A well-established international sportsbook and online casino operator (25+ years in the market, licensed) Focused on player communications, campaign execution, and bonus-related initiatives across multiple regions. Key contributions: - Launched an IVR campaign for first-time depositors (FTD) from scratch, including call flows, segmentation, and trigger logic. - Relaunched Welcome Pack communications for Tier-1 markets, simplifying user journeys and improving second deposit conversion. - Managed and executed ad-hoc campaigns across multiple regions, adapting offers and messaging to local audiences. - Set up and maintained lifecycle campaigns (email, SMS), including onboarding, retention, and reactivation flows. - Worked with bonus campaigns and promo offers: setup, launch, and performance monitoring. - Applied basic segmentation (RFM, behavioral splits) for campaign targeting. - Coordinated with BI, Product, and Support teams to ensure smooth campaign execution.

Led two cross-functional teams — Retention/CRM (2 CRM specialists, 2 promo managers) and Content (2 copywriters, 2 designers). Responsible for full-cycle planning and execution of promo activities, automated CRM journeys, and content pipelines across three international casino brands. Key achievements & responsibilities: - Directed full monthly and quarterly planning of promotional activities and automated lifecycle campaigns (Lifecycle Automation Pipelines) across three markets with distinct player behaviors. - Fully rebuilt the welcome journeys for all brands, improving early player activation, segmentation, and communication flows. - Designed and launched special multi-channel migration journeys (Email, SMS, In-App, IVR) for player base migrations between brands, including tailored activation logic. - Developed recurring promotional campaigns and bonus mechanics with clear business rules and performance monitoring. - Collaborated with BI to define requirements, analyze campaign results, build segmentations, and assess bonus effectiveness, retention, and LTV impact. - Worked closely with developers to scope and deliver new platform functionality, including a full daily bonus mechanic and improvements to CRM event infrastructure. - Oversaw end-to-end creative production: briefing, content direction, QA, and adapting visuals and messaging for different markets. - Co-created universal GPT-powered content templates, streamlining translations, localization, and messaging variations for multiple languages and segments. - Implemented structured A/B testing across both automated journeys and standalone email campaigns (subject lines, offers, content, triggers, frequencies). - Built and managed bonus mechanics, promo codes, and conducted detailed analysis of the Welcome Pack, continuously optimizing it based on player behavior insights

A fast-growing international online casino brand (under NDA). I joined as the first and only CRM/retention specialist, tasked with building the full player retention ecosystem from scratch — including automated journeys, bonus logic, promo systems, and CRM workflows. Over time, I began mentoring new team members while continuing to own all key operations and optimizations. Key achievements: - Developed and launched the company’s entire retention marketing stack from zero, including CRM setup, lifecycle journeys, bonus flows, and segmentation logic. - Created complex automated campaigns (Email, SMS, etc) in Customer.io, using both manual and Parcel.io dynamic templates. - Built the promo code infrastructure, managed all manual/automatic bonuses, and ensured clean integration with platform events. - Designed and implemented bonus mechanics such as daily bonus cards, loss-recovery triggers, and milestone-based rewards. - Authored and iterated the company's bonus policy, including segmentation rules, eligibility conditions, wagering logic, and abuse prevention. - Set up player segmentation strategies (RFM, behavioral scoring, churn cohorts) for campaign targeting and performance tracking. - Ran A/B tests on campaign types, bonus offers, and messaging to improve open/click/conversion rates. - Analyzed game provider performance (GGR, hit rate, user retention) and supported category curation in the lobby. - Collaborated with cross-functional teams (BI, Support, Product, Design) to ensure smooth execution and visibility of campaigns. - Supported onboarding of new team members by sharing documentation, processes, and best practices while remaining hands-on.

Zvuk.com is the leading provider of background music solutions for businesses in Russia and the CIS. The company is part of SBER ecosystem, but before the acquisition in 2021 it was a Start-Up called Muzlab. My role was to manage the annual digital marketing budget of $250,000, integrate marketing analytics into the company and handle the administration of amoCRM and the marketing and sales department contractors. Key achievements: - Attract up to 1,500 leads per month for company using Facebook Ads, Google Ads and Yandex Ads - Reducing cost-per-acquisition by 25% for Facebook Ads channel and always improving other sources - Integration of End-to-End analytics (Roistat) into the company. - Before that, I integrated Google and Yandex analytics, Call-tracking using Google Tag Manager - Managed the integration of WhatsApp Business (WABA) into the amoCRM for Sales department - Participation in quarterly OKR planning of the company's strategy from the Marketing team

BackMyCash - a cashback service for online shopping that works as an affiliate network. The company was part of the WMR group. Key achievements: - Launched B2C affiliate program marketing, increasing sales and customer loyalty - Created new Facebook and VK ADs campaigns, reaching new audiences and boosting brand awareness - Conducted market research for growth opportunities, identifying new trends and customer needs - Worked on Influencer Marketing, collaborating with popular bloggers and influencers to promote products and services

"West Concept" is a system integrator of corporate software and is responsible for licensing, implementation projects and service support. Key achievements: - Launched new version of site with improved conversion rate - Created Google Adwords and Yandex.Direct campaigns, optimizing budget and performance - Performed A/B hypothesis testing for landing pages, enhancing user experience and engagement - Led digital marketing strategies for awareness, conversion rates, and lead generation through SEO/SEM, increasing traffic and leads

WarmLine is a construction company. Key achievements: - Managed and optimized Yandex.Direct and Google Adwords advertising, maximizing ROI and efficiency - Set tasks for and monitored content manager, ensuring quality and relevance of content - Designed and tested landing pages, improving conversion rate and user satisfaction

Leads.su is an affiliate CPA platform specializes on the financial and bank sphere. Key achievements: - Participated in the launch and testing of an internal tracking system for Webmasters, enhancing performance and functionality - Provided technical support for advertisers, resolving issues and ensuring satisfaction - Assessed traffic quality, monitoring and reporting on key indicators - Placed content on the internal Webmasters’ platform, increasing exposure and revenue - Maintained and updated system data for affiliate tracking software, ensuring accuracy and reliability