Anzhelika Maksymchuk

Led the product strategy for a next-generation retail trading ecosystem, aligning business strategy, customer needs and technology priorities to deliver a scalable digital trading experience across mobile, web and trading infrastructure. Selected Achievements: Defined the end-to-end product vision, strategy and MVP roadmap for a multi-platform trading ecosystem. Designed customer journeys across onboarding, funding, trading and portfolio management. Defined the commercial product model, operating framework and governance principles supporting MVP delivery and future scalability. Led cross-functional alignment across Product, Engineering, Design and executive stakeholders. Established product governance standards and delivery frameworks to enable structured execution across cross-functional teams. Shaped product strategy across multiple regulatory jurisdictions, supporting future international expansion.

Drove product strategy across SquaredFinancial's digital ecosystem, aligning business strategy, customer needs and technology priorities to drive digital transformation and commercial growth across regulated financial markets. Selected Achievements: Defined and executed product strategy across Trading, Payments, CRM, Back Office, Mobile and Web platforms. Led the redesign of the Client Portal and mobile applications, enhancing usability and improving the end-to-end digital customer experience. Introduced AI-powered customer support agents to improve operational efficiency and enable scalable customer service. Delivered strategic Payment Service Provider (PSP) integrations, expanding payment capabilities across Tier 3 markets. Launched Cent Accounts to support customer acquisition and expansion across Asian and emerging markets. Built and led cross-functional product organisations spanning Product, Engineering, UX/UI, QA and Business Analysis. Delivered regulated fintech products across FCA, CySEC, ASIC and FSA jurisdictions, integrating AML/KYC and risk management requirements. Partnered with executive leadership to align product investments with commercial strategy, customer experience and international growth initiatives.

Led product strategy across customer-facing digital platforms, driving product innovation, international expansion and digital transformation across regulated trading and investment products in Europe and the Middle East. Selected Achievements: Defined and executed product strategy across mobile applications, Client Portal, WebTrader, onboarding, payments and customer servicing platforms. Delivered government-backed digital identity integrations, including UAE PASS (UAE) and Beyon Connect (Bahrain), enabling fully digital onboarding across regulated markets. Led strategic integrations across digital identity, CRM, copy trading and payment ecosystems, strengthening the company's digital trading capabilities. Expanded CFI's digital products across 3 regions and 10 international markets by aligning product capabilities with regulatory and commercial requirements. Designed customer journeys across onboarding, funding, trading and account management to improve conversion, customer experience and digital adoption. Launched internally developed risk management capabilities and fully automated onboarding and account opening using AML screening and risk categorisation. Partnered with executive stakeholders and led cross-functional collaboration across Product, Engineering, UX/UI, Compliance, Operations and Marketing.

Defined product strategy for a multi-product fintech ecosystem, enabling international broker launches, operational scalability and commercial growth across regulated financial markets. Selected Achievements: Defined product vision and roadmap across CRM, Cashier, Affiliate & IB Management platforms, aligning product investments with business growth objectives. Led product delivery for the launch of three regulated brokerage businesses operating under CySEC, ASIC and FSA licences. Directed international product rollouts across Europe, Asia, MENA and LATAM, leading cross-functional teams of up to 20 Product, Engineering, UX/UI and Marketing professionals. Automated onboarding and AML/KYC processes, reducing account opening time by 40%. Introduced AI-powered assistants, reducing operational costs by 30% while enhancing functionality across key product modules. Partnered with executive stakeholders to define product priorities, regulatory readiness and international market expansion strategies.

Led product rollouts and marketing campaigns across EU, MENA, and LATAM markets, driving successful launches and market adoption. Managed and coordinated a cross-functional creative and development team of up to 60 people, including UI/UX, developers, QAs. Oversaw the full product lifecycle (client portal and mobile app): planning releases, defining requirements, creating prototypes, conducting A/B tests, and analyzing performance. Implemented Agile frameworks (Scrum, Kanban, Waterfall) across development and creative teams, improving delivery efficiency by 60% and launching two teams for new markets. Collaborated with stakeholders and product managers to define project scope, objectives, and deliverables, ensuring alignment and timely delivery. Monitored project budgets, controlled costs, and implemented cost-saving measures without compromising quality. Identified and mitigated project risks, dependencies, and potential issues through proactive risk management strategies. Ensured comprehensive project documentation, including technical specifications, release notes, and planning materials. Facilitated stakeholder communication and reporting to internal and external partners, keeping all parties informed of project status. Managed recruitment and onboarding of new team members, establishing KPIs and optimizing business processes for high-performing teams.

Led product localization for UA and EU markets, adapting visual and software elements in collaboration with UI/UX and development teams. Managed and mentored a cross-functional team of up to 10, overseeing recruitment, KPIs, and process optimization. Designed pre-sales product support materials, including USPs, demo cases, and client presentations for B2B and B2C segments. Planned and executed player acquisition, engagement, and retention campaigns via landing pages, email marketing, promotions, bonuses, and in-game push notifications. Optimized campaign performance using Tableau, Power BI, Hotjar, and A/B testing, improving engagement and conversion metrics. Built strong relationships with stakeholders, clients, and agencies, leading negotiations for new client acquisition. Controlled budgets, P&L, and cash flow to ensure efficient financial management.

Identified and evaluated new export markets through in-depth research on competitors, consumers, and market trends, delivering actionable insights for Board-level decisions on pricing, incentives, and category strategy. Developed and executed marketing and communication strategies for new brand launches, driving awareness and engagement across international markets. Partnered with senior sales and business development teams to define brand positioning and implement targeted marketing campaigns for CEE and GULF markets. Led digital initiatives, including website and e-commerce channel launches, content localization, and social media strategy, ensuring consistent brand presence across key markets. Managed creative production projects, including product photo shoots and corporate brand videos, in collaboration with advertising agencies. Strengthened brand visibility through partnerships with distributors, customers, and franchising chains, overseeing integrated marketing campaigns in export markets. Orchestrated company participation in major international trade fairs (Gulfood Dubai, ANUGA Cologne), including concept development, stand design, logistics, and promotional activities. Key Achievement: Successfully launched multiple brands in new international markets, enhancing global brand presence and supporting strategic export growth initiatives.

Managed investor relations and capital markets communications for MHP SE, supporting public listing and ongoing disclosure requirements across international markets. Prepared and published regulatory announcements and press releases, ensuring full compliance with London Stock Exchange and Ukrainian stock exchange rules. Acted as primary liaison with stock exchanges, advisors, and regulators, coordinating communications related to the listing, reporting cycles, and market disclosures. Planned and executed international investor roadshows, analyst briefings, and management meetings, strengthening engagement with global institutional investors. Led investor-facing communications for CSR and ESG initiatives, aligning sustainability strategy and non-financial disclosures with international capital markets expectations.