Maria Demushkina, CMO

iwengo.com

Oct 2021 – Present

Barcelona, Spain

co-founder

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 Foodfox.ru (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 - Busfor.ru which was later acquired by Bla-Bla car. • investors deck and marketing strategy operation for American retailer/marketplace start-up

Vkontakte

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$+)

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

Farfetch

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

Lamoda

Feb 2012 – Feb 2015

CMO

• 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

Maria Demushkina

CMO

Skills

Languages