Shirokov Konstantin

Male, ** year, born on ** June 1988

+7-916-******* — preferred means of communication adc5ht@r.postjobfree.com

Skype: konstantino8864

LinkedIn: https://www.linkedin.com/in/konstantin-shirokov-4014165a/ Another site: https://t.me/konstantin_hardcore

Reside in: Moscow, metro station Otradnoe

Citizenship: Russia, work permit at: Russia

Willing to relocate, ready for business trips

Desired position and salary

Digital marketing manager

IT, Internet, Telecom

• E-Commerce

• Marketing

Employment: project work, part time, full time

Work schedule: rotation based work, remote working, flexible schedule, full day, shift schedule

Desired travel time to work: less than hour

5 000

USD

Work experience — 9 years 11 months

December 2019 —

till now

6 months

DSX Global

Saint Petersburg, dsxglobal.com

CMO

***What is DSX Global

DSX Global is a UK-based cryptocurrency exchange and payment solution

***Challenges***

— Sales and marketing departments not existed before

— Lack of brand awareness

— Unprofitable business

— Financial dependency from main business partner

— Incomplete customer data collection and analytics

***Strategic decisions***

— Setting up of sales and marketing departments

— The new brand identity

— Pivot from trading platform only to diversified pool of solutions with an emphasis on B2B

— Setting up multiple solutions from existing code base (exchange service for retail audience, crypto payment solution for electronic money institutions, crypto deposits for service brokers)

— Full-scale awareness campaign

— Implementation of the integrated end-to-end analytics solution

***Results***

— Management and the activities of the department became clear and transparent

- Weekly marketing meetings for the executive team in Google Meets

- Daily internal standups in Google Meets

- Task-tracking in YouTrack

Resume updated 8 May 2020 at 19:13

- Time-tracking in Clockify.

— New positioning and identity

Among the advantages that DSX has are quick onboarding, excellent compliance, straightforward UX and gateway between fiat and crypto. We have picked up the positioning of the trading platform as an easy and exciting journey into the crypto universe. The new design by studio Clay was created to reflect that positioning and outstand from very technical and “boring” websites of the competitors.

— Customer development for the crypto payment processing Before the launch of the new services I’ve organized interviews of both current business clients and the key decision makers in the companies that are already using similar services. They were found through Respondent.io and LinkedIn. Interviews helped to understand the needs of the audience and form hypotheses around that.

— Implementation of the new pages for Pro traders and business partners Based on the data from the customers development

— Partnership with Bloomberg Terminal

DSX was chosen as a provider of currency quotes for Bloomberg Terminal, a major possible reputational boost for DSX. But due to communication problems, the company didn’t have an official agreement to announce it. I’ve worked out an agreement from Bloomberg and we’ve published information about our partnership that later helped in other negotiations.

— Sales set-up

- Defining of key personas

- Collection and segmentation of the potential leads via Skrapp

- Preparation of promotional materials

- Sales staff training and management

- Outreach process via Expandi

- Holding video conferences and personal meetings

- Setting up CRM via YouTrack.

As a result we’ve had a meetings with couple of a high-profile companies including Paypal Europe and have onboarded one EMI and several forex brokers worldwide

— Bitcoin treasure hunt in London

Treasure hunt game with players looking for a solution by decrypting private keys of bitcoin wallet in different locations of London and its suburbs. Bitcoin puzzle treasure hunt allows DSX to tell the story to the general public and associate cryptocurrencies and the company. The plan was postponed due to COVID19.

— Implementation of the new content strategies

The new content strategy relied on four main principles. 1) Show our expertise

We look for the key strength of our product and create a content that reflects that expertise. Created content was also published in the industry media like articles about 5AMLD. 2) Show progress in product development

We are announcing features progess from the stage of idea. As a result:

- Implementation of changes in the product based on the customer's feedback or decide to kill the feature

- Lot of content about our platform

- Rise of retention among the users interested in upcoming features. 3) Encourage B2B sales

We make a research that step-by-step tells about some opportunity for the business partners and fulfills possible objections. For example we had an article about crypto payments for Forex brokers that starts with Shirokov Konstantin • Resume updated 8 May 2020 at 19:13 research of TOP such companies in the UK.

