Ivan Lisovets

Scope of Responsibility: • Marketing and product research for financial products • Analytical support for strategic and operational decision-making • Evaluation of marketing performance and acquisition channels Key Responsibilities: 1. Marketing Research and Analytics: • Conducting regular Brand Awareness and Brand Equity studies • Market sizing, market share assessment, and competitive landscape analysis • Design and execution of competitive research • Planning and forecasting key business metrics • Acquisition and product funnel analysis to identify growth opportunities • Working with core marketing metrics: LTV, ROI, ROMI, CPA, CAC, CPM, ARPU, ARPPU • Evaluating the effectiveness of acquisition and retention channels (Google, Facebook, Influencers, CRM) • Customer segmentation (ABC, RFM) 2. Data Analytics and Visualization: • Unit economics and cohort analysis • Applying advanced analytical frameworks (JTBD, Conjoint analysis) to inform marketing strategies • Data analysis and processing using Python (cohorts, metrics, hypothesis testing) • Data extraction via Google BigQuery (SQL) and DWH • Building BI dashboards (Tableau, Qlik, Power BI) 3. Web, Mobile, and Product Analytics: • Data analysis using Google Analytics, AppsFlyer, and Amplitude • Trend and correlation analysis • Forecasting the effectiveness of OOH and DOOH channels Results and Achievements: • Designed and delivered comprehensive research programs (Brand Awareness, Brand Equity, Brand Trust, JTBD, CJM, Media Consumption) that informed business and marketing strategies • Implemented analytics-driven initiatives that improved business performance (turned a loss-making region profitable and reduced CPA by 40%) • Conducted market and consumer trend analysis in dynamic environments to support strategic decision-making • Collaborated with cross-functional teams (marketing, product, finance) to achieve strategic objectives • Mentored and supported the development of junior analysts

Scope of Responsibility: • Analytics and marketing support for B2B financial products • Launch and development of new products in collaboration with the Product Owner Key Responsibilities: • Market, competitor, and target audience analysis • Development of product positioning and marketing messaging • Establishment of a hypothesis generation and testing process (advertising campaigns, surveys) • Performance campaign analysis (Yandex, Google, social media) • Preparation of presentation and marketing materials • Creation and maintenance of a knowledge base in Confluence Results and Achievements: • Supported the launch of new B2B products based on market, competitor, and target audience analysis • Structured the hypothesis workflow from generation and testing to results evaluation • Improved the quality of marketing and presentation materials for internal and external stakeholders

Scope of Responsibility: • Digital support of the company’s websites and online services • Ad hoc analytics Key Responsibilities: • Content management for corporate websites (Bitrix, WordPress, Drupal) • Preparation of technical requirements for contractors and task tracking (Jira, Trello) • User behavior analysis (Yandex.Metrica, Google Analytics, Data Studio) • Advertising campaign analysis (Yandex.Direct, Google Ads) • UX and functionality improvements of the customer personal account • Processing and handling customer requests (Omnitracker) Results and Achievements: • Optimized user journeys across corporate websites and the customer personal account based on web analytics insights and UX hypotheses • Established a structured digital reporting system for websites and advertising activities, increasing transparency and improving data-driven decision-making for marketing and business teams

Scope of Responsibility: • Management of clients’ performance marketing and SEO projects Key Responsibilities: • End-to-end management of contextual advertising, SEO, and SMM projects • Coordination and supervision of specialists, timelines, and deliverables • Preparation of analytical and performance reports • Client communication and upselling of additional services Results and Achievements: • Successfully managed client projects across the full lifecycle — from customer acquisition to ongoing development and scaling of long-term cooperation

Scope of Responsibility: • Consulting and research projects Key Responsibilities: • Desk and market research • Competitive landscape and market segmentation analysis • Development of marketing strategies • Preparation of analytical reports and briefs Results and Achievements: • Built a robust analytical foundation to support clients’ strategic decision-making