ABOUT COMPANY:

SpiritsUp is an Austrian distributor of alcoholic beverages. B2B website: https://spiritsup.at. Retail startup: https://redundweiss.at.

MY TASKS AT THE START:

• The main task (90% of allocated efforts): to form a marketing strategy for a startup - an e-commerce store. Plan development, budget.
• Assemble and coordinate a marketing team.
• Ensure the start of sales of the online store within 3 months from the start of my work.
• Redesign the current B2B website. Enable digital lead generation channels (10% of allocated efforts).

RESULTS ACHIEVED IN 3 MONTHS:

• A full-fledged marketing strategy for an Austrian online store for 2 quarters ahead has been formed and substantiated. A marketing funnel has been developed.
• A digital team has been formed from scratch: (1) development agency; (2) promotion agency (web analytics, PPC, targeting); (3) marketing assistant; (4) SMM manager / videographer. Task management has been established.
• E-commerce website https://redundweiss.at has been launched.
• The basis for the promotion strategy for both B2B directions has been created: Wholesale-Austria and Wholesale-Export.A redesign plan for the current B2B website has been prepared.

ABOUT COMPANY:

School «Rehabilitologist» is the leader in the national market of educational services in manual therapy. The essence of the services is to conduct offline and online seminars; sale of video recordings of seminars; ecommerce - sale of printed books of own publishing house. Websites: rehabilitolog.com and rehabilitolog.kz (main sites); online.rehabilitolog.com; shop.rehabilitolog.com. Meta: https://www.facebook.com/rehabilitolog; https://www.instagram.com/rehabilitologcom; https://www.instagram.com/rehabilitolog.kz.

MY ROLE:

• Effective management of the Digital Marketing department team (in-house + outsource specialists): content SMM specialists, copywriter, graphic designer, video content manager, website development agency, digital promotion agency.
• Strategy and tactics for simultaneously promoting four website projects of the company through all channels.
• Optimization of digital processes, prioritization of work.
• Increasing the profitability and profitability of Digital channels. Budgeting for projects and marketing activities.
• Audits, analysis of the dynamics of digital indicators, KPI prioritization. Weekly and monthly reporting of results.
• Ideas and their implementation.

RESULTS:

• The monthly turnover of the main project rehabilitolog.com at the start of my work was $18,000. Increased to a minimum of $58,000 per month. At the peak - $132,000. The result of general, team work. Lead generation has been doubled. The average cost per lead, against the backdrop of growing turnover and expenses, remains at $3.
• From January 2023 - start of the School project in geo-Kazakhstan (rehabilitolog.kz). Monthly turnover at the start is $2000. Increased to a minimum of $29,000 per month. The emphasis is on Instagram (instagram.com/rehabilitolog.kz). Ensured effective lead generation through paid and organic Meta channels. The average cost per lead since launch has been reduced from $8 to $5. Throughout 2023, monthly sales plans have been exceeded.
• The budget of Meta - the main channel in terms of expenses and results - $7000-$11000 / month (geo Ukraine + geo Kazakhstan). Google Advertising budget is the second most effective channel - $2000-$2500 / month (geo Ukraine + geo Kazakhstan).
• From scratch, with minimal time spent on recruiting, an effective Digital department was formed, with zero staff turnover.
• A clear set of KPIs has been built for all four website projects of the company. Automatic reporting has been set up in GA4 with output to Google Looker Studio (Data Studio) dashboards.
• The sites rehabilitolog.com and rehabilitolog.kz were created from scratch on new platforms taking into account UX/UI, SEO criteria for Desktop and Mobile.
• Since the end of May 2023, product advertising for the e-commerce project shop.rehabilitolog.com has been configured and launched. The goal is to boost sales through untapped Digital channels. Facebook and Google Shopping (Performane Max) launched. The experience of the main project was effectively used. As expected, Facebook performed successfully by revenue (average monthly ROAS - 560%). Slightly worse by revenue was Google Advertising (ROAS - 840%). Total revenue from Digital for the first month - $2,700 - is 30 times higher than the average for previous months. For the third - $3870.
• A huge number of specific improvements in the company, of various scales, have been proposed. A few examples: webinar funnels; increasing the participation of teachers in SMM; loyalty programs, referral, corporate; stock; pumping up the USP of products; digitization of course completion certificates into CRM; ordering marketing research.

ABOUT COMPANY:

"Ukraflora" is a leading importer of flowers, indoor plants, floristry products in Ukraine. Wholesale and retail trade. Website: ukraflora.ua Facebook: https://www.facebook.com/Ukraflora.

MY ROLE:

Promotion strategy and tactics, ideas and their implementation, audits, analytics, coordination of the work of Digital contractors, work prioritization, TOR.

Direct executor: contextual advertising, targeting, collection of semantics, account settings, SEO TOR for copywriters.

The reason for the cessation of work is the beginning of the war on February 24, 2022.

