LANA
MININA
marketing & digital communications expert
September 2024 - till now
iEYE
CMO at global IT-startup plus CPO functions
Created alk needed strategies and docs for product launch and hold the sees-round:
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Product concept and functions development for 1 year
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Unit-economy and financial modeling for each pipe (yes, there are 5!pipes inside:)
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Marketing strategy for Russian market
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kecreativ strategy
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Started the aso-mobile promotion
March - July 2024
Marketing agency Action
Marketing and PR director
With the focus on IT product development (functions and marketing strategy) i lead the CRM system implementation, cross-sails process, managing newbiz managers team.
Results:
1. Implemented a new approach to new biz (b2b-sails) based on abm principles:
+ new way to cases presentation
+ new format for clients development - express-marketing consulting in format of mastermind
2. Have found 3 new big clients for creative&strategy service.
3. Took part in 1 tender as strategist and creator, has won a 1 year contract for Chernogolovka.
4. Have created a communication strategy for charity foundation Perspectivy. Here is the case
April 2022 - June 2023
IT-company
Softline (Develonica and Inferit comapnies in Sofline group)
Marketing director deputy
Head of PR and content division
Creating Develonica brand from zero:
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brand architecture (can show during the meeting)
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brandbook development
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short part here. The rest can show during the meeting
Rebranding of Inferit trademark (brand platform, visual identity, work with agency)
Marketing strategy evaluating for two brands.
PR-strategy based on marketing OKR evaluation for Develonica (can show during the meeting)
Email-strategy evaluation
(can show during the meeting)
Content creation (texts for site, presentations, articles for blog, blog comcept)
https://www.develonica.ru/blog
Editorial policy creating
It is the document for external companies, partners and press, it is open for everyone.
https://docs.google.com/document/d/1YmS4rel3jYfL32OtjVQmNr5Ir1VGmkrC3SROhs-oYVc/edit?usp=sharing
Launch of corporate channel and webinars club for wide audience.
Introductory fragment is here.
Scenery example of corporate club meetings (it was held)
It is here.
Content and PR department creation from zero:
job instructions creation, interviews, tests, individual plans.
jan 2021 - april 2022
Academy of coaching 5 PRISM
https://instagram.com/5prism.ru
Author for blog and site.
2015 — 2022
Branding Agency Ingoma Fab
Moscow
communication strategist, copywriter (outside contractor)
- brand audit (step-by-step plan development including market researching)
- brand platforms development
- positioning
- naming
- package design ideas
- slogans
Clients:
Fazer, Hlebniy Dom, Blagoyar, Lukoshko, Pridonye.
2014 — 2015
Focus-Media Foundation
Moscow
Consultant, project lead
Organization of events within the project "MasterPeace".
Master Peace project – is the part of global peacekeeping movement and it joins young people, artists, musicians, journalists with the aim to create ant stabilize the Peace in the world. Through music, art, new media we initiate the dialog and cooperation of youth on the issues of social and cross-national problems.
http://www.masterpeace.org
2 events were organized:
- photo exhibition
- all-Russia drama contest
Projects on a turn-key basis:
- idea and concept creating
- involving off-side organizations and commercial companies
- operational plan development
- promotion campaign development and implementation
- copywriting
- website creation (via wix.com)
All-Russia drama contest website
http://lanaminina6.wix.com/teatr-mira
2011 — till now
National Business School of business education Zhuravly
Kostroma
guravli.ru/trainer_show/103.120
Council of experts’ member
Consulting services in the fields of: concept creating, poisoning, brand identity, presentation materials, internet promotion.
2013
CTS Eventim AG (parter.ru, kontramarka.ru)
Moscow
eventim.de;
Head of marketing
Strategic and tactical management of two internet brands with more over 10 years history: parter.ru and kontramarka.ru.
Achievements:
- created and prepared rebranding project for kontramarka.ru (listed below)
- formulated and started to implement the social media marketing
- formulated and developed pr-program concerning the Sochi-1014 Games (parter.ru is the official supplier of OCOG), planned and organized first steps of the program (together with NOC of Russia organized the participation in Russia’s Olympic Day on 29th of june, renew the designs of all ad and promo materials according to a new status of a company).
- developed a plan of a promo campaign concerning the parter.ru rebranding (1 of February): product placement of new logo in Russian cinema “There are only girls in sport” by Sreda Fetisov Flms; renew of all promo materials, press-release distribution)
Functions Scope:
Develop and implement marketing strategy (promotion part, product)
Analyze market situation (Competitive Analysis & Benchmarking) – target audience, positioning, and competitor promotion methods; research of user audience (Customer Behavior Research) - segmentation, coverage, percentage of user audience in target audience etc.
Develop promotion program for two web-sites:
◦ advertising strategies development
◦ ad campaigns evaluation
Manage the Marketing Department – subordinates (8 persons) with the following functions:
◦ Design
◦ SEO, SEA
◦ E-mail marketing
◦ SMM-marketing
◦ Partner loyalty programs
◦ Barter and offline partners programs
Develop a project on kontramarka.ru rebranding:
• Subcontractor agency search and briefing
• Research agency search and briefing
• Have run up the first step of a project: brand positioning development
• Have formulated the future development of a brand:
- new products launch (with the crowd-finding platform planeta.ru)
- new scheme of work with promoters – pre-ordering of an artist according to the market demand (as an example - )
- new events insertion in the cinema tickets segment
- e-magazine development and distribution
Coordinated the migration process (from one tech platform to another)
2011 — 2012
International network for muslims - salamworld.com
marketing analyst
Marketing strategy development (users segmentation, qualities and quantities researches analyses of muslim segment, monetization scheme, content policy, forming of services and functions list, positioning of a project), composing of analyst reports on different areas.
Output:
Elaboration of network concept
2009 — 2010
Advertising agency MediaLab.
Москва
Business development director
Duties: clients attracting, carry of nagotions with clients, competitors’ activities monitoring, compose tender proposals, entering into cooperation between sales and marketing departments, product and service line development.
Output:
Video course “Biting copywriter” from BBDO agency in close collaboration with Sostav.ru
2006 — 2008
Digital communication agency Creatoric
Moscow
Head of strategy and creative department
Managing 5 subordinates with the following functions:
design (2)
copywriting (1)
programming (1)
making-up (1)
Duties: new staff recruitment, carry on negotiations with clients, managing the department workflow, composing commercial proposals, briefing the staff, new products and services development, creating of marketing communication strategy for clients, Copywriting, searching of contractors and freelances.
Output:
http://www.rbc.ru/reviews/consulting/chapter16.shtml
http://www.sostav.ru/columns/opinion/2007/stat13/
http://www.sostav.ru/columns/opinion/2007/stat32/
www.europlanet.ru
2005 — 2006
Branding agency #1 in Russia - Depot WPF
Moscow
Copywriter
Duties: creating ideas for trade marks positioning, naming, product line development, texts for packaging, texts for web- sites, press releases.
2004 — 2005
Communication agency SPN Ogilvy
Moscow
Copywriter for Panasonic and Nokia brands
Duties:
articles, texts for catalogs, creating of advertising campaigns slogans, press materials, interviews, advertising materials concepts.
2002 — 2003
Trade Visa
Moscow
Client service manager, training manager
Duties: carry on negotiations with clients, direct sailings (automated system of content refreshing for web-site), documentation and clients support, new staff training.