Daria Ignatova

Increased retention rate by 10% (key metric) and achieved 8% reactivation rate. Managed all direct communication channels (email, sms, app-push, in-app).

• Strategy: Developed a lifecycle marketing strategy - built a Customer Journey, which included onboarding, retention, churn, reactivation, and implemented customer segmentation.

• Reactivation: Achieved 600% ROMI in previously lost VIP clients by initiating a reactivation project, utilizing A/B testing to calculate the right bonus and marketing channel.

• Unlocking potential: Generated additional €60k revenue monthly by developing a retention-focused funnel for the new clients and introducing a new approach to segmentation and communication.

• Localization: Boosted CTR on 88 markets up to 3.5 p.p. and increased ROMI by 14% on average by localizing marketing strategy, adjusting to local users' behavior patterns, introducing 20 additional languages and adapting the visuals.

• Optimization: Reduced the SMS costs by 30% by implementing a hierarchical approach to omni-channel communication based on contact price.

• People management: Built and managed a team of 5 CRM and Communication managers, created a department structure from scratch, provided continuous support and guidance.

• Lead gen: Increased b2b leads generation by 20% monthly by redesigning the funnel for 6 niche target audiences.

• Performance campaign: Drove 1,000 registrations for an industrial conference with 3,500 participants by developing and executing a segmented marketing campaign.

• Problem-solving: Designed a new end-to-end marketing process after usual instruments became unavailable due to

political sanctions, by integrating a local marketing automation tool with the CRM base utilizing an internal IT team

resulting in access to deeper analytics.

• Process establishment: Reduced the response time on social media to 1 hour for general requests and 24 hours instead of several weeks for technically complex requests by establishing a community management process, including the SMM agency, Product Managers and Technical Support.

• Global collaboration: Reached 10% penetration of a mobile application by clients (over 1 mil.) in Russia within 3 months, and with no advertising budget, in collaboration with an international cross-functional team (project managers, developers, creative and communication managers).

• Stakeholders: Provided communication support to Sales VP by preparing newsletters for customers and employees (approx. 3000) and creating presentations for customer and external events on her behalf.