4) Engage

One of the ways of having an engaging post in social networks is to steer a discussion. And what discussion can be hotter than what crypto project is better and should be added next on the exchange? Huge amount of retweets and votes as a resut.

— Launch of mobile application promotion

After the launch of the DSX mobile application we have used two main tools Amplitude and AppStore Connect to analyze and track the progress.

- Website optimization

We’ve implemented a script that offers iOS users to switch to trading in mobile app.

- Email campaign

Using Drip's ability to target based on the OS of the device we’ve sent an email campaign encouraging the usage of our mobile application to our core audience. With that we’ve got initial positive reviews.

- Search Ads

Search ads became our primary source for installs of the app. We’ve played and change the keywords and countries there and got final results slightly better than the average in the industry. With cost per installation at less than 1.6 british pounds.

- 5 new language version implementation

Showed a significant increase in App Units in the respected countries of the implemented languages.

- Allowed countries experiments

After the initial decision to switch off the countries with which we can not work we’ve decided to have an experiment and open them all up. We had some negative reviews, but gained some massively trading new users that reside in forbidden countries, but are nationals of allowed ones.

- Visual experiments

We’ve tried to change the logo or adjust it to international events like Christmas and it didn’t show significant sustainable change.

- Reddit Campaign

We’ve set up a special campaign aimed at iOs users that follows crypto subreddits and made it in 5 different languages. Surprisingly there was a significant difference in user behaviour with Italy having 3x times more downloads than the campaign at the average.

— New Google Ads Campaign

Previously the company advertised in Google Ads, but had very poor keyword selection and targeting options. Implemented changes helped to save a couple of thousands of pounds every month.

- Linking with Google Analytics and importing goals

- Structuring the account (on campaign, group and ad levels)

- Cutting irrelevant and informational while focusing on transactional only keywords

- Dividing campaigns between search and display, different regions and PC\Mobile

- Exclusion of regions with which we can’t work

- Thorough UTM-tracking

— On-page SEO optimization and removal of technical issues Keywords collection based on the popularity and level of competition Sitemap and Robots fixes

Mobile view edits based on the Search Console data Fix of the Russian version index

Fix of the canonical page version issues

Optimisation for the new articles in the blog

Shirokov Konstantin • Resume updated 8 May 2020 at 19:13

— Development of marketing plan, competitive, audience and market analysis

— Monitoring brand mentions

Done through Mentions.com we’ve tracked and analyzed social networks, media, forums, ratings, etc for mentions of DSX and took actions if necessary.

— Attraction of 3 new API crypto exchange connectors Exchange connector is a software that allows to trade on multiple exchanges within one API endpoint. It can be used for example to arbitrage between different exchanges. By outreaching to them and writing the code to connect to DSX we attract new PRO customers.

— PR in problematic situation

The exchange had a couple of very difficult situations including, but not limited to the suspension of the key partner and the bank account. I helped to form a narrative around that, communicate it with our customers and the media.

— Marketing Analytics

- Combining Google Analytics, Matomo, Sisense and Back Office data helped to track main metrics in the context of date of registration \ traffic source \ campaign \ country \ language \ device type \ device.

- Implementation of the cohort analysis helped identify how product and design changes has influenced customers behaviour.

— FCA registration

I helped provide marketing part of the docs requested by UK financial regulator FCA, as the company is on the path to become one of the first officially registered cryptocurrency institutions.

— Exchanges ranking actualisation

Cryptocurrency ratings are an essential part of the crypto ecosphere not only for assets but also for exchanges. We’ve attentively observed and engaged in communication with top cryptocurrency ratings to update information about DSX.

— E-mail optimisation

- Visualisation of all the tree of possible mails

- New follow up emails (+7% verifications)

- Implementation of A\B tests

July 2019 —

December 2019

6 months

Gymnasium

Moscow, gymnasium.team

CMO

***What is Gymnasium

Gymnasium is a wild mix of Technology, EQ and Brazilian Jiu-Jitsu. It is a martial arts club chain for kids that focuses on psychological development of kids and constantly improving the process using the data from mobile application.

