides & creative approaches • Developed data-led CRM recommendations • Developed regular and ad-hoc regional reporting support markets and region in tracking overall performance and areas of improvement

DysonE-commerce & Digital marketing Lead

Mar. 2017 - Oct. 2019Moscow, Russia• Full cycle D2C web-shop management: - Developed and managed sales strategy (incl. promo plans), PNL and product grid. - Managed both front-end/ back-end web-shop development and order processing. - Implemented constant online merchandising enhancements. - Managed Yandex market & Google merch feeds. - Developed KPIs for Order processing funnel. - Made call-center a fully operational sales channel. - Developed email strategy and basic owner segmentation. - Briefed customer support department for scripts update (in both hotline and social channels). - Regular reporting to main stakeholders (from weekly one-pagers to track main KPIs to quarterly/yearly reporting with practical outcomes) using GA & Yandex.Metrics. • Online partners sales management: - Developed online sales strategy and product grids for Online retailers (Wildberries, OZON, Holodilnik, Citilink, DNS) and Marketplaces (Ya.Market & GOODS). - Managed development of Brand Zones and Shop-in-Shops with main partners. - Developed online visibility matrix to control brand presence in key platforms. • Digital marketing strategy planning and implementation: - Managed Digital marketing budget (up to RUR200M/€2.2M) with spending accuracy of 95%. - Developed customer journey map to engage customers on each step. - Managed agency for media placements (OLV, programmatic, paid search, paid social). - Launched special projects with influencers and media (Varya Vedeneeva & Afisha https://dyson.afisha.ru/), Irena Ponaroshku and platforms (Ya.Navigator) - Email-marketing strategy and activation. - Managed SEO agency to obtain organic search traffic. • Managed brand intellectual property online usage. • Together with category marketing managers developed PNLs per each product category. • Managed all marketing managers in terms of Marketing budget spend accuracy. • Built and managed team of 7 people (4 in-house & 3 outsource) using Trello for tasks tracking.

DysonDigital Marketing Manager

Jul. 2016 - Mar. 2017Moscow, Russia• Managed Digital marketing budget with spending accuracy of 90%. • Developed digital communications strategy based on customer journey map to engage customers across all channels (OLV, banners, programmatic, paid search, paid social, email). • Selected a tool for Email-marketing and launched this as a communication channel. • Hold a tender and selected new SMM agency. • Managed D2C web-shop • Controlled brand visibility on key partners’ web-sites

DysonDigital marketing executive, Russia & CEE

Jan. 2016 - Jul. 2016Moscow, RussiaDyson RU website and online store management, testing and development, health checks and SEO monitoring. Training other team members on CMS platforms. CRM strategy development and implementation (including email marketing). Work with Online Retailers: Shop in Shops and Brand pages integration, product cards development on retailer sites in Russia and Central and Eastern Europe countries. Brand and brand’s pages promotion in Social media. Assistance to Direct and Digital marketing Leader for Russia & CEE countries in terms of all marketing activities.

DysonDigital marketing specialist, Russia & CEE

Feb. 2015 - Jan. 2016Moscow, RussiaMain point of contact and responsible for all brand and eCommerce web-pages updates, reporting and monitoring, testing against new developments across the Dyson Russian & Central Europe websites. Responsibilities: - Managing and maintenance content via CMS - Perform website health checks and SEO monitoring - Training other team members on CMS platforms - Providing first-line support for issues reported on the websites and escalating as appropriate - Reporting on site performance - Briefing in new site developments

Russian PostSocial media Customer relations manager

Dec. 2014 - Feb. 2015Moscow, Russia

CastrolMarketing specialist (PR & Digital)

Mar. 2013 - Oct. 2014• Web-site management: content update, copyright, optimization, creating new sections for Russian segment, launch of additional serviced (“where-to-buy” and “online consultant”) • SMM: strategy development and posting. Engagement increase – 25% in 2014, subscribers in FB Community – from 6k to 12k. • Launch and management of satellite web-sites (for product lines and promo-activities) • Launch of web-portal and loyalty program for trade clients • Federal promo-campaigns development • Sponsorship projects management • Corporate magazine editing (external comms) and Digital digests creating (internal comms) • Work in close cooperation with Finance department in terms of Marketing budget planning and spending

CastrolMarketing-coordinator (trainee program)

Nov. 2011 - Feb. 2013• Worked on Brand guidelines and manage independent workshops' branding projects • Adapted online training for independent workshops and other global informational materials for Russian market • Developed the presentation toolkit for distributor sales persons • Worked in close cooperation with Finance department in terms of Marketing budget reporting • Reported on local initiatives with car manufacturers • Did market monitoring and made reports on competitors activities • Managed and updated local web-sites with press-releases, news, promotions, product changes etc. • Arranged media campaigns • Organized press-tours to UK & Germany

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