Product Marketing Lead
I'm here
Digital Marketing / SMM Strategist
I have worked a lot
in these roles in the past
in these roles in the past
Project Manager (IT)
I have hands-on experience implementing a full IT solution
Chief
Marketing Officer
Marketing Officer
I am considering position, I have already performed this role before
I’ve grown from an SMM manager into a product lead and CMO, fully involved in how products are packaged and promoted. I design marketing and communication strategies, analyze markets, and work with niche products and hard-to-access audiences.
I’ve built teams, onboarded agencies, and launched new products. Experience on both the agency and client sides allows me to manage vendors efficiently. I have set up marketing architecture from the ground up: strategy, team, processes, KPIs, analytics, sales enablement, culture, and ongoing operations.
My decisions are driven by data: I prioritize conversions over reach and measurable communications over those we cannot track. I like complex projects and value clear, numeric results.
Experience
2024 – now
2024 – now
Saber Interactive
Sales Account Manager
I work directly with the CPO on profit maximization: planning sales across the full portfolio of titles, managing communication with platform managers, assessing economic impact, and coordinating with marketing, release management, and product owners.
I also assist with product responsibilities, from naming new products to coordinating with partners on product packaging, trailers, and marketing plans.
I also assist with product responsibilities, from naming new products to coordinating with partners on product packaging, trailers, and marketing plans.
2025 – 2026
2025 – 2026
Wellness-studio «Kul'tura»
Owner, CEO
I have experience as a business owner: I purchased a fitness studio in Belgrade
where I had previously coached runners. I optimized processes, improved operational performance, and, according to the team, significantly increased overall company happiness.
Although the studio consistently generated net profit, its business model constrained further growth (primarily through opening new locations or franchising). Because
it demanded substantial personal involvement, I eventually decided to transfer ownership to someone better suited and remain in the role of coach.
where I had previously coached runners. I optimized processes, improved operational performance, and, according to the team, significantly increased overall company happiness.
Although the studio consistently generated net profit, its business model constrained further growth (primarily through opening new locations or franchising). Because
it demanded substantial personal involvement, I eventually decided to transfer ownership to someone better suited and remain in the role of coach.
2023 – 2024
2023 – 2024
Charity Foundation «Help Needed», «Continuation»
PR & Marketing Lead, Communication Director
The charitable foundations “Nuzhna pomoshch” and “Prodolzhenie” focused on systemic philanthropy in Russia. They worked as “funds for funds,” providing a platform where people could explore hundreds of Russian charities and easily donate or subscribe to regular giving.
Up to March 2024, I headed communications and PR, working closely with my PR and marketing team. We launched a number of successful campaigns and partnerships, and as the team grew, I became Director of Communications. Sadly, both organizations stopped operating in 2024.
Up to March 2024, I headed communications and PR, working closely with my PR and marketing team. We launched a number of successful campaigns and partnerships, and as the team grew, I became Director of Communications. Sadly, both organizations stopped operating in 2024.
- Headed all communications and PR for the both charitable foundations.
- Managed the PR and marketing team and aligned the communications strategy across all projects.
- Initiated and ran several successful product campaigns and image-building partnership collaborations.
- Designed team processes and built the PR team from scratch.
2020 – 2023
2020 – 2023
SberUniversity
Product Marketing Lead, Website Product Owner
As a product marketing lead, I
- Developed and implemented the go-to-market strategy.
- Planned and managed a multi-million ruble annual marketing budget, focusing on unit economics.
- Launched and promoted new products, including executive education programs with top-10 global business schools, educational solutions by Sberbank, and online courses for the B2C segment.
- Implemented a new marketing analytics system, tracking all channels, and achieved
- a significant increase in ROI. Advertising campaigns became profitable. Leaded special projects with top-10 Russian media outlets that were cost-effective.
- Created a marketing plan focused on free tools, internal resources, and brand media. The main result is an x3 increase in key website metrics.
