Kirill Kuznetsov

Head of CRM | Retention & Lifecycle Marketing Leader

Actively looking · Member since 5 Mar 2026

Message

Location: Russia

Desired salary: Unspecified

Work preference: Full Time

Experience level: Not set

About

Professional summary

I am a CRM and Retention leader with over 6 years of experience across fintech, e-commerce, and telecom sectors. My expertise lies in growing customer lifetime value, reducing churn, and building scalable, data-driven lifecycle marketing ecosystems for high-volume consumer products. I specialize in CDP implementation, multichannel personalization including email, push, SMS, and messengers, as well as loyalty program development.

Throughout my career, I have successfully led CRM teams and designed end-to-end retention strategies that deliver measurable business impact. I have achieved double-digit churn reduction, 25-30% LTV growth, and up to 40% repeat-revenue contribution. I am comfortable operating at both strategic and execution levels, scaling CRM infrastructure, and driving initiatives that improve customer experience and profitability.

I have a strong background in cross-functional collaboration, working closely with Product, Tech, and Commercial teams to align CRM strategies with overall business goals. My experience includes managing and scaling CRM/Retention teams, setting OKRs and performance metrics, and implementing data-driven experimentation such as A/B testing and cohort analysis.

I am passionate about leveraging data and technology to create personalized customer journeys and loyalty programs that drive engagement and retention. I have led CRM functions for multiple fintech consumer brands and contributed to corporate client base growth and loyalty enhancement in telecom.

I am open to CRM leadership opportunities across EU and UK markets, aiming to bring my expertise in retention marketing and CRM strategy to new challenges and organizations.

Skills

4 capabilities

Experience

Career history

Retention Lead TWINO

10/2023 – 07/2025

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%.

Head of CRM Быстроденьги

04/2023 – 11/2023

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.

CVM Lead МТС

10/2022 – 02/2023

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.

Senior CRM Manager Группа «М.Видео-Эльдорадо»

11/2020 – 10/2022

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.