Anastasia Orlova

Broad set of experience and responsibility within the global marketing team, from specialized roles (Website) to wider B2C and B2B acquisition and activation roles. Interactions with the widest spectrum of markets. Promoted 4 times.

Global Head of User Growth Marketing From Feb 2020 to now

• Implemented loyalty programs that fostered acquisition of long-term engaged customers
• Managed budgets effectively, ensuring efficient allocation of resources towards high-impact marketing initiatives
• Managed high performing team located across multiple geographies

EMEA, NA, AU Consumer Acquisition Marketing Manager From Oct 2019 to Feb 2020

• Lead acquisition marketing programs via co-marketing partnerships and special promotions
• Drive re-engagement and cross-sell programs within PayPal eco-system

EMEA B2C Lifecycle Marketing Manager (CRM) From Jan 2019 to Oct 2019

• Lead & drive adoption CRM strategy
• Launched always-on incentive program across 13 markets
• Expanded onboarding program to paid channels

CEMEA B2B Paid Acquisition Marketing Manager From Jan 2018 to Dec 2018

• Piloted and launched SEM, display & social acquisition and engagement media campaigns focusing on performance and brand metrics across 5 markets
• Consistent paid activity ROI improvement up to 200%
• Established content marketing strategy from ideation to execution (documentaries, video ads, whitepapers, infographics, blog posts)
• $3M+ marketing budget management

EMEA Website Specialist From May 2017 to Dec 2017

• Ran 50+ A/B tests bringing incremental $2M revenue
• Improved the UI, design and content (inc. SEO optimization) on EMEA websites across more than 100 markets, in 20+ languages including execution
• Running and evaluating customer research projects with the follow up learnings implementation (usability tests, focus groups, qualitative interviews)
• Building efficient website governance framework to allow smooth website operation and usage across EMEA region multi-team structure

EMEA B2B Lifecycle Marketing Specialist From Sep 2014 to May 2017

• Managing merchant early life strategy by building and optimizing onboarding email programs across CEMEA region
• Monitoring & analyzing KPI's and insights including deep dives into acquisition channel, product selection, market conditions
• Leveraging the website as qualitative lead acquisition tool for telesales

Experience of sales, business development and partnership marketing with leading merchants and partners at the time of PayPal launch in Russia. Successfully applied to join the regional marketing team.

Relationship Management Specialist

• Management of strategic key accounts
• Drive increase of PayPal share of checkout by new solution cross-sell and marketing collaboration
• Monitoring and ensuring customer satisfaction

Joined an ambitious and fun team aiming at transforming city guides for international audience. Focus on must-do activities, culture, food in Moscow.

• Articles and content for a start-up publishing a bilingual online travel guide publication
• Filed research, documentation.