- Helped in a large rebranding process (online and offline presence, digital repositioning) in 2021, transforming from «Sberbank Corporate University» to «SberUniversity», transitioning from a corporate university to a competitive business school.
- Managed website development: OKRs, backlog, and business needs of stakeholders.
- Implemented crisis marketing in 2022, including testing new channels, re-budgeting contracts, launching new brand media, and achieving rapid growth
- Performance and media advertising (product advertising campaigns)
- SEO and SERM
- SMM
- Website content management
- Website development
- Landing page development
- Email marketing
- Design
- CRM integration
- Photo/video production
- UX research
- Merchandising
- PR
- CAC -200%
- Brand Recognition growth +2%
- CPL per segment -200–400%
- MAU on the website +350%
- ER(month) +300% (+400-500% in peak months during active audience growth)
- CR(organic) +250%
- CPS -300% with a high-quality audience
- Marketing Department NPS (Net Promoter Score) for internal clients +10%
- Time-to-Market for new features and landing pages -150
- Launch of the most important «Digital Strategy» program (which includes lectures
- of CEO of Sberbank, Herman Gref)
- Launch and successful promotion of «Change Management» program for top management in response to the turbulent period in 2022.
- SberUniversity website redesign.
2020
2020
Non-profit organization «Russian Seasons»
Project Manager, Marketing Consultant
The organization provides international tours of the leading Russian cultural institutions
in the fields of theater, museums, and music. It represents institutions such as the Mariinsky and Bolshoi Theatres, Tchaikovsky Philharmonic, and Music Aeterna by Teodor Currentzis, to name a few.
I was invited to join the company as a Key Manager for the Benelux countries. Due to my experience, I also led an SMM agency. However, in my first month here, the first wave
of the COVID-19 pandemic hit, and international activities were put on hold – the main reason why I decided to move to «SberUniversity» later.
My key projects worth highlighting:
in the fields of theater, museums, and music. It represents institutions such as the Mariinsky and Bolshoi Theatres, Tchaikovsky Philharmonic, and Music Aeterna by Teodor Currentzis, to name a few.
I was invited to join the company as a Key Manager for the Benelux countries. Due to my experience, I also led an SMM agency. However, in my first month here, the first wave
of the COVID-19 pandemic hit, and international activities were put on hold – the main reason why I decided to move to «SberUniversity» later.
My key projects worth highlighting:
- Launching an online concert platform called «Stay Home with Russian Seasons».
- Leading the tours of the Bolshoi Theatre
- Organizing a special project with Yuri Bashmet and other Russian musicians at the Pushkin Museum.
2019 – 2020
2019 – 2020
«Digital Reputation» Agency
Product Owner
The company specializes in end-to-end digital branding and personal reputation management. Initially, I managed several major clients and then developed the «Openness Index» – a predictive and real-time model that demonstrated how a politician's rating depends on their public activity on social media.
I developed this project from scratch and turned it into a product within six months:
from the rating methodology (a set of 25+ unique indicators) to automating calculations
and packaging the product, as well as establishing a partnership with FOM (Public Opinion Foundation, a Russian sociologic agency).
Key non-confidential results:
I developed this project from scratch and turned it into a product within six months:
from the rating methodology (a set of 25+ unique indicators) to automating calculations
and packaging the product, as well as establishing a partnership with FOM (Public Opinion Foundation, a Russian sociologic agency).
Key non-confidential results:
- The real-time model was implemented by my team of four members, including
- data scientists and analysts. Extensive daily analytics tracking was automated using
- a solution developed to work with social media APIs.
- Within a month, I created a landing page, a product presentation, and a video featuring my participation with minimum costs.
- In three weeks, I reached key managers/CEO of more than 10 companies providing social media monitoring and analytics solutions in Russia. I presented our project
- and found a partner.
- My methodology revealed lots of correlations with social ratings.
- I developed a business plan to attract new clients and calculated the product payback period.
