VEON

Target markets: Tier 2
Areas exp: B2C, Telecomunications

Product Marketing Manager | Growth Product Manager | B2C

TheWays

Mentor

bioniq

Target markets: UK || CIS || Tier 2
Areas exp: SaaS products, MedTech services

Product Marketing Manager | SaaS Experiences | B2C

ЛУН

Bird (Mobile App) 
70% growth of app installs in a 2 month period, raising from 60,000 (achieved in a launch year) to 100,000 downloads, that allowed the product to “flush” onto a 2 place in the AppStore (Lifestyle Category)

Performance Marketing Manager | Growth Marketer | B2C

MacPaw Inc.

Target markets: Tier 1 || Tier 2 || WW
Areas exp: SaaS products, software promotion

Performance Marketing Manager | SaaS Experiences | B2C

IT Company

PPC Account Manager

Depositphotos

4shared.com

Target market: US Market
3 projects - 4Sync, HostingNitro, Epom

Sayu Limited

Target market: UK Market 
- team management 5+
- in charge of all client reports and client base 80+ small to middle-size business.

PPC Team Lead

PPC Specialist

Top Product Marketing Voice || Growth Haсker || Performance Marketer || SaaS || Tier1 markets

Switzerland || Permit S ||

4+ years experience as a Product Marketing Manager
8+ years experience as a Performanсe Marketing Manager

10+ years experience in performance marketing;
5 years experience in SaaS
5+ years experience in management of 10+ people;

Markets exp: Tier 1 (USA, Great Britain, Canada, Australia, EU markets), Tier 2 (Argentina, Brazil, Mexico, CIS)

Areas exp: SaaS products, MedTech Startups, Software development, Telecommunications

Skills
• Growth Marketing
• Digital Marketing
• Lifecycle Marketing
• Lead Generation
• Google Ads, Facebook Ads, LinkedIn Ads, Bing Ads, Yahoo
• Search Engine Optimization (SEO)/ SEM 
• Content Strategy
• Agency Management
• Marketing Automation
• Leads Generation
• A/B Testing

Contact information:
lena.trump@gmail.com
+38066 2033181
+410799002597

Olena Ivashchenko

Dapper - B2B Growth Agency

Senior Marketing Manager | B2B Demand with PMM core

Spryker

✓ Strategic initiatives: Competitive Intelligence program, Win/loss program, Differentiators, Reviews program, Video customer stories strategy, new GTM strategy definition.
✓ Helped Product Marketing team and wider Marketing team develop through workshops, resources, and special guests.
✓ Defined differentiators to feed into messaging so Sales, CSM, and Marketing teams lead the conversations from a value perspective.
✓ Created specific, repeatable processes to structure Customer Marketing and customer research in sync with Customer Success.
✓ Led more than 15 cross-functional teams on multiple deliverables and projects with colleagues from business consulting, technical consulting, sales, partner, product marketing and customer success.
✓ Culture add: created the Sprykees 4 Change group focused on on environmental and social responsibility (E&SR), contributed to Women@Spryker and helped organize the internal Herd event

Senior Product Marketing Manager B2B

✓ Researched, named, documented, positioned, packaged and launched a distinct product line— the Professional Services named Composable Value Services—a differentiator in the market.
✓ Created specific, scalable processes to structure Customer Marketing and customer research in sync with Customer Success.

Product Marketing Manager B2B

HalloStroom

✓ Ran competitive market analysis and provided insights to Product & C-level leading to 2 new differentiated products.
✓ Worked closely with Customer Service and turned customer pains into insights for a humorous, benefits-focused campaign.
✓ Applied customer segmentation and crafted dedicated messaging.
✓ Reactivated +30% of lost opportunities with a targeted Green Friday campaign.

Product Marketing Manager, Sustainability

How People Learn

✓ Designed, prioritized, and executed various marketing experiments to increase traffic, sales, and retention.
✓ Continuously pivoted to look for the right PMF following data and qualitative research.
✓ Set-up analytics, heatmaps, surveys, create automation, and constantly analyze data from GA, Hotjar, and more to discover trends, patterns, and behaviors and adjusted the experiments and improve digital sales.

