EVGENIYA SALOMATINA
Montreal, QC | +1 514 703 0594
evgensalomatina@gmail.com | linkedin.com/in/evgeniya-salomatina
PROFILE
Head of Marketing with 8+ years of experience in B2B and B2C SaaS and PaaS and proven results in leading international marketing campaigns, crafting impactful brand messaging, and driving cross-functional collaboration across multicultural teams. Experienced in developing marketing strategies for tech projects, like Uber or VK.COM, with deep insights into the local market and consumer behavior through work with Canadian PaaS initiatives. Winner of marketing awards for impactful marketing communications, experienced speaker at industry events.
WORK EXPERIENCE
Head of Marketing
iSpring Solutions (SaaS eLearning)
Mar 2024 – Present
- Led the product marketing strategy of 2 global corporate EaD products for interprises, driving cross-selling and go-to-market (GTM) efforts across all channels, resulting in a 2x increase in monthly sales, a 132% rise in MQL leads, and in CR SAL to SQL from 1% to 1.3%.
- Created, tested, and scaled growth hacking strategies for iSpring, resulting in a 180% increase in web traffic, a 3x increase in LinkedIn followers, and improved organic traffic by 58% YoY.
- Led the entire product-marketing lifecycle, CusDev, persona building, pricing & packaging, new feature releases, and post-launch product marketing reviews.
- Planned and organized the company's presence at the HR conference Conarh, including event stand management and sales team preparation, generating over 500 leads and converting 98 into SQLs through targeted offline engagement efforts.
Digital Marketing Manager
Uber (on-demand services app)
Oct 2021 – Nov 2022
- Increased TOM by 8% in 6 months by launching niche marketing campaigns for users and reaching a total audience of 9 million (41.8% brand awareness) through a local marketing campaign.
- Reached 3 million via TikTok and Instagram influencers, resulting in a 2% increase in cross-service usage and a 3% boost in subscription awareness over 3 months.
- Led a social media project with cyber clothes, resulting in a total reach of 3,4 million, 12000 users.
Digital Marketing Manager
VK.COM (PaaS)
Jun 2020 – Sep 2021
- Managed 100+ influencer campaigns, generating $400,000 monthly revenue with 1% CR for an eLearning SaaS platform specializing in IT professions
- Delivered a YouTube series driving 63 deals for programmers, resulting in $300,000 in revenue.
- Led a collaboration project with Greenpeace, creating and producing a free online course "Turn on Green Mood", which was attended by more than 1000 users.
ADDITIONAL INFORMATION
Product Marketing Manager
Marketing Consulting for diverse tech PaaS startups
Nov 2022 – Mar 2024
- Conducted marketing research on 10% of the client base for a Canadian startup, delivering data-driven insights that refined audience segmentation and positioning, leading to sold-out events.
- Organized meetings to align project objectives with stakeholders´ goals, resulting in a 25% reduction in project delivery times.
- Improved the Customer Journey Map, resulting in 50% of the event’s online profit via SMM.
- Developed creative materials for a sales team, increasing the first deposit conversion rate from 10% to 18% and driving revenue growth.
- Recruited and mentored a team of 6 in-house employees in the local market, establishing content production with freelancers and agencies. Led SMM team and influencer marketing strategy.
Senior Account Manager
Jami, Nectarin, IWill (Marketing Agencies)
July 2016 – Jun 2020
- Led Lexus influencer campaigns, achieving 1.6M OTS and 533 leads for Lexus Design Awards.
- Managed Hyundai and Genesis social media accounts, ran content production sessions for the launch of 3 car models, and led a test-drive initiative across Russia.
- Improved brand health for Coca-Cola and McDonald's by managing a moderation team and addressing user feedback via YouScan.
SKILLS
Languages: English, French, Portuguese, Russian, Spanish
Data Analysis and Reporting: Stakeholder Management, Power BI, Tableau, Google Analytics, Microsoft Excel
Marketing Techniques: Cloud and IT Solutions Marketing, Product Market Fit, Growth Marketing, Funnel Optimization, Lead Generation Nurturing, SWOT Analysis, Market Research, Go-To-Market
Content Creation & Management: SEO Optimization, Webinar and Events Production, Influence Marketing, Social Media Marketing, Leadership, Cross-functional Collaboration, Speaking Engagements
Product Management: HubSpot CRM, Ahrefs, Salesforce, JIRA, Trello, Asana
VOLUNTEER
Mentor
Collaborated with community partners to offer a mentoring program for owners of international businesses.
Worked with kids to empower them with tools and education to safely explore, grow, and play online.
EDUCATION
- Jul 2018 - Master of Sociology
Lomonosov Moscow State University
Communicative Space of Modern Megalopolis
- Aug 2016 - Bachelor of Sociology
Lomonosov Moscow State University
Sociology of Communication
OTHER
- Certifications: Content Creation: Sustainable Social Media Strategies (Domestika, 2023), Diploma of Completion of Critical Thinking (Yandex School of Data Analysis, 2022), Google Ads Video Certification (Google, 2018)
- Professional Development: Ethics in the Age of Generative AI (NASBA, 2024), How to Lead and Inspire Change by Madecraft and Amber Vanderburg (LinkedIn, 2024)
- Speaker at conferences: Ex: iSpring Days, Tallinn Marketing Week