Mykyta R.

As the Director of Customer Relationships and Lifecycle Marketing and Content I am now also responsible for overseeing all our listings on our website and platforms. The content team is creating, maintaining and actively QA-ing all of our apartment listings on our website and dozens of automated and manual platforms (e.g. Airbnb, apartments.com, etc). On the CRM side, we've mastered email marketing, landing pages, content marketing, marketing campaigns, sms marketing, marketing automation, and constant experimentation (my CRM team has gotten up to a rhythm of 5 experiments launched per week! each week!!!) through A/B testing, multi variate testing, etc. Our marketing stack: Hubspot, Klaviyo, Redash, Google Analytics, Hotjar, Google Optimize, Google Tag Manager, Segment, Typeform, Twilio, Unbounce, ChatGPT, Grammarly, Miro, Delighted, etc.

Leading the Customer Relationships and Lifecycle Marketing (CRM/CLM) team that owns:

- Developing and executing CRM, Retention marketing strategies and tactics, delivering substantial improvement of conversation and year over year growth;

- Analysing business data, marketing data, industry trends and user/consumer research to highlight/deploy initiatives to accelerate growth;

- Working in partnership with the engineering team to develop a best in class user experience (UX) / user interface initiatives (UI) which will increase on page metrics and on-site engagement;

- Leading quantitative and qualitative research which will improve the understanding and targeting of prospects;

- Mapping out the analytics and measurement framework, tools and KPIs end to end and roll out a robust measurement and reporting systems/tools/platforms/dashboards/reports/communications;

- Working closely with the website team to increase the conversion rate Quarter on Quarter (CRO) with user research, analytical analysis and hypothesis driven approach to UX/UI testing;

- Overseeing a robust personalized, and automated CRM program that turns leads into residents and residents into repeat residents;

- Developing a well-tested and optimized retention program that is not only best in class, stronger than that of the competition but increases LTV and referrals;

- Developing blogs, newsletters and other content marketing for both owners and tenants.

Owning web optimisation for my team's main product – partner.booking.com. I overlook the entire process from defining the hypothesis, conducting research and analysing data to setting up the experimentation and translating new findings into case studies and new protocols. Prior to that in the same role: As a part of a bigger team leveraging Content Marketing efforts and responsible for the platform and architecture. Working together with an external agency to develop a new home for all our content streams including, but not limited to: news, blog, magazine, forum, help, campaign landing pages. Dynamic content is served in 22 languages, segmented and personalized to tailor the needs of a global chain CEO as well as a short-term rental apartment owner. Leading the CSP Landing Pages project – part of task force that consists of Leadership (incl. CEO Gillian Tans), Extended Leadership Team (directors) and Management Team. The focus is reducing costs related to inbound from newly joined partners in Booking Home segment (not serviced apartments and vacation rentals). Identifying the biggest inbound topics and building strategy to prevent CS calls through existing content channels. Leading testing, hosting and migration. Developing a training program for internal use – onboarding new users to a custom editor and publisher (based on Drupal) through a quick-start guide, full manual, manual per role/rights, live sessions and webinars. From teaching myself to gamified tests among attendees. On-site search: research algorithms, comp analysis, AI, experimentations.