15+ years in marketing across agency, in-house, and platform-side roles.
Bringing together performance, analytics and web into clear and manageable processes.
MARKETING PROJECTS & SYSTEMS
Working on marketing projects from idea to launch and improvement. Bringing together performance, analytics and web to build clear and manageable processes.
ANALYTICS
& PERFORMANCE
& PERFORMANCE
Using data and performance marketing experience to guide decisions and prioritize work.
Focusing on measurable results rather than assumptions.
Focusing on measurable results rather than assumptions.
WEB, UX
& CONVERSION
& CONVERSION
Working with landing pages and user experience as part of marketing projects. Improving conversion and making sure traffic leads to real results.
EXPERIENCE
AdTech platform, performance marketing and analytics ecosystem
Worked on marketing initiatives and client growth projects across SMB and ecommerce clients within the Yandex ecosystem, managing multi-channel campaigns and performance at scale.
Worked on marketing initiatives and client growth projects across SMB and ecommerce clients within the Yandex ecosystem, managing multi-channel campaigns and performance at scale.
- Led marketing initiatives and growth projects, combining analytics with campaign execution
- Managed multi-channel campaigns (search, ad networks) with six-figure monthly budgets
- Used data to identify growth opportunities and prioritize actions for clients
- Coordinated with clients and internal teams to align marketing efforts and improve results
- Participated in hiring, onboarding and mentoring specialists
Performance marketing agency, multi-client environment
Managed a team and led marketing projects for multiple clients, focusing on campaign performance, scalability and process improvement.
Managed a team and led marketing projects for multiple clients, focusing on campaign performance, scalability and process improvement.
- Managed a team of paid media specialists and distributed workload across projects
- Led campaign strategy and execution across client accounts
- Worked with multi-client portfolios and performance budgets across industries
- Improved internal processes and campaign structure
- Worked directly with clients to align expectations and results
Senior Client Growth
& Marketing Analytics Specialist
& Marketing Analytics Specialist
PPC Team Lead
Digital Marketing Specialist
Advertising Project Manager
Advertising Project Manager
System integrator, B2B IT infrastructure and partner ecosystem
Led digital and marketing projects for B2B solutions, including platform development and partner network scaling.
Led digital and marketing projects for B2B solutions, including platform development and partner network scaling.
- Led the development of a nationwide partner platform (100+ service centers)
- Coordinated between business, technical and marketing teams
- Participated in launching digital products and internal systems
- Managed co-marketing initiatives with global vendors (HP, Cisco, Citrix, Schneider Electric)
Security systems and engineering solutions company
Worked on digital marketing and website development, supporting brand growth and online presence.
Worked on digital marketing and website development, supporting brand growth and online presence.
- Developed brand identity and launched corporate website
- Improved search visibility (SEO) across Yandex and Google
- Supported expansion into new product directions and digital channels
Fitness club network (60+ locations across Russia, B2C)
Worked on marketing campaigns and digital projects across multiple business units, supporting growth across fitness, VR entertainment, kids and education.
Worked on marketing campaigns and digital projects across multiple business units, supporting growth across fitness, VR entertainment, kids and education.
- Ran marketing campaigns across different products and audiences
- Built and improved landing pages, increasing conversion rates
- Participated in launching new business directions
- Used analytics to improve transparency and support decision-making
2021 — 2026
2019 — 2021
2013 — 2018
2009 — 2013
2018 — 2019
CASE STUDY
MVP launch and market validation for a home-use cosmetic device
Launched an MVP for a home-use cosmetic device to validate market demand. The product had no existing marketing assets — only basic branding and packaging.
