Digital Strategy Development & Execution: ● Lead the creation and implementation of comprehensive digital marketing strategies aimed at driving brand growth, attracting new guests and clients, and increasing customer retention across all properties and services within the hotel group. Website & Conversion Optimization: ● Oversee continuous improvement of digital platforms to enhance user experience and maximize conversion rates by leveraging advanced UX/UI practices, performance analytics, and SEO strategies. E-commerce Leadership: ● Manage the development and optimization of the hotel group’s e-commerce presence, including online booking systems for rooms, villas, service packages, and upsell opportunities, ensuring seamless customer journeys and revenue growth. Data-Driven Marketing & Reporting: ● Drive marketing performance through in-depth analysis of user behavior, campaign effectiveness, and market trends. ● Deliver actionable insights and detailed reporting to inform strategic decisions and improve ROI. Strategic Partnerships & Brand Collaborations: ● Establish and nurture partnerships with local and international brands to drive joint initiatives focused on revenue growth, brand visibility, and long-term customer loyalty. Team Leadership & Talent Development: ● Build and lead a high-performing marketing team. ● Oversee recruitment, training, and performance management. ● Ensure team alignment with strategic goals and accountability for measurable outcomes. Key achievements: ● Increased direct bookings through the website by +40% YoY through UX improvements and SEO optimization. ● Built a full-stack marketing team, reducing external agency costs by 35% while increasing campaign turnaround speed and quality. ● Introduced data-driven performance tracking across all digital channels, improving marketing ROI t0 +60% within the first year.

Key markets: MENA, USA, Europe, Russia and CIS. Website Development & Localization: ● Led the end-to-end development and localization of the company website from scratch. ● Managed ongoing content creation and marketing campaign integration to ensure consistency across all channels and regions. Search Engine Optimization (SEO): ● Launched a comprehensive semantic core and collaborated with SEO agencies to execute on-page and off-page optimization strategies. ● Efforts were based on keyword research, competitor analysis, and content marketing aligned with relevant industry topics. Performance Marketing (PPC): ● Managed multi-platform advertising campaigns across Facebook, Google Ads, and Yandex Direct, with a primary focus on lead generation for the Sales Department. ● Continuously optimized campaigns for improved CTR, CPL, and conversion rates. Creative & Visual Content Production: ● Oversaw the creation of visual assets, ad creatives, sales presentations, and performance reports. ● Ensured alignment with brand guidelines and campaign goals across advertising platforms and stakeholder communications. Display Advertising: ● Launched and managed programmatic display campaigns and CPA network partnerships to increase brand reach and drive qualified traffic. CRM for Business Operations: ● Monitored the lead funnel daily, implemented technical updates, and tested new sales flows. ● Worked closely with the Sales team to enhance the customer journey and improve lead quality and conversion through continuous CRM optimization. CRM for Customer Engagement: ● Executed personalized customer communications, including email marketing, SMS, push notifications, and WhatsApp campaigns, to increase engagement and retention. Cross-Functional Collaboration: ● Effectively collaborated with cross-departmental teams including Development, Design, PR, Accounting, and Legal to support integrated marketing initiatives and ensure smooth execution. Key Achievements: ● Launched the company website and ensured seamless integration and traffic conversion across all key channels: Organic Search, PPC, CRM campaigns, and Display Advertising. ● Achieved positive ROI for a short-term marketing campaign within a startup project, directly resulting in successful contracts closed by the Sales Department from marketing-qualified leads.

