15+ years running campaigns, reading data, and improving funnels — across agency, in-house, and platform roles.
Combining paid channels, analytics, and web to build systems that actually drive growth — with a hands-on approach at every stage.
Performance
Running paid channels across search and networks — with focus on results, not just delivery
Analytics & Growth
Using data to find what works, prioritize actions, and scale what drives real business impact
Web & Conversion
Building and improving landing pages and funnels to make sure traffic turns into results
EXPERIENCE
Owning growth and analytics for a portfolio of ~300 SMB advertisers (combined quarterly ad budget of ~€3.5M), turning platform data into actionable growth strategies.
- Scaled an e-commerce advertiser by growing monthly ad investment 8x (from ~€2.5K to ~€21K) through a structured growth strategy
- Sustained 100%+ quarterly KPIs across ~300 advertisers; promoted to Senior for consistent portfolio impact
- Authored an industry research study on search demand, presented at a Yandex conference to an audience of 13,000+
- Coordinated with clients and internal teams to align marketing efforts and improve results
- Participated in hiring, onboarding and mentoring specialists
Senior Advertising Product Specialist — Growth & Client Development
AdTech & advertising platform
2021 — Present
2021 — Present
Grew from specialist to team lead, owning delivery quality, team growth, and the agency’s internal expertise in paid acquisition.
- Recognized as the agency’s top specialist, then top team lead based on internal reviews and team feedback.
- Hired and onboarded ~5 specialists; built and delivered internal training on Yandex Direct and Google Ads.
Team Lead — Digital Advertising
Performance marketing agency
2019 — 2021
2019 — 2021
Advertising Project Manager
Operated at the intersection of marketing, web development, and product design, building digital services and promoting solutions for global IT vendors (HPE, Cisco, Citrix).
- Designed and launched a platform unifying 100+ partner and 6 owned service centers into a single request-handling and routing system.
- Owned user scenarios, interface prototypes, and requirements for a federal-scale service-center aggregator.
- Created an award-winning ad video campaign for a data center (Best Campaign, DataCenter RF magazine).
B2B IT integrator
2013 — 2018
2013 — 2018
Advertising Project Manager
Built the company’s entire digital acquisition function from the ground up, owning strategy end-to-end.
- Built a client-acquisition system from zero, uniting website, SEO, paid search, and funnel into a single lead channel.
- Took key business lines to top-10 search rankings, establishing the primary channel for organic and paid demand.
Security tech company
2009 — 2013
2009 — 2013
Digital Marketing Specialist
Owned acquisition and funnel development for a 60+ location fitness network and helped launch new business lines from scratch.
- Launched a VR studio end-to-end: landing page, gamification mechanics, acquisition strategy, and first customers.
- Initiated new landing pages after diagnosing conversion gaps, lifting conversion 1.5-4x.
Fitness club network
2018 — 2019
2018 — 2019
Hands-on growth work for international clients across Europe and the US, staying current with the latest acquisition channels and AI tooling.
- Run and optimize end-to-end campaigns across Google Ads and Meta Ads for international clients
- Drive SEO and Generative Engine Optimization (GEO), embedding AI tools into marketing workflows
Performance & Growth Specialist (part-time)
Performance marketing agency
2026 — Present
2026 — Present
CASE STUDY
MVP launch and market validation for a home-use cosmetic device
Launched an MVP for a home-use cosmetic device to validate market demand. The product had no existing marketing assets — only basic branding and packaging.
