Marketing practitioner and a creative thinker with an IT background. Experienced in developing integrated communications, customer journey experience, and digital analytics using Tableau (BI platform). I strongly believe that marketing goal is to boost sales. In my appoach I focus on finding ways to improve customer experience by utilizing touchpoints analysis on a regular basis and leveraging sales-marketing collaboration. The insights found during data research are expected to exceed customers’ expectations that eventually will bring more revenue to the company.
Experienced in identifying gaps between company’s goals and actual results. Develop short action plans and long-term strategy by collecting and utilizing the right data.
Work as a marketing and growth strategy consultant covering gap identification issues, lead generation and existing processes audit.
Experienced in identifying gaps between company’s goals and actual results. Develop short action plans and long-term strategy by collecting and utilizing the right data.
Work as a marketing and growth strategy consultant covering gap identification issues, lead generation and existing processes audit.
My projects
- 1Sales and marketing collaborationDevelop and implement business processes of sales and marketing teams collaboration to boost sales to new customers
- 2Independant audit of existing marketing process to identify the gaps in performance
- 3Marketing trainings for sales and marketing teams
- 4CRM deployment from scratchThe task was to deploy CRM for marketing and sales collaboration and to create a basis for CRM marketing in future.
- 5Customer journey project
Working experience (last 15 years)
Head of marketing and analytics
at the international B2B company
at the international B2B company
- Analyzed all KPIs to assess performance, collating and verifying monthly countries results globally (across 25+ countries),
- Built customer journey based on UX analysis, managing all digital analytics (Salesforce, Google Analytics etc.),
- Rolled out BI (Tableau) as a Global standard business intelligence platform,
- Launched new content development to improve brand awareness and increase organic traffic, develop and trigger automated campaigns,
- Set up and maintain automated overall website performance reports on the digital marketing efforts (includes PPC, SEO, website traffic, email, and social media),
- Helped lagging countries to develop action plans to cover revenue gaps, troubleshooting in terms of tracking conversions
Marketing director of Russia and CIS
at the international B2B company
at the international B2B company
- Increased sales to new customers up to 300% (in comparison w/ 2013 numbers);
- Developed short term and long term marketing strategy in collaboration with sales and product teams;
- Deployed lead generation using PPC, SEO, Email and Telemarketing, trade show sources;
- Launched call center from scratch;
- Visual management of all KPIs;
- Hitting the plan in # of leads and revenue;
- Implementation of standard work adherent to Global Requirement;
- Monitor lead quality and change lead qualification process when necessary.
Head of Digital at PR/GR agency
- Ministry of Defence reputation management in digital environment
- Digital strategy development and implementation
- Budgeting
- Managed web sites development (collaboration with web developers and designers)
- Managed online marketing campaigns (SEO, PPC, content advertising in Social Networks)
- Analyze the effectiveness of campaigns
- Day-to-day monitoring and analysis of the informational field
- Social Networks initiatives and monitoring (Facebook, Twitter, Vkontakte, Youtube, Mail.ru, Livejournal)
- managing iOS and Android App development
- Online research execution
Education and background
1
Grenoble Graduate School of business, MBA, France
Management consulting
2
International Institue of Advertising, Russia
Digital strategy, bachelor degree
3
Ural State Federal University, Russia
Informational technologies, master's degree
Professional skills
Able to work effectively in cross-functional teams and an international environment
Ability to adapt quickly to changing demands for business growth and innovation
Lead generation to meet consistent target growth
Advanced user of Google Analytics, Google Ads, Yandex.Metrika, Tableau, Salesforce, Marketo, Calltracking systems
Analytical skills (calculating all the metrics, including ROI)
Proven record of implementing successful marketing activities with a consistent focus on bottom-line results (ROI)
Experience in managing cross-cultural marketing teams in a matrixed organization
Hands-on management
Publications
Employees who don’t get the recognition they feel they deserve end up oftentimes changing companies, and their companies then experience low engagement rates and fail to achieve their revenue growth targets. Turnover costs have grown globally in the post-Pandemic period.
LinkedIn
AB testing is a very important marketing tool that allows to verify any hypothesis before campaign launch. This approach came from IT but could be utilized for testing any ideas.
1prosale (Russian resource for sales)
1prosale (Russian resource for sales)
Is TLG still effecting for B2B sales? How to plan and assess the performance? When to choose outsource TLGs and when to hire in-house specialists?
E-XECUTIVE
E-XECUTIVE
Contact me
ks@shabarshina.ru