Lyudmila Podyapolskaya

Key achievements: - Created strategy and growth model of full-cycle ecosystem products and services (inc. FinTech, MVNO, life-style services) - Managed the project of new strategic segmentation (matrix of shopper segments via JTBD), inc. deep dive into differentiation if the assortment, services, communication - Management of new store concept creation - Creating the strategy and lunch of cross-format loyalty program: currently 60M+ active customers with the loyalty card. Management of the project from the scratch: including choosing the model, business-case approvement, investment and resources protection, choosing and implementation of CRM system, supporting building full technical landscape (integration with MDM, cash desc etc), launching Mob App (MAU 15M+), building Customer Care center, implementing new CRM tools (including DMP platform for digital communication), achieving KPI in terms of cards penetration, CLV, etc - Successful launch of Customer Value Management stream: 5 product teams (Churn. Frequency, upsell, commercial, experimental). During first year of the project: 8 ML models implemented with min 30% ROI in 78% of campaigns - Launch and management of DMP platform for Digital targeted communication (partners: Yandex, My target, Beeline), 20M + campaigns per month with positive ROI (CPM, CPI, CPC, CPA, performance approach) - Successful launch of short-term loyalty programs (instant win and accumulative): management of such legendary promo as Skrepyshi, Prikilushi. Magnitopolis etc. with additional sales 1+ billion rubles - Built loyalty program partnerships 100+ external partners accrue bonuses on Magnit loyalty card, 5 banking cobrands. - Effective management of Contact Centers (internal and external) with SLA <3% missed, 80/20, >300k-500k contacts per month - Launch of innovative projects: Magnit Pay (500 k+ active users), preparation for MVNO project - Launch of loyalty program in Uzbekistan

Key achievements: - developed and implemented the company's strategy. Increased Ebitda margin > 3 times in 11 months; - enlarged number of key program partners by 29% (within strict scoring); - increased gross profit at the online store ("Catalog of awards") by 2.4 times; - created marketing competence in the company from 0, generated ways for for additional promotion of the program’s partners) - the successful implementation of large-scale marketing campaigns with partners (share of additional turnover > 12.65% of the total monthly revenue); - increased revenue by Rewards Catalogue > 2 times by special promo; - implemented a CRM Salesforce; - launched regular analysis to the partners of the program (the dynamics of changes of unique participants, number of transactions, the average check, the efficiency of communication channels, etc); - "BONUS-ADVISER" (as the operator of the "Aeroflot Bonus") got 3 Federal awards: "The Best Rewards Catalogue (Loyalty Awards Russia 2017), "The Best customer experience in the transport sector" (Customer eXperience Awards Russia 2017), "The innovation of the year - for a revolutionary change in the quality of customer experience" (Customer eXperience Awards Russia 2017).

Urban Group (TOP 2 of the largest development companies of the Moscow region). www.urbangroup.ru Achievements: - created the mobile application from "0" (from the functional requirements till the computation in the AppStore and GooglePlay); - relaunched the web-site; - organized the Contact center from scratch (based on CRM TERRASOFT BPM ON-LINE); processing phone calls, mail, application from the website, mobile apps. From development of functional requirements and conducting the tender, selection of vendor and integrator to the recruitment and training of personnel); - Built the central database (merging data from disparate sources, verification and completion of data on a regular basis); - reached KPI for upsale PODRYGKA beauty chain (200 stores in Moscow and St. Petersburg). www.podrygka.ru/ Achievements: - Reached KPI for average number of customers per store per month. The increased traffic LFL 2015/2014 +9%; - Developed targeted communication channels (SMS - the average response is about 20%, mail - average CR - 8%); - Relaunched the site podrygka.ru: doubled (versus 2014) the number of sessions and unique users started the project "mobile app"; - Reorganized the work of the call-center. Achievement: < 3% of missed calls. - Attained the plan for additional marketing income.

01.2010 - 09.2012 - DIRECTOR FOR COMMERCIAL PROJECTS - managed the Department (about 100 people); - reached the goal of additional income from marketing and advertising activities in stores. Budget responsibility- up to 20 bln rubles/year; - coordinated regional representatives (8 branches all over Russia); - organized barter projects (product placement, receiving free time on TV, in the press, etc.); - conducted special projects to increase the income from marketing and advertising; - created new tools for sales, for example, suppliers’ integration into loyalty program; - promoted of X5 resources for BTB 11.2006-01.2010 - ADVERTISING DIRECTOR/DEPUTY MARKETING DIRECTOR - participated in development and realization of the marketing and advertising strategy, including independent positioning of each brand with focus on a certain target group; - analyzed the competitive environment and consumer preferences, the effectiveness of advertising campaigns - organized media planning; - coordinated regional representatives’(more than 40 cities all over Russia); - chose the contractors: for advertising (TV, radio, the press, distribution of printed materials), suppliers for polygraphs, souvenir products, as well as: design and creative agencies etc.; - conducted special actions (lottery, prize drawing, other marketing actions to stimulate sales, for example: "the DOG", «For gasoline to KARUSEL», "Perekrestok udachi ", "Purchase for gift", "the Magic coupon", "Popadi v Pyaterochku!», special actions for the exchange of discount cards, product placement on the STS-channel, participation in the special program "POLE CHUDES" on 1-st TV-channel, the joint tour of X5 Retail Group N. Baskov, D. Malikov, etc.); - involved sponsors to participate in joint advertising and marketing actions (including free TV time); - participated in the restyling of chains, creation and promotion of Рrivate label; - reached the goal of sales advertising in X5’ stores (budget - 1 bln rub for year).