2018 – 2019
2018 – 2019
National Centre for Contemporary Arts
Head of Digital Marketing
I led all digital marketing and brand channels, including the website, social media,
and emails. The museum had goals of repositioning, traffic analytics, and implementing the sales funnel, which I successfully accomplished.
I managed an SMM manager and was creating a content marketing strategy. Additionally, I was involved in product and event marketing: launching of new exhibitions and events. Also, I created and implemented the content marketing strategy for «Book Pavilion» –
the new public place and art space in Moscow.
As a digital strategist, I achieved these key results:
and emails. The museum had goals of repositioning, traffic analytics, and implementing the sales funnel, which I successfully accomplished.
I managed an SMM manager and was creating a content marketing strategy. Additionally, I was involved in product and event marketing: launching of new exhibitions and events. Also, I created and implemented the content marketing strategy for «Book Pavilion» –
the new public place and art space in Moscow.
As a digital strategist, I achieved these key results:
- Developed a strategy for the brand on the international market.
- Implemented visitor tracking and website analytics for the museum.
- Launched the website and brand media for the «Book Pavilion», achieving
- an engagement rate (ERpost) of up to 10%. The Net Promoter Score (NPS)
- for the Pavilion reached 92%.
- Increased event registration funnel by 150% on average per month and calculated conversion rates at each stage of the funnel.
- Implemented changes to the content strategy, resulting in increased subscribers
- and improved user-behaving metrics.
- Relaunch the museum's souvenir product line.
2016 – 2017
2016 – 2017
«FABRIKA» SMM Agency
SMM Head
I started as an SMM manager and advanced to the position of SMM Head within 6 months. I worked with global brands such as «Hamleys», «TVZavr», «Delipet», and others. I managed a team of 8 people.
Key areas of responsibility:
Key areas of responsibility:
- Building and training our SMM team.
- Developing strategies and product presentations.
- Tracking advertising campaigns.
- Testing creatives and validating hypotheses.
- Client meetings.
- Blogger relations.
- Content production for key clients.
- Significant growth in the engagement rate (ER) of all our clients.
- Implementation of SCRUM and task tracking in project management.
- Chaotic processes turned into a structured workflow.
- Launch of a corporate client blog on YouTube
2015 – 2016
2015 – 2016
«Аpril» Digital Agency
SMM Manager
The agency is ranked among the top 10 SMM agencies in the Russian-speaking internet and the top 5 SMM/Digital PR agencies according to Adindex. In my role as an SMM manager, I handled several clients on a part-time schedule and took part in various areas, including:
- Compiling a database of media outlets and working with them.
- Client communication.
- Creative brainstorms.
- PR and blogger relations.
- Content and community management.
- Copywriting and video content production.
- Producing several advertising videos without any budget.
- Creating a database of relevant bloggers that the agency still works with.
Education
-
Education2012-2016
Multidisciplinary Bachelor's degree in Liberal Arts
Russian Presidential Academy of National Economy
and Public Administration
2 diplomas:
Major: Advertising and Public Relations
Minor: Political Science -
More2017–2026
I have taken courses and programs, and participated in conferences of the main players of the Russian and International online education market: «Netology», «Skillbox», «Coursera», Skillfactory», «Medialogy», «SberUniversity», «Product Star», «Yandex.Praktikum», «Setters Education», «London Business School». -
LanguagesRussian – native. I can write and edit texts of any complexity level.
English — B2-C1, Writing and Speaking.
French — B1, I am currently learning the language.
Serbian — A2, I am currently learning the language.
German — A1, can engage in basic-level correspondence. And order a cup of coffee in Berlin -
Teaching & MentoringBetween 2018 and 2021, I was a tutor at RANEPA
(The Russian Presidential Academy of National Economy and Public Administration), where I assessed first-year students’ educational goals and motivation, designed their study tracks, supported their integration into the university environment, and conducted soft skills workshops.
Also I taught digital marketing courses there
for marketing and PR students.
Now I train amateur runners, providing strength
and functional sessions at a fitness studio in Belgrade
that I previously owned.
