Pavel Kichigin

— Managed ad campaigns on platforms: Meta Ads, Twitter Ads, Microsoft Ads, Reddit Ads, Yahoo Japan. — Planned and managed budgets across multiple channels, adjusting spend to meet or exceed KPIs. — Collaborated with internal teams (Marketing Analytics, Development, Product, Creative, and Brand) to implement new processes and tools, and to address complex or non-standard issues. — Collaborated with international partners and contractors. — Development and execution of ideas, solutions, and projects to enhance acquisition efficiency and scale. — Created an Action Methodology for creatives in collaboration with the project owner, simplifying the creative process and improving campaign results. — Successfully integrated new advertising channels from scratch, including setup, optimization, and scaling to achieve performance goals.

— Participated in cross-functional collaborations between Marketing, Product, Creative, and Analytics teams to ensure alignment and contribute to achieving shared goals. — Analyzed and forecasted the results of advertising campaigns (CAC, ROI, LTV) — Collaborated with the Product Marketing Manager to optimize the user acquisition funnel, developing and executing a comprehensive hypothesis testing cycle, which led to a 15% increase in attendance. — Experimenting with new marketing tools, optimization strategies, and management techniques. — Analyzed post-testing data to identify trends and improve the user acquisition funnel, reducing the cost per MQ lead by 30%.

— Launch and optimize performance and media campaigns across Meta Ads (Facebook Ads), TikTok Ads, VK Ads, and MyTarget Ads to achieve KPIs and drive scalable results. — Constantly explore and implement new tools and strategies to unlock growth opportunities for clients. — Establish and maintain direct communication with clients and contractors, ensuring transparency, efficiency, and satisfaction. — Manage and control advertising budgets exceeding 5,000,000+ rubles while ensuring ROI and efficient allocation of resources. — Mentoring and onboarding new media buyers; — Choosing the optimal set of tools to promote the product; Achievements: ⚡ Increased ROI by 700% in 3 months of advertising campaign working on beauty e-com project (this result could have been much better, but the stock was never enough); ⚡ Conducted a large-scale A/B content test for beauty products in e-commerce - identified the most effective content to achieve performance metrics, which helped reduce CPO by 165%; ⚡ Increased AOV x2 using deep post-click analytics and segmentation of high-income audience.

— Running ad campaigns on Meta Ads (ex Facebook Ads), TikTok Ads, MyTarget Ads, VK Ads; — Analysing and optimising campaigns using internal BI tool and Google Analytics; — Managing 6 USD figures budget monthly; — Web traffic performance controlling, initiation and development buying hypothesis; — Producing ad concepts and copies by myself and with a creative prod team; — Running creative tests: tracking creative performance and analysing data to optimize creative performance, testing creative assets and iterations, and analysing performance metrics to make informed UA decisions. Markets: EU | LATAM | ASIA