June 2022 — Present time
Consulting in the sphere of road services (Petroleum stations, retail etc.)
Position: Project manager for the development of roadside services in Russia (outsourcing)
Creation of road service quality and availability monitoring system.
Team management:
1. Creating a structure for the work and team functioning;
2. Search and hiring of employers (7 people);
3. Distribution of responsibilities within the team/creation of job instructions;
4. Setting and monitoring the implementation of tasks.
Project management:
– Reporting templates for the management (dashboards, presentation materials);
– Creating a database architecture for effective analysis;
– Reporting templates for team work (including weekly, monthly periods);
Key results:
– An analysis of the roadside infrastructure market, which has no analogues on the market in the Russian Federation.
– A roadside service development strategy.
– A list of ground areas were prepared for the subsequent sustainable development of the Company.
July 2020 — March 2022
Avtodor-Toll Roads
Position: Head of the department of roadside service development
Position: Head of the department of roadside service development
Key task: Development of the concept (including income strategy and building partnerships) of multifunctional service zones along toll roads managed by the Company.
Main achievements:
1. A list of roadside service areas along the Company’s roads.
2. At SPIEF 2022, a signed contract between Avtodor-Development and VEB.RF to finance the roadside service zones.
3. Held negotiations with key federal tenant companies and investors of roadside service zones. 15 cooperation agreements have been signed.
Other results:
1. Formed the department responsible for the further implementation of the strategy for roadside services zones.
2. Created a marketing platform for the further development of road service zones (formed a portrait of the customer, the structure of demand within the zones, the average check and other metrics necessary for the development of the zones).
3. Determined the parameters and specifics of the requirements of market participants for the zones (territory and premises).
Functionality:
– Interaction with potential tenants, partners, investors.
– Organization and conducting of marketing in order to study consumer patterns, preferences in the different segments.
– Organization and conducting of geomarketing studies to identify the potential of roadside service zones, to form a development strategy in different terms.
– Organization of the process of competitive procedures on issues under the jurisdiction of the department.
– Providing marketing researches to improve customer service.
January 2019 — April 2020
Pizza Mafia
Position: Deputy Head of Marketing and Advertising Department (later Head of Marketing and Advertising Department)
The key task: to refresh the brand in the market, to increase sales.
Achievements
– Sales increased by 15% in annual terms (in the conditions of entering St. Petersburg Delivery market and Yandex.Food).
– The first pizzeria “Pizza Mafia” was open offline.
The results achievements:
– The marketing department was updated.
– The stock matrix was completely revised and reassembled.
– Implementation elements of impulse purchase, work with the basket and the site in general (at the UX|UI level).
– Some processes were automated (at the level of interaction with the call center, product department).
– Launched and automated NPS.
– Advertising tools were audited, ineffective tools were abandoned, new ones were introduced, a large number of tests of various tools were carried out.
– New sales channels were found.
Team: 6 people
1. Management:
– Budgeting;
– Setting and monitoring the execution of tasks;
– Implementation of project management principles;
– Reporting on the results of the month, quarter.
2. Advertising
– Product offers development for sales channels (context, YAN, promo, etc.);
– Searching and regular testing of new communication channels;
– Building performance analysis system via sales channels;
– Setting up and launching promos;
– Working with the call center, training of employers for the launch of promotions, product offers;
– Development of event marketing: organization of participation in major events (sponsorship, integration into the food court and other formats);
– Control of the offline channels effectiveness (street promo, promo in orders);
– Monitoring the effectiveness of online channels (context, target, cpa and others).
3. Marketing and analytics
– Researching users’ experience (questionnaire, focus groups) and subsequent adjustment based on promotional matrix data, prices, offer structure, sales channels;
– Development and updating matrix of promos (long-term/short-term) based on efficiency results, distribution of promotional mechanics along sales channels;
– Building a performance analytics system in the context of channels and shares, setting up performance monitoring in online format;
– Development of a customer satisfaction analysis system in conjunction with the work of production and automation process (extended and in-depth NPS);
– Pricing: calculation of cost, margin of the product, ABC analysis;
– Development of the site mechanic in accordance with user experience;
– Development and promotion for mobile application and mobile version of the site.
4. Development of new sales channels
Concept formation, budgeting, testing and analytics, launching and development.
September 2015 — January 2019
Europe2East
Position: Head of Marketing and Analytics Department
– Formation of methodical parts of marketing research;
– Drawing up business plans;
– Interaction with company partners: consulting, advertising agencies, architectural and design bureaus;
– Conducting meetings with customers and presenting work results;
– Budgeting and drawing up schedules for projects;
– Management of department personnel and freelance specialists.
August 2013 — July 2015
Expert Development
Position: Head of Marketing and Analytics Department
Creation of a marketing department.
The main function is the development of brand platforms for large residential projects and their positioning on the market, providing comprehensive marketing information and solving problems related to their implementation in the medium and long term.
1. Analytics
-The process of collecting and analyzing marketing information using my own developed system of analysis and segmentation;
-Formation, monitoring and analysis of competitive groups;
-Analysis of individual market segments in order to identify the main development trends and formation of forecast indicators in medium term.
2. Marketing
-Recommendations of pricing, sales schedule;
-Organization of planned work to conduct marketing research to study consumer audiences;
-Recommendations for positioning of the Company’s projects.
3. Advertising
-Design development and ordering of advertising products;
-Organization of participation in specialized exhibitions;
-Development of a strategy for advertising activity of projects in the medium term (media planning, budgeting, formation of forecast indicators).
