Independent projects
Project work & consultations
Audience research, campaigns, advertising tests and collaboration with teams. Projects include Right Business Standart and AI Production Studio.
2015 / 2026Experience
Experience & tools
Working in digital marketing since 2015. I connect experience in paid media, social channels and analytics with product goals.
Agencies, Faeton and Fort Group / Tinkoff / Sravni.ru / independent projects
Sravni.ru
Acquisition, social channels & analytics
Financial product and media promotion, traffic and analysis of the path into product funnels.
Tinkoff / T-Bank
Digital marketing & acquisition
Tinkoff Mobile, Tinkoff Journal and social channels. Media planning, paid campaigns and performance analysis.
Fort Group
Brand portfolio promotion
Social channels for shopping centres and entertainment projects, joint campaigns with tenants.
Faeton
Social channels & reputation
Promotion of the network’s offers and work with customer reviews and feedback.
Digital agencies
Client project coordination
Social channels, promotion and community placements.
TOOLS /Services
Tools chosen for the task
I start with the decision to make, the available data and the people who will use the system. Then I choose and connect services, checking that the team can maintain the work.
Awareness and reach
Who sees the message and how they respond
TGStat · Telemetr
Compare channel topics, audiences and growth before a placement
Popsters · LiveDune
Compare content formats, engagement and publishing cadence
Meta Business Suite · VK
Track reach and reactions to owned content
Acquisition and sales
How ad spend translates into leads and purchases
Google Ads · Yandex Direct
Connect search demand, ads and target actions
Meta Ads · VK Ads
Test audiences and creative against the cost of the target action
GA4 · Matomo · CRM
Reconcile sources, enquiries, lead quality and payments
Activation and retention
Where people lose product value and what brings them back
Clarity · Hotjar
Review page behaviour, errors and exit points
Amplitude · PostHog
Compare activation, repeat use and cohorts
CRM · Mindbox
Define segments and evaluate lifecycle messages against a holdout
Economics and scenarios
What remains after costs and when a launch pays back
Excel · Google Sheets
Model budget, margin and scenarios from explicit assumptions
Looker Studio · Power BI
Combine channels, sales and costs in a comparable report
SQL · Metabase
Check events, cohorts and discrepancies in the data
The stack depends on the project. These services illustrate options for each task. A new tool is evaluated before adoption.
Team roles
Joining a team
I consider Head of SMM and Social Media Lead roles, as well as product marketing and acquisition work. This page covers my experience and responsibilities; the case studies show decisions and results. To discuss a role, share the product, responsibilities and working arrangement.
I can own a direction and organise a team or contribute to a defined task.