Hard Skills
-
AnalyticsI develop product requirements using market and competitor analysis, user needs, and quantitative and qualitative insights. My analytics work ranges from product P&L management to web analytics. -
Digital MarketingWith 11 years in marketing, I have experience promoting products in multiple niches and price segments and understand all major digital channels. Cross-functional roles have given me a strong view of how processes
work end to end. -
Product managementMy responsibilities cover the full product cycle: business requirements, user stories, CJM and user flows, user scenarios, prototyping, testing, customer development, metrics, and backlog management. I’m fluent in core product tools such as Notion, FigJam, Miro, Tilda, Jira, Confluence, Mixpanel, Airtable, Amplitude, Asana, Productboard, Typeform, SurveyMonkey, and various AI tools. -
TrendwatchingI try to stay on top of trends in digital marketing and project/product management. My background spans UX, design thinking, hiring, and project documentation. I travel
a lot and use trendwatching across different fields — from modern museums to road cycling.
Soft Skills
- CommunicationI share the same language with my team, partners, and clients. I actively listen and collaborate
with cross-functional teams to achieve goals.
I always track and resolve potential problems.1 - Quick LearningTypically my new job starts in a new industry.
I make a deep dive and get onboarded quite fast.
In a short period of time, I immerse myself
in the work industry.2 - ResilienceI develop self-management and time-management skills, which allow me to handle large volumes
of work and very tight deadlines. I am capable
of making anti-crisis decisions in a turbulent period.3 - Critical and Systems ThinkingI ask questions, break down tasks, and build systems. I am always searching for innovative solutions, process optimization, and more effective technologies.4
- Problem-solving and ManagementI really enjoy organizing, planning, and controlling projects and tasks. Also, I use creativity, analysis, predictive thinking, and past experiences to solve possible problems.5
- EQ and TeamworkI am an empath and took a corse on EQ and design thinking. I stick to policy of mutual respect. I share my ideas clearly and listen to the opinions of each team member.6
BEYOND WORK
Running
Running has been part
of my life especially in the last 4 years. I’ve run a lot
of miles and races — dozens
of half marathons and 5 marathons (my PB 3h19m). I’m a pacer at the local running club and coach
for runners.
Running has been part
of my life especially in the last 4 years. I’ve run a lot
of miles and races — dozens
of half marathons and 5 marathons (my PB 3h19m). I’m a pacer at the local running club and coach
for runners.
Cycling
A few years ago, I discovered road cycling and got hooked: I’ve ridden several races, travel around Balkans, and dream of a bikepacking trip across Europe and have brought together a Russian-speaking cycling community in Belgrade.
A few years ago, I discovered road cycling and got hooked: I’ve ridden several races, travel around Balkans, and dream of a bikepacking trip across Europe and have brought together a Russian-speaking cycling community in Belgrade.
Reading
Answering “Why do you read?” is not straightforward today. For me books
are a long-standing habit from childhood and a way
to keep my mind clear.
In Belgrade, I set up an asynchronous book club
that now has 30+ members.
Answering “Why do you read?” is not straightforward today. For me books
are a long-standing habit from childhood and a way
to keep my mind clear.
In Belgrade, I set up an asynchronous book club
that now has 30+ members.
More
I enjoy many sports, make collages, play padel, do yoga, love contemporary art, learn languages, travel a lot,
and follow the gamedev industry. At the same time,
I try to stay balanced and not turn into a "jack of all trades but master of none".
I enjoy many sports, make collages, play padel, do yoga, love contemporary art, learn languages, travel a lot,
and follow the gamedev industry. At the same time,
I try to stay balanced and not turn into a "jack of all trades but master of none".
| I am glad you scrolled down :) Contact me: |
here are the contacts in the footer again, since they tend to get lost all the time
E-mail: callredsquare@gmail.com
Telegram: +7 985 806 79 88
LinkedIn
E-mail: callredsquare@gmail.com
Telegram: +7 985 806 79 88
