ABOUT ME

Over 5 Years of Impactful Digital Marketing Leadership

With over 5 years as a Digital Marketing Manager, I specialize in creating and executing strategies that drive growth and deliver measurable results.
My expertise includes analytics, campaign optimization, and strategic planning, with a proven track record of managing large campaigns and leading teams to meet KPIs. I've collaborated with clients and stakeholders to deliver impactful solutions, from market research, user Interviews to managing budgets and overseeing high-quality execution.

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Lana Vialykh

Land Rover Test Drive Experience – Book & Explore Luxury

I and my team had the privilege of working with Land Rover to design and execute a comprehensive PPC strategy aimed at increasing brand visibility and driving high-quality leads for their latest luxury SUV models.

Objective:
The goal of the campaign was to amplify awareness of Land Rover's newest vehicle range, attract potential customers, and drive engagement with those interested in the brand’s renowned off-road capabilities and luxury appeal.

Results:
The campaign significantly increased brand awareness and lead generation, with remarkable improvements in user engagement and overall conversion performance.

Our carefully calibrated keyword and ad strategies led to an increased interest in Land Rover’s offerings, while optimized ad placements delivered strong performance across mobile, desktop, and video platforms.

Platform: Google Ads
Campaign Type: Search, Display, Video
Geo: Moscow, Saint Petersburg

Boosting Engagement with LEGO Ninjago:
Interactive Russian Market Landing Page

Collaborating with a team, I developed an interactive landing page for the Russian market, combining immersive storytelling with product promotion for LEGO Ninjago.

The page featured dynamic visuals, interactive missions, and a user-driven competition to boost engagement and drive traffic to the Ninjago product line. This project successfully increased user interaction and product awareness through
strong CTAs and community participation.

Headline: "A New Enemy Threatens Ninjago!"

This engaging and visually striking landing page immerses visitors in the thrilling world of LEGO Ninjago.
With dynamic graphics and vibrant colors, it instantly grabs attention and highlights the latest events in the Ninjago universe.

Key Features:

Hero Section:

• The hero image introduces the main antagonist, Morro, who possesses the Green Ninja, causing a new threat to Ninjago. The tagline urges visitors to discover the latest events and try new gear, enticing them to dive deeper into the story.
• A prominent call-to-action (CTA) button encourages users to explore further and learn about the recent updates in the world of Ninjago.

Character Highlights:

• Below the fold, the page introduces four iconic characters—Jay, Cole, Zane, and Kai—who face this new challenge. Each character is associated with specific strengths, increasing engagement with familiar faces from the LEGO Ninjago series.

Interactive Storyline:

• The next section, titled "How to Save Ninjago?", offers an interactive narrative where users can engage with three different tasks:
• Uncover the secret of the Aeroblade.
• Protect Master Wu in an aerial race.
• Seek wisdom from the powerful staff of Sensei Wu.
• These tasks inspire action and encourage visitors to help the characters in their journey by buying new sets or learning more about the story.

Call to Action:
A strong CTA at the bottom invites visitors to participate
in "Sensei Wu's Exam" competition.
By uploading videos or creative projects showcasing their Ninjago skills, participants can win exclusive LEGO prizes like a Ninjago dragon, encouraging community interaction and fostering a competitive, fun environment.

The LEGO Ninjago landing page effectively blends story-driven engagement with clear calls to action.
It not only promotes the new Ninjago sets but also creates a sense of urgency and adventure, compelling users to become part of the story.
The interactive elements, vibrant visuals, and gamified competition make this a highly immersive experience for both kids and parents alike.

Engage, Swap, and Shine: OLAY's Interactive
Ambassador-Led Digital Campaign

The TE Ambassador Swap Digital Strategy is a comprehensive marketing proposal aimed at promoting Olay’s Total Effects brand through an innovative ambassador swap campaign across Central and Eastern Europe, the Middle East, and Africa (CEEMEA).
This campaign is designed to boost awareness, drive product trials, and increase engagement with the target audience through a multifaceted digital approach.

