As a marketer and experienced researcher, I serve fast-growing B2B SaaS, tech and B2C subscription businesses. My most successful clients are tech companies and non-profits who, despite having excellent marketing and product teams, lack the bandwidth to do what needs to be done when it comes to qualitative research and growth strategies. I come in as a consultant to design research projects, lead and execute the research itself, and analyze the findings to shape them into actionable insights that help the client teams drive sustainable product growth. With my involvement, founders and teams get the support to focus on their best customers and execute more effectively. I strive to approach my work in a communicative, transparent, and ethical way.
Katya Ryabova
Product Marketer & Customer Researcher
Bio
*** Availability update *** I'm currently on maternity leave and accepting calls as much as I can, but my schedule is hectic and unpredictable. Thank you in advance for your patience! Occasional sightings of a cute baby on camera are also in effect :-) ---------------------- With over 12 years of experience in qualitative research, digital strategy, and PPC advertising, I bring the most value to mission-driven, fast-growing tech and subscription businesses that are ready to grow by understanding and serving their customers better. I am the founder of SMM Headquarters, a solo consultancy based in Toronto, Canada, that specializes in research-informed growth strategies. As a certified Customer-Led Growth consultant and research expert, I design and execute research projects, analyze customer data, and create campaigns that drive measurable results for my clients. I have a strong background in B2B SaaS, B2C subscription, and non-profit sectors. As a mentor, I hope to offer my experience in various sectors and the product marketing expertise I've accumulated to help founders and fellow product marketers build the best product they can while focusing on their customers as the driving force for their business.
Expertise
Product marketing
Customer-focused and data-informed growth strategies for early growth-stage tech companies solidifying their product-market fit and refining their go-to-market strategy.
User research
Target audience and customer research employing qualitative research methods, quantitative data analysis, and mixed methods research strategies for B2B SaaS and subscription business models.
Toolkit
Google Ads
12 years of experienceWith my interest and past focus on paid acquisition, I offered Google Ads management and strategy to small business clients in the past. While I do not explicitly consult on Google Ads anymore, I still keep up-to-date on its best practices, development and functionality.
Google Analytics
15 years of experienceI miss Universal Analytics, but Google Analytics 4 is not as scary as the community made it sound in the past. Very familiar and comfortable with GA for trends analysis and data overviews.
Google Tag Manager
12 years of experienceI have a basic working knowledge of tag implementation and management which has been helpful with small business clients and for my own internal analytics needs.
Industries
Consulting
As an independent product marketer, certified Customer-Led Growth consultant and research expert, I design and execute research projects, analyze customer data, and create marketing campaigns that drive measurable results for my clients.
Non Profit
I've worked and collaborated with numerous non-profit organizations in Canada and the U.S., leading research initiatives, assisting with paid media strategy and social media marketing, and analyzing customer insight.
SaaS
With my product marketing and research expertise, I bring the most value to the recurring revenue business model, including SaaS and subscription-based. My key clients are all building products in B2B SaaS or B2C subscription space.
Experience
- ConsultingB2BB2CSaaSProduct ResearchMarket Research
Consigo Professional Corporation
Marketing DirectorI led the customer acquisition initiative for an accounting and bookkeeping startup, utilizing digital marketing and advertising campaigns, social media, networking, startup community mentoring, info sessions and presentations to reach our target audiences. I was also responsible for all aspects of customer experience from initial website visits to order delivery. Writing, editing and publishing a wide variety of marketing materials for web, social media and email channels was a big part of the job. I strived to establish and maintain outspoken social media presence for the company to increase brand awareness, ensure brand visibility and encourage customers to get in touch in the manner most convenient for them.
AccountingMarketing