Russia

Digital Marketing

Content Marketing

Direct Marketing

Product Marketing

Higher School of Economics

INSEAD

Wharton Business School

Nikolai Fedyanin

Chief Marketing Officer

LinkedIn Profile

Communication

Problem-solving

Critical-thinking

Project management

Public Speaking

Brand positioning

Brand strategy

Marketing strategy

Product strategy

Figma

Google Ads

Google Analytics

Confluence

Branding

CUPIS is a government-designated financial service responsible for payment processing in Russia’s sports betting industry. My primary focus is on growing the company's financial products, including a digital wallet and a digital debit card.

• Revenue Growth: Achieved a 2.3x increase in net commission income and a 2.4x rise in transaction volumes for financial products within one year.
• Digital Success: Expanded the CUPIS app user base by 65% YoY, earning a spot among the top 20 financial apps in Russia on Google Play.
• Innovative Marketing: Implemented in-app stories and developed infrastructure to support cashback promotions, driving user engagement.
• Leadership: Oversee a team of 3 direct reports and report to the Chief Commercial Officer (CCO).

Domclick, a Sberbank subsidiary, is a leading real estate platform and mortgage service.

• Brand Growth: Increased unaided brand awareness by 50% (from 34% to 51%) and narrowed the gap with the leading competitor by 17%.
• Audience Expansion: Achieved a 53% growth in audience.
• Customer Acquisition Cost Optimization: Reduced mortgage application costs by 17%.
Search Impact: Boosted "Domclick" brand queries by 35%, setting a historical record of 1.6M searches in March 2023.
• Team Leadership: Managed 27 team members (5 direct reports) and reported to the CEO.

Focused on wealth management and retail banking growth.

• Lead Generation: Increased private banking leads by 21% and personal loan portfolios by 22%.
• Credit Card Growth: Boosted new credit card users by 17%, increasing user income by 5%.
• Campaign Localization: Adapted the global “There Is More to Wealth” campaign for Russia.
• Team Leadership: Managed a team of 19 (4 direct reports); reported to the Country Manager.

Yandex.Money is the largest online payment service in Russia. I implemented growth hacking strategies to ensure 20% YoY growth for B2C and B2B businesses, accelerated mobile marketing (>1,7M MAU), managed martech development (CRM, CMS, DMP) and advanced web/mobile analytics.

Reporting Structure: 7 direct reports; reported to the marketing director.

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