The campaign leverages local ambassadors in each market to build on the successful legacy of Olay’s SWAP innovation.
This initiative marks the first-ever anti-aging project to originate in CEEMEA and is intended to position Olay as the smart choice for combating the signs of aging.

The business objectives include:

• Driving trial and penetration of Olay Total Effects products.
• Increasing brand and product awareness across multiple channels.
• Enhancing communication effectiveness through local influencers, creating stronger brand attributions.

The campaign primarily targets women who value the opinions of people they know, including celebrities or influencers they follow online. They are social media-savvy and engage with platforms like blogs, forums, and social networks.
This audience enjoys online tests, competitions, and the opportunity to be recognized or validated by others in the online community.

The main message focuses on the benefits of Olay Total Effects: combating seven signs of aging. This is reinforced by a recommendation from the local ambassador, who positions Total Effects as their smart choice. The key campaign tagline is: “I have swapped, why don’t you?”
The call to action encourages users to “Swap and see for yourself – exchange your cream for a jar of Total Effects for FREE.”

The strategy integrates Earned, Owned, and Bought Media to create a cohesive user journey. The digital touchpoints include:

• Earned Media: Social media engagement, influencer endorsements, and user-generated content.
• Owned Media: Content on Olay.com, including ambassador interviews, product highlights, and user testimonials.
• Bought Media: Paid search (SEM), display ads (i-Media), and social media ads promoting the swap initiative.

The main message focuses on the benefits of Olay Total Effects: combating seven signs of aging. This is reinforced by a recommendation from the local ambassador, who positions Total Effects as their smart choice. The key campaign tagline is: “I have swapped, why don’t you?”
The call to action encourages users to “Swap and see for yourself – exchange your cream for a jar of Total Effects for FREE.”

The Olay.com website serves as a central hub for the campaign, offering:

• Pre-Swap Phase: Users can sign up to be the first to swap, with email reminders sent closer to the swap date.
• Swap Phase: The website features detailed swap instructions, a countdown, and a progress meter tracking how many women have participated.
• Post-Swap Phase: Success stories, ambassador interviews, and competition results are displayed on the site. Additional calls to action prompt users to engage further, share their experiences, or invite

Libresse's 'Journey of Love' Campaign: A Romantic Adventure that Engaged Thousands on VKontakte, Surpassing All Expectations

Libresse, a global brand known for its feminine hygiene products, launched the campaign as part of a larger marketing effort to create awareness and engagement around a limited-edition series of protective cases attached to their product packages.

The campaign was executed in the Russian market, where VKontakte (VK) served as the primary platform due to its extensive user base and high engagement, especially among young women.

The theme of the campaign revolved around (Journey of Love).
This creative concept allowed participants to embark on a virtual "love journey," connecting romantic cities like Paris, Venice, and New York with the brand’s product and community. The journey symbolized a playful, feel-good engagement, leveraging the aspirational appeal of travel and romance, which aligned well with the target audience of young women.

The campaign was active during 3 months, and featured an interactive, gamified element that encouraged users to:

1. Purchase Libresse products: Customers had to buy products with a promotional package that included a unique code.
2. Enter the code into a special application on VKontakte: This step required users to register for the app, increasing Libresse’s engagement metrics.
3. Create personalized postcards: Users designed and shared postcards within the app, which could be sent to friends or posted publicly.
4. Gather Likes: The main goal for participants was to collect as many “Likes” as possible on their postcards to win prizes. This social mechanic encouraged viral sharing and increased engagement.

The campaign was divided into six stages, with each stage representing a different romantic city, including Paris, Venice, and New York. This structure provided ongoing incentives for users to remain engaged throughout the two-month period and introduced a sense of progression and discovery, enhancing the campaign’s excitement and replayability.