***Challenges***

— Lack of clear communication of company’s positioning and, as a result, misunderstanding of positioning by the target audience

— Difficult target audiences - families with kids and with an income well above average

— Innovative service without customers’ habit

— Lack of data collection and selected key analytics metrics, illogical sales funnel structure

*** Strategic decisions***

Shirokov Konstantin • Resume updated 8 May 2020 at 19:13

— Focus on the key advantages of the company in the main messages (on the site, in social networks and advertising materials)

— Implementation of positioning: the only network of family clubs for the integrated social development of the child

— Launch of the content marketing with a focus on the personalities of key business people as a way of communicating company values

— Launch of advertising campaigns in channels where it is possible to find target audience (Facebook, Instagram, Google Ads)

— Implementation of end-to-end analytics of customer data

*** Results ***

— Creation of a marketing plan for Q4 2019

(Positioning, channels, campaigns, forecasts, employees, costs, deadlines)

— Development of a new design of the home page

Focus on positioning, a more straightforward structure with the maximum simple conversion path - as a result, the conversion increased by 1.5 times

— Development of a new site structure

New semantic core reflects the hierarchy and segments of the company’s activity and groups of search queries — for example, separate subsections for each of the clubs, subsections by type of training and activity, age groups, and needs of the key audiences.

— Launch of targeted ads on Facebook and Instagram Result: For 2 months of work: 116 leads and 7 monthly subscriptions worth more than 3.3k$ with a payback of all the campaign in 2 months

- Separate campaigns for each club with a geo-radius of 5-7 kilometers from the club.

- Initially, we launched one-touch advertising - low-quality leads, they don’t understand the business.

- Then I switched to work in 2 and 3 touch sequences - warming up the leads with branded video content about the company’s activities, then “closing” those who interacted with the video and the quality of leads have significantly increased.

- Placements were tested - the best result was for the feed in Instagram, the worst for the stories in Instagram and Facebook.

- We tested the lead form and the transition to the site - the lead form won the primary conversion.

- We tested interests - the perfect combination was of parental interests and luxury interests.

- We tested the look-a-like audience of the site visitors - it works fine, but it is quickly depleted.

- We tested 4 hypotheses on different messages - authority works best (emphasis on mentoring and an individual approach to each child) and leadership (emphasis on the formation of teamwork skills, moral values, leadership qualities)

- We tested the hypothesis about different messages for men and women - it works better than the general for everyone. With the introduction of web analytics data integration into AmoCRM, it has been found that while women’s conversion to leads is higher, men’s conversion to sales is much better.

— AmoCRM integrations

- Transfer offline goals to Yandex.Metrica via a connection with Yandex.ID

- Transfer of leads sources from Yandex.Metrica to AmoCRM

- Integration with Facebook lead forms via Albato

- Integration with call tracking service Mango

- As a result the company can track every call and every lead in CRM with a history of attributions

— Global changes in AmoCRM

- Implementation of the new funnel structure (Unassigned, Call, Invitation for a trial, Recorded for a trial, Visited a trial, Agreement, Refusal) and redistribution of all applications for the new structure of the funnel.

- Implementation of the category of reasons for failure (and a procedure to work with different ones)

- Adding required fields for a deeper understanding of customers (Club, Type of service, Age, Source of Shirokov Konstantin • Resume updated 8 May 2020 at 19:13 reference, Budget) - before everything was marked with tags in a bunch.