Growth and Product Marketing, Education Startup

Event Design Collective GmbH

✓ Increased processes efficiency by 70% by implementing new workflows and procedures within the growing team of international partners.
✓ Improved lead nurturing through targeted, automated, single, and dripping campaigns.
✓ Enhanced our customer experience from onboarding to active usage.
✓ Guided our partners through the development of the EDC programs and brand within 10 countries from Europe, Canada, LATAM.
✓ Managed strategic initiatives as well as departmental communication.

B2B Ecosystem Partner Manager, Education Startup

Clinicco

✓ Coordinated the online marketing and content strategy in line with yearly objectives keeping a close eye on ROI. 
✓ Increased awareness and website traffic by 200% through Youtube channel optimizations.
✓ Created and implemented the online content calendar leading to a 15% increase in organic traffic.
✓ Increased blood donors' attendance by 300% within the campaign and gained high exposure in national media.

Senior Marketing Manager, Health Care

Self Employed

✓ Directed and managed all aspects of events and offline campaigns including stakeholders, partners, concepts, execution, budget, venue sourcing, contract negotiations, F&B, event agendas, marketing communications, timeline, creative agencies relations, and press/media event relations.
✓ Handled budgets varying from 1k to 500k euro and teams from 3 to 50+ people as well as events for 10 to 10k attendees.

Major events:
- Orchestrated the experiential inaugural event of DPD's new warehouse attended by over 300 guests.

- #PrinBrasovulMeu - National coverage promoting the cultural, economic and touristic sides of Brasov through various Romanian niched influencers in travel, lifestyle, fashion, tech, adventure. Plus, increased Oktoberfest's attendance by 15%.

- "The Harvest Celebration" a European funds festival.  Increased attendance by 45% due to the new concept of promoting local, traditional crafts.

- "#Transalpina" - The first campaign for promoting the highest road in Romania with over 50 articles and hundreds of social media posts written by influencers

- Tennis tournament "Eximbank Tennis Trophy" - An event with tradition in tennis, with participants from various countries.

- Bohemian Square - urban culture festival

Events Consultant & Field Marketing

OSF Global Services

✓ Improved lead generation campaigns for the U.S. and LATAM for fashion, travel, and cosmetics verticals by 25%.
✓ Experimented with a sales funnel to turn prospects into leads which drove a 45% increase in conversion.
✓ Main clients: L'Oreal Canada, Gracious Home, OpenYard.com, etc.

B2B Senior Demand Generation Manager, SAAS

Omnisource Technologies

✓ Increased NGOs' website traffic through Google Analytics analysis and SEO strategy.
✓ Content management and strategy: Planned, generated, published, and shared content using Hootsuite, Buffer, Tweetdeck, Pinterest, Feedly.
✓ International brand management: Grew assigned brands across multiple social networks through partnerships and creative concepts.
✓ Collaborated with regional marketing field teams from Canada and the U.S.
✓ Moderated user-generated content and increased its frequency by approximately 35%.

B2B Digital Marketing, SAAS

Herbagetica

✓ Innovation: Developed a new line of supplements with +38% profit margins for the premium segment after researching trends, markets, suppliers, raw materials, and more.
✓ Acquisition: Decreased supplies expenses by 15% by renegotiating with suppliers/vendors.
✓ Product marketing - Led the entire product development cycle from research to marketing and GTM strategy for each product.
✓ Increased sales by 35% in Q2 & Q3 through a mix of online, offline, and in-store partner marketing.
✓ Lead a team of direct reports (8FTE) 
✓ Worked with cross-functional teams including sales, financial, production.

Head of Marketing Strategy, FMCG

Hi! I'm Nico a strategic and tactical Marketing Manager Lead with +10 years of local and international B2B and B2C experience within SaaS, Services and Manufacturing industries. 

