Reddit Product Director at Aleph Group

About me

Digital marketing expert with 7 years of experience and a focus on new user acquisition and onboarding parts of the marketing funnel. Worked with various verticals, among which Health & Fitness, Utilities, Mobile Gaming, Dating and White-Hat Affiliate. Currently responsible for a global partnership between Aleph Group and Reddit Inc.

Main Expertise

Performance Marketing
Mobile App and Web campaigns
Mobile Analytics
Account Management
Digital Marketing Strategy
New product launch
Snapchat, TikTok Ads
Performance Marketing Sales

Experience

Aleph Group, Inc
Reddit Product Director
November 2022 - Present (1 month)

Leading the global partnership between Aleph and Reddit

Private
Mobile Digital Marketing Consultant
December 2019 - Present (3 years)

Full-cycle long-term projects in mobile Gaming, Health & Fitness and Utility verticals
User Acquisition. Designed and managed Facebook test and scale campaigns, delivered ROAS based on pre-negotiated KPIs
Creative Production Routines. Designed marketing-design feedback loops, oversaw production, briefed and re-worked creatives based on market tests
App Store Optimization. Both visual and textual optimization with CR and ranking KPIs respectively
Analytics. Formed the team, designed and built a system for full-funnel visualization and tracking

Httpool
Head of Global Snapchat Performance Unit
June 2020 - November 2022 (2 years 6 months)

Responsible for establishing and building up Snapchat performance marketing PnL
Scaled operations from $15k/m to $1M+ per quarter
Hired, educated and managed a team of senior CSMs
Managed the full cycle of locating, pre-selecting, pitching, and scaling large Performance clients in the official reseller GEOs (18+ countries in DACH, CEE and APAC)

Senior TikTok Client Partner
March 2021 - March 2022 (1 year 1 month)

Onboarding and retaining tier-1 clients across all Httpool regions

Cabinet of Ministers of Ukraine
Advisor to the Minister of the Cabinet of Ministers of Ukraine
December 2019 - March 2020 (4 months)

Co-managed implementation of the www.check.gov.ua service designed to eliminate paper receipts in Public Authorities
Analyzed public requests, implemented a strategy to reduce paperwork by up to 60% for the Front office of the Pension Fund of Ukraine
Lead 8 projects all aimed at e-governance and enhanced collaboration between various governmental bodies. Was forced to pass them to the next Cabinet of Ministers due to the governmental rotation

BetterMe
Senior User Acquisition & Marketing Manager
June 2018 - January 2020 (1 year 8 months)

Within Snapchat:
- Scaled Snapchat Ads from $90k to $280k in monthly spend
- Managed Snap API-based automation, introduced rules to lower loss risks
and cut the time required for daily upload routine by 80%
- Increased Snap creative review acceptance rate from 47% to 90%
- Improved and automated internal ad creation process
- Introduced feedback loops to improve creatives based on the market
performance

Within Growth:
- Boosted China traffic from 0% to 20% of total installs through setting up and
managing Bytedance, Tencent and Baidu Ad Managers
- Managed China expansion – product troubleshooting and monetization
model revision. Lead legal preparation, local certification and store publishing
with further ASO and App promotion
- Russia: tested MyTarget Ad Manager, reduced CPI by 40%
- Managed ASA (Apple Search Ads Advanced) set-up, testing and scaling to
protect brand traffic
- Located ASO optimization gap, found optimization tools, A/B tested and
implemented top solutions. Hit the KPI of +5% to CR from store visit to install
on both of the App-s considered
- Managed over 40 ad networks with an overall $150k+ of spend. CPA/CPI/
dCPM, creatives oversight, fraud and performance analytics, billing, new
partner search

Anheuser-Busch InBev
Brand Manager Stella Artois and Premium Brands
July 2017 - June 2018 (1 year)

