On this page, you can find my successful projects
PRODUCT LAUNCH, iSpring LEARN
As part of iSpring Solutions' expansion into Brazil, we launched iSpring Learn, a Learning Management System (LMS) for enterprises. Since the product was relatively new in the Brazilian market, the main challenges were generating high-quality leads and positioning it as a trusted solution for corporate e-learning.
The goal was to generate leads from HR professionals and corporate training decision-makers interested in LMS and eLearning during March-April 2024.
Tasks:
- Identify target industries, company size, and decision-makers to ensure lead quality.
- Analyze competitions and key differentiators to position iSpring Learn effectively.
- Develop and execute a multi-channel marketing strategy.
- Equip the sales team with ebooks, demo resources, and pitch decks to convert leads into customers.
To execute the campaign, I implemented a multi-channel strategy, combining webinars, influencer partnerships, media collaborations, and content marketing. Here’s how I led each initiative:
1️⃣ Market Research & Strategic Positioning
Competitor & Industry Analysis
- I gathered data from other territories where iSpring Learn was already active, analyzing client lists and industry segments to identify the most relevant market opportunities in Brazil.
- I reviewed our CRM data, categorizing existing leads and customers based on company size, industry, and HR needs, allowing us to prioritize high-potential segments.
Customer Discovery (CusDev)
- I conducted customer development interviews (CusDev) by calling potential clients and asking about their current LMS solutions, pain points, and decision-making factors.
- These conversations provided valuable insights into barriers to adoption, preferred LMS features, and key decision drivers among Brazilian HR professionals.
- I scheduled demo calls with competitors to evaluate their sales pitches, pricing strategies, and unique selling propositions (USPs).
Defining Marketing Messaging
Based on my research, I developed three core content pillars that resonated with the target audience:
- Onboarding – how iSpring Learn accelerates new hire training and improves retention (HR)
- Corporate Culture – how LMS tools enhance learning culture and professional development (Employer branding).
- Digital Transformation – "your first eLearning software" (TD, hypothesis for growing teams)
2️⃣ Led Generation
1. Webinar with HR Influencer (Aline Sousa, 660k followers)
- Identified and contacted an HR industry expert with a strong audience to co-host a webinar introducing iSpring Learn.
- Wrote the webinar script, promotional materials, and speaker briefing, ensuring alignment with the audience’s interests.
- Prepared a designer briefing for promotional visuals and social media posts.
- Managed the live webinar, including technical setup, moderation, and audience engagement.
- Ensured post-webinar distribution across LinkedIn, YouTube, and bloggers channels.
Result: 87 leads, 8 demo requests, more than 1500 views on-live, an engagement rate of 185 likes, and 204 comments.
LinkedIn Webinar Link: Watch Here
2. Lead Magnet – E-book for HR Professionals
- Conducted research on common LMS challenges in HR to develop relevant and engaging content.
- Coordinated with native speakers to localize the language for the Brazilian audience.
- Published the e-book on the Brazilian website.
- Managed promotion strategy to generate downloads.
- Result: 124 leads, 18 marketing-qualified leads.
- Ebook Link: Read Here
3. Strategic Partnerships for HR Lead Generation
- Researched and contacted HR consulting firms and industry organizations to establish content partnerships.
- Negotiated a co-hosted webinar with EBB and MakeLove, to increase reach.
- Developed a content plan, briefing partners on messaging, webinar structure, and target audience.
- Managed logistics, from registration setup to event moderation and follow-up marketing.
- Ensured lead transfer to the sales team, verifying that follow-ups were conducted regularly.
- Distributed the webinar recording across social channels and partner media.
- Result: over 552 website visits, 271 leads, and 21 marketing-qualified leads.
4. Article with RH Pra Você
- Identified RH Pra Você as a key HR media platform to enhance industry credibility.
- Wrote and pitched an article on corporate training strategy, tailored to the Brazilian HR audience.
- Provided designer briefing for visuals and structured content to match publication standards.
- Managed publication and follow-up distribution across LinkedIn and HR networks.
- Ensured that lead information from article engagement was shared with sales for outreach.
- Result: 21 leads and over 200 website visits.
- Article Link: Read Here
3️⃣ Challenges
One key challenge we faced during the campaign was identifying the decision-making structure for LMS adoption, which differed significantly from that of other enterprise software products. Direct lead generation efforts were not always enough to drive immediate conversions, as prospects required more education, internal alignment, and proof of value before making a decision.
