Vitalii I. — Chief Marketing Officer (CMO)

Work Experience

Marketing Advisor, Cripty Labs

Duration: Mar 2023 - Present
Summary: Cripty Labs provides advisory services in the web3 space, assisting with growth marketing and blockchain project enhancement.
Responsibilities: Assuming an advisory role to offer marketing expertise and strategies.

Chief Executive Officer, Marble Heroes

Duration: Jan 2022 - Dec 2022 
Summary: Marble Heroes aims to create an equitable gaming environment with accessible platforms for player rewards.
Responsibilities: 

• Deciding on a strategic direction for the company;
• Being the public face of the company;
• Reporting to the board of directors;
• Developing a direction for human resources;
• Creating a business network;

• Finding acquisition opportunities;
• Implement proposed plans.

Technologies: Jira, Microsoft Teams, Notion, ClickUp, Kazoo.
Skills: HR transformation, customer service, blockchain analysis, working with Investors, Go-to-Market strategy, brand strategy, R&D operations, sales operations, strategic planning, business development, and digital transformation.
Achievement: 

• Developed and implemented a management system: Jira, Microsoft Teams, Notion, ClickUp, and Kazoo;
• Created a team of 70 people: Development, HR, Legal, Marketing, Sales, Design, Support, and R&D;
• Closed the Seed Round with an investment of +2 million dollars;
• MAU +15,000 users;
• Open Markets, Asia.

Marketing Advisor, KUNA

Duration: 2022 - 2022
Summary: Crypto banking platform that provides businesses with digital banking solutions based on web3 and blockchain.
Responsibilities: Advising on marketing strategies, digital marketing, growth marketing, blockchain analysis, and initiatives.
Skills: Blockchain analysis, cryptocurrency exchange platforms, growth marketing, brand strategy, growth strategies, digital marketing, performance marketing, blockchain consulting, digital transformation, customer acquisition.

Chief Marketing Officer, Gemini

Duration: Sep 2020 - Oct 2021
Summary: Cryptocurrency platform that allows customers to buy, sell, stake, and store crypto. Gemini focuses on steady growth for its two-sided marketplace, driving user acquisition through diverse marketing channels.
Responsibilities: 

• Responsible for the steady yet rapid growth of a two-sided marketplace through B2B and B2C user acquisition;
• Conducted direct marketing efforts, including segmentation, consumer activation, customer journey mapping, and retention strategies;
• Executed omnichannel marketing campaigns across various channels, including OOH, TV, performance, digital, indoor, mobile, CRM, and trade marketing;
• Led an in-house creative agency, overseeing the production of brand-building visuals for ads and other marketing collateral;
• Analyzed customer insights and conducted in-house research, utilizing Power BI, dashboards, and advanced data visualization techniques.

Technologies: Power BI.
Skills: Blockchain analysis, cryptocurrency exchange platforms, growth marketing, brand strategy,  growth strategies, marketing automation, digital marketing, brand marketing, performance marketing, digital transformation, and customer acquisition.
Achievement: 

• Effectively managed a team of 100;
• Email open rate +30%;
• SMM ER +20%;
• Optimize MQL/SQL +48%;
• Partnership with global company L1/L2. — Revenue $20M+.

Business Advisor (CRO), TruePartners

Duration: 2021 - 2021
Summary: TruePartners enhances sales/marketing alignment with a focus on revenue strategy and performance analysis.
Responsibilities: 

• Developing revenue strategies;
• Performing market analysis;
• Aligning sales and marketing;

• Managing partnerships;
• Tracking and analyzing performance;
• Managing budgets;
• Ensuring compliance;
• Communicating with stakeholders.