- Owned the project end-to-end from concept to launch
- Developed landing page structure, UX and design (Figma → Tilda)
- Planned and produced initial marketing content (photos, video, messaging)
- Set up and managed paid traffic campaigns
- Built initial social proof via Instagram content
- Defined value proposition and positioning for a new product category
- Created landing page prototype and full design in Figma
- Built and launched MVP landing on Tilda
- Organised content production (visuals, product presentation, messaging)
- Launched paid traffic to test demand and conversion
- Created Instagram presence to support trust and user validation
- Achieved first product sales during MVP phase
- Validated initial demand for the product
- Identified target audience and effective messaging
- Built a working acquisition funnel from scratch
- Early MVP launch allowed validation without full product investment
- Conversion depended more on messaging and trust than visual assets
- Social proof (reviews, Instagram) significantly improved user confidence
- Paid traffic proved viable for scaling after initial validation
Rapid go-to-market launch for a B2B remote work solution during COVID
Executed an emergency go-to-market launch for a B2B remote work solution during COVID lockdown.
Built and launched a full funnel within one working week to capture urgent demand.
Built and launched a full funnel within one working week to capture urgent demand.
- Owned the project end-to-end and delivered all components independently
- Built landing page structure, UX and messaging
- Set up and managed paid traffic campaigns (Google Ads, Yandex Direct)
- Defined positioning for B2B audience under urgent market conditions
- Defined value proposition for remote work solution during lockdown
- Designed and launched landing page from scratch
- Built full acquisition funnel (traffic → landing → lead)
- Launched and optimised paid campaigns
- Executed the entire project independently within one week
- Generated first qualified B2B leads within the first week
- Successfully captured demand during peak COVID period
- Built a working acquisition funnel from scratch in minimal time
- Validated go-to-market approach for rapid product launches
- Speed of execution was critical to capturing market demand
- Clear messaging outperformed complex product explanations
- Simple funnels worked better under time constraints
- Hands-on execution enabled rapid iteration and launch
Market analytics preparation for a large-scale SMB conference (18+ industry)
Prepared analytics and market insights for a large-scale SMB conference in the adult (18+) industry for a Yandex SMB conference. The goal was to understand audience behaviour, demand patterns and advertising opportunities.
- Led analytical preparation for the conference case
- Collected and structured data from multiple sources
- Identified key trends and audience segments
- Prepared insights and materials for presentation
- Analysed search demand and user behaviour in the 18+ segment
- Studied advertising traffic and category trends
- Used survey data (Yandex Vzglyad) to understand audience needs
- Structured insights into clear presentation for SMB audience
- Highlighted growth opportunities and advertising metodics
- Delivered analytical foundation for conference presentation
- Provided clear insights into audience behaviour and demand drivers
- Supported industry understanding of advertising opportunities
- Contributed to increased interest and engagement in the category
- Audience behaviour in 18+ differs significantly from standard e-commerce
- Demand is driven by both emotional and situational factors
- Content and positioning play a critical role in conversion
- Data-driven insights are essential for working in sensitive categories
Website launch and SEO-driven growth for a B2B security business
Built a digital presence from scratch for a small security systems company. Created website, branding and acquisition channels that became the primary driver of business growth.
- Owned the project end-to-end from zero to growth
- Designed website structure, UX and content
- Developed brand identity and visual style
- Set up and managed SEO and paid acquisition
- Built website from scratch (structure, content, UX)
- Created brand identity including visual style and characters
- Developed all marketing content and positioning
- Launched SEO and optimised website for search visibility
- Set up and managed advertising campaigns
- Continuously improved website and acquisition channels
- Achieved Top-10 rankings in search results for key queries
- Generated consistent inbound leads through organic traffic
- Turned the website into the main acquisition channel
- Contributed directly to long-term business growth
- SEO can become a primary growth channel for B2B services
- Strong positioning and content drive long-term demand
- Simple, clear websites outperform overcomplicated solutions
- Early digital foundation has long-term impact on business growth
VR club launch and customer
acquisition within a fitness ecosystem
acquisition within a fitness ecosystem
Launched a VR gaming club from scratch as part of a fitness ecosystem. Built and iterated a digital acquisition funnel to attract first customers and validate the concept.