Passionate about coaching team members, implementing scalable processes and a bias towards partner marketing and customer-centric approach. 

Key strengths: unique perspective, problem-solving, combining creativity with analytical skills, empathy.

What can I do for you?

Curiosity, growth and desire for impact have been the driving factors behind my marketing journey. 

That's how I gained experience across a range of different marketing functions and why I can change my product marketing hat to co-create with Marketing peers and beyond. Such as Leadership, Sales, Customer Support and Product. 

Can easily switch from creative-focused conversations to strategic or data-driven ones and bring a unique flavor to my B2B Marketing role.

Past examples:

Strategic initiatives, innovation, customer insights, sales enablement, go to market and market differentiation are the cornerstones of Product Marketing from my point of view so check some examples below.

A few achievements:
💰 Launched differentiated products leading to new revenue streaming of ±15% ARR for one company and increase sales 35% for another
🧲 Experimented with dedicated product marketing campaigns leading to a 65% increase in ICP leads based on customer insights
💡Used sales enablement across Sales, CS and ultimately enabled +400 internal stakeholders to do own (competitive) research + extract insights and prioritise experiments
🎯 Defined a new Product-Asissted Sales go to market motion, a hybrid motion between PLG and SLG to increase hand-raisers, increase sales scalability and reduce sales cycles
📌 Leveraged 3rd party data and voice of customers on multiple products, deliverables and projects
🫂 Biggest achievements have been learning from everyone around me and helping colleagues believe in their potential, support them and share growth resources with them

A few failures:
- Had to close my own concept-events consultancy
- Stopped learning Dutch beyond A2 level
- General tendency to most-of-the-times fail at baking self-rising cakes :)


If you find the above interesting and you're a talent acquisition manager, founder, CMO at a start-up or scale-up, send me a connection or DM me. 

Let's strategically position your business as the go-to business for your ideal ICP!

Nico Trofim-Bancila

Them (big eyes): So… how was Web Summit?

Me (straight face): Like the offline version of the internet.

Them: ????

Me:
+ Few talks were brilliant. 
+ Others… belonged on page 10 of G Search.

+ Most booths with messaging so vague, it could be for anything. 
+ Few, with strong and clear messaging.

+ Some vendors coming at you like pop-ups "Hi, can I scan your badge"?
+ Others igonoring you like you're a cookie notification.

+ Some people pitching you like they're autoplay videos.
+ Others using too many words to explain what they do and who they're for.

+ Some investors not paying proper attention to the pitches they hear, asking redundant questions 🤦🏻‍♀️ (felt sorry for the founders).

+ Majority of startup founders, investors and some marketers, developers and a few other roles, so great spot if this is your audience.

+ Randomly discovering creative ideas that you wanna bookmark for later.

+ People running between stages like they’re jumping between tabs.

+ A handful of real, thoughtful conversations, hidden in a sea of noise.

It’s everything everywhere all at once.
Just like the internet.

It's up to you what you make of it. 

P.S. A video's coming about this and probably a few more posts so keep close for the Web Summit series.

Sr. B2B Marketing with PMM core @ Dapper | Research-driven GTM, full-funnel campaigns, blending strategy, performance, content and product marketing | Partner Marketing Guide soon

No alternative text description for this image

That moment when you pony up a bit and early startup founders at Websummit come to you thinking you're an investor. 😅

That aside, plenty of great startups and pitches going on here. So many ideas and dreams on the floor.

Work day's done, you step into the subway thinking at the question that haunts all adults: 

"What to have for dinner? And it catches your eye. 

The playful little clay logo inside a carved piece of marble. 

So you read the text: 

“Michelangelo had marble. 
GTM has Clay.” 

And you smile 'cause you get it. And you find it smart. 

Then you see the other panels where Clay is portrayed in a painting, or as a ink bottle. 
Each with references to great artists like Monet, Dickinson. 

Now why is this a brilliant brand campaign? 