Strategic Leadership: ● Developed and executed full-funnel performance marketing strategies across Paid Search (Google Ads, Bing), Paid Social (Meta, TikTok, LinkedIn), Programmatic, and CRM for a diverse portfolio of regional and international clients. Client Strategy & Growth: ● Acted as a strategic partner for key clients in e-commerce, real estate, F&B, hospitality, and tech. ● Defined KPIs, created tailored growth roadmaps, and ensured alignment of performance efforts with business goals. Media Planning & Budget Management: ● Managed media budgets ranging from $5K to $100K+ monthly. ● Ensured efficient spend allocation and high return on ad spend (ROAS) through continuous testing, optimization, and forecasting. Campaign Optimization & Execution: ● Oversaw the planning, launch, and optimization of multi-channel campaigns with a strong focus on acquisition, retention, and LTV growth. ● Implemented A/B testing frameworks and conversion tracking via GA4, GTM, and third-party tools. Data-Driven Reporting: ● Led performance analysis and presented actionable insights to stakeholders and clients. ● Built custom dashboards (Looker Studio) to visualize KPIs, trends, and campaign impact in real time. Agency Development & Partnerships: ● Worked closely with platform partners (Google, Meta, TikTok) for early access to betas, training, and support. ● Played a key role in refining agency service offerings and positioning in the competitive Dubai market. Key achievements: ● Successfully attracted Miratorg, a major Russian food producer, as a strategic client for expansion into the MENA region, delivering market-entry strategy and full-cycle performance support. ● Launched and developed Sharks Agency, a dedicated sub-brand focused exclusively on performance marketing services for MENA-based clients — covering paid media, analytics, and CRM-driven growth. ● Delivered consistently positive ROAS across top accounts and contributed to the agency’s revenue growth and market positioning as a performance-first digital partner in the UAE.

P&L responsibility. Web: ● Control of tech support and website backup, Operational work with team of developers for regular stream allocation and releases configuation. Performance marketing: ● Briefing to agencies, media planning, new traffic generation and hypothesis testing, weekly monitoring, CPL and CAC optimization on regular basis, reporting to top management. ● SEM/ SEO campaigns planning and execution with external agency/in-house for all online placements. Product marketing: ● CJM building, funnels testing, A/B testing, data driven decisions with impact to product and business metrics with approval by stakeholders. ● Negotiations and win-win findings between stakeholders and business. CRM management: ● Brand websites management with segments coverage: B2C, B2B, B2B2C: Bitrix. CRM: ● Email marketing and campaigns management for new user acquisition and existing customer engagement/retention Mailchimp, Unisender. Planning, execution and analysis on daily basis to achieve KPI's: ● Efficient budget split, conversion control, development and analysis. Work with cross functional teams: ● Developers. ● Product. ● PR. ● Sales. Digital activities: ● Planning. ● Management. ● Analysis. ● Searching for new channels with potential conversion into new leads. ● Work with agencies, partners and external vendors for all online/e-commerce activities. ● Partnerships management with travel marketplaces: Booking.com, Expedia.

Product marketing for Metropol Delivery Service to achieve project goals and user needs: ● Competition analysis. ● Product strategy development. ● A/B testing. ● Backlog formation with developers team. ● CJM building. ● Funnels testing. ● Data driven decisions with impact to product and business metrics. E-commerce & CRM management: ● Brand websites and online shop management with segments coverage B2C, B2B and D2C. Planning, execution and analysis on daily basis to achieve KPI's: ● Efficient budget split, conversion control, development and analysis. CRM: ● Email marketing and campaigns management for new user acquisition and existing customer engagement/retention. Digital activities: ● Planning. ● Management. ● Analysis. ● Searching for new channels with potential conversion into new leads. Performance marketing: ● SEM/ SEO campaigns planning and execution with external agency/in-house for all online placements. Web: ● Control of tech support and website backup, Operational front-end and back-end management. ● Work with agencies, partners and external vendors for all online/e-commerce activities. ● Partnerships management with marketplaces: Amazon, Booking.com, Expedia. Key achievements: ● Website launch and e-commerce business building from 0 to direct website rooms revenue increase in 5x (2015-2019). ● Online Shop launch and e-commerce production of services amount in 20% of total business mix (2020). ● China market expansion in Weibo and Wechat - succesful digital campaigns with strength brand awareness and revenue increase +20%. Work with KOLs (2018-2019). ● Launch and development Delivery project with own trade mark. Strategy development - strategy execution. Product management and business processing with stakeholders/ business owner. Project has E-commerce metrics as terget and from scratch during 1,5 years reached 30% of total online revenue. Key Online Projects: ● Official website of Metropol hotel. ● Official website of Petroff Palace.

