United Kingdom

Project Management

Digital Marketing

Content Marketing

Product Marketing

Higher School of Economics

Lidiia Emelianova

Head of Marketing

Social media marketing

Partnership

Product analytics

Product strategy

Communication

Problem-solving

Stakeholder management

Project management

Affiliate marketing

Brand positioning

Brand strategy

Chatbot

Campaign execution & analysis

Community management

Content creation

Content editing

Content strategy

Email marketing

Influencer marketing

Market research

Marketing strategy

Viral marketing

Video marketing

Tiktok

Trello

Youtube

Adobe Illustrator

Airtable

Amplitude

Asana

ChatGPT

Facebook Ads

Figma

Google Ads

Instagram Ads

Jira

LinkedIn Ads

Miro

Google Analytics

Sketch

Leading Marketing Communications for AI Data Management Platform

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Product Marketing, Communications Consultancy 
https://joinhuman.com
https://apps.apple.com/gb/app/openchat-ai-chatbot/id6448482829
https://www.genera.space

Responsible for GTM strategy, partner management, and creative brand campaigns for https://market.ledger.com and digital product strategy development for https://ledger.com. 
– Developed GTM for Ledger Market products, marketing strategy and execution including website, email communications, social media, physical product assets, Ledger mobile app integration. Coordinated communication calendar to best prioritize BU needs. Grew Ledger Market owned channels reach +288%. 
– Led Ledger NFT-focused creative projects/collaborations, coordinated with various cross-functional external and internal stakeholders. Launched projects with Wella, RTFKT (Nike) and multiple visual artists.
Project examples: 
• Inspired by Ledger, first Ledger's Art program: 8K+ NFTs claimed, token floor price growth +30%, reach 900K+, page traffic growth +358%. 
• Ledger Stax [ Ledger] Market NFT drop: 3,5M+ reach and 4,7K sales; 
– Led user journey development for Ledger Market, Infinity NFT and partner projects: integrated product features to Ledger digital ecosystem (Ledger app, web, e-com, and CRM), developed user onboarding. Grew Ledger Market visibility +34% among Ledger ecosystem.
– Led Ledger Market partner management: partner pitch development, onboarding, building relationships, SOWs & MSAs.

– Built and led a fully remote Marketing team of 8 responsible for brand and performance marketing. Established team processes and reported to the CEO. Developed a marketing strategy, marketing playbook, and brand book. Was responsible for budget across the full marketing mix. Led cross-team projects with the Product and Customer Success teams to drive consumer growth. 
– For the 1H launched 2000+ DAOs and built a community of 20k people. Developed and launched limited NFT drop for Superdao private beta access with DAO formation. Sold out of 1000 NFTs, social engagement growth +98%.

Responsible for owned channels strategy (LEGO apps and web) for kids and creative campaigns, LEGO entertainment content, creative agency management and tracking across Media, Social, PR.

– Developed high-performing LEGO Life app campaigns successfully released in WE, US, and LATAM based on consumer data across LEGO owned channels. Grew app retention +13%, audience engagement +7%. Led campaign ideas evaluation, execution, asset management (workflow / timelines) and transfer between internal and external departments. 
– Led LEGO Group and Yandex 360 creative collaboration from strategy development and building briefs, to tactical execution (including AV/trailers, digital/social, and OOH) – a first multi-platform project with an eco-system partner with 87% reach of RUnet. Gained +180% of sales at partner e-commerce platform, +210% brand perception change in the category of re-playable toys. 
https://market.yandex.ru/promo/lego_rtw_special
⭐️ Gold, Silver, and Bronze Effie awards in 3 categories and 4 shortlist nominations
⭐️ Silver award at Markets and Channels nomination
– Successfully led the bidding process for the LEGO local creative agency. Led agency management of budgets, delivery timelines, SOWs & MSAs, raising POs. 
– Established and led LEGO content management for kids with local streaming services. Evaluated key market partners and drew brand visibility among biggest players in RU&CIS, gained +5,3M free reach digital, OOH, and indoor.

Designed an educational program in marketing areas: working with affiliates, managing video productions, and communication strategy development best practices.
https://theflow.kz

Led 360 creative projects, content strategies, partnerships, and influencer campaigns for Ferrero (Tic Tac), Reckitt Benckiser (Vanish, Lysol, Finish Green), Adidas (Reebok), Henkel (Bref), Group SEB (Rowenta), IVI, Volkswagen, Yandex, Mail.ru Group, with projects budget over $1,5M.

– Responsible for tracking and management of budgets, delivery timelines, SOWs & MSAs, creative production, coordination, and logistics management for Marketing and Social Shoots, asset management (workflow / timelines) and transfer between internal and external departments, ensuring delivery.
– During 2020, launched up to 40 ATL and BTL campaigns. Exceeded the net revenue targets for all 4 quarters of 2019 and 2020. 
– Negotiated and contracted performance agencies and labels to implement more cost-effective projects – Conducted educational programs for the agency's internal development in the following areas: media (targeted) advertising, TV/OLV video development, and testing.

⭐️Bronze Effie 2021 with project #ОсвежиМузыкуTicTac
– #ОсвежиМузыкуTicTac is an innovative project that brought new life into famous hits. 8 top singers and musicians were brought together to create a branded playlist, a series of backstage videos in collaboration with Spotify Music. The Project got more than 28M total reach and 700K+ listeners on Spotify. I made it possible to launch the project in three countries including Russia, Ukraine, and Kazakhstan. Moreover, I managed to connect with Russia’s digital entertainment media Afisha to host the project. As a result, Rabbit & Carrot Agency won the Bronze Effie Award and got another Effie nomination in 2021.

– Launched social media campaigns for Henkel, Essity, Yandex brands
– Led marketing shoots, from development of creative and campaign ideas, to planning and shoot execution (key art, A/V, and digital / social).
– Led talent management for marketing campaigns: from influencers evaluation, building briefs to tactical execution, results analysis, and KPI improvements.
– Supported Brand Marketing Managers across all logistical elements marketing campaign delivery in a high demand environment, including the tracking and management of budgets, delivery timelines, SOWs & MSAs, writing social copy and tags
– Key contact in working with cross-functional partners to organize documents, timelines and other resources.

–	Led Mail.ru accounts on social media (Vk.ru, Facebook, Instagram): developed new communication strategy, analysed competitors' activity, moderated groups, and prepared weekly and monthly reports
–	Launched paid promo campaigns within 60K-180K RUB monthly budget, tested and experimented with targeted audience and budget split to deliver cost-effectiveness
–	Arranged publishing of new content formats such as animated news videos or live videos on social networks that grew audience reach and engagement   
–	Developed a new media project for young women audience and reached 60K subscribers during 3 months

Lidiia Emelianova🇬🇧

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