+ For one, it borrows authority and uses metaphor as cognitive shortcut 
By referencing these great artists, you make the association instantly. 

+ Not another boring SaaS ad 
It is playful, creative and it tickles your brain with the right message. 

+ It leans into the brand style and name 
Beautiful things can the created from clay, so Clay leans into that world of possibilities. 

+ It flatters you 
Think about it: if Monet had paint and you have Clay, guess what that makes you? 

We talk a lot about transformation in marketing. 
Well here you go, Clay is showing you how to do just that with GTM.

Interactive demos increase website engagement by up to 40% and cut sales cycles by 50%.
Well... I didn’t need Guideflow to tell me that, I felt this in my past PMM roles.

Back then, every time we launched a new feature or went after a new vertical, the question was always the same:

“Do. 👏 We.👏  Have.👏  A. 👏 Demo. 👏 For. 👏 This?” 👏 

And the answer…

Depended on:
+ whether engineering had time
+ whether demo data was clean
+ whether the environment hadn’t broken overnight
+ whether we could hack something together til the end of the week

As PMMs, we were always trying to show the product the way we wanted customers to experience it, 
but doing it manually was slow, prone to breaking and required a heroic amount of virtual duct tape.

Meanwhile, buyers were forming impressions in the first few seconds: 
”Is this clear?” 
”Is this the real product?” 
”Why is this loading like it’s on dial-up?”

Yet first impressions don’t wait for the perfect moment.

That’s where interactive demos can help.

And it’s why Guideflow 2.0 feels like what I wish we had back then:

Record once. ->Turn it into a clickable, guided interactive demo. ->Personalize it -> Reuse it everywhere.

Website. Sales decks. Emails. Launch pages. Onboarding.

One source, infinite versions.

Brownie points: it gives a loop for constant improvement
+ drop-off points to fix your messaging
+ personalised demo paths based on persona or use case
+ full-funnel analytics to understand what resonates and what doesn’t

And the cute duck, it's the cherry on top

If I had this before, half of our “demo emergencies” wouldn’t have been emergencies at all.

Have a peek here: https://lnkd.in/eVHF6aTQ

-
paid partnership with Guideflow

Brand partnership • Sr. B2B Marketing with PMM core @ Dapper | Research-driven GTM, full-funnel campaigns, blending strategy, performance, content and product marketing | Partner Marketing Guide soon

Quality time with the team: check, check check! 

One of my goals coming to Lisbon was: meet with the team and spend some quality time, beyond the work.

So I finally got to see the new office, which has been the talk of the agency for the past few weeks.

Buuuuut most importantly got:

+ To check in on everybody and also, on the future Dapper babies. 

+ To meet our newest teammates in person.

+ To learn what life in Portugal is like for Dutchies.

+ To say happy birthday in person.

+ Some great food lists. Waaay to many to check them all. I'll have to come back.

+ To feel instantly welcomed.

Thank you all and always a real treat to see you Carmo, Ricardo, Linde, Cato, Daniela, Ruxandra, David, Diogo, Cristhian. 

P.S. No, we don't have a cervejaria in the office. 

P.P.S. But who knows where we'll expand next since we keep on growing fast at Dapper - the demand agency. 
We're got new roles ready to be filled in.

Dapper marketing team in Lisbon, Portugal.

If you had the option: a) to go back to how things were before AI, b) keep using AI, what would you pick?


Most of the time we meet to connect, to hold space. 

But we also meet to talk about real challenges, real goals, real questions.

Like the one above Daria Kalinina asked us.


I will not share what we each said will only share what is on my mind:


I would choose B, but reduce its scope. I think AI helps but with guardrails and I don't just mean for AI product companies release, but also LLMs.


Mind you, top use case for AI for neurotypical people, according to a study named by Kim Lawrie is to support with creativity.

For neurodivergent people this changes.

For example, with ADHD use it for structure and for those with hyperfocus to allow them to work on the initial task.

For those with autism it is related to connection eg writing/rewriting emails.