- Owned the launch of a new business direction (VR gaming club)
- Built landing pages, positioning and marketing funnel
- Set up and managed paid acquisition campaigns
- Worked hands-on with product, content, UX and rapid testing
- Defined positioning for a new entertainment format (VR + laser tag)
- Built landing pages and user journeys on Tilda
- Created a gamified landing experience with a quest mechanic (win a free session or discount)
- Rapidly tested and iterated multiple landing page hypotheses
- Created marketing content and creatives
- Launched and optimised paid traffic campaigns
- Collected and integrated customer reviews to build social proof
- Successfully launched a new business from scratch
- Generated first customers through digital channels
- Achieved initial sales targets (~120% of plan)
- Built and validated an acquisition funnel for an offline product
- Gamification significantly increased engagement and conversion
- Rapid iteration of landing pages improved performance faster than static optimisation
- Social proof (reviews) played a key role in building trust for a new concept
- Hands-on testing enabled faster discovery of effective acquisition strategies
Nationwide partner platform
development for HP® & HPE®
development for HP® & HPE®
Built a nationwide service platform to scale internal operations into a partner network for HP and Hewlett Packard Enterprise. The platform connected customers with nearby service centers and enabled fast request processing across regions.
- Owned the project end-to-end from concept to rollout
- Designed platform logic, UX and user flows
- Built website and interface (design + implementation)
- Developed brand identity and visual system for the network
- Coordinated launch and scaling of partner service centers
- Transformed internal service operations into a scalable partner network model
- Designed and built a website with service center search and request submission
- Developed system logic for routing and processing customer requests
- Created brand identity and unified visual style for the network
- Designed and implemented UI/UX for both customer and partner interaction
- Supported onboarding of partner service centers across regions
- Built a nationwide network of 100+ partner service centers
- Created a working platform connecting customers and service providers
- Enabled scalable and standardised service operations
- Improved speed and efficiency of request handling
- Platform approach enables faster scaling than internal expansion
- Standardisation is critical for managing distributed partner networks
- UX plays a key role in operational efficiency, not only user experience
- Strong visual identity helps unify distributed service providers
Scaling paid search for a powersports distributor
Implemented Smart Bidding (tCPA, Maximize Conversions), Responsive Search Ads, and audience signals in Google Ads. Shifted from manual management to a data-driven approach using behavioral metrics, improving traffic quality and reducing acquisition costs.
- Head of Paid Search
- Managed strategy across Yandex Direct and Google Ads
- Led transition to performance-driven and automated campaigns
1. Transition to Smart Bidding
2. Responsive Search Ads (RSA)
3. Audience signals & remarketing
4. Intent-driven keyword strategy
5. Data-driven optimization
- Implemented: Maximize Conversions, Target CPA (tCPA)
- Imported conversion data from Google Analytics
- Optimized campaigns based on behavioral signals (engagement, session depth)
2. Responsive Search Ads (RSA)
- Built multiple headlines and descriptions per ad group
- Let Google dynamically test and optimize combinations
- Improved ad relevance for different search intents
3. Audience signals & remarketing
- Used: remarketing lists, in-market and interest-based audiences
- Enhanced Smart Bidding performance with audience signals
4. Intent-driven keyword strategy
- Focused on high-intent, commercial queries
- Eliminated informational traffic via negative keywords
- Improved traffic quality and conversion potential
5. Data-driven optimization
- Optimized beyond CPC/CTR using: bounce rate, session depth, micro-conversions
- Prioritized traffic quality over volume
- Reduced cost per click by ~20–30% through Smart Bidding and query optimization
- Increased conversion rate by ~15–25% by focusing on high-intent traffic
- Decreased bounce rate to ~13% via traffic quality improvements
- Improved traffic relevance, leading to more stable campaign performance
- Scaled campaigns while maintaining efficiency
Training marketers to build data-driven strategies
Designed and delivered an internal workshop on building marketing strategies and custom client offers.
The goal was to standardize the approach across the team — from briefing and analytics to strategy presentation and client approval. The session combined framework, real examples, and practical exercises.
The goal was to standardize the approach across the team — from briefing and analytics to strategy presentation and client approval. The session combined framework, real examples, and practical exercises.