To address this, we shifted part of our focus toward brand awareness and long-term engagement strategies to build credibility and nurture leads more effectively. One of the key initiatives we implemented was the Training Marathon—a structured content-driven campaign aimed at educating HR professionals and corporate trainers on LMS benefits.
📌 Training Marathon Initiative: View Here
4️⃣ Results
1) Generated a total of 308 leads over two months.
2) Significantly increased product-specific leads, from 50% to 89% of new leads.
3) Enhanced Marketing Qualified Lead (MQL) conversion, raising MQL share from 50% to 71%, improving lead quality.
4) Implemented 5 new lead nurturing email sequences, improving engagement and guiding prospects through the funnel more effectively.
5) Boosted lead-to-MQL conversion rate, increasing from 19% to 49.1%, improving sales efficiency and lead qualification.
6) Achieved significant traffic growth, with referral traffic increasing from 364 in total (March-April-May 2023) to 1,901 in total in the same period in 2024, driven by partnerships and content distribution.
7) Established a New Marketing Channel, now contributing 25% of all monthly leads, diversifying lead sources and increasing overall inbound potential.
Additionally, the campaign improved brand awareness, increased audience engagement, and provided the sales team with structured content for nurturing leads.
CONARH, iSpring Solutions
With my sales and marketing team, we spent three days at the Brazilian HR conference Conarh 2024. It was the first offline conference of a Brazilian team.
Tasks
- Collect the information for a better portrait of a buyer's persona
- Led the creation of all marketing materials
- Make an onboarding for the sales team and organize the role-play for each sales manager
- Invite 8 speakers and organize the panel at our stand with topics about HR strategy, training, onboarding, and corporate culture.
As a result, we generated over 500 leads and converted 98 into SQLs through targeted offline engagement efforts.
U THE CITY, Uber
Special project with cyber clothes for Uber, which combines virtual and real life.
More than 2,000 users submitted applications to try on a digital outfit, and 50 winners were randomly selected.
The project reached over 3 million users, including a new audience segment for Uber from fashion, creativity, and contemporary art.
People could try on our cyber outfit, inspired by our users, online thought sending us their photos. But we went further and released the collection in the real world too!
Goals, results, and photos in a presentation
The article with all the details about the project (Ru)
SILVER MERCURY AWARD, Uber
https://www.silvermercury.ru/winners2022
Our project "Party on the Bus" for Uber received an award at the International Festival Advertising and Marketing Communications Silver Mercury in the categories:
- "Best Brand Loyalty Campaign",
- "Best Event Marketing Campaign",
- "Best Marketing Campaign of Branded Content & Entertainment".
The #ubernik New Year campaign for the Uber brand brought together cover musicians, bloggers, and residents of St. Petersburg, Kazan, and Krasnodar. In specially designed holiday motorhomes moving around three cities in Russia, everyone could make a trip, listen to a live concert on wheels, and get memorable souvenirs.
6 cover musicians
- 1565 songs
- 700 guests
- 158 kilograms of tangerines
See photos and more information
GO-TO-MARKET, Galaxion Rio
Galaxion Rio - a family exhibition about Space in Rio de Janeiro
Tasks
- Create culturally relevant marketing materials across all digital channels
- Conduct a market fit analysis and correct the pricing politics
- Implement marketing automation and create processes into sales, influence marketing, and social media performance
Results
- Launched the website and TikTok based on local trends and increased Instagram’s average ERR from 0.11% to 5%. Managed the work of local freelancers.
- Analysed the current marketing funnels, implemented a chat-bot, resulting in 50% of the online profit through the Instagram channel, and supported the launch of the group tours with the implementation of Salesforce as a CRM system.
- Organised the TV presents and worked with influencers via barter format, providing the content and reaching a total of 53K followers and 20+ bloggers' posts per month.
CONTENT PRODUCTION, Lexus
Photoshoot in Lake Baikal
Results
- Organised a team of 8 people to complete the trip to Siberia (models, production team, professional pilots), managing 5 cars present in a village
- Managed the photo and video shooting in -50 C
- Organised lifetime editing and published the content on Social Media
Look at these results and engagement of the audience: video 1, video 2.
TAGLINE AWARD
Our strategy for the brand "Klinskiy" received the award for the best social media.
Results:
1. Maximization of coverage of target audience in social media with ER preservation.
The average Engagement rate for VK is 2,47% and 1,78% for Facebook.
2. Growth of the community of the brand is up to 35K subscribers (including the outflow) on VK and up to 8K subscribers on Facebook
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