So while it levels the playfield for neurodivergent people, which is amazing, for neurotypical people it might have the opposite effect.


Hence, why I say it's important to have guardrails and define for ourselves what are the most important use cases and how can we best leverage it to support and not replace our thinking.

Thank you Melis, Anete, Inês, Sarah and we missed the ladies who couldn't join us last week.

P.S.And yes we all moved so sorry for not having a better pic of us 😅

I followed her. Well, not in the creepy way. I hope.

There I was walking down the Spotlight stairs when I see Sara Stella Lattanzio in front of me, talking with Rolf Tjalsma.

I thought for a moment whether to  approach or not. In the end, I did and happy I did because she is sharp and fun in all mediums: online, off stage and on stage.

And talking about on stage, her talk was about solo marketers, but I think her tips apply to those who wish to gain more influence, clarity, or direction at work.

Here are the ideas I liked:
+ Negotiate scope before you start. Big love for this one. Don't say yes before you know what yes means.
+ In your first 90 days, don’t try to make noise, diagnose the system first.
+ Build in public: share your thinking early, test it, stress it, shape it.
+ Market your marketing: talk about progress & get the quick wins.

So as I said. Her tips are a great reminder and useful for all marketers starting fresh in a new job, a new role, or a new chapter.

Heck, I'd say most of them, actually useful for all people in a new role. So maybe, it's just the message you needed for today. ;)

Sara Stella at Spotlight on the stage explaining the first99 days for marketers

Sara Stella latanzio on stage at Spotlight talking about diagnosing the current company situation in a new marketing role

Don't do it. Don't. Don't send it.



You did it. 🥲




P.S. Yes, I did reply and shared why this is a marketing No-No and how they could do it better.

graphical user interface, text, application, chat or text message

Marketer's life:
Some people collect magnets from places they’ve been.

I collect Chrome tabs from sites I'll probably never go back to.

WebSummit had 2725 startups, but somehow the toilet door won.

I shut the cabin door at WebSummit and stared straight at a poster that said:

“Missing founder. Last seen at Center Stage. Join the search party.”
A QR code. A tiny moment of mystery. And then A landing page that confessed: “Oops, we lied. But we’re about to make it up to you. There is no missing founder. They’re at home in their natural habitat.” :))
It was ridiculous AND It was brilliant.

A company bold enough to interrupt the most uninterruptible moment of the day.

Meanwhile outside: + A girl with an arrow on her head giving LinkedIn reviews. No booth, just a breathing and walking CTA.
 + And Deel, quietly turning metro steps into ad inventory. By you reached the top, you’d seen their brand about nine times without meaning to.

These were the moments that made me think “I wish I had come up with that”.

Right message + unexpected place = unfair advantage.


Three reminders:
1. Sometimes creativity beats polish
2. Human touch over automation.
3. Placement leads to performance. 

As it turns out, magic, as always, it's in the ideas brave/quirky enough to interrupt the ordinary.

Ever said yes to a job before realizing what you actually signed up for?
 Aham. Same. 
At least twice, if not more.

One time I really messed up by not asking all the questions and not keeping at it despite the red flags. One month later we were parting ways. Wasted time. Wasted effort. And most importantly wasted nerves and sacrificed peace of mind.


So Sara's note made me laugh and cry a bit on the inside at the same time:
 Properly interview the company, BEFORE saying yes.

Ask:
+ Why does this role exist now?
+ What’s worked and what hasn’t in marketing here?
+ What resources do I really get? (Budget, tools, people, or just good vibes?)

Most of us walk into new roles thinking we’re going to change everything.
 But you can’t build anything solid if you don’t know where you're at.

What’s one question you wish you’d asked before saying yes?

For me it's: "What's expected from this marketing role in this company?"

Events are great for connections. Unless you’re overwhelmed, exhausted or saddened because of the plastic cups.

Let's talk about pink and green bracelets, or how events can be more inclusive for introverts, neurodivergent and be more sustainable. 