— Launch of the campaigns to call out previously rejected customers The first stage: launching a new tariff - visiting the club 2 days a week. About a third of customers refuse to visit the club due to the high cost or inconvenient schedule. We have introduced a new, more flexible and economical type of subscription and, in addition to new customers, we also attract a part of the

“abandoned” audience. Calling this segment of customers brought 17 entries for a trial of 143 calls

— Launch a marketing (growth) experiments

Collection of ideas, hypothesis of the value, ranking, implementation, evaluation of efficiency

— Stimulating reposts on Instagram

We marked all the children in the iCloud Photos database from the photo for the pass, collected parental consent, mark the accounts of parents in posts on social networks in order to stimulate reposts and increase the reach

— Launch a Yandex Direct campaign on Air Arena visitors at their MAC- addresses Buying a WiFi radar, collecting Mac addresses, uploading them to Yandex.Audience. Campaign showed slight positive dynamics compared to a campaign set up in radius

— Launch of an advertising campaign with a showman in the shopping center Filigrad Writing a text and controlling the preparation of promotional materials

— Launch of the anti-bullying event campaign

Promotion through Timepad, preparing a landing page, setting up advertising campaigns in Google Ads and Facebook

— Conducting a series of email newsletters in Mailchimp

- Collection and segmentation of the base of addresses of participants of previous tournaments

- Creation of letters that adapt to the language of the browser for participants from different countries with a sequence for those who did not open the letter or opened, but did not follow the link. In total, more than 100 additional registrations for tournaments in Europe and Russia.

- Setting up a mailing list for those who have registered but not paid (22% of them paid as a result) October 2018 —

August 2019

11 months

DataLight.me

Moscow, DataLight.me

Head of Marketing

Develop and execute marketing strategies to achieve organisational goals. Lead and control all functions of performance marketing, content marketing, affiliate marketing, PR, search engine optimisation, e-mail and social media marketing. Meetings with partners and investors, preparations of presentations and reports for them. Department consists of 4 people and lots of freelancers. Key achievements:

— Establishing DataLight as worldwide known brand «analytical company»;

— Growing website's monthly visits from 0 to 75k+;

— Growing Twitter profile to 11k+ subscribers;

— Receiving positive feedback for the platform from the TOP people of the industry (Changpeng Zhao, Justin Suns, Tony Vays, TradingView etc);

— DataLight studies published for FREE in all the TOP industry media (due to multilevel reaching out policies) 1000+ publications;

Shirokov Konstantin • Resume updated 8 May 2020 at 19:13

— Setup of end-to-end analytics with e-commerce and expenses in Google Analytics through OWOX Bi and Google Tag Manager;

— Receiving 6,5K+ backlinks for the website;

— Setting up Google Adwords and Facebook ads despite ban on crypto;

— Establishing company's blog as a regularly source of the unique news;

— Successfully submiting company's blog to the most popular news aggregators;

— Developing SEO friendly structure of the website;

— Every month growing search engine traffic;

— Fixed problems with indexing, ranking and site analytics;

— Building relationships with TOP regional industry Youtube bloggers and having video reviews of the platform with visitors cost <0,2$;

— Growing Telegram profile to 2,1k+ subscribers;

— Growing LinkedIn profile to 1,2k+ subscribers;

— Growing Reddit profile to 2,6k+ karma;

— Creating chain e-mail campaigns for 7k+ users of the platform (30% opens, 10% clicks);

— Configured transactional emails on user actions. Mails to those who unsubscribed or who have no funds helped to return ~ 8% of sales.

— Creation of mention's and feedback collection systems;

— Participation in UI design using best practices of financial industry;

— A\B test of product implemented through Googe Optimize; April 2017 —

October 2018

1 year 7 months

Podskazochnik

Podskazochnik.ru

Chief executive officer

StartUp that I've founded and lead. The new channel of advertising through suggestions of the Search Engines. It helps manage search engine reputation and attracting new customers. Coordinating the job of sales, marketing and development. Leading team of 4 employees

November 2014 —

April 2017

2 years 6 months

Real estate agency of Moscow-Paris bank

Moscow, mosflat.ru

Head of marketing department

Management of the marketing department of the company in the following areas:

— Living real estate;

— Commercial property;

— Legal services;

— Working with older people (life annuities, relocation to a nursing home);

— Loans secured by real estate.

Activities:

— Development of the company's website;

— Advertisement on television, radio, newspapers, outdoor advertising, direct mai;

— Working with contractors on online advertising (Contextual advertising, media advertising, RTB);

— Placement of information about the real estate objects;

— Monitoring the work of realtors and secretaries;

— Control of the internal reports of employees;

— Coachings of employess;

— Management of department with 3 employees.

