Canada

Growth Product Management

Digital Marketing

Growth Hacking

Product Marketing

Content Strategy

Evgeniya Salomatina

Head of Marketing

Social media marketing

Communication

Collaboration

Problem-solving

Presentation skills

Conflict resolution

Affiliate marketing

Influencer marketing

Marketing strategy

HubSpot

PowerBI

Salesforce

Tableau

Canva

Introduce yourself, define mentoring expectations and goals. Learn and grow together.

General mentorship

Learn essential burnout prevention techniques and replenish physical and emotional energy.

Managing burnout

Talk to people who have learned to manage their imposter syndrome.

Dealing with imposter syndrome

Navigating micro-aggression, getting paid what you are worth and finding a community.

Being a woman in tech

Understand the process of training, motivating and directing your team members.

Managing people

How to create a positive workplace culture that drives collaboration and productivity?

Fostering a good team culture

Steps to building and maintaining a strong, cohesive and effective team.

Building an effective team

Tips for transitioning into a new role or company.

Changing roles

Get actionable feedback on your resume or portfolio.

Resume and portfolio review

Practice HR, technical and behavioural interviews with mentors.

Practice mock interviews

How to set up the team for success by defining and measuring team's performance.

Choosing metrics and team goals

Identify and define potential product problems and generating possible solutions.

Identifying problems vs solutions

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

Explore different generative and evaluative research techniques. User research synthesis and presentation.

Conducting good user research

How to create personas, and leverage them in design.

Creating and leveraging user personas

Ways to provide constructive feedback to team members.

Giving effective feedback

How to conduct interviews, what to ask, and how to analyze your results? (eg. user interview)

Conducting effective customer interviews

- Develop and implement a comprehensive marketing strategy to increase awareness and drive demand for SimpliPhi’s products and services, supporting our expansion in Canada and the USA.
- Establish brand positioning and messaging that differentiates SimpliPhi in the nonprofit technology market.
- Create and manage multi-channel marketing campaigns, including content marketing, SEO, PPC, email marketing, and social media.
- Oversee the website and digital presence, ensuring it is optimized for lead generation and brand consistency.
- Lead thought leadership initiatives, including webinars, white papers, blog content, and conference presentations.
- Develop and execute account-based marketing (ABM) strategies to engage and convert high-value prospects.
- Support sales enablement by creating compelling marketing assets, case studies, and sales collateral.

- Led the product marketing strategy for global SaaS products, driving cross-selling and go-to-market (GTM) efforts across all channels, resulting in a 2x increase in monthly sales, a 132% rise in MQL leads, and in CR SAL to SQL from 1% to 1.3%.

- Created, tested, and scaled growth hacking strategies for iSpring, resulting in a 180% increase in web traffic, a 3x increase in LinkedIn followers, and improved organic traffic by 58% YoY. 

- Led the entire product-marketing lifecycle, CusDev, persona building, pricing & packaging, new feature releases, and post-launch product marketing reviews.

- Planned and organized the company's presence at the HR conference Conarh, including event stand management and sales team preparation, generating over 500 leads and converting 98 into SQLs through targeted offline engagement efforts.

- Analysed performance, media, and brand strategies on a country/city level. Optimized a marketing mix for maximum impact in each region according to CJM;

- Generated hypotheses and ran tests to drive growth hacking initiatives;

- Created effective and culturally relevant promo materials for all marketing channels. Leading the SMM team and influence marketing.

Results:
- Created culturally relevant marketing materials across all channels. For example, we launched the website and TikTok (https://www.tiktok.com/@galaxionrio) based on local trends and increased Instagram’s average ERR from 0.11% to 5%; 
- Generated 50% of the online profit of the Galaxion exhibition through the Instagram channel (https://www.instagram.com/galaxion_rio/).

- Developed, implemented, and managed a digital strategy for a startup across various social media channels in Brazil;

- Created and managed brand awareness projects (such as animated series and contracts with ambassadors and influencers) and ongoing product communications in digital channels (such as Instagram, TikTok, Threads accounts, and all-in-all materials for sales and retention teams);

- Worked directly with the founders of the startup.

Results:
- Increased Instagram’s average ERR from 0.11% to 5%;
- Found and hired in a local market, mentored 6 employees in-house, and created the process of content production with freelancers;
- Launched the animated series; had an account with humor and created 2 influencers (Nani, Raissa) for increasing TOM of our subject; Organically received +140k views by reels; Leading SMM team and all influence marketing strategy.

- Created and led digital-campaigns for IT brands like Uber, YandexGo, YandexPlus, YandexFuel;

- Developed a new content strategy for Uber and identified new digital channels, performed a detailed market analysis (Odnoklassniki, Pikaby, virtual clothes etc);

- Maintained marketing campaigns by using digital tools ("Party on the bus" total reach 9 million (41,8% of awareness), “Uber Date” total reach 4 million, 5738 users, 2527 new clients).

- Led influence marketing campaigns (YouTube, Instagram, Twitch, Telegram) for GeekBrains including more than 100 integrations worth 300 000 € per month, resulting in CPM of 7€ / CPM plan 10€, CPA 37€, CR 1%;

- Created and led special digital projects in the education sphere for increasing TOM as a result of "Brand №2" by podcasts, series on YouTube with bloggers’ participation and commercial partnership with several brands like MyGames, MIF (МИФ) etc.

Results:
-  A YouTube blogger Yan Topless x GeekBrains, resulting in 6 episodes of a series in total which raised awareness among the potential clients (63 deals -> 300 000€);
-  Dementor x GeekBrains, creating branding perfumes for “Geeks” and Office Workers;
- Greenpeace x GeekBrains, creating and producing a free online course "Turn on Green Mood".

- Launched three photo and video production sessions for Lexus Russia (ex: Baikal, Man's Day and test-drive of Lexus LX with Russian influencers);

- Successfully founded the community of ambassadors resulting in a total reach (OTS) of 1,6 million due to blogger activity by letting several bloggers use the car for 21 days;

- Created and led special digital projects to generate 533 leads for Lexus Design Awards and New Year test with 10 winners with test drives around Russia.

- Account managed Hyundai in Russian Federation (Hyundai, Genesis, Hyundai MotorStudio) and helped promote the launch of 3 new car models: i30n, Genesis G90, Elantra;

- Increased agencies customer base by participating in several international conferences as a speaker (ex: Tallinn Marketing Week https://tallinnmarketingweek.com ) and creating several cases for advertising awards in Russian Federation;

- Created high-quality marketing deliverables (online and offline), coordinating internal service providers and external vendors supporting projects as required.

Evgeniya Salomatina🇨🇦

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