RESULTS:

• Conducted a fresh audit of current promotion processes. Revealed errors, missed opportunities across all key channels: SEO, PPC, SMM. I set priorities and from the first day of work began to eliminate.
• Immediately optimized the "bloated" budget for Digital contractors, removing expensive ones and those that did not prove their effectiveness. PPC, SEO contractor - deleted and temporarily took over. Contractor for finalization, technical support of the site, UX / UI - replaced with a more efficient and cost-effective one.
• Properly set up and maintained a key paid channel - Google Ads (budget - from $5,000 per month). Brought it to a high and proven level of profitability (average monthly ROAS - 400%). Maintenance period: end of November - February 2022.
• Updated the semantics for key categories of queries. Compiled for copywriters typical SEO TOR for the key category pages of the site. Implementation period: mid-January - February 2022.
• Made an audit and prepared a wide range of recommendations on targeting for an SMM specialist; contact center. Agreed on a plan for implementing end-to-end analytics in Bitrix CRM.

ABOUT COMPANY:

"Midsun" is the leader in the Ukrainian market in the field of business aromatization services. Main business: aromatization business (midsun-aroma.com). Related projects: water ionizers, air ionizers (akvalekar.com); aroma diffusers (uaphilanthrop.com). Facebook: https://www.facebook.com/akvalekar, https://www.facebook.com/UAphilanthrop, https://www.facebook.com/aromabranding.midsun.

MY ROLE:

Planning, ideas, audits, analytics, task setting, competitive analysis, Digital team management, interaction with Digital contractors, cost control.

Direct executor: contextual advertising, targeting, collection of semantics, account settings, admin panel.

RESULTS:

Common:

• Set up analytics tools for all projects: Google Analytics, Tag Manager, Search Console, call tracking (for the Akvalekar project). Set up shopping conversions.
• Quickly assembled a new team of content performers, trained them, distributed projects, topics, and functionality among them. Supervised the work.
• Within each project, I competently reconfigured existing channels and created new ones. Combined all Internet resources of each project into a single, synchronously operating, marketing network.
• Put things in order with marketplaces (the company is represented at Prom, Rozetka). Argued inefficiency in our case, Allbiz.

The Akvalekar project (akvalekar.com) was a startup. B2C. Active development time: November 2020 - December 2021. Results:

• Made the site akvalekar.com selling (initially - zero indicators). The main successful channel for driving customer conversions is Google Ads. Tested a number of hypotheses - found the optimal types of campaigns, audiences, keywords. Implemented the necessary SEO reforms. I ensured the growth of the site in Google Organic in a year, brought real order placements from search results.
• Created a rational content plan (Blog articles, social networks, email newsletter, Google My Business), which was consistently implemented by the content team.

The Midsun-Aroma project (midsun-aroma.com) is the main business of the company. B2B. Active development time: May 2020 - December 2021. Results:

• Set up and worked on Facebook / Instagram social channels. Conducted SEO optimization. My audit, task setting; implementation - content-team. I ensured the growth of the site in Google organics in six months.
• Optimized existing Google Ads. Result: increase in the number of lead conversions (37%), conversion rate (3%); cost per click - UAH 8.5. Set up and worked on Facebook targeting. An effective source of hot leads for fragrance business.
• I set up an email newsletter (MailChimp) for the accumulated partner base. Result: a reminder about the company, engagement, additional traffic to the site, confirmed applications for the service.

The UA Philanthrop project (uaphilanthrop.com) was a startup. B2C, B2B. Active development time: August 2020 - December 2021. Results:

• Activated the sluggish process of finalizing the previously created site. Changed the contracting agency to a more efficient one. At an accelerated pace implemented key improvements: a general redesign; technical SEO; adaptation of the feed for shoppins ads.
• Set up Google Ads account, Google Merchant Center, prepared to launch shopping campaigns.

ABOUT COMPANY:

Nursery "Lotos K" - production of seedlings of decorative, indoor, berry plants. B2B, B2C. Website: lotosk.com.ua.

MY ROLE:

• Development of all channels: web analytics (Google Analytics, Search Console), SMM (Facebook, Instagram - targeting), PPC (Google Advertising), SEO, email marketing (MailChimp), YouTube channel. Attracting new leads. Increasing brand awareness in the market.
• Company website upgrade. Redesign and improvement of functionality. Statement of technical requirements for developers.
• Photo, video filming, processing; participation in copywriting; content planning; organizing the work of an SMM specialist.
• Announcement, coverage of events (webinars, offline exhibitions).

RESULTS:

• Created and implemented a digital promotion strategy for the main direction of the company - a plant nursery.
• Launched new channels and competently reconfigured existing ones. Combined all digital accounts of the company into a single, synchronously working, marketing network.
• Compiled TOR, drew layouts for redesigning and improving the functionality of the site lotosk.com.ua for webmasters. The upgrade is 100% complete.
• Created an effective content plan, which was consistently implemented from the first days. Organized the work of an SMM specialist.
• Saved the company's costs for contractors (web, content, redesign) and accelerated implementation.

ABOUT COMPANY:

"KatranGun" is the leading store in the spearfishing market in Ukraine. The general direction is the sale of equipment for scuba diving (diving, freediving, pool). Websites: katrangun.com.ua.

