Professional Experience
Head of Personalization — Magnit OMNI
July 2025 — Present
Mobile Application & Ecosystem
Led personalization projects under the CHANGE approach: transitioning from segment-based to individual offer selection, growth-hacking hypotheses, and process/infrastructure transformation.
Key Achievements
- Built a process for launching and testing growth hypotheses in the mobile app (MAU 20M): go-to-market time for a test — one week.
- Implemented ML-based audience selection (look-alike user acquisition for subscription product, targeting purchase-prone users): 10x business impact (2M RUB retail turnover in control group vs. 30M in test group).
- Launched 20+ tests in under six months, 7 of which were successful (statistically significant positive impact on business and product metrics, scaled to the full user base).
- From October 2025, launched and maintained personalization of the "cashback categories" product: from 20 shared categories to 200 total. Individual category selection per customer via ML model (targeting acceptance and purchase within a category). Business impact: 2x growth in active user base (from 4.7M to 10M MAU for the feature).
- Q2 2026 upgrade of "cashback categories" personalization: from 200 to 1,068 categories (reward size variations, accruals across different price tag types) with ML-based per-customer selection. Business impact: reduced investment volume without a drop in ARPPU, enabling per-customer economic management.
Personalization Projects Lead — Sber
February 2022 — July 2025
Unified B2C Personalization Platform
Responsible for time-to-market of personalization projects and the business impact of personalization scenarios. Launched personalization across Megamarket, SberSpasibo, Zvuk, Netologia, SberZdorovye, Edutoria, SberAvto, SberAds, MRIYA Resort & SPA, SberLead, and OKKO.
Key Achievements
- Launched personalization scenarios in Megamarket (homepage shelf, cart, product cards): GMV from recommendations grew by 5%+. The partner dropped their third-party SaaS solution in favor of our product following a series of A/B tests.
- Launched the disruptive "Power of Sound" scenario in Zvuk (streaming): Average Time Spent grew to 4.2 hours in-app.
- Launched transformer-based organization recommendations in the 2GIS mobile app dashboard: 2x increase in coverage, 1.5x increase in CTR and business-connection actions.
- Launched personalized service selections at MRIYA Resort & SPA (HoReCa) on SberTV: 2.4x GMV from recommendations.
- Launched personalized collections on the Netologia homepage — fastest launch to date, 4 weeks from brief to production-ready solution and A/B start.
- Managed account management and legal coordination for pilot organization: legal preparation and approval time cut in half.
- Developed a "Rules for the Use of Recommendation Technologies" template, enabling projects to proceed without being blocked by potential legal issues — now used across several ecosystem companies.
- Developed a model for assessing the impact of personalization on KPIs across key industries (e-commerce, entertainment).
PMM — Antison
November 2019 — September 2021
Driver Condition Monitoring System
Responsible for new client acquisition, pilot launches, and conversion to commercial contracts.
Key Achievements
- Secured Skolkovo residency for the project (tax benefits, access to cluster infrastructure).
- Completed the Sