Arkadiy Glazov

As the product and product marketing manager for Paysend transfer: Optimize OTP SMS cost and quality, cutting costs by up to $20,000 a month without reducing conversion. Refine mobile phone registration fields to boost conversion in specific countries by up to 3.8% according to Amplitude. Improve error mapping, localization, and user tips to enhance the transfer funnel. Use Braze and Sendgrid platforms to improve transactional communication with customers for increased retention and reduced tech support involvement.

As a marketing leader, I am responsible for coordinating the efforts of local marketing teams across APAC, the USA, and Canada. My focus is on driving registrations and transactions by launching various marketing campaigns, such as paid search, display video ads, content marketing, social media, influence marketing, affiliate marketing, and more. I track the performance of all marketing activities, identifying and scaling the most effective ones. I conduct constant research on market competition, analyzing factors such as exchange rates, KYC, sources of funding, delivery methods, interface flow, and acquisition channels, among others. Additionally, I propose changes to Paysend's product that have the potential to improve results and optimize key customer acquisition funnels. This includes localizing funding and delivery methods, implementing referral programs, and more. I also conduct customer research and development to gather insights that inform our marketing strategy. In terms of achievements, I have successfully hired and trained a high-performing marketing team in APAC, and launched new advertising channels with targeted cost of acquisition. The regions that I manage have seen a monthly active user growth that exceeds Paysend's average by 3-15%.

As a manager in customer retention and analytics, my main responsibilities include: * Conducting initial research, managing the IT integration and technical requirements, and launching a retention and analytical tool (CleverTap) * Hiring and training a team to support the tool's implementation and maintenance * Designing and implementing a client communication matrix for both trigger-based and ad-hoc interactions * Analyzing the main interface funnels to identify areas for improvement * Segmenting users by various parameters such as country of residence, payment activity, language, and more, using data from both internal and external systems * Optimizing performance through A/B testing * Analyzing retention communication across various channels, including email, push notifications, SMS, AppInBox, and in-app messaging. My key achievements include automating the customer onboarding and reactivation process, and achieving a retention rate of 18% higher among users who receive communication compared to a control group.

Responsibilities: * Developing a strategy for key product development; * Testing and launching new products, both independently and in partnership with banks and other licensed financial firms; * Establishing a financial strategy for launching new products on the Indonesian market. Achievements: * Conducted an audit of the company's current product line, identified key products, and proposed a product development plan; * Discovered new products that can be quickly launched with the help of partners, including remittances, micro-credit, NFC-based products, and short-term loans for agents. Implemented analytics and testing for new products in the company's activities, such as cash-payments for e-commerce and cross-border payments; * Led the development of mobile applications for key products, managing a team of analysts, UX designers, and developers; * Started development on new products with the most favourable unit economics.

Responsibilities: * Developing a strategy for solutions for small businesses; * Establishing a financial strategy for upcoming product launches; * Testing and launching new products for various departments within the company. Achievements: * Proposed, developed financial models, and launched a variety of new products and projects, including Fiscal Data utilization, Green Loyalty, Partner loyalty for debit card holders, and Loyalty for all. * Launched several new projects with operators of fiscal data, including the ability to access check composition for bank transactions in retail, rewarding customers for purchasing specific products within a loyalty program, and offering longer installment plans for certain goods. * Presented and successfully defended a niche card product with a unique set of partners, such as the "Vegan card" and the Green Loyalty, to top managers of the bank. The product targets over 900,000 potential customers and is expected to be the first of its kind. * Led the development of a completely new interface for the loyalty program in partnership with a designer, making it easier for customers to transfer accumulated points to a card account and highlighting partner offers, which has been successful in attracting customer attention.

Responsibilities: - strategy for solutions for small businesses; - financial models for new products; - recruitment of marketing, support and sales department Achievements: 1. Financial models for new products for: - mobile loyalty application for small businesses (SMB), - marketplace solution for mobile apps with large audiences, - ALOL conversational and marketplace platform license sale. 2. Attracted first clients and secured first sales in following areas: - loyalty for SMB and Evotor SMB platform (over 150K cash-desks all over Russia), - ALOL marketplace solution for owners of mobile application (signed a media company with MAU> 6M), - regional license of ALOL marketplace platform for SMB. 3. Worked out from the scratch and launched solutions for small businesses. Within 6 months, managed to develop MVP, recruited the first customers, signed agreements on a licensed sales of marketplace platform in 3 cities. 4. Recruited and trained the sales department and developed for them KPI: number of location to visit, number of presentations, number of customers signed and agrees to a trial. 5. Introduced a culture of teamwork between sales and marketing and weekly synchronization of activities according to the company's goals.

Responsibilities: - attraction and development of users of electronic payment system without spending much marketing money for it; - launch of new products: first native mobile application, first virtual and plastic cards linked to the mobile wallet account, first sales of Apple virtual cards and so on; - launch of multiple co-marketing programs with partners; - recruitment and management of the marketing team and sale department. Achievements: 1. Developed a process of launching numerous cross-promotional activities with over 700 partners which allowed QIWI Wallet to recruit over 1M new customers without paying for it. 2. Calculated average profitability of each QIWI Wallet customer category for different platforms: mobile, web and cash terminal. The process of evaluating an advertising campaigns was built and marketing managers envisioned effectiveness based on average profitability. 3. Recruited and trained marketing team and sales department and social marketing specialists. Formed KPI's in a way that each employee, first of all, was motivated by overall goals of the company not just personal one. 4. Got approval from legal department to work with bookmakers and signed main players to work with QIWI Wallet. The move allowed to increase turnover of direct partners of QIWI Wallet in 3 times in 12 months. 5. Launched from scratch a proactive brand communication in leading Russian social networks (VK and OK), company stand-alone blog and geek-blog on Habrahabr. 6. Organized regular participation of company representatives at specialized conferences, clients and partners events. 7. Introduced the weekly synchronization meetings within the sales and marketing departments for better understand each other's work and quick ideas exchange. 8. As a result, brought the number of active users (at least one transaction per quarter) from 4.5K to 11M.