MY ROLE:

DIGITAL MARKETING:

• Analytics - daily analysis of the effectiveness of the company's main website by key indicators. Analysis of the results of marketing activities. Analysis of the competitive environment.
• Dumping monitoring: delivery of tasks for monitoring competitors' prices; correction control.
• Maintaining and optimizing Google Ads campaigns, analyzing key indicators.
• SEO-optimization of sites: drawing up a content plan; distribution of SEO tasks to content managers; execution control; participation in writing sales texts.
• Participation in maintaining Facebook, Instagram accounts; correspondence with clients, including in English.
• Participation in the development and implementation of promotions (promo codes, banners, newsletters, publications).

MANAGEMENT:

• Management of contact center managers (subordinate to 3 people): coordination of work; quality control of work (recording of IP-telephony); study of commodity alphabets and novelties; sales reporting analysis (Torgsoft; pre-order log in Excel). Participation in sales under emergency conditions.
• Management of content managers (2-4 people remotely): drawing up a content plan in Google Sheets; distribution of tasks and control of execution.

WEBSITE ADMINISTRATION, CONTENT:

• Managing a key site on OpenCart and a site on Prom.ua: updating prices, discounts; error correction; work with price lists of suppliers, catalogs of brands; Filling content; photo and processing in Photoshop of exclusive goods.
• Managing the database of commodity items in the Torgsoft accounting system: updating exchange rates, monitoring wholesale and retail prices, discounts; error correction; synchronization with OpenCart.

RESULTS:

DIGITAL MARKETING:

• Bringing the company to the top of organic search results in Google, YouTube, Facebook in the subject of diving equipment for high-frequency key phrases.
• The KPIs of the main promoted site (katrangun.com.ua) have been doubled for all basic metrics: traffic, CTR, browsing depth, length of stay on the site, repeat visits, conversions, Internet applications of all types.
• The ratio of positive/negative feedback on the work of the Internet site, the contact center, in particular in Google reviews, has been increased to 95%.
• Stable growth in sales of the contact center (120% over the past year) and profits was ensured.Increasing dynamics in lead generation. In addition to Internet orders, an increase of 70% was achieved in terms of traffic of incoming calls via IP-telephony.
• Proposed, configured and launched such marketing channels as email newsletter and Google Ads, which made a confirmed contribution to lead generation. Google Ads has effectively complemented the main source of traffic and conversions - Google Search, which provides a stable 75% of traffic. Optimized conversion rates (emphasis was placed on key metrics - ordering, quick orders).
• Carried out a comprehensive SEO-optimization of the company's websites and improved usability. Initially, I did 100% of the volume of content work on filling (new product cards, blog articles, copywriting, photos and their processing), having gone all the way as a SEO content engineer. Recent years - 20% participation in content work; the rest is task setting and coordination.

MANAGEMENT:

• The composition of the Internet department was recruited and trained: contact center managers and content managers working remotely. Eliminated staff turnover.
• Optimized operational processes in the department.

MY ROLE:

MARKETING, PARTICIPATION IN SALES:

• All content management, SEO-optimization of the studio website.
• Filling the YouTube channel with new video material. Maintaining a VKontakte group.Analysis of the competitive environment, development of pricing policy, promotions.
• Conducting advertising campaigns in Google Ads (search) and targeted advertising on VKontakte.
• Design and ordering of printed materials: business cards, banners for placement on bulletin boards in universities and in transport.All interactions with new and current clients: incoming calls; social networking; counseling. Building trusting relationships with a permanent audience.
• Conducting group and individual lessons.

MANAGEMENT, ADMINISTRATIVE FUNCTIONS:

• Search for new coaches; adaptation and control of work (subordinate to 3-4 trainers).
• Rent of premises. Accounting for customer statistics, analysis of income and expenses. Organization of master classes, corporate events; coordination with art directors of performances of dancers.

RESULTS:

• Created from scratch and successfully promoted his own project in the field of the fitness industry and show business - a choreography and dancer services studio - Kings Studio (2 branches in Kyiv). The project was profitable from the first month and lasted 7 years.
• Brought the website of the studio kings.kiev.ua to the top 10 organic search results in Google in the relevant niche - hip-hop dancing, pj-style; target audience - beginners.
• Achieved growth in the reputation of the dance studio among current and potential customers. Growth was achieved in terms of: customer retention in the studio; requests for private lessons; recommendations to friends and acquaintances.
• I tried different promotion channels (outdoor advertising, online) and determined the right vector for Digital development: website SEO, backlinks, YouTube channel, VK community development, Google Ads search advertising and VK targeting.
• Picked up the optimal promotional strategy, which allowed to overcome the seasonal decline in sales.
• Established loyal relationships with the owners of the premises in which the halls were rented, which ensured exclusive low rental prices. Built a stable team of dance studio teachers and PJ-dancers who were passionate about their work.

I worked remotely, in parallel with my studies at the university. My duties included:

• translation of large volumes of texts from English into Russian; text correction.