The campaign aimed to achieve several key objectives:

• Increase brand engagement on VKontakte, growing the Libresse online community.
• Drive product sales by incentivizing purchases through the promotional code mechanic.
• Foster user-generated content through the postcard creation tool, promoting viral sharing and interaction among participants.
• Create a positive brand association through the romantic, travel-based theme that resonated with the target demographic of young women.

The primary demographic for this campaign was:

• Young women (under 27), with a significant portion of them coming from urban centers like Moscow, Saint Petersburg, and other large cities in Russia.
• This audience was already active on VKontakte, making the platform an ideal choice for reaching them in a way that felt natural and engaging.

The campaign was extremely successful, far exceeding the initial goals:

• 15 times more participants joined the group than expected.
• Three times more Likes were garnered per post.
• Four times more app users than planned.
• Five times more postcards were created by participants.

This robust engagement demonstrated the effectiveness of the creative theme, the interactive mechanics, and the relevance of the platform to the target audience.

Maximizing Performance: Turning Strategy into 525,000 Trials and 300,000+ Subscriptions

As project lead, I managed a digital marketing campaign for Premier, a top Russian streaming platform known for exclusive TV series and movies.

The campaign resulted in a significant increase in trials and subscriptions, focusing on performance marketing across social media, mobile, and CPA networks, driving Premier's growth and audience engagement.

Content Success:
The top-performing titles included:

1. Epidemia-2 – Ranked highest in subscription generation.
2. Igra na Vyzhivanie-2 – Strong performance with high audience engagement.
3. Realnye Patsany-9 – Maintained steady subscription growth.

Results:
Through strategic testing and performance optimization, the campaign consistently delivered strong results, achieving significant reductions in CPL and exceeding targets for both trials and subscriptions.

Driving Conversions and Growth: How Strategic PPC Delivered Outstanding Results for LokoBank

As the leader of LokoBank's PPC project, I managed the process and worked with a team to optimize Google Ads and Yandex.Direct campaigns.

We focused on conversion rate improvement, regional expansion, and lead generation, ultimately exceeding goals with a data-driven, cost-efficient strategy.

Client: LokoBank
Channels: Google Ads, Yandex.Direct
Objective: Increase the number of business account applications while optimizing performance and expanding regional presence.

Target audience: entrepreneurs and small business owners

Keyword Strategy: focus on keywords such as “open business account,” “free business banking,” “online business banking,” “bank for entrepreneurs,” and “business card with free maintenance.”
Ad Creatives:

• Headline: “Open Your Business Account for Free – Get Started Today with LokoBank!”
• Description: Highlight benefits such as no maintenance fees for certain packages, free online bookkeeping, and 24/7 account access from mobile apps​
• CTA: "Open an Account Now," "Get Free Business Banking," or "Claim Your Free Account."

Campaign Overview

• Optimized Lead Generation: The campaign achieved continuous improvement in lead generation across both platforms. Both Yandex and Google showed strong growth, with a focus on maintaining efficient cost per lead and enhancing the conversion process.
• Conversion Rate Growth: Over the course of the campaign, conversion rates steadily improved. Overall, the conversion rate on product-related ads increased by 7%, contributing to a more effective lead funnel. This rise was particularly notable in campaigns that highlighted special offers, such as "free service for 60 months," which resonated with the target audience. The total conversion rate grew by 3%, ensuring that more potential leads turned into actual account openings.
• Target Overachievement: The campaign consistently exceeded performance targets, delivering well above the expected results. Yandex achieved over 106% of the planned applications, while Google surpassed expectations by delivering 138% of the target. This strong performance ensured a significant uplift in overall lead acquisition.
• Regional Expansion Success: By expanding into cities like Kazan and Ufa, the campaign saw a further boost in applications, leading to an 18% increase in overall lead volume. This regional strategy helped drive broader market penetration and contributed to the campaign's overall success.

The LokoBank PPC campaign demonstrated consistent growth in conversion rates, resulting in higher application volumes and account openings. The strategic use of ad testing, regional expansion, and ongoing optimization contributed to these successes, making it a strong example of data-driven performance improvement.