● CRM: segmentation, planning, execution and analysis of all activities by different segments like B2C, B2B, B2B2C including e-mail marketing and campaign management. ● Web-analytics: daily monitoring, channel analytics, key traffic figures & conversion analysis via Googla Analytics Data. ● Corporate websites management: content - uploading and update, performance, analytics, bugs/errors fix and usability testing. ● Digital activities: planning, management, analysis; searching for new channels with potential conversion into new leads. ● SEM: ads wording for campaign, campaign key words efficient mix, CTR/CPA analysis on weekly basis. ● Placement: Google, Yandex. ● SEO: positions monitoring, analysis, internal website optimization (meta, description, keywords), external optimization. ● Advertising materials creation for online/offline official communications. ● Collaboration with domestic and external service suppliers. ● Participation in lead-generation projects. ● Social media management: digital activities ● External digital activities: remarketing, retention activities, facebook retargeting. E-mail marketing solution - Unisender. CRM solution - Bitrix.

● CRM: segmentation, planning, execution and analysis of all activities by different segments like B2C, B2B, B2B2C and B2H including e-mail marketing and campaign management. ● Adoption and localization global digital activities and campaigns for Russia and CIS markets. ● Web-analytics: daily monitoring&reporting to Marketing Director and management in HQ, channel analytics, key traffic figures & conversion analysis. ● Corporate websites management: content - uploading and update, performance, analytics, bugs/errors fix and usability testing. ● Participation in digital strategy working out and execution. ● SEM/SEO: support and consulting for SEM&SEO activities providing by Headquarter for local market. ● Advertising materials creation for online/offline official communications. ● Collaboration with international marketing team. ● Participation in lead-generation projects. ● Participation in corporate events, exhibitions and fairs as brand ambassador. ● Brand Advertising campaigns provided by MediaCom Agency: Autumn 2012, Autumn 2013, Autumn 2014. CRM Solution - DynaCampaign E-mail marketing solution - Optivo. Key Online Projects: ● Deals from hotels in Europe and Pacific Region. ● Europenian hotel portal for business travellers. Key Offline Projects: ● HRS Deals videospots in russian airports. We created and promoted videospots which including 4 hrs deals offers (hotels with 50% discount as a minimum) with daily replace and update in more than 30 biggest airports in Russia on the LED screens launched in public areas.

● Acting as an ambassador for HRS Hotel Reservation Service in area managed. ● Localizing and managing content for www.hrs.com Russian version via Web CMS in compliance with the strategy and tactics by the Marketing Director. ● Planning and executing online campaigns and direct mailing for following segments: B2c, B2B and B2hotels. ● Managing RFC (request for change) for www.hrs.com Russian version - Omnitracker time management. ● Managing site statistic with Catalyst tool (conversion analysis, revenue analysis, traffic analysis). ● Coordinating external agencies for related running projects (briefing, planning and management). ● Regular reporting of activities and achievements to the Marketing Director. ● SEM/SEO Support.

● Content Adaption and publishing on the different places for SMP Group (content management). ● Website information layout improvement, usability analysis. ● Participation in the Design project management (Technical requirements writing, briefing and implementation control). ● Work in social media (SMM-strategy for the Bank expansion to the Russian communities, launch and communication building on the different channels (Facebook, Habrahabr, Twitter, YouTube), hidden marketing, loyalty increase among Russian users, company image analysis, copywriting). ● BTL activities support in social media channel. ● SEO optimization (internal improvement). ● Traffic analysis: reporting (google analytics, yandex.metric). ● Mediaplanning (potential placements analysis, display advertising, SE Marketing in Yandex/Google). ● Documentation work (step-by step work to provide all activities in terms of Russian Law requerments). ● SMM projects (moderation, development, communication, copywriting).

"Tax Free" service providing for different suppliers. ● Receipts and vouchers pre-authorization. ● Consulting among bank personnel regarding terms and conditions for "Tax Free" bank services. ● Financial analysis and reporting for management. ● Communication with partners in Ireland, Austria, France in English.