Aliaksandra Lamachenka

Bootstrapping a mental health app.

An extension of the Marketing Technology team, responsible for bridging the gap between engineering and marketing. I empower the team to develop and adopt a MarTech vision and strategy, and to bring game-changing initiatives.

DELLI's advisor for setting up an early marketing technology stack to reach more food makers and food lovers.

Developed and led the MarTech strategy, including staffing, to deliver technologies that unlock scalable growth for Depop. Some of the strategic initiatives the team delivered include: — Internal Consent Management Service (CMS). Allows the UK-based company to run marketing in a compliant way for users who are underage. — Multi-touch attribution model (MTA). Assigns rewards to channels only after actual money has been brought in. — Moving marketing data from third-parties to an internal data platform, capturing missing marketing data points (referral, consent, existing data points enrichment, propensity models) and introducing a Customer Data Platform, Segment and eventually decommissioning third-party SDKs on clients. — Preparing for aggregated marketing measurement and optimisation by introducing Probabilistic Attribution based on SKAdNetwork data, aggregated MTA, and a CMS that allows separating user-level and device-level consent.

In collaboration with Head of Product Marketing, Senior Director of Performance Marketing and Senior Director of Product, I built a case for bringing mobile marketing into a separate expert team, which was reviewed and approved by the C-level. Received funding for a team of 6 marketeers responsible for delivering the app growth strategy and for a series of Marketing Technology projects that intended to lift blockers for the team, namely: — App integration into the web-first environment: introduced universal linking (required buy-ins across the board), a model for the lifetime value of the app, and aligning app data with the web data pipelines. — Tech infrastructure able to support seamless app store management and an overnight brand switch on 25 markets during the global Skyscanner rebranding in 2019. This allowed to free up resources of the team of 25 marketeers, and support 8 big product launches in 2019 and 2020. My responsibilities also included building relationships with Apple and Google teams, and keeping them updated on the mobile movement at Skyscanner through in-person demos of new product launches.

Built and managed a team of 3 marketeers responsible for product growth. Helped to bring SplitMetrics from a stage of a stat-up to a respectful international company, recognised by Apple and respected by other app marketing players. Initiatives with key contribution to it: — Introduced account-based marketing and lead scoring system that allowed to connect Marketing and Sales teams, segment prospects and optimise marketing comms for each prospect type. — Introduced yearly reports with insights extracted from the analysis of behaviour of 60M+ app store users. Led the industry eduction: — With 30 marketing experts from Google, AppsFlyer, Buffer, Facebook, etc., created an online app marketing course AppGrowthLab (appgrowthlab.com). As of 1 January, 2020, more than 10,000 professionals have enrolled. — Hosted a series of online webinars and an online Apple Search Ads conference, attended by 2,000+ industry professionals. — Published a series of white papers on Apple Search Ads and App Experimentation.

Together with CEO, led a team of 15 engineers, product marketing professionals and designers and laid the foundation for the GanttPRO product as you know it today. Brought GanttPRO from 0 to 1 and $XXXk ARR within the first 2 years. Acquired 350K users, 3K business/enterprise customers in two years using inbound marketing channels only.

Product marketing and release management of established (Toy Defense, My Cafe series) and upcoming game titles. Involved in building the strategic partnership between Melesta Games and Wargaming and acquisition of the World of Warships project.