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Maria Demushkina


Barcelona, Spain
co-founder at
Joined October 10, 2022



Native or Bilingual
• 15+ years in digital /ecom companies in different functions CRM/digital marketing/product/operations/consulting and education • 10+ years in manager role – hired and developed small and large teams (from 5 up to 200 ppl) • Entrepreneurial mindset: building companies from 0 to 1 several times • Ability to adapt fast in changing environment and experience in scaling revenues and teams very fast withing few years Looking for exciting opportunities in start-ups and companies with big ambitions for digital growth.
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Oct 2021 – Present
Barcelona, Spain
We know how to scale any business in online - from research and brand positioning to providing full tech stack for growing your online business Examples of realized projects: • digital strategy for clothing retailers launch in Russia and CIS: media planning, site audit/building, budget and sales forecast (LLC Waikiki, Calzedonia group, Sandro, Maje) • marketing strategy for (restaurants aggregator) in Moscow which was later acquired by Yandex and became biggest food delivery project in Russia: analytics and reporting set up, digital and partnerships strategy, set up the marketing team and search for CMO. • digital Marketing strategy for bus tickets marketplace - which was later acquired by Bla-Bla car. • investors deck and marketing strategy operation for American retailer/marketplace start-up
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Mar 2021 – Mar 2022
Russia, Moscow
VP of Marketing
- organized and led Central Marketing department of 130+ digital professionals: 360 degrees marketing & analytics services for the whole group companies - prepared and launched the concept of eco-system structure and rebranding from Mail group to VK in 2021 (YoY MAU growth by 10%) - prepared and proved the concept of projects role and KPIs within eco-system and managed whole group marketing budget (20.000M rub=200M$+)
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Philip Morris International
Mar 2019 – Mar 2021
Head of digital
• Managed 4 teams: ecommerce (own + 3rd party ecom & marketplaces), traffic management and digital leads generation, CRM&coms strategy, product management and analytics (30 FTE) • Ecommerce funnel optimization which led to digital share growth from 2% 2018 to 15% be the end of 2020 • Created omni-channel lead generation strategy and flow which generated 45% of total new users • Introduced new communication channels: chatbots, mobile app, messengers, social commerce, building 1:1 personalized communication flow based on consumer journey mapping and CX Design. Launched omni-communication platform (Marketing Cloud Salesforce) for online and offline channels. • Introduced agile methodology within the whole RRP organization (based on Kanban), launched new methods of cross-domain analytics • Prepared and made CX Design for mobile app launch
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Feb 2015 – Mar 2019
Head of digital
• Launched Farfetch in Russia and CIS region (10 countries): product and operations localization, launch of local marketing and PR • As first employee on the ground built whole local team from scratch • Revenues growth by 300% YoY – top 3 revenue generated regions in all group portfolio in 2016/2017, top 1 region in sales in mobile app • Prepared global strategy of mobile app launch (US, EU, Japan, Middle East) • Actively participated in Farfetch Platform Solution creation
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Feb 2012 – Feb 2015
• Built whole product and marketing department from scratch and launched KPIs and all processes for marketing and product teams (60 FTEs) • Revenues/database growth by >400% YoY • Launched best in class mobile app in Russia (was featured numerous times by both stores) • Held boards of directors - in 2013 Lamoda made 130M$ investments round from Access Industries, Summit Partners[en] и Tengelmann Group In 2014 Lamoda raised 10M$ investments • Managed monthly budget $2-3M with positive P&L