Anna Tsyganov

-OSINT, WEBINT, SOCMINT, HUMINT tools - Clear, Deep, Dark Web - Detection of Information exposure, Malware, Phishing attacks, various research tools - Practical creation of CTI Alerts, DMCA Letters- OSINT, WEBINT, SOCMINT, HUMINT tools - Clear, Deep, Dark Web - Detection of Information exposure, Malware, Phishing attacks, various research tools - Practical creation of CTI Alerts, DMCA Letters

- MedTech: Fertility startup for USA patients: consulting on Digital Marketing strategy - Advising startups on GTM, digital marketing strategies, e-commerce, and business development - Partnership with China Insiders Edtech Company on overall project vision, product management - Digital marketing strategy in China, KOL marketing, on-line streaming services, web-site design - Personal AI psychotherapist for USA market

• Led the new Digital & E-commerce business of the company from scratch. • Framed business strategy for E-commerce channel: marketing mix, competitors analysis, defined target audience, unique selling proposition; elaborated digital marketing strategy: social media management, digital advertising, website content optimization • Fulfilled financial forecasting in cooperation with financial department: sales projections, OPEX, CAPEX, pricing strategy • Build reliable portfolio of partners: searched and briefed agencies, negotiates prices for design, development, advertising, content optimization, call center, payment services, logistics, packaging, bloggers aggregators. • Cooperated with the design team (branding, prototypes, lay outs, website adaptive version) • Provided ongoing control of proper implementation of the tasks, negotiated prices, set the timeline for web-developers. • Planed, managed, optimized digital channels. Evaluated commercial offers by digital marketing agencies, set the goals, KPI’s, optimized campaigns costs, improved performance by constantly monitoring key metrics and making adjustments. • Supervised GoogleAdwors, Yandex Direct, remarketing, retargeting, banners ads campaigns • Highlighted Social media as valuable source of conversions: elaborated social media strategy, offered software based content management, established bloggers relations, continuously searched of alternative promotion instruments (e.g. AI in products descriptions, personalized cosmetics offers) • Trained operators and supervised overall performance of call-center, made scripts, set KPIs, ongoing control of the speed and quality of the replies • Made selection of assortment (5000 products), in time procurement, supervised stocks, discounts, cross-sales, upsales. • As a result competitive sustainable business with constant growth and promising future was established. With 1.65% conversion rate; having social networks and organic search as main source of traffic.

• E-commerce launch plan for Intimissimi: budgeting, team roles, digital marketing plan, partnerships & cooperation • On-site research: usability, purchasing process, search, newsletters, legal information • Competitors’ analysis: search history, prices & delivery conditions comparison, research on social media, emailing, SEM

E-commerce: • Elaborated business strategy for Lancôme e-commerce in Russia • Developed financial projections; market studies and competitors' analysis; conducted web-site performance analysis by means of e-commerce platform & Google Analytics • Supervised e-commerce process workflow • Launched the customer care program by training the operators in call center, customising targeted emailings, providing special treatments & offers. • Initiated sales optimization through up-selling, cross-selling, administrated delivery services, stock replenishment, returns, bank cards payments, in charge of web-site updates, integration of new features, analytics, reporting, budgeting. • Resulting in over 3 times sales growth, 35% increase of average bill, boosting conversion rate, increased loyalty(repeated purchases & higher level of customers' satisfaction) and improved customers base Digital Marketing: • Elaborated marketing strategy for search engines (Google AdWords, Yandex Direct, Affiliate marketing, SEO). Conducted the performance analysis through Google Analytics, E-com platform, social networks' analytics as well as constant evaluation of competitors' activities. • Managed Lancome digital projects on magazines’ web-sites (branding, banners, statistics); • Closely cooperated with partnering Digital agencies (SEM, SEO, affiliate, E-com platform, emailing) as well as publishers (Hearst Shkulev, Conde Nast) and retail shops (Ile de Beaute, Rive Gauche, L'Etoile etc.) for launching various digital promo-campaigns • Creative for Social Media: Facebook (ads,apps, contests), vk.com, launched Instagram, YouTube Channel and emailing program. • Resulting in increase of brand recognition, growth of followers in social networks Facebook, vk.com, YouTube, traffic growth to E-commerce and thus higher e-com conversion rate.

The property management system that provides a new model of booking: convenient PMS for hotel & pricing by client http://saint-petersburg.travel/ & http://hochu-eto.ru/ • Assessed the potential of the Russian regional tourism market, found foreign partners for channel management, STP • Evaluated local and global competitors in Property Management Systems and booking services • Created concept of new website, searched for IT agencies, initiated Google AdWords and Yandex Direct campaigns

Organized advertising activities & specials events during 2011 & 2012 SPIEF Leading international economic and business forum held annually in Russia. http://www.forumspb.com/ • Coordinated Forum’s advertising activities • Organized forum’s cultural events • Managed volunteers activities

- presented ppts for students - prepared reports for Consulates Generals - promoted Center’s activities in social networks as well as in magazines - attracted new participants - managed the team of 14 people

School is committed to training of new generation community & business leaders.

EM Lyon within Erasmus Exchange Program: Courses on Branding, International Advertising, International Marketing Strategy, Category Management, MarkStrat, Digital Marketing & E-commerce

Graduate School of Management was ranked # 46 by the Financial Times Business Education ranking http://rankings.ft.com/businessschoolrankings/masters-in-management-2015