Boris Potapov

- Leading 3 teams (30+ employees) across marketing, CRM, and product loyalty, doubling headcount and implementing a digital strategy to drive the growth of loyalty products and daily cashback services. - Developed and launched the “Alfa Friday” campaign, which later evolved into a strategic sub-brand of Alfa-Bank. The initiative featured weekly one-day offers for retail customers (100+ campaigns) and included full-cycle product development (CJM, budgeting), nationwide media support (TV, radio, OOH), a reach of 150M people, and deep integration into loyalty programs and external platforms (e.g. Yandex). - Led the promotion through internal and external bank channels of Alfa-Bank's loyalty programs, which were recognized as the best in the market, including the "Alfa-Friday" project awarded "Best Short-Term Loyalty Program" at the Loyalty & CX Awards Russia 2024. - Led communication strategy for nationwide campaigns with key strategic partners — Yandex, Vkusno i Tochka (formerly McDonald's), and Avito — ensuring the successful execution of joint cashback initiatives. - Successfully launched and organized a partner club for Alfa-Bank’s cashback platform, fostering a community of C-level executives from leading Russian fintech and retail companies; developed the community and event concept (quarterly format), strengthening relationships and enabling strategic partnerships with Avito and TSUM. - Led internal PR initiatives including Telegram communications, team engagement campaigns, and corporate award participation — with 3 projects receiving awards over 3 years. - Managing external PR for cashback and loyalty projects, establishing regular communication with the professional community and overseeing media relations, including press releases and authored articles. - Implemented an e2e process board, enabling transparent and effective task management.

- Introduced an effective CRM strategy to promote showcases of partner offers and bank travel service leading to performance increase by 30% and achieving sales rates of 90%. - Leading a team of 4 analysts & campaign managers to provide CRM strategies. - - Integrating CRM and marketing activities while collaborating on the design and execution of new loyalty solutions technologies, strategies and campaigns to drive consumer preference and behavior. - Optimising the cost-benefit impact of the program on the business P&L. - Setting analytical requirements for product team to control CRM targets progress. - Formulating requirements for developing the infrastructure of CRM components.

- Developed and managed relationships with vendors (OneTwoTrip, Booking.com), internal and external partners involved in operating the bank cards products. - Introduced changes in the loyalty program resulting in the doubled number of active card products users and decrease of average bank expenses on active bonus program participants by +25%. - Led a cross-functional team of 4 to achieve planned financial results of bank cards loyalty program. - Trained and coached over 4 project managers, ensuring staff felt supported and empowered to make decisions and complete tasks for the loyalty program project. - Implemented a motivational program for sales managers in collaboration with Global Services. - Organised and controlled campaigns to improve portfolio indicators (balance, transactional activity). - Implemented a Loyalty Program that was recognised and awarded as Best Loyalty Solution two years in a row (2020-2021).

- Grew from Junior back office position to Sales Manager within a year for finding effective solutions, taking initiative and desire to expand projects. - Awarded as Best Sales Manager for exceptional performance in sales numbers of credit products in 2015 and deposit products in 2016. - Exceeded targets for the Core KPI in sales annually (credit cards, insurance programs, deposits) consistently hitting 100%. - Managed a bank front office, controlled its financial results, interacted with middle management and stakeholders. - Resolved conflict situations, maintained and developed client database, optimised customer acquisition process.