Within Stella Artois
- Media strategy assessment, planning and implementation
- Trade marketing: POSM ideation and development, ensuring brand
consistency throughout Ukraine
- Defining partner pool and managing it
- BTL briefing, overseeing tender process and implementing chosen ideas
- Brand analytics: monthly business performance review, gap-analysis, social
listening and problem-solving
- Packaging: preparing designs and proof-checking production trials
Within Import category
- Overseeing 10+ brands being imported to Ukraine
- Ensuring company's leading position in the segment
- Analytics: quarterly BPR, gap-analysis within packaging format, consumption
occasions, pricing etc.
- List/delist suggestions and escalation to top-management
- Constant search for new beer trends and within-company developments to
ensure customer satisfaction
- POSM ideation and development

Global Management Trainee
August 2016 - July 2017 (1 year)
Global travel, international and CEE projects
Global Management Trainees are immersed in various functional areas of
the company during the program, learning about the Supply and Commercial
organizations from the ground up through a variety of hands-on assignments.
At the conclusion of the program, trainees assume field management
positions.
I usually describe the program with just three words: PEOPLE. SCOPE.
PROJECTS.
You meet only best PEOPLE from every part of the organization and have
access to the global-level executives early into your career. You see all of
the company's operations and see the SCOPE that allows to understand how
business works and more importantly - how you can make an impact. Finally,
it's all about PROJECTS - the company believes in you, therefore at every
location that you visit you will be challenged with a complex problem that has
to be solved just about now.
The project I am mostly delighted to have been a part of is BUD sponsorship of
FIFA Confederations Cup 2017. As a Stadium Manager I was fully responsible
for all ABI activities related to Sochi's famous Fisht Stadium. Being the only
ABI representative on site I worked extensively with the local sales team,
distributors, BTL agencies, logistics providers and other parties involved. From
developing and signing mutually beneficial agreements with our partners to
designing and implementing equipment positioning scheme - I was proud to
deliver first-class experience to our customers.

PARTNER Culture+Projects
Market Analyst Intern
February 2016 - July 2016 (6 months)

PARTNER offers full range of services for clients interested in organizing toptier exhibitions and art displays worldwide.
As a market analyst, I was responsible for gathering intelligence on potential
competitors, clientele, and the overall state of the market in regards to culture
projects. I produced detailed reports that offer a complete picture of the market
in question, with a specific focus on the role of the government and KOL in the industry. Finally, I offered a reasoned opinion on the potential success of PARTNER's entry into the chosen market.

STAR Study Association Rotterdam School of Management
Consultant at the Erasmus Consultancy Project
September 2014 - October 2015 (1 year 2 months)
The Erasmus Consultancy Project (ECP) is a project of STAR, the Study
Association of RSM Erasmus University Rotterdam. ECP conducts research
for Dutch companies that are interested in doing business in emerging
countries. This year’s destination is Malaysia.
Under supervision of two professors from the Rotterdam School of
Management a group of 20 highly motivated students performed research
work for Dutch companies who are interested in the emerging market of
Malaysia. As a consultant I have focused on:
- Industry analysis of Malaysia;
- Client acquisition (from cold calling to negotiating final contract);
- Desk research;
- Field research in Malaysia.

Agence wallonne à l'exportation et aux investissements
Strategy Consultant
January 2015 - June 2015 (6 months)
The Walloon Export and Foreign Investment Agency (French: L'Agence
wallonne à l'Exportation et aux Investissements étrangers, AWEX) is a public
interest organization in charge of the promotion of foreign trade and the
attraction of foreign investments for Wallonia in Belgium. It was created on 1
April 2004 as a merger of the Walloon Export Agency (AWEX) and the Office
for foreign Investors (OFI).
As a part of the team I have researched the projects offered by both AWEX
and Dutch Top Sectoren in order to offer strategies that would enhance the
cooperation of two parties.

Victor Pinchuk Foundation
Assistant - coordinator at the Department of National Projects
August 2013 - June 2014 (11 months)

Within a year at VPF I have worked within every department in order to support
project execution. My main responsibility was the facilitation of a major political
forum in Ukraine, the 10th Yalta Annual Meeting: “Changing Ukraine in a
Changing World: Factors of Success”. I have successfully went through all
of the execution stages from inviting potential participants and updating the
database to hosting VIP delegations and managing their presentations. Finally,
I have also been involved in a variety of creative and analytical tasks such as
the creation of the opening movie and data mining required to formulate the
event's agenda.