Olga M.

Leading end-to-end marketing strategy and P&L for premium assortment of Lamoda. Built and scaled the whole business unit by establishing a full-funnel marketing model (Performance, CVM, Promo, Brand, Media, SMM, PR) with ownership of market share, incremental GMV, unit economics and brand health. Developed and defended the 2026–2028 growth strategy, shifting all channels — including brand and media — to performance-based evaluation (CAC, LTV, ROI/CIR, incrementality). Delivered High Season 2025 results with +28% new premium customers while maintaining target CAC and CIR. Launched CPA and revenue-share acquisition models with stylists and influencers, reduced reliance on paid traffic, and built strategic ecosystem partnerships to attract high-income premium audiences.

Led end-to-end marketing for the Pick-up vertical (supermarkets, hypermarkets, alcohol, pharmacies), covering GTM & growth strategies, CJM, promo & CRM, unit economics and P&L. Built a cross-functional team and reported to CMO & CEO. Launched 360° campaigns (rebranding → "Kuper", seasonal promos, “Car Pick-up”) across in-app, OOH & Media, PR, SMM, influencers & performance channels. Optimized product funnel through CustDev & JTBD research, data-driven experiments, and ML-based cashback. Results: GMV ×5 in OOH zones, ARPPU +54% YoY, CR ×2, MAU +25%, CAC -72%, alcohol GMV ×15, ROI >300%, LTV +130%, retention ×2 YoY.

Drove sales push programs and online marketing strategies for 10+ global brands (BUD®, Leffe®, Hoegaarden®, Corona Extra®, Stella Artois® etc.) with focus on e-commerce growth. Scaled VyBEERai multi-vendor platform (ABIE + Mars, Danone, Borjomi), helped launch new brands and SKUs (El Capulco®, Abbe®, Volt Energy®, Hoegaarden Cherry®) with cashback, promo codes, and gamification across KA, Off-trade, HoReCa. Results: 10K+ app downloads in first month, repeat orders +38% WoW, ROI up to 1500%, LTV +145% YoY, churn -2.5x, CR +35%, CTR ×2, engagement +30%.

Managed digital marketing for 13 Rx brands (Xalkori®, Sutent®, Lorbrena®), including launch, positioning, CRM journeys, e-learning for HCPs, and e-com activations. Curated ESG and charity marketing projects with top funds, ensuring legal & ethical compliance. Organized hybrid and digital-first events. Results: ROI >700% in 3 months (Lorbrena® launch), marketing costs -25%, HCP/patient digital engagement +35-60%, 50+ ESG projects with ROI >2000%, 30+ online events with 100+ participants each.

Developed marketing for 5G, Big Data, and cybersecurity R&D solutions. Built B2B strategies, content plans, workshops, and international partnerships with telcos and institutes. Acted as main liaison with HQ, driving cross-country expert workshops and internal communication. Results: Publication reach 20K+ views MoM, expert requests +35%, commercial leads +40% YoY, HQ engagement +60%, approval time -30%, onboarding speed ×2.

Led ATL & BTL campaigns in e-commerce for the world's climate equipment leader. Adapted product packaging and messaging for Russian market. Improved CRM processes (Synergy), optimized content and client comms. Results: Sales conversion +18% MoM, product page views +25%, orders +12%, market share +7% YoY, repeat purchases +15%, ROI of marketing activities up to 420%.

Toronto & Vancouver (Canada)