zenphi

•	Strategic Planning and Market Analysis. Market research and competitor analysis. Annual and quarterly marketing plans, aligning objectives with revenue goals. Budget allocation, ensuring efficient use of resources to maximize ROI across all marketing activities.
•	Execution and Campaign Management: Messaging frameworks and content creation aligned with ICP needs and buyer journey stages. Automated email nurturing sequences segmented by lead behavior, demographics, and funnel stage. 
•	Paid Acquisition: Managing multi-channel paid campaigns across Google Ads, LinkedIn, Twitter/X, Reddit, and YouTube. Optimized ad performance through A/B testing, audience segmentation, and detailed analytics to achieve CPL and CPA goals.
•	Sales Enablement: Campaigns to support sales-led activities, such as trade shows, conferences, and cold outreach. Developed systems to capture and analyze sales feedback, integrating insights into nurturing sequences and content strategies.
•	Marketing Analytics and Reporting: Monthly and quarterly campaign performance analysis, measuring effectiveness against KPIs. Generated detailed reports on budget allocation, channel efficiency, and funnel performance to guide strategic decisions using analytics tools such as GA4, HubSpot, Google Search Console and more to track and visualize data for actionable insights.

Achievements & featured projects: 
— Visibility for Zenphi. Achieved #2 and #3 ranking (right after Google) for the top 5 keywords on Google search.
— Community Portal. Collaborated with Customer Success to launch a community portal for users and workflow builders, aimed at boosting customer retention, engagement, and growth. Led to 45% reduction in churn within four months. 
— x2 CLP reduction. Led an initiative that reduced cost per lead (CPL) from > $200 to <$60.

Head of Marketing

Founder Institute

Mentored over 400 students during 4 cohorts. 8 founders I was mentoring raised their first round. Read 37 online lectures, created 6 full-scale courses, on go-to-market strategies, customer development, customer interview techniques, and using no-code development tools for MVP validation. 
Global Startup Mentor Awards Nominee.

Startup Marketing Consultant

Aimondo 

—  In a leadership role, responsible for defining and delivering marketing goals in alignment with Aimondo's business growth strategy, mapped to KPIs and performance metrics (traffic, visibility, conversions, CAC, MQL, SQL, marketing-generated opportunities in $, revenue). 
—  Managing and growing a small but efficient Marketing team. Mentoring newbies and embedding ideas of collaborating vs competing with the core departments (Sales, Product, Customer Success); “marketing owning revenue” and spreading data- driven-deep-passion-for-analytics culture. 
—  Formulated and executed a comprehensive marketing strategy encompassing a blend of activities designed to enhance ROI from both outbound and inbound channels, including cold outreach, content marketing, SEO, paid acquisition, and online/offline events. 
—  Successfully established an efficient and fully automated pipeline for inbound and outbound digital lead generation, overcoming challenges related to GDPR regulations in European markets. 
—  Designed and launched content marketing campaigns (Price Masters Tea Time webinars program, Aimondo Pricing Academy). Webinars had 45% attendance rate, and enjoyed up to 200 organically acquired attendees per event. 
—  Designed and implemented brand awareness growth program for the UK market that includes establishing partnerships with the leading media outlets (resulted in media coverage in The Independent, Business Insider, Retail Gazette, The Times). 
—  Full marketing support for the hand-selected events (from building virtual booths to pitching to prospects, to securing pre-booked meetings on behalf of the sales team in English and German). 
—  Full marketing support for company’s IPO (May 2024).

An Aspiring Founder

Consulted entrepreneurs and founder on marketing and GTM strategies.
Joined teams on a short-term contract basis to assist in various projects (for example, Google Ads improvements — keyword/ad/LP quality score optimization, Landing pages A/B and CRO and similar)

Private Consultant

Ecotrade Premium (wholesale, e-comm, retail)

-	Developing and refining content marketing strategy for social media (Facebook and Instagram)
-	Building online community around company pages and ensuring organic growth of the audience (25K on Facebook with $0 spent on advertising, 10K followers on Instagram who provided 5% of monthly sales) 
-	Building, implementing and monitoring monthly content plans across all channels of communication (web, social, offline)
-	Hiring and interacting with contractors, setting KPI and tracking progress (design, SEO optimization, selected copywriting, video editing) 
-	Identifying core partners and building relationships with them as a part of growth support activities
-	Building and implementing email marketing campaigns and cold email outreach with different metrics as KPI in mind (from 35% website traffic increase to 10% boost in conversion rate)
-	A/B testing activities: build, run, monitor the results, implement changes based on data
-	Building and monitoring annual marketing budget spend
-	GTM activities: collaborating with procurement, logistic, IT department in order to support new product line launches with relevant marketing activities

Marketing Director

Factory Of Magazines

As a PM, I planned, created and launched over 20 content products sponsored by various companies aimed at internal audience (publications for employees) as well as external audiences (leads, customers). Led as a PM projects for companies like RUSAL, Alpha-Bank, Rostelecom, OBI, Media Markt Saturn and MTS.