I look at several things at events besides the content and networking. 

One of those is how they're organized. 

Events can be for everyone if we design for difference. 

Here are easy ideas that actually work for your end of year or 2026 events. Some I spotted at Spotlight, Web Summit and DMWF:

1. Noise canceling headphones. Help people focus on the speaker.

2. Pink and green bracelets. Green for introverts who need social boundaries. 

3. Quiet, small spaces with dim lights.  Neurodivergent-friendly spaces. 

4. Low sensory signage. To reduce overwhelm.

5. Cone paper cups. So you can't put them on the floor AND they're not plastified. 

6. Water station. To refill own bottles. 

7. Paper badges. Can be returned to the organizers at the end.

If every event implemented two of these, conferences would be quieter, kinder, and cleaner. 

Who’s in?

To all the sensitive people here on LInkedin: please don’t turn down the volume on who you are.

I've heard the popular advices too:
“Not everyone deserves your truth.”
“Actions speak louder than words.”

But I think they're wrong. I’ve learned that:

People DO deserve your truth, because sometimes is the one thing that brings clarity, softens tension, or gives someone a chance to do better.

And actions, they often need context, just one action can have many different meanings depending on the story behind it.


I’ve been misunderstood plenty of times in the past. Maybe you have too.
People saying or quietly thinking:
“Don’t try so hard.”
“You’re too much.”
“You’re not genuine.”
“What do you want out of this?”

Only to have the same people days, weeks or months later saying: “I’m sorry, I misjudged you”

Because this is who I am:
I’m open and friendly right from the start.
I get excited about things.
I like creating momentum with people.

And I care that the work feels good for everyone involved. It just makes life lighter and if hard times come, people show up because they truly want to, not because they have to.

I like connecting and if given the smallest chance to lift someone up, in my private life or at work, I will. 

And if something’s unclear, I talk it through. 
If something feels off, I name it.
This prevents the story in people’s heads from running wild. Because we never know what someone else is dealing with until e talk it through.

So if you’ve ever been told you’re “too much,” or “too intense,” or “too open” asked for your agenda…

That’s not a liability.
That’s leadership material, one that actually understands people.

So, take a breath and depending on who thought or said this to you:
1. Keep being yourself and let time tell the story.
2. Or sit down and have an honest conversation to bring clarity.

We all have emotional baggage and triggers, but we can't solve them, if we each keep shutting off and hiding our gifts.

So to the sensitive ones, the misfits, the quirky souls:
Known your truth.
Own your truth.
Stay in your truth and trust yourself.

And while you’re at it, hold space for other people’s truth and their wounds too. But don’t dim yours your story or your voice.

We don’t fix misunderstanding by becoming smaller, but by staying grounded in who we are and being open to dialogue.

I was that PMM staring at a spec sheet, wondering: 

"How the heck do I make this interesting?"

And started using the comparison approach.

Including for the ads.

Some of them usually led to:
- a competitive comparison page
- specific solution page
- use case page


These ads used some frameworks Shlomo Genchin included in his talk among several others:

+ Us vs Them (competition)
+ Before & After (product)
+ Problem vs Solution (product)
+ Old vs New (category design)

As marketers, these ads and frameworks help us paint that coveted word:


CHANGE


Suddenly, it’s not "customizable architecture".

But "From one-size-fits-all → to build-what-fits-you."


+ That’s the kind of copy you want to put out.

+ That's the kind of copy sales teams want to use.

+ That's the kind of copy people understand.


So my suggestion, if I may:

If you’re tired of ads that sound like every other SaaS startup, go take Shlomo Genchin’s Boring Products, Fun Ads course.

It will even bring some smiles on your face.

Such a tiny widget that has a big impact on how people experience your website.

This is honestly such a thoughtful reminder for myself and maybe for other marketers and website builders out there too.

Especially with holidays around the corner that should be about kindness and generosity.

Bravo Isabel Reyes for being so inclusive. ❤️

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Nico Trofim-Bancila

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