Helping out a virtual coffee startup to set up Product-Market fit: kickstart and grow. 1. Go-To-Market: defined PMCMF(product, market, channel, model fit) leading to profitability and scale of the team from 6 to 20 employees
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Nikita Kazachkov
Head of Marketing, GetYourGuide
Berlin, Germany (+01:00 UTC) English, Russianfrom Moscow, Russian Federation
Usually responds in 2 hours
Free
Price per hour
15 min30 min60 min
Time Blocks Available
5.00
6 reviews / 10 sessions
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Next availability
Not available in the next 30 days
Bio
Here’s my career story in a nutshell. I started my journey in performance marketing 8 years ago, focusing on App Store Optimization and Paid Advertising (paid social and paid search). Then, I grew from an individual contributor to a performance marketing head at Yandex (Google of Russia with 15k employees), leading Paid Ads, SEO, and CRM efforts in the B2B SMB space. However, feeling disconnected from product strategy, I made a switch to Growth Marketing, leading a team of 15 at GetYourGuide in Berlin, to have a greater impact on the overall business. I have developed several key capabilities that have helped me succeed on this journey, including: 1. Build self-sufficiency: A/B test without Analytics, build MVPs without Engineering, conduct UX without Research team 2. Finding insights through data: connect your efforts to what happens to the real customer. 3. Placing bets: make bold decisions. Lead the business bottoms-up. Not sure if talking to me? Let's connect for 15 minutes and figure who you should be looking for.
Expertise
Growth marketing
Currently owning B2B marketing at GetYourGuide: responsible for growth of affiliates, influencers, and suppliers. Channels: 1) Paid advertising 2) Community-led growth 3) Product Marketing
PPC strategies
Have been buying ads myself for many years for B2C + B2B products, app + web: Facebook Ads, Google Ads. Segments: Ecommerce, B2B low- to mid- AOV sales, Utility services apps
Product market fit
Have been working on a virtual coffee 1:1 startup together with founder team from ground-up researching Go-To Market strategies, analysing and leading the product-market fit through adjusting the product, model, channel fits
Product marketing
Heading an affiliate program for content creators, responsible for growth of the segment which involves leading product roadmap for growth (acquisition + retention)
Toolkit
Google Ads
10 years of experienceLaunching PPC ads for b2c + b2b brands, app (both iOS + Android) + Web. Setting up of tracking, analytics, key measurement reports, experimentation. Leading campaigns with 100k USD/month spend, CPA/CPC based
Ahrefs
7 years of experienceUsing Ahrefs as key tool to analyse competition data, research for backlink opportunities / opportunities for affiliate linking, gather keyword data, monitor keyword performance
Amplitude
8 years of experienceWorking with Amplitude for multiple outsource startups to build up the right analytics and research for them. The most complex include: – Setting Amplitude from the ground up with engineering team (building events system, synchronising, testing) – Researching and analysing the power users key attributes
Facebook
10 years of experienceLeading Facebook Ads performance + brand campaigns for app + web products, both B2C + B2B. 100k USD/month budgets. Tracking set up, analytics, running campaigns, experimentation, reporting
Google Analytics
10 years of experienceSetting up from the get-go to building reports and setting up key analytics dashboards for website performance analysis. Connecting with landing page builders and setting up ecommerce plugins
Google Data Studio
8 years of experienceUsing Google Data Studio to build reporting and web analytics for small startups. Example: Feeding in Facebook Ads data through API and merging it with Ecommerce Google Analytics Data on Google Data Studio
Looker
7 years of experienceUsing Looker as a key data platform solution at the current company to build graphs and analysis within teams. As well, connected Looker as an external tool for scalable supplier usage of the reports
Semrush
7 years of experienceUsing SEMRush for gathering keyword data for various segments and traffic intents. Both through raw keyword gathering as well as through website keyword gathering
Industries
Mapping Services
Was leading a performance marketing team for advertising for small businesses product on Yandex.Maps. We were successfully leading the following channels: Ads (FB + G.Ads), CRM (drip), SEO
Mapping Services
Was leading a performance marketing team for B2C Yandex.Maps product working on traffic acquisition and activation for both app + web services. This included: Paid Ads, ASO, SEO, CRM / IAM, Distribution through internal channels
Travel
Working as Head of Marketing at GetYourGuide. Responsible for creator segment: affiliate + influencer marketing growth. Segment responsibility includes building the product, growing it, retaining users etc. We are not looking at creators as just a 'channel'
Experience
Yandex.Maps is the #1 map application in Russia. Led a team of 7 performance marketers. 1. Performance Marketing for B2B: Paid Search, Paid Social, CRM, and SEO → 5x GMV growth to $3mln ARR 2. Activation through Sales-management: built bridges between teams → +30% activation rate (+$0.6mln ARR) 3. Performance Marketing for B2C: Paid Search and Social, SEO, cross-org distribution → +20% app installs; +10% Web-app MAU in liquidity important demand segment boosting supply retention&revenue
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