Skill set (15)
Maria in a few words
I'm a clinical psychologist and Addictions MSc. Marketing lead, Neurodiversity and LGBTQ+ advocate, Impact entrepreneur, Chevening alumna.
My professional background includes holding leading positions in marketing and communications in both B2B and B2C companies, including Askona, Unlimint, Semrush and Yandex, as well as advisor roles.
I have experience in managing multi-channel demand generation campaigns, including email, events, webinars, landing pages, digital, and content. I am confident in my ability to work closely with engineering teams, founders and sales to align on goals and maximise campaign effectiveness. I am also experienced in writing copy for web, paid digital, email, and other channels, and managing niche events.
Since its launch as a start-up, I was creating Bankex’s brand image from scratch as its PR Director. Bankex ended up as a global fintech company, ranked by Enterpreneur among top-9 of the most anticipated ICOs in the world in 2017. I was also part of the core team at Semrush, responsible for the company’s-IPO Communications and action plan.
Data analysis and objective measurements are integral to my decision-making process, allowing for flexibility and timely adjustments in a constantly changing world. Data and automation through tools and routines are also crucial for me when it comes to planning and reporting.
Among the tools/platforms I’ve been using, Google Analytics, Asana, Jira, SimilarWeb, Semrush, HubSpot's A/B Testing Kit, Canva, Wordpress, HubSpot CMS Hub, Medium, HubSpot, Salesforce, Microsoft Dynamics, Tilda, Google Optimize, Muck Rack, SproutSocial, AppStore connect, Appmasters.com
Finally, my journalistic background, and my passion for storytelling made me a strong brand manager who builds marketing around the company's vision, values and North Star, launching unexpected collaborations and native integration all in line with the brand’s positioning.
Experience
- GenotekSenior Creative Marketing ManagerMarch 2022 - Today (3 years and 1 month)Google Analytics SEMrush Google AdWords Adobe Experience Manager•Increased Genotek's sales by developing and executing effective marketing and communications strategies in Russia, CIS countries, and Latin American markets (new market for the company).•Developed and implemented partnership campaigns with lifestyle, FMCG, and medical brands, which significantly expanded the company's reach.•Managed a team of marketing professionals and effectively led them to execute marketing activities to reach the target audience.•Created and improved the existing customer touchpoint for Genotek services for businesses (from the rate selection page to product/service onboarding)•Developed and executed communication plans that increased landing traffic by 42% and generated 143% more leads compared to the previous quarter.•Optimised advertising channels and achieved significant improvements in conversion rates while decreasing the budget.•Collaborated with the team of designers and copyrighters to deliver various communications and advertising materials + paid integrations on Facebook, Instagram, Youtube and podcast platforms
- Gault&Millau InternationalSenior Product Marketing ManagerOctober 2020 - March 2022 (1 year and 5 months)Google Analytics Salesforce Canva SEMrush Google AdWords Facebook Ads•Having conceptualised two products as a CMO, I was offered to launch them as a product manager when relocating and switching to part time: Gault&Millau Digital platform (site and apps) and the Green Guide•Created product strategies and produced agile roadmaps•Was responsible for both projects from the RND stage (market research (Semrush), recruiting the team, testing hypothesis) to launching the projects, including PR campaigns and Marketing, roadmaps creation, business strategy, including SWOT analysis•Participated in the planning and execution of customer engagement•Events on social media, increasing English-speaking customers reach by 512%•Supervised UI/UX team to optimise user satisfaction of the new company's website by 32%•Localised G&M marketing strategy for 18 licences, provided online workshops teaching to use Semrush for Business and Marketing purposes
- 1y 7mSenior PR Manager, Senior Brand ManagerJanuary 2020 - August 2021 (1 year and 7 months)Adobe Creative Suite Airtable Excel Salesforce Canva Ahrefs SEMrush Data Studio I worked on bringing Semrush on the radar of the new audiences via podcasts and YouTube sponsorship, blogs, and YouTube mentions, Semrush speakers' interviews, Semrush data-backed stories, YouTube reviews, and events. Member of the core team, responsible for Semrush's pre-IPO Communications and action plan.•I was also responsible for backing up French and Brazilian media with Semrush data: sites, radio and TV [as a part of the PR team during the first months at Semrush]•Used to do SMM for the French channel for 4 months, waiting for a new SMM to join Semrush•Was responsible for review platforms Selected Contributions:•Got 3M+ new audience reach in Q4•Secured 50+ speaking slots in podcasts and on YouTube during the pre-IPO stage•Secured 40+ custom native mentions instead of pre-recorded ads and 10+ non-paid partnerships with tier-1 Influencers beyond paid sponsorship (podcasts and YouTube mentions)•Initiated and lead the creation of Semrush Press Kit and the new Demo video•Increased the average score on Trustpilot from 4.0 to 4.4, and could deal successfully with the negative feedback to receive a happy loyal customer
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Education
- Master's degree, Addictionsking's college2022Master's degree, Addictions
- Clinical PsychologyInstitute of Clinical Psychology and Neuroscience2022Clinical Psychology
- SpecialistLomonosov Moscow State University (MSU)2015Specialist
- Master's degree, CommunicationsUniversité Blaise Pascal (Clermont-II)2012Master's degree, Communications
- Clinical Sexology & Relationship TherapyContemporary Institute of Clinical Sexology2023Clinical Sexology & Relationship Therapy