Head of CRM | Retention & Lifecycle Marketing Leader

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10/2023 - 07/2025 Retention Lead @ TWINO

Owned CRM and retention strategy across the full customer lifecycle for a high-volume fintech lending platform. Led end-to-end CRM and retention strategy: onboarding, engagement, retention, reactivation. Managed and scaled a CRM/Retention team; set OKRs and performance metrics. Built CDP-driven personalization and automated multichannel communications (email, push, SMS, messengers). Designed and launched loyalty and incentive programs to drive repeat usage. Implemented data-driven experimentation (A/B testing, cohort analysis). Partnered with Product, Engineering, Marketing, and Commercial teams. Achieved 30% LTV growth, reduced churn by 15 percentage points, increased repeat-revenue contribution to 35%.

04/2023 - 11/2023 Head of CRM @ Быстроденьги

Led the CRM function for two fintech consumer brands, focusing on retention, personalization, and lifecycle communications. Owned CRM strategy and direct communication channels (email, push, SMS). Built and managed the CRM team. Developed lifecycle communication frameworks and content strategies. Launched loyalty programs and targeted retention campaigns. Initiated and delivered CDP integration in collaboration with IT. Measured and optimized CRM impact on retention and repeat revenue.

10/2022 - 02/2023 CVM Lead @ МТС

Participated in the development of strategies for managing and growing the corporate client base, increasing the share of TINs with core and non-core products, and enhancing customer LTV. Developed and maintained analytical target tools for business market sales department employees. Developed requirements and improved predictive models for target products, segments, and churn. Developed and oversaw the launch of special projects aimed at increasing loyalty and reducing churn of corporate clients, analyzing reasons for churn. Developed business criteria for the development and support of the sales employee web portal, conducting training. Searched for and worked out tools, sources, and alternative channels to manage the client base and enrich contact data. Enhanced corporate systems to automate the launch of CVM campaigns in the business market. Formulated proposals for improving products, sales, and service processes.

11/2020 - 10/2022 Senior CRM Manager @ Группа «М.Видео-Эльдорадо»

Revised the map of trigger-based and transactional communications. Analyzed the effectiveness of trigger campaigns. Improved existing trigger campaigns and launched new mechanics for email, push, and SMS channels. Migrated current trigger and regular campaigns to the new campaign platform. Enriched data marts and expanded data in SAS CI 360 for launching new campaigns and features. Trained new employees.