Marketing Science Lead at Critical Mass

ПРО МЕНТОРА

Добре організований професіонал, який орієнтується на кар’єру, обожнюю застосовувати data science, digital- та маркетинг-аналітику для розв'язання маркетингових проблем. Ефективний керівник групи, який знає, як ефективно організувати проєкти та ресурси для виконання роботи.

ЕКСПЕРТИЗА

• Автоматизація маркетингових звітів.
• Розбудова архітектури даних.
• Вебаналітика.
• Імплементація вебаналітики.
• Оптимізація маркетингових зусиль.

ДОСВІД РОБОТИ

Critical Mass
Marketing Science Lead
серпень 2021 — до нині (11 місяців)
Toronto, Ontario, Canada
Senior Analyst, Marketing Sciences
вересень 2019 — липень 2021 (1 рік 11 місяців)
Toronto, Ontario, Canada
- Oversaw data integration and data consistency across Web Analytics tools in Adobe Experience Cloud (Adobe Launch, Analytics and Target) and supported the team with recurring reports and Ad Hoc requests.
- Designed and implemented 4 end-to-end reporting architectures (including Data Warehouse with ETL pipeline configurations using Tableau Prep, AWS and Tableau Online) and built dashboards in Tableau Desktop.
- Designed a Data Privacy API integration to comply with CCPA & GDPR regulations.
- Directly managed and mentored 4 junior analysts on account on their
work and career development.

Ukrainian Catholic University
Visiting Lecturer / Marketing Analytics program
вересень 2020 — до нині (1 рік 10 місяців)
Lviv, Lviv, Ukraine

Kyiv School of Economics
Visiting Lecturer / Marketing Analytics program
січень 2019 — до нині (3 роки 6 місяців)
Kiev Region, Ukraine

The McQuaig Institute
Marketing Operations Manager
серпень 2018 — серпень 2019 (1 рік 1 місяць)
Toronto, Ontario, Canada
- Managed the annual budget for media activities and successfully launched 6 major lead gen initiatives, resulting in a 19% increase in lead volumes YoY.
- Responsible for ongoing analysis of digital marketing campaigns and efforts (including organic, paid, and referral traffic) with consecutive analysis of the lead acquisition and lead nurturing processes (up to the state of Sales Qualified Lead) in Google Data Studio.
- Designed and implemented a tagging framework with a deployment of 30 different tags via Google Tag Manager (GTM). As a result, these actions enabled accurate data recording and the proper activation of digital marketing tactics for various platforms.
- Improved ad performance in Google Search by optimizing ad descriptions, targeted keywords, and custom audience configurations in Google Ads.
Impact: the CPL for search ads was reduced by 40%.
- Created a lead scoring model using logistic regression in R to validate HubSpot’s native manual lead scoring tool. Based on findings, proposed to make changes to existing email workflows to further improve email open rates, therefore, improving lead qualification. Result: +3% improvement in Lead to MQL conversion rates.

Touché!
Analyst, Marketing Science
січень 2017 — серпень 2018 (1 рік 8 місяців)
Toronto, Canada Area
- Developed and assessed 100+ digital campaign initiatives for key accounts, provided ongoing campaign optimization in cooperation with various stakeholders. Success rate of campaign delivery — 92%.
- Coordinated the workload of 2 junior analysts on key accounts and assisted Senior Analysts with ad-hoc requests, research projects, KPI development, and strategic planning.
- Responsible for tag validation and 3rd party trafficking in DoubleClick Campaign Manager for conversion tracking.
- Implemented 300+ tactical optimizations along with A/B and multivariable testing, MMM modelling, custom audience creation & targeting using data from available CRM databases, Google Analytics 360 & social media platforms, display and programmatic vendors.

Darnytskyi Reinforced-Concrete Constructions Plant PJSC
Marketing Analyst (Intern)
січень 2015 — червень 2015 (6 місяців)

Spark Student Seed Accelerator (part of InVenture Investment Group)
Project Intern
вересень 2014 — червень 2015 (10 місяців)

J & Capital
Intern
червень 2013 — вересень 2013 (4 місяці)

ОСВІТА

Seneca College of Applied Arts and Technology
Graduate Certificate, Salesforce Automation and CRM Analytics
(2016–2016)

Kyiv National Economics University
Master’s Degree, Management of Organizations and Administration
(2014–2015)

Poznan University of Economics And Business
Bachelor's degree, Business Administration and Management, General
(2013–2014)

Ivan Chernyakhovsky National Defense University of Ukraine
Second Lieutenant (2Lt), Software and mathematical support of the ACS
(2012–2014)

Kyiv National Economics University
Bachelor’s Degree, Management of State Establishments
(2010–2014)