- Owned the project end-to-end from concept to launch
- Developed landing page structure, UX and design (Figma → Tilda)
- Planned and produced initial marketing content (photos, video, messaging)
- Set up and managed paid traffic campaigns
- Built initial social proof via Instagram content
- Defined value proposition and positioning for a new product category
- Created landing page prototype and full design in Figma
- Built and launched MVP landing on Tilda
- Organised content production (visuals, product presentation, messaging)
- Launched paid traffic to test demand and conversion
- Created Instagram presence to support trust and user validation
- Achieved first product sales during MVP phase
- Validated initial demand for the product
- Identified target audience and effective messaging
- Built a working acquisition funnel from scratch
- Early MVP launch allowed validation without full product investment
- Conversion depended more on messaging and trust than visual assets
- Social proof (reviews, Instagram) significantly improved user confidence
- Paid traffic proved viable for scaling after initial validation
Rapid go-to-market launch for a B2B remote work solution during COVID
Executed an emergency go-to-market launch for a B2B remote work solution during COVID lockdown.
Built and launched a full funnel within one working week to capture urgent demand.
Built and launched a full funnel within one working week to capture urgent demand.
- Owned the project end-to-end and delivered all components independently
- Built landing page structure, UX and messaging
- Set up and managed paid traffic campaigns (Google Ads, Yandex Direct)
- Defined positioning for B2B audience under urgent market conditions
- Defined value proposition for remote work solution during lockdown
- Designed and launched landing page from scratch
- Built full acquisition funnel (traffic → landing → lead)
- Launched and optimised paid campaigns
- Executed the entire project independently within one week
- Generated first qualified B2B leads within the first week
- Successfully captured demand during peak COVID period
- Built a working acquisition funnel from scratch in minimal time
- Validated go-to-market approach for rapid product launches
- Speed of execution was critical to capturing market demand
- Clear messaging outperformed complex product explanations
- Simple funnels worked better under time constraints
- Hands-on execution enabled rapid iteration and launch
Market analytics preparation for a large-scale SMB conference (18+ industry)
Prepared analytics and market insights for a large-scale SMB conference in the adult (18+) industry for a Yandex SMB conference. The goal was to understand audience behaviour, demand patterns and advertising opportunities.
- Led analytical preparation for the conference case
- Collected and structured data from multiple sources
- Identified key trends and audience segments
- Prepared insights and materials for presentation
- Analysed search demand and user behaviour in the 18+ segment
- Studied advertising traffic and category trends
- Used survey data (Yandex Vzglyad) to understand audience needs
- Structured insights into clear presentation for SMB audience
- Highlighted growth opportunities and advertising metodics
- Delivered analytical foundation for conference presentation
- Provided clear insights into audience behaviour and demand drivers
- Supported industry understanding of advertising opportunities
- Contributed to increased interest and engagement in the category
- Audience behaviour in 18+ differs significantly from standard e-commerce
- Demand is driven by both emotional and situational factors
- Content and positioning play a critical role in conversion
- Data-driven insights are essential for working in sensitive categories
Website launch and SEO-driven growth for a B2B security business
Built a digital presence from scratch for a small security systems company. Created website, branding and acquisition channels that became the primary driver of business growth.
- Owned the project end-to-end from zero to growth
- Designed website structure, UX and content
- Developed brand identity and visual style
- Set up and managed SEO and paid acquisition
- Built website from scratch (structure, content, UX)
- Created brand identity including visual style and characters
- Developed all marketing content and positioning
- Launched SEO and optimised website for search visibility
- Set up and managed advertising campaigns
- Continuously improved website and acquisition channels
- Achieved Top-10 rankings in search results for key queries
- Generated consistent inbound leads through organic traffic
- Turned the website into the main acquisition channel
- Contributed directly to long-term business growth
- SEO can become a primary growth channel for B2B services
- Strong positioning and content drive long-term demand
- Simple, clear websites outperform overcomplicated solutions
- Early digital foundation has long-term impact on business growth
VR club launch and customer
acquisition within a fitness ecosystem
acquisition within a fitness ecosystem
Launched a VR gaming club from scratch as part of a fitness ecosystem. Built and iterated a digital acquisition funnel to attract first customers and validate the concept.
