Alie Tefikova

Ownership of 50+ million communications per month, migration from one CDP to another, development of CRM marketing strategy, calculation and coordination of the budget, work with a base of 20 million MAU, development of CJM and CRM processes, management of CRM team, launching triggers • Building CRM from scratch: CDP requirements, moving from one CDP to another, developing a knowledge base and reporting system, launching triggers, organizing work with cross functional teams, systematizing work with channels: sms, push, email, CJM development with all bank products: loans, microcash, cards, savings, deposit, insurance • Growth in metrics: OR (open rate), CTR (click through rate), CR (conversions on funnel steps), EPM (earn per message) • Increase Revenue increment • A project has been launched to redesign and unify mailings: mini-tender, roadmap, A/B test, conclusions and next steps • Improved work with content: media materials implementation, text rotation (uniqueness check per user)

Ownership of the process generating 30 million communications per month, development of the SAS CIS system, working with a base of 40 million customers, managing a team of 5 people, planning and implementing campaigns in 9+ communication channels, work with teams inside and outside the bank • Saved 30% of the budget without loss in sales by finding a balance between paid and free channels • 9 new products launched on the CRM side • Increased annual sales of cash loans by 27% (30 billion rubles) • Increased conversion by 2 times from the POS segment to cards and cash due to multi-step automated campaigns • An IT backlog has been formed for the development of the SAS CIS business system, examples: transfer of queries to the SAS database (effect: reduction of the number of campaign drops by 90%), migration of the application showcase (effect: uninterrupted operation of the follow up process) • Initiation of a project to purchase new hardware for SAS MA → increase productivity by 50%

Management and development of all cross-selling CRM activities in the credit direction, organization of campaign-executors, planning and implementation of marketing campaigns in 9 communication channels, interaction with teams inside and outside the bank • Increased by a third of the eligible base by working with the cutoff funnel → sales increased x times • The share credit customers under the out of office process has been increased from 20% to 80% • Launched 2 new credit products on the CRM side • Optimized the campaign process by normalization method → 2 times increased in the speed of campaign development • Implemented price tests (10+ groups) → based on the results, a decision was made on the optimal marketing rate • Implemented a backlog of CRM tasks and agile approaches → improved planning efficiency and transparency of work • A record volume of cash loans was achieved in the high season month (21 billion rubles)

Data verification and analysis, ad-hoc reporting - combining the responsibilities of a product analyst and a data quality analyst • A system of daily/weekly/monthly and ad-hoc quality and data portrait reporting has been developed and implemented • Unique outliers in the data were discovered and investigated, business decisions based on the study were made in time

Combining the responsibilities of a developer, consultant, support, project manager, analyst on the Medialog MIS platform • Ownership of the project for two large clients who have extended the contract → additional profit for the company • The new functionality of the platform has been developed and implemented, the current one has been finalized, regular and ad-hoc reporting has been developed

Diploma Analysis of the impact of work on a person’s emotional state based on data from social networks

Diploma Predicting the click probability of an event using machine learning methods Project Improving the efficiency of the bank's marketing activities based on machine learning algorithms