Margarita Usmanova

Marketing strategy, 360 marketing communications, branding and design, media (strategy and placement), participation in the launch of new products, website and app updates Key Projects: Conducted the Litres rebranding and developed the brand architecture for all of the company’s online services. Launched the updated brand and communication platform with new key benefits of Litres across all customer touchpoints. Litres showed revenue growth (17% vs. the expected 13%), and a market share increase of +4% (from 62 to 66) in the first 3 months after rebranding. Received 2 Silver Mercury awards for the rebranding. Responsibilities: Brand portfolio management and all brand communications for Litres (including MyBook). Team management (team of 8 people: brand managers, strategist, media manager, and art director). Development and implementation of marketing strategy. Working with creative, branding, research, and media agencies, including conducting tenders. Developing key messages and conveying brand positioning through various communication channels. Advertising production and placement across all communication channels: TV, outdoor advertising, digital advertising, special projects, and partners. Marketing research, consumer segmentation. Strategies for entering international markets. Developing and placing category-specific national advertising campaigns "Books – the Best Gift." Continuous analysis of the effectiveness of all advertising campaigns, CJM, and user feedback.

Large-scale rebranding of the bank, updating the corporate identity across all touchpoints, developing and implementing the creative framework, 360 marketing communications. Key Projects: HCB Rebranding (2017): Updated and implemented positioning, brand identity, visual guidelines, and a creative platform for the bank. Prepared and launched a series of 360 advertising campaigns within the new creative framework. Achieved a 15% increase in the “Bank Brand Consideration” metric (from 38 to 53) within a year, which propelled the bank into the top 5 retail banks in Russia. Developed from scratch and launched advertising campaigns for the bank's key product – the Freedom installment card. Promotion channels: TV, OOH, Digital, Wi-Fi, Cinema, POSM, special projects, own website, mobile app, etc. 3 million new clients in the first 2 years after the card's launch. Over 300% growth in sales during the advertising campaigns and more than a 50% increase in sales of related products. Responsibilities: Development of all online and offline advertising materials in collaboration with creative agencies, design studios, and the internal creative team. Analysis of advertising campaign effectiveness and further planning. Building co-marketing partnerships with partners: promotions, advertising campaigns; developing marketing rules and guidelines for working with partners. Conducting tenders and budget control. Cross-functional participation in website and mobile app updates. Participation in an experimental design thinking and UX project for the Freedom card. Project leadership with the Higher School of Economics (HSE) on improving the HCB mobile app.

• Managing brand development department (team of 3 people) • Brand development: - brand and corporate identity development and control in all communication channels (ATL, BTL, Trade (POSM), Digital, SM, Direct, HR, PR, corporate site and apps, etc) - brand values, brand principles, brand positioning update - creating inspirational Tele2 brand-book, brand film and materials for newcomers, - brand consulting - different types of advertising campaigns • Project leader of Walk the Talk (internal company project with purpose to rise the quality level of customer experience), • HR-branding: creating internal and external HR advertising campaigns (BTL, POSM, SMM, etc) • Cross-functional projects: Tele2 loyalty program, monobrand and multibrand retail redesign, new web site cocreation, design for financial services (cards), entertainment services, partner services, etc Main results: • Tele2 commercial launch in Moscow and 22 «new» regions: strategy for brand launch was successfully developed and implemented and more than 3000 new employees had become brand ambassadors • New brand identity was implemented: more than 1000 employees of the company and more than 15 agencies were educated, more than 1000 advertising materials are created in new guidelines every month • Walk the Talk project was successfully launched in Tele2. Today more than 5500 employees are active users of the project; more than 6000 problems have been already solved; NPS (net promotion score) has risen after a period of stability. Walk the Talk became «The achievement of the year in Tele2» and was one of the finalist in HR-brand 2015 (Tele2 was nominated for the first time)

• Mail.Ru / Mail.Ru Group brand-book (project included market segmentation, competitive analysis, brand positioning, portfolio strategy, new logo development, main directions for marketing communication strategy) • Brand identity and visual style for My.com brands (myMail, myChat, MyGames, etc.) • Brand platform creating and strategy consulting for various company projects • Participation in development and implementation of marketing communication strategy (ATL, BTL, digital) • Different types of marketing research: qualitative and quantitative with international and local agencies (including brand health tracking for Mail.Ru and Odnoklassniki, Ad Hoc research for Mail.Ru projects, Odnoklassniki, Mail.Ru Games, ICQ/Agent, etc.) in Russia, CIS, Europe, USA. • Measuring the effectiveness of advertising and marketing activities • Market analysis and internet industry trends monitoring Main results: • Brand book for Mail.Ru / Mail.Ru Group • My.com brand identity • Implementation and popularization the practice of marketing research in company

• Market analysis, identifying key market trends • Preparation analytical information for executives of the company • Consulting brand and project managers about position, dynamics, threats and possibilities оf their projects • Collaboration with the research agencies • Ad hoc market research • Conducting research on the perception of company brands • Analysis of the effectiveness of advertising campaigns • Content moderation on the corporate website • Development and implementation KPI system in the marketing department Main results: • Web analytics system implementation • RIW and RIF&KIB opening presentations

Working with TNS Gallup advertising and audience data, using programs: Galileo, Palomars Adex, working with internal statistics Market analysis Analysis of audience preferences and defining target groups Analysis of brand competitiveness