Senior Project Manager

Golden Telecom

—	Planned and deployed company’s PR-related activities: contacts with journalists, press-releases, organized roundtables and press-conferences. 
—	Set tasks and ran tendering procedures for hiring external vendors on market research, visual assets creations, copywriting, web design, etc.
—	Led internal communications project (internal informational portal for employees and a printed newspaper)

Senior Marketing Communications Manager

KORUS Consulting

Korus Consulting is a system integrator, a strategic partner for SAP, Oracle, Microsoft Dynamics. As a Marketing team lead I
—	Led the development and execution of digital marketing campaigns, aimed at unaided brand awareness level increase.
—	Set up the metrics and KPI system for digital marketing department, focusing on organic rather than paid traffic numbers, lowering bounce rate, enhancing sessions length and visitors engagement. 
—	Planned and implemented the content framework, aimed at SEO optimisation, as well as customer engagement, based on detailed research of the ICP and customer segmentation.
—	Led the launch of demand generation program (The Case magazine, National Content Quality Award, 2016) and operated as its first editor in chief. 
—	Partnered closely with the Sales department to support their needs and projects across all digital channels.

Marketing Lead

Head Of Marketing at Aimondo | Posts on B2B SaaS Marketing, consumer behaviour and product pricing

15+ years of experience in B2B, B2C, SaaS and eComm products marketing. 
💪 Action over procrastination. Build over wait. A/B tests over “best practices”. 
👍 I’m good for innovative goal-oriented teams aspiring for WOW results.

Ana Bibikova 🇺🇦

Swedish Ecom Association

Founder and member of the board of the Swedish Ecom Association. The Association (förening) that helps small to medium size businesses succeed online

Board Member

Digital Scorecard

In a nutshell Digital Scorecard is a strategic tool that benchmarks a business's use of digital for business growth. 
It enables companies to determine what being digital means, and how it can enable their business to grow. Digital Scorecard provides the review so that any business can have their own personalised benchmarks which also includes a complete process map for the use of digital in their Customer Journey. In doing so a business can see where they are doing well and where they can improve. Digital Scorecard is ideal as a starting point for a digital strategy or a means to review a digital strategy. 

      We provide the tools so businesses can undertake their own digital benchmarking as well as providing the tools to consultants so they can undertake Digital Scorecards with their clients. Generally the latter is the route for medium and large businesses and the former for owner/managers of SME's. 

       Check out www.digitalscorecard.com for details.

www.DigitalScorecard.com - Helping Business Owners Implement and Manage Digital for Growth

Find out how well your business is using digital along its Customer Journey

Lund University School of Economics and Management

Designed a course/module for MBA students to get a solid overview of digital within Sales & Marketing. The course culminated in student groups undertaking company projects and presenting the results of their digital strategy work. This course will continue to be used and forms the basis for Management Consultant training that is ongoing. 

	It was great to see our model for Digital Strategy development in action and working so well in the hands of the next generation. How quickly they grasped the concepts and made it their own, to then go on to provide value for the businesses they did the project with, was great to see.

Guest Lecturer

FINQR

Advisor on the Board with a focus on the Sales & Marketing process as the business navigates its way through the start-up phase.

Advisory Board Member

UK Online Direct Limited

Commercial Director for the business including responsibility: 
 - Business and Market Strategy 
 - Online Marketing and Advertising, primarily consumers
 - Web Development Management
 - Partner Program

The business was e-commerce focused with off-line sales support. Digital advertising was the key with solid lead generation and e-commerce. 

Two key lesson learned with this business:
1. The need for marketing, sales and operations to be aligned. When they are not it impacts all aspects of the business and can make it unsustainable and needs to be addressed. The business was a little early for the sector and needed to integrate and take control of logistics to succeed. 
2. Digital Sales techniques work as well for large physical products as they do for digital content and services. People are people regardless of what you are selling.

Commercial Director

The Content Zone, Mobile Content Partners

This experience had two parts. While starting any new business is always a challenge the start-up phase was rather quick. Within a year the business was starting to thrive and worked in partnership with an Italian Telco. This business was later spun-off and achieved annual sales of over €100m. 

Following the sale of that venture, starting my own mobile content business was a natural development. This led to a new business, again in mobile content, that was active across Europe including Germany, Italy, Sweden and the UK. All sales to consumers, primarily using print and digital channels. The business evolved with digital to become exclusively digital sales.  