- Designed the training framework from scratch
- Structured the end-to-end strategy development process
- Prepared presentation and learning materials
- Delivered the workshop with a colleague
- Introduced practical tasks and real-case discussions
1. Built a clear strategy framework
Structured strategy development into key stages:
brief → market & audience analysis → competitor analysis → offer → storytelling
2. Improved client briefing approach
Showed how to turn vague requests into actionable business goals
3. Introduced analytical toolkit
4. Connected analytics to business decisions
Linked data → insights → media plan → budget → execution
5. Taught strategy presentation & storytelling
Structured strategy development into key stages:
brief → market & audience analysis → competitor analysis → offer → storytelling
2. Improved client briefing approach
Showed how to turn vague requests into actionable business goals
3. Introduced analytical toolkit
- market and seasonality analysis
- audience insights
- competitor benchmarking
- campaign performance audit
4. Connected analytics to business decisions
Linked data → insights → media plan → budget → execution
5. Taught strategy presentation & storytelling
- how to structure a narrative
- how to present insights clearly
- how to defend strategy in client meetings
- Established a unified framework for strategy development across the team
- Reduced the number of weak or unstructured strategies
- Improved quality of client presentations
- Drove growth in launched budgets and campaign volume (figures under NDA)
- Increased conversion from strategy to actual campaign launches
- The main issue is not tools, but problem definition
- Strong strategy = business goals + data + clear execution plan
- Even solid analytics fails without proper storytelling
- Practice-based learning delivers faster team improvement
Scaling performance strategy for a home appliances manufacturer
Developed and executed a full-funnel performance strategy for a home appliances brand, combining search, networks, and media to drive both short-term revenue and long-term demand growth.
- Owned performance strategy in Yandex Direct
- Built media plan, budget allocation, and growth scenarios
- Designed campaign structure (search + RSYA + dynamic formats)
- Led hypothesis testing and scaling
- Coordinated launch with client and internal teams
- Low share of demand and weak brand awareness
- Fragmented campaign structure with limited scaling potential
- Underutilized upper-funnel (media impact on search demand)
- Need to justify budget growth with clear ROI
1. Rebuilt campaign architecture
2. Switched to conversion-driven strategy
3. Expanded product coverage
4. Added media impact layer
5. Structured scaling plan
- Split into search (high intent) and RSYA (scale + discovery)
- Added dynamic ads + smart banners based on product feed
- Introduced retargeting and audience expansion (LAL, interests)
2. Switched to conversion-driven strategy
- Unified optimization on ecom goal (add-to-cart / purchase)
- Connected campaigns into portfolio bidding strategy
- Increased learning speed via higher conversion volume
3. Expanded product coverage
- Launched new categories (dishwashers, refrigerators)
- Prioritized high-margin segments
4. Added media impact layer
- Ran media flights to boost brand demand
5. Structured scaling plan
- Clear roadmap: strategy → launch → scaling → integrations
- Gradual budget increase aligned with performance
- +18% revenue growth QoQ
- Growth driven not only by performance campaigns, but also by increase in branded search demand
- Media activity showed a direct impact on search volume and conversions
- Portfolio strategy improved efficiency through better data consolidation and faster learning
- Key scaling driver: → higher conversion volume = better optimization = stronger positions
Design, landing pages & experiments
Learning & development
2023
2019
2012
2018
2017
Fundamentals of Project Management — Yandex
Saint Petersburg Polytechnic University (SPbPU)
Bachelor’s Degree, Publishing & Editing
Bachelor’s Degree, Publishing & Editing
Digital Marketing — Saint Petersburg State University of Economic
Contextual Advertising — Netology
Course on Tilda — Tilda School of Design
English — B2
Russian — Native
Serbian/Croatian — B1
Available for new projects.
Marketing and PROJECT MENEGMENT
Marketing and PROJECT MENEGMENT
based in Belgrade, serbia
Available for new projects. Marketing and Project Menegment