Technologies: Power BI, CRM system, support system.
Skills: Blockchain analysis, growth marketing, brand strategy, growth strategies, marketing automation, digital marketing, brand marketing, performance marketing, blockchain consulting, digital transformation, and customer acquisition.
Accomplishments:

• Developed key performance indicators based on the customer journey map (KPI + OKR). Conducted an analysis of all departments' performance (Affiliate, Media Buying, Support, Analytics, R&D, Marketing);
• Net Promoter Score increased from 6 points to 7 points (0 is bad - 10 is excellent).
  Automated and optimized communication processes with clients in the support department (through script automation);
• Signups to Confirmed Signups increased by 23% A CRM system was implemented;
• LTV (Lifetime Value) increased by 17%
  A unified analytics system was created for client work, taking into account the systems used within the company (Power BI, Affiliate Program, Media Buy Program, CRM system, and Support system);
• Grow Revenue + NDA
  A system for analyzing new markets was developed;
• As a result of these actions, additional KPIs were also improved: GGR, NGR, ARPU, and churn rate.

Chief Marketing Officer, Switchere

Duration: Feb 2019 - Sep 2020
Summary: Switchere is a licensed fiat-to-crypto online exchange service provider that allows the buying of cryptocurrencies with a credit/debit card.
Responsibilities: 

• Implemented a digital strategy as part of the overall marketing plan;
• Effectively allocated the marketing budget across various channels, including PPC, SEO, SMM, price aggregators, remarketing, display, and video;
• Analyzed, forecasted, and planned digital marketing performance and media metrics, including traffic, conversion rate, cost per order, CPM, and coverage/frequency;
• Optimized advertising campaigns on PPC, GDN, Facebook Ads, and other channels by analyzing advertising performance (ROI/ROMI);
• Discovered and tested new channels for conversion traffic;
• Planned, organized, and monitored task execution by the digital marketing team, including objectives, timelines, and resources/budget;
• Developed a motivation system and KPI/OKR for the digital marketing team, including metrics such as ROMI, CPA, and ROAS;
• Coordinated interactions between digital marketing and other departments and offices within the company;
• Interacted with contractors, monitored their effectiveness, and provided regular reporting;
• Coordinated with IT, planned and oversaw sprints, and ensured the implementation of technical tasks;

• Prepared weekly, monthly, and quarterly reports for other departments and offices within the company;
• Conducted research and analyzed competitors and market trends.

Technologies: PPC, SEO, SMM, remarketing, display, video, Facebook Ads.
Skills: Blockchain analysis, cryptocurrency exchange platforms, growth marketing, brand strategy,  growth strategies, marketing automation, digital marketing, brand marketing, performance marketing, digital transformation, and customer acquisition.
Achievement:

• Funds turnover increased by 53% + 30/40% every month of the total AOV + 58%;
• ROMI (Targeted LCDs optimized and A/B new traffic channels tested on an ongoing basis);
• Website traffic increased + 133.8% (as of 07.2020);
• Developed a global strategy for each channel; PPC / SMM / PR / SEO / Email Marketing / Referral / Direct / Blog / Offline.

Co-Founder, Syndicate Digital Agency

Duration: Apr 2019 - Mar 2020
Summary: Syndicate Digital Agency focuses on delivering complete social media marketing services for various clients.
Responsibilities: 

• Oversee the strategic direction of an organization;
• Implement changes and proposed plans;
• Engage in media obligations and public relations;
• Interact with other leadership executives;
• Maintain accountability with the board;
• Monitor company performance;
• Setting precedence for the working culture and environment.

Skills:Go-to-market strategy, growth marketing, brand strategy, growth strategies, marketing automation, digital marketing, strategic planning, brand marketing, performance marketing, digital transformation, and customer acquisition.

Achievement:

• Marketing Agency with a focus on social media marketing;
• 30+ client;
• AOV 7 000 eur
  Slovenia Market.

Marketing Advisor, Hiveon

Duration: 2020 - 2020
Summary: Crypto mining management software. Enterprise scale and power management for multiplying business efficiency.
Responsibilities: Providing marketing advice and strategies to optimize performance.
Skills: Blockchain analysis, growth marketing, brand strategy, growth strategies, marketing automation, digital marketing, brand marketing, performance marketing, blockchain consulting, digital transformation, and customer acquisition.