Two key lessons from this business:
1. The ability to disconnect cost from sales leads to real profitability. 
2. Grasping an opportunity that digital presented is paying me back to this day.

My roll in this venture was commercial responsibility including the consumer marketing.

Director

Mobile Metrix AB

With no master plan I started my own business. It was more a matter of starting something new than knowing exactly what is was. The result of the business was the first global analysis of the mobile content industry, including a ranking that stands today. The second was the mapping of MVNO business in Europe. While doing this work I realised that I liked to follow through on research and also work with implementation. While the research is great to do, using it is a key component to see results.

Ericsson

Assisting Mobile Operators with their business development. Worked with Operators primarily in America's, Middle East and Asia. Went on to work on strategic planning with a view to bringing customer requirements and future trends to the centre of the business. Responsible for the processes within the Sales and Marketing function at a time of high growth in the business. 

The business unit was one of the few businesses to focus resources on helping customers. It was not to help sell our product directly but help customers do better and they will then need more products and services. Sound business thinking that builds loyalty and acknowledges the codependency between the value chain. Some may call this a form of Social Selling today but we went further, much further. 

This work provided me with a ticket to see the world and manage all sorts of situations. Finding out that business people in Colombia are very friendly and pleasant to deal with, even though many thousands of miles from Ireland, shares a lot of the same values. Learning that tribal leader is a job function that you will be familiar with when you undertake consumer studies in Pakistan is another. Getting off a plane in Argentina and knowing you spent 10 hours on a plane to get their, it feels just like some towns that I know well in Italy and came to know even better with the business I launched there some years later. 

The co-operation I enjoyed on several occasions was working with some of our and our customers technology directors. While mobile is a technical business, working with technical people that understand it is all about the customer at the end of the day is a real pleasure. Some of the meetings in Malaysia and Philippines stand out for these experiences. As always it is people that make the difference. 

While we were a B2B business, I spent most of my time on Business to Consumer projects and research, including with Consumer Lab.

Customer Business Development

Aspiro AB

A true start-up scenario working with the establishment of what became a new sector, the mobile content industry. While I only spent 1 year with this business it was a dynamic period of time including becoming listed. The key learning from this business was the differentiation between investors and customers and the challenges in addressing customer needs when investors are a priority.  I left the business to set up an analysis firm focused on the mobile application and content industry.

Business Development

Cranfield University

Started as a researcher with the University and left position as a tenured lecturer.  Field of expertise is business strategy with a focus on business performance and vertical integration - doctoral thesis subject. Teaching in the area of business strategy and research methods for post grad students. Focused on collaborative projects with businesses with real-world research and benchmark setting across many industries from Auto Industry to Aerospace. Even though I spent most of my time in industry I left the tenured position to join industry so as to get solid experience in different markets. As one of the retired professors said at the time, Universities are too full of lecturers with little real world experience.

Assistant Professor

As a business owner when it comes to Digital it is good to know how to successfully use it for sales growth and not be left behind.

It is often hard to see where to start and know what digital tools and options are of value to you and what are not.

You may have already spent a lot of money and have little to really show for it. This often leads to frustration.

I get this all the time when I speak to business owners, I work mainly with small to medium sized businesses.

I am happy to say that I have helped over 100 companies over the past 2 years to understand how they can use Digital to improve sales (their words not mine).

The way I help is based on my own direct experience in running a business and successfully using Digital for growth for 15 years.

While all my advice is grounded in principles it is based on my own direct experience of getting results.

Lets stop the frustration now;

stop missing out on sales opportunities;

stop allowing your competitors to have an advantage over you.

Let me help you take control of using Digital in your business.

Get in touch today by sending me a message here on LinkedIn and find out how I can help you to use Digital for business growth.

You will not get a hard sell from me.

Alternatively you can join one of our events and see first hand how we work. Check out the events tab on our website for this option.  

First I will show you what we have done and then you can see if you want to have the same experience. 

I help business owners and managers to better understand and use Digital for growth. 

I do not takeover your Digital tasks, in fact working the opposite way. 

I look to see how you can be more empowered to make decisions to help your business make better use of Digital. 

I then help to unblock any issue you may have on the way which can be technical or not as the case may be. 

We all know that digital can lead to strategic advantage. 

Where to start and focus resources is critical for success. 

A great side-effect of having a sound Digital strategy is that you become a better buyer of Digital services. 

You will have a strategy into which you can put your Digital action plan and tools in context.

I am the founder of several businesses across Europe from direct to consumer to business to business. 

I focus on business growth through sales and marketing and powering many company Digital strategies today in Europe. 

I currently live in Ireland but undertake most of my work in Scandinavia and Europe having lived for extended periods in Sweden, Spain and the UK.

So why not get in touch today.

taplio

The Battle

Ana Bibikova 🇺🇦

Edward Nugent

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