Key achievements:

— The launch of two new large spheres of activity (legal direction, loans secured by real estate);

— Reducing the budget of real estate in more than 2 times, while increasing the quantity of leads in more Shirokov Konstantin • Resume updated 8 May 2020 at 19:13 than 6 times ;

— Successful sale \ lease of expensive commercial objects in time of crisis (outdoor advertising + internet + direct marketing + new approach to the presentation);

— Implementation of reports (CRM), identifying the sources of losses in the sales funnel;

— Introduction of XML-unloading of real estate object, that helped to minimize the time to place objects on the classifieds;

— Reducing the budget of advertising of elderly people department on 15% due to the establishment of the long-term relationships with agencies and venues.

January 2013 —

November 2014

1 year 11 months

Real estate agency of Moscow-Paris bank

Moscow, mosflat.ru

Head of internet projects

Management of company's internet activity:

— Content management;

— Search engine optimisation;

— Context ads at Yandex.Direct and Google.Adwords;

— E-mail marketing

— SMS marketing

— New pages layour;

— implementation of new services;

— Rising of conversion;

— Creating of new landing pages;

— Organising of report system;

— Business coaching of employees;

— Social Media Marketing (Vk.com, Youtube);

— Working with contractors for development of the website; Key achievements:

— Eliminating the remaining issues from the previous сontractor;

— 60 times growth of the number of leads (from 5 to 300 per month);

— Increase of the quality of a site (only the target applications with contact numbers);

— Creating of mobile site;

— 70% growth of the number of calls from the website;

— More than 80 key request at the top-10.

— All key requests of core-speciality of the company (quick sale of apartments) at the top-10;

— Rising of efficiency of the phone (autoresponder, call forwarding);

— 6 closed deals with online consultation system only for the first six months of work;

— Launch of the new effective search system for the living real estate;

— implementation of the "evaluation of apartments" form with more than 100 leads\month;

— Implementation of the 12 new services in the company based on the analysis of the market (such as different types of changes, evaluations, sells and purchases.) February 2012 —

December 2012

11 months

Auto Spec Center

Moscow, www.ascgroup.ru/

Manager of internet projects

Support and development of various websites of auto dealers and corporate website in such areas as:

— Content Management

— Usability (introducing alterations and writing specifications for optimisation of website usability) SMM (Facebook, Foursquare, Youtube, Twitter)

Working with feedback and reputation of the company (collecting and categorizing data, contacts with officials, control over resolution of problems)

Shirokov Konstantin • Resume updated 8 May 2020 at 19:13 Work with contractors on the amendments on the website, SEO, PPC advertising, and social networks. Key achievements:

- Implementation of the system for dealing with feedback and reputation of the company (collection and categorization of data, contacts with officials, monitoring the problem resolution);

- The increase in visitors for 3 times and the number of applications for 4 times of the section used cars of corporate website of group of companies due to its rearranging in terms of SEO, design and usability; July 2010 —

January 2012

1 year 7 months

ITAR-TASS Photo Agency

Moscow, www.tassphoto.com/ru

Product Owner

Full management of the project:

- Coordination of work with programmers, including the writing of a technical tasks

- Managemant of website testing

- Writing texts in Russian and English

- Working with CMS

- Layout of pages and code optimization

- Negotiating with foreign partners

Education

Higher

2010 Plekhanov Russian Economic University

Marketing, Master

2008 Plekhanov Russian Economic University

Management, Bachelor

Key skills

Languages Russian — Native

English — C2 — Proficiency

Spanish — C2 — Proficiency

French — B1 — Intermediate

Skills Presentation skills B2B Marketing Digital Marketing B2C Marketing Customer Development Strategic Marketing Public Relations Traffic acquisition SEO Content Marketing

Driving experience

Own car

Driver's license category B

Further information

About me Experienced Chief Marketing Officer with a history of successful projects in different areas. Now focused on Fintech and Blockchain sphere.

Shirokov Konstantin • Resume updated 8 May 2020 at 19:13

Contact this candidate