- Owned the launch of a new business direction (VR gaming club)
- Built landing pages, positioning and marketing funnel
- Set up and managed paid acquisition campaigns
- Worked hands-on with product, content, UX and rapid testing
- Defined positioning for a new entertainment format (VR + laser tag)
- Built landing pages and user journeys on Tilda
- Created a gamified landing experience with a quest mechanic (win a free session or discount)
- Rapidly tested and iterated multiple landing page hypotheses
- Created marketing content and creatives
- Launched and optimised paid traffic campaigns
- Collected and integrated customer reviews to build social proof
- Successfully launched a new business from scratch
- Generated first customers through digital channels
- Achieved initial sales targets (~120% of plan)
- Built and validated an acquisition funnel for an offline product
- Gamification significantly increased engagement and conversion
- Rapid iteration of landing pages improved performance faster than static optimisation
- Social proof (reviews) played a key role in building trust for a new concept
- Hands-on testing enabled faster discovery of effective acquisition strategies
Nationwide partner platform
development for HP® & HPE®
development for HP® & HPE®
Built a nationwide service platform to scale internal operations into a partner network for HP and Hewlett Packard Enterprise. The platform connected customers with nearby service centers and enabled fast request processing across regions.
- Owned the project end-to-end from concept to rollout
- Designed platform logic, UX and user flows
- Built website and interface (design + implementation)
- Developed brand identity and visual system for the network
- Coordinated launch and scaling of partner service centers
- Transformed internal service operations into a scalable partner network model
- Designed and built a website with service center search and request submission
- Developed system logic for routing and processing customer requests
- Created brand identity and unified visual style for the network
- Designed and implemented UI/UX for both customer and partner interaction
- Supported onboarding of partner service centers across regions
- Built a nationwide network of 100+ partner service centers
- Created a working platform connecting customers and service providers
- Enabled scalable and standardised service operations
- Improved speed and efficiency of request handling
- Platform approach enables faster scaling than internal expansion
- Standardisation is critical for managing distributed partner networks
- UX plays a key role in operational efficiency, not only user experience
- Strong visual identity helps unify distributed service providers
Scaling paid search for a powersports distributor
Implemented Smart Bidding (tCPA, Maximize Conversions), Responsive Search Ads, and audience signals in Google Ads. Shifted from manual management to a data-driven approach using behavioral metrics, improving traffic quality and reducing acquisition costs.
- Head of Paid Search
- Managed strategy across Yandex Direct and Google Ads
- Led transition to performance-driven and automated campaigns
1. Transition to Smart Bidding
2. Responsive Search Ads (RSA)
3. Audience signals & remarketing
4. Intent-driven keyword strategy
5. Data-driven optimization
- Implemented: Maximize Conversions, Target CPA (tCPA)
- Imported conversion data from Google Analytics
- Optimized campaigns based on behavioral signals (engagement, session depth)
2. Responsive Search Ads (RSA)
- Built multiple headlines and descriptions per ad group
- Let Google dynamically test and optimize combinations
- Improved ad relevance for different search intents
3. Audience signals & remarketing
- Used: remarketing lists, in-market and interest-based audiences
- Enhanced Smart Bidding performance with audience signals
4. Intent-driven keyword strategy
- Focused on high-intent, commercial queries
- Eliminated informational traffic via negative keywords
- Improved traffic quality and conversion potential
5. Data-driven optimization
- Optimized beyond CPC/CTR using: bounce rate, session depth, micro-conversions
- Prioritized traffic quality over volume
- Reduced cost per click by ~20–30% through Smart Bidding and query optimization
- Increased conversion rate by ~15–25% by focusing on high-intent traffic
- Decreased bounce rate to ~13% via traffic quality improvements
- Improved traffic relevance, leading to more stable campaign performance
- Scaled campaigns while maintaining efficiency
Training marketers to build data-driven strategies
Designed and delivered an internal workshop on building marketing strategies and custom client offers.
The goal was to standardize the approach across the team — from briefing and analytics to strategy presentation and client approval. The session combined framework, real examples, and practical exercises.
The goal was to standardize the approach across the team — from briefing and analytics to strategy presentation and client approval. The session combined framework, real examples, and practical exercises.
