B2B Marketing & DemandGen Consultant @Techstars 23'

ПРО МЕНТОРА

— 9 років в маркетингу: B2B, Digital-маркетингу, HR-маркетингу, Event-Маркетингу — переважно в стартапах і невеликих ІТ-компаніях. Працювала в: Techstars, Influ2, WE-AR/Studio, Flowium, PIX, DataArt, Playrix
— Амбасадор data-driven підхожу в побудові процесів/ прийняті рішення
— Diverse досвід домогає бачити "велику картину" бізнесу

ЕКСПЕРТИЗА

1. Market Research
2. Business Research
3. Competitor Research
4. Customer Development
5. Marketing Analytics: marketing funnel, marketing metrics, unit economics
6. Website Development: research, planning, managing, launching, etc.
7. Customer Journey
8. Marketing Strategy: Content marketing, PPC, SEO, PR, Personal Branding, Events
9. Marketing Team Hiring/Management

ДОСВІД РОБОТИ

//Marketing Consultant [Techstars]
Amsterdam, NL

Aug 2023 - Now
I help 10 fintech startups solve their marketing challenges: marker research, customer development, messaging & positioning, GTM strategy, crafting marketing materials (website, pitch deck, one-pager, etc.).

//B2B Marketing Consultant
Lisbon, PT
Jan 2023 - Now
As a B2B marketing consultant, I focus on using AI tools to help early-stage startups and software development companies improve and optimize their marketing processes.

//Demand Generation Manager [B2B SaaS] [Influ2]
Lisbon, PT
- Lead the management and execution of marketing and demand strategy for various Influ2 existing and planned products to create brand awareness, drive engagement, help establish goals, and accelerate marketing-sourced pipeline
- Create and manage inbound marketing processes (PPC, SMM, SEO, Events/Webinars, On-Page Optimization, Emails, etc.)
- Develop, executive, and optimize strategies to improve lead conversions from inbound traffic, existing databases, and all other inbound marketing lead sources to drive marketing-sourced pipeline
- Create, run, and optimize marketing automation and lead nurturing processes throughout marketing tech stack

//B2B Marketing Team Lead [VR/AR Development Company]
Kyiv, Ukraine
Oct 2021 - August 2022

Responsibilities:
///Strategic
— Develop and execute a Marketing Strategy roadmap to achieve pipeline goals:
- Business/Market/Competitor analysis
- Customer Development: interview, research, surveys
- Content Marketing Strategy
- Distribution strategy: PPC, SEO, PR, Personal Branding, Events, etc.

//Management
— Managing a team of 5 (SEO Specialist, Copywriter, Marketing Assistant, Designer, Content Marketing Manager)
— Managing freelances (copywriters, video editing, designers), agency (website development), etc.
— Collaboration with Sales Team, Account Managers, Project Managers, SEO, COO, CFO
— Experience in the formatting marketing team (hiring & firing)

//Tracking & analytics
— Owning and maintaining site analytics, marketing & sales funnel, unit economics, campaign reporting
— Set up any tracking tools (such as GTM, Google Optimizer, Google Console, Google Analytics, Hot Maps, etc.)

//B2B Marketing Team Lead
Flowium [Email Marketing Agency] [USA Market]
Jul 2020 -Jun 2021
New York, United States

Responsibilities:
//// Research
— Carry out customer development: in-depth interviews, surveys, etc.
— Carry out market/competitors research

////Lead Generation
— Planning marketing budget, managing multichannel campaigns to promote service, analyzing and optimization of ads campaigns (Facebook, LinkedIn, Instagram, Google Ads)
— Developing and implementing the framework of referral and partners
— Coming up with a content plan for YouTube channel, website blog, podcast
— Coming up with a promo campaign idea based on data insight

///Funnel optimization
— Optimize retargeting campaigns to maximize full-funnel performance
— Developing and optimizing customer journeys and buyer’s journeys (upper and mid-funnel) from the scratch
Optimize the website conversion rate
— To ideate, specify, execute and run complex experiments such as A/B tests, A/B/C tests, cross-sell & upsell programs, promo campaigns, etc.
— Retention: Implementing NPS surveys, testimonials, 1 to 1 interviews, questionnaires

/// Tracking & analytics
— Owning and maintaining site analytics, marketing, and sales metrics, and campaign reporting
— Set up any tracking tools (such as GTM, Google Optimizer, Google Console, Google Analytics, Hot Maps, etc.)

/// Management
— Leading in-house UX/UI designer and external developers' team for the website makeover
— Developing the brand book and brand voice
— Managing the team of 4 members
— Collaboration with internal and external stakeholders (Account Managers team, Sales Managers team, CEO, Financial analytics, Website developers, Media partners, etc.)
— Managing content creation for marketing and sales needs: case studies, sales desk, e-book, landing pages, ad banners, podcasts, video etc.

// Digital Marketing Manager
PIX [Hardware startup] [USA/Europe Market]
May 2020 - Sep 2020

Responsibilities:
— Planning, development, and execution of digital strategy, including online advertising, website strategy, social media, mobile, and deliverables (Facebook, Instagram, Google Ads, Reddit, Quora) (marketing budget is $20 000+/month)
— Initiating A/B tests to improve conversion, website UX
— Owning and maintaining site analytics, metrics, and campaign reporting
— Developing research plans to uncover customer insights, steer & validate the product roadmap, and stay on top of the competitive landscape
— Create new ad materials concepts in cooperation with relevant teams (Design, Copywriters)
— Developing, managing the layouts of communications such as presentations, event support materials, research papers, and brochures

//Digital Marketing Manager / Brand Manager— Kyiv, UKR
Playrix [Mobile games] [CIS market] | Nov 2018 - Feb 2019
DataArt [Outsource][CIS market] | May 2017 - Nov 2018

Responsibilities:
— Planning, tracking and measuring recruitment marketing and employer branding campaigns
Digital promotion of the company's vacancies (Facebook, Instagram, LinkedIn Ads, Telegram, Google Ads, EMS, etc.)
— Carry out market / competitor/ audience research
— Launched Google Analytics & Google Tag Manage (setup of goals, filters, remarketing lists, etc.)
— Implemented data analysis and marketing/recruitment funnels
— Managing all media relations (content plan, advertising, special campaigns) — 12 articles are published
— Managing the team (copywriter, 2 designers)
— Manage client relationships (Glassdoor, Stack Overflow, LinkedIn, Monster, etc.)
— Coordination of content creation (articles, design, video content)
— Support of other Employer Branding activities such as participation in events, campaigns, company presentations, etc.

Детальніше про досвід >>>>> https://www.linkedin.com/in/elenakuzmenko/