Maria Komissarova

Перевод из КАНДИ С.Н.Г. в ООО ХАР при объединении компаний. 360 диджитал продвижение бренда Candy в РФ и Казахстане (D2C e-com, marketplaces). Digital-реклама и управление агентствами: • Полный цикл управления рекламными кампаниями: Яндекс.Директ, VK, MTS Ads, Astra Lab, Hybrid, Х5 media; • Управление работой агентств: постановка ТЗ, проверка медиапланов, аналитика эффективности ( ~25 чел.); • Форматы: always-on performance, OLV, brandformance под промо и продуктовые запуски. Развитие рынков и каналов: • Казахстан: запуск performance-кампаний через Sulpak и Kaspi (Meta, Google Ads) → рост продаж ×2 за год; • Маркетплейсы: управление медийными кампаниями Candy + performance-продвижение TV Haier (OZON, YM, WB) → вывод продаж бренда по категории в ТОП-3 на OZON. • Гео-сервисы: управление РК на 2ГИС и Яндекс.Картах с настройкой оффлайн-конверсий + контент. SMM и контент-маркетинг: • Разработка стратегии и ведение соцсетей Candy (VK, OK, Дзен, YT) → стали ТОП-2 по органическому охвату и ER среди конкурентов (2024); • Управление бренд-блогом (руковожу внешней командой копирайтеров и SEO-специалистов из 7 чел.) → рост органики х8 за 2024 год, х2 за 2025. Продакшн и креативы: • Лид производства большинства креативов для Candy в РФ и Казахстане (баннеры, видео, анимация, 3D); • Разработка креативных концепций → кампании получают награды на DProfile; Дополнительные проекты: • Коллаборация Candy с BioMio: ко-лид переговоров и разработки стратегии, координировала работу команд двух компаний + реализовала часть по digital-продвижению; • Реализация 360-кампании «Candy. Включается в вашу жизнь» - охват в digital 100 млн, brand awareness + 6%; • Запуск бренда Casarte: исследование аудитории "люкс", тестирование гипотез, применение бета-инструментов; • Интеграция партнера для ГЕО-сервисов: управление коммуникацией с 6 юрлицами от КП до настройки.

E-commerce and digital marketing: - Developed and implemented a unified e-commerce strategy for D2C and marketplaces (3P). - Accountable for achieving sales KPIs and growing brand website metrics. - Managed digital promotion through performance and media agencies. - Oversaw performance metrics and analytical systems. SMM and content: - Developed content strategy for official channels → unified design code, tone-of-voice, and situational posting increased organic reach by 16% YoY. - Managed operational SMM processes. Project leadership: I - nitiated and implemented a project to optimize promotional activities → reduced campaign launch time by 20%. - Initiated the integration of a martech partner for automating communication with the D2C audience. - Led the project to develop a D2C store from scratch: created technical specifications, coordinated the work of UI/UX designers and developers, responsible for creating CJM and sitemap.

- Developed and optimized the seller's Amazon stores. - Created visual content from scratch, copywriting for product listings, SEO optimization (front-end, back-end), promo planning. - Full cycle of influencer marketing (IG, FB, TikTok), finding new partners, and managing each integration. - Developed and implemented PPC strategy.

Managed the full cycle of in-house marketing for a large medical institution, the Central Clinical Hospital "RZD Meditsina"; oversaw company rebranding in managed territories. Integrated Marketing: - Conducted market research, identified local target audience → attracted partners for cross-marketing and secured free POSM placement in 10 companies (+150 paid patients). - Launched the first advertising campaigns on social media (MyTarget + Telegram): reach >164k, CR 0.8%. - SMM and ORM in the clinic's official channels → +5% growth in organic followers in 3 months. - Developed advertising, branding, and navigational materials for the clinic (POS, banners, landing pages). Project Activities: - Developed a promotional calendar and launched campaigns → 2x effectiveness vs. previous events. - Copywriting and SEO optimization of the clinic's website → reached #1 in niche search queries within 2 months. - Organized 4 local events and the hospital's 100th anniversary.

Comprehensive operational and strategic brand management, maintaining operational efficiency (KPI = EBITDA YoY). - Strategy and expansion: developed growth strategy across channels and regions, successfully launched a project to expand from the USA into Canadian and Scandinavian markets → 11% revenue growth over 6 months. - Product management: full P&L control, developed product matrix, managed sales channels and logistics → reduced share of slow-moving goods by 37%, total profitability +8%. - Digital marketing and analytics: developed LTV strategy, launched SMM and CRM for the brand, managed Amazon Ads campaigns, monitored brand "health" on Amazon, Walmart, Shopify (BSR, click share, CR, reviews) → improved CR by 3 p.p. in 6 weeks, improved organic product rankings by +15 positions.

Developed e-commerce marketing in federal retail chains (KPI = IHS by category): DNS, MVM, OZON, Citilink, Holodilnik, Sber MМ. - Strategy and communication: developed and implemented a unified marketing calendar, adopted as the company standard. Managed direct business communication with key clients → +15% click-through rate within partners' platforms, secured the first always-on campaign with one of the clients. - Digital marketing and content: managed a portfolio of performance marketing activities with budgets >350 million RUB (media planning, analytics in GA, Yandex Metrika, OWOX) and content promotion (listing updates, blogger integrations) → achieved positive ROI for regular campaigns within 3 months, executed over 94 campaigns within 2 years. - Premium segment: developed the WMF brand for 6 months, initiated the first TV campaign with premium SKUs → campaigns for 2 new products with ROI 3-4. - Key project: launched an internal online store for employees "from scratch" (product matrix, P&L, logistics, sales stimulation for SLOBs and EOLs) → doubled internal sales in 6 months.