Ksenia Koster
Product Gamification | Freelance CMO
Ksenia was incredibly insightful! She unlocked what might become our core growth loop. Through our discussing the emotional journey of our customers, she targeted the drivers we needed to access and how and when we should go about it. These are customer emotions I was aware of, but didn't fully appreciate the possibilities of how we could use them in our product design to create customer driven growth opportunities. It is the kind of insight that if we can execute on it, and prove it out, could have a enormous impact on our company. Our vertical is very niche, and not gaming, but her experience in the gaming world turned out to be incredibly helpful. I see a new future for our product now. Like an 90's commercial, I literally came off my call with Ksenia hands-in-the-air elated! 🙌
Ksenia has been the best growth mentor yet! She spent time looking through some things I sent to her and even made a small deck to go through and explained things in a lot of depth. I got way more out of the session than I predicted and I've now got a huge list of actionable stuff to test out and see what works. Not that it's all about creating a huge list but I genuinely feel all the ideas I have down are golden. You can't ask for a better call if you're looking for advice on mobile apps! She's also lovely and v easy to talk to. Thanks Ksenia!
30 out of 5 stars for Ksenia. This meeting was so valuable. Ksenia is an amazing mentor giving us a lot of tips and recommendations how to gamify our product. I definitely recommend to meet Ksenia. Thank you
Bio
Hi! I'm Ksenia, I'm 35 years old and I'm a techie. I have 15+ years of hands-on marketing experience. As a freelancer I act as an interim CMO at scaleups in videogames. As a side gig I advise companies on product-market fit, user behavior and leveraging on data. Working in videogames is both fun and difficult, and it has taught me a lot about product development, versatile monetisation models, and social marketing strategies - like content creator programs, referral systems, crowdfunding and social stretch goals. Also, over my career I have spent 50mln+ euros in marketing budgets, so I really, really know if you should sponsor a video by that YouTuber, how much it costs, and if it's any good in your situation. My strongest expertise is user acquisition and retention, and I'm particularly good at all forms of B2C expansion - new niches, new countries, new distribution channels etc. I stick to data-driven approach, and I'm meticulous at designing experiments and verifying hypotheses. I make sure to separate facts from assumptions. I believe that navigating uncertainty is every leader's responsibility, and data is key. I'm an experienced mentor, and I am used to dealing with (product) frustration and growth pains. When you're down, I will cheer you up and get you back into fight mode. In my free time I renovate my house, practice minimalism, and walk my 2 cats. Looking forward to meeting you!
Expertise
Building a team
I have built 5+ international marketing teams ranging from 1 to 20 employees. I have my own interviewing method which I perfected by interviewing 100+ candidates within 6 months.
Conversion rate optimisation
From Pirate funnel to consideration/evauation loops, I work with many approaches. Whole managing a portfolio of GaaS products, I tested hundreds of landing pages and designed dozens of user journeys. Including web, mobile, cross-platform, offline-to-online scenarios.
Product launches
In publishing business launching (and relaunching) new products has been my key professional activity since 2009. On average I launch 2 products per month, and the thrill of go-to-market is like morning coffee. As practice shows, it is all about orchestrating a synchronized action; and I can share a few tips and tricks for launch preparation, the big day, the stress, and dealing with the aftermath.
Product market fit
Tested product market fit for 3 different pivots (social platform, mental health app, lifestyle ecommerce) Designed experiments for marketing benchmarks in various channels (programmatic, search, influencer), across 3 key international markets (US, UK, Colombia) Collected verified data for pitching to investors.
Toolkit
Google Ads
9 years of experienceI have hands-on experience with launching campaigns on Google Ads, as I set up campaigns for companies of all sizes, from pre-seed startup to scaleup to corporate. I had personal 6 months training with Google Growth team for solving some of the challenges, and I value first-hand advice from Googlers.
Industries
Gamification
Product gamification: discovery, onboarding, scaffolding, retention loop. Designing user behaviors. Videogames: for PC, for consoles, mobile; single player or multiplayer; game-as-a-service, free-to-play, buy-to-play, freemium, midcore to hardcore.
E-Commerce
I personalized communication for a multicategory e-commerce business with 600.000 MAU, delivering new customer experiences through AI-based segmentation, and increasing transaction/session conversion by +25%. I did so by finding an underserved user segment and building a brand new shop-in-shop section for those users. The new customer experience was a success, and our solutions started trickling into other parts of the website, like the navigation menu, other categories etc.