Head of Digital Marketing, Avalon

Duration: Aug 2018 - Aug 2019
Summary: Avalon real estate development companies in Ukraine, with an established track record for building award-winning high-quality residential development projects of various sizes and levels of complexity.
Responsibilities: 

• Developed and implemented a marketing strategy and established the company's online presence;
• Collaborated with a web designer to develop and launch the company website;
• Developed and implemented KPIs for employees;
• Promoted the website through SEO, remarketing, and contextual advertising;
• Engaged in advertising and promotional activities on social media platforms such as Facebook, Instagram, YouTube, and Telegram;
• Conducted email, SMS, and Viber mailings;
• Managed contracted companies;
• Wrote scripts for YouTube channel videos and coordinated the filming process;
• Conducted SWOT analysis and developed an integrated strategy.
  

Technologies: SMMPlaner, Google Analytics.
Skills: Brand strategy, growth strategies, marketing automation, digital marketing, digital transformation.
Achievement:

• Automated SMM manager's tasks, including post-scheduling via SMMPlaner;
• Developed and implemented metrics to calculate key performance indicators (KPIs), such as LTV, ROMI, and CPL, and monitored their fluctuations;
• Resolved the issue of inaccurate metrics in Google Analytics, including incorrect bounce rates;
• Revamped the format of video content for YouTube, leading to a 30% increase in engagement among regular viewers;

• Initiated weekly social media campaigns to boost the number of applications, resulting in a 20% increase.

Social Media Specialist, ANDRE TAN

Duration: Mar 2017 - Aug 2018
Responsibilities:

• Automated posting for 19 accounts through SMMPlaner;
• Achieved a total of 280% increase in applications over three years;
• Established and managed a team of 12 content managers;
• Implemented audience collection using Facebook Pixel for better targeting;
• Managed personal and work social media accounts.
  

Skills:Brand strategy, growth strategies, marketing automation, digital marketing, digital transformation.

Achievement:

• Increase in the number of subscribers in social networks + 400% (only organic growth);
• Joint cooperation with opinion leaders with a total number of subscribers of opinion leaders of 5,000,000 people;
• Implementation of the metric system ER / TR / LR – to control the development of social networks and the possibility of changes.

Head of SMM, Atlantic Express Corp

Duration: Jul 2013 - Mar 2017
Summary: Worldwide Logistics Services.
Responsibilities: 

• Automated posting for 19 accounts through SMMPlaner;
• Achieved a total of 280% increase in applications over three years;
• Established and managed a team of 12 content managers;
• Implemented audience collection using Facebook Pixel for better targeting;
• Managed personal and work social media accounts.

Skills: Brand strategy, growth strategies, marketing automation, digital marketing, digital transformation.
Technologies: SMMPlaner, Facebook Pixel.
Results Achieved:

• Automation of posting through SMMPlaner (19 accounts);
• The total increase in the number of applications amounted to + 280% for three years. — Built a department of content managers of 12 people;
• Implemented audience collection using Facebook Pixel.

Education

• Academy of Fire Safety named after Heroes of Chernobyl
  2010 - 2012
• State University of Life Safety of the Ministry of Emergency Situations of Ukraine
  2006 - 2010
• Educational and technological center of student youth
  2005 - 2006

Certification

• Fundamentals of Digital Marketing - Google
  Issued Feb 2019
• Google Analytics for Beginners Certificate - Google
• Social Media Marketing - MING
  Issued 2017
• CRM Bitrix24 - Auspex UA LLC
• Course completion certificate - YouTube
  Head of Digital
• WebPromoExperts
• Fundamentals of Blockchain Technologies + Trading - DOUBLETOP
  Issued Dec 2022