- Designed the training framework from scratch
- Structured the end-to-end strategy development process
- Prepared presentation and learning materials
- Delivered the workshop with a colleague
- Introduced practical tasks and real-case discussions
1. Built a clear strategy framework
Structured strategy development into key stages:
brief → market & audience analysis → competitor analysis → offer → storytelling
2. Improved client briefing approach
Showed how to turn vague requests into actionable business goals
3. Introduced analytical toolkit
4. Connected analytics to business decisions
Linked data → insights → media plan → budget → execution
5. Taught strategy presentation & storytelling
Structured strategy development into key stages:
brief → market & audience analysis → competitor analysis → offer → storytelling
2. Improved client briefing approach
Showed how to turn vague requests into actionable business goals
3. Introduced analytical toolkit
- market and seasonality analysis
- audience insights
- competitor benchmarking
- campaign performance audit
4. Connected analytics to business decisions
Linked data → insights → media plan → budget → execution
5. Taught strategy presentation & storytelling
- how to structure a narrative
- how to present insights clearly
- how to defend strategy in client meetings
- Established a unified framework for strategy development across the team
- Reduced the number of weak or unstructured strategies
- Improved quality of client presentations
- Drove growth in launched budgets and campaign volume (figures under NDA)
- Increased conversion from strategy to actual campaign launches
- The main issue is not tools, but problem definition
- Strong strategy = business goals + data + clear execution plan
- Even solid analytics fails without proper storytelling
- Practice-based learning delivers faster team improvement
Scaling performance strategy for a home appliances manufacturer
Developed and executed a full-funnel performance strategy for a home appliances brand, combining search, networks, and media to drive both short-term revenue and long-term demand growth.
- Owned performance strategy in Yandex Direct
- Built media plan, budget allocation, and growth scenarios
- Designed campaign structure (search + RSYA + dynamic formats)
- Led hypothesis testing and scaling
- Coordinated launch with client and internal teams
- Low share of demand and weak brand awareness
- Fragmented campaign structure with limited scaling potential
- Underutilized upper-funnel (media impact on search demand)
- Need to justify budget growth with clear ROI
1. Rebuilt campaign architecture
2. Switched to conversion-driven strategy
3. Expanded product coverage
4. Added media impact layer
5. Structured scaling plan
- Split into search (high intent) and RSYA (scale + discovery)
- Added dynamic ads + smart banners based on product feed
- Introduced retargeting and audience expansion (LAL, interests)
2. Switched to conversion-driven strategy
- Unified optimization on ecom goal (add-to-cart / purchase)
- Connected campaigns into portfolio bidding strategy
- Increased learning speed via higher conversion volume
3. Expanded product coverage
- Launched new categories (dishwashers, refrigerators)
- Prioritized high-margin segments
4. Added media impact layer
- Ran media flights to boost brand demand
5. Structured scaling plan
- Clear roadmap: strategy → launch → scaling → integrations
- Gradual budget increase aligned with performance
- +18% revenue growth QoQ
- Growth driven not only by performance campaigns, but also by increase in branded search demand
- Media activity showed a direct impact on search volume and conversions
- Portfolio strategy improved efficiency through better data consolidation and faster learning
- Key scaling driver: → higher conversion volume = better optimization = stronger positions
Design, landing pages & experiments
Learning & development
2023
2019
2012
2018
2017
Fundamentals of Project Management — Yandex
Saint Petersburg Polytechnic University (SPbPU)
Bachelor’s Degree, Publishing & Editing
Bachelor’s Degree, Publishing & Editing
Digital Marketing — Saint Petersburg State University of Economic
Contextual Advertising — Netology
Course on Tilda — Tilda School of Design
English — B2
Russian — Native
Serbian/Croatian — B1
Available for new projects.
Marketing and PROJECT MENEGMENT
Marketing and PROJECT MENEGMENT
based in Belgrade, serbia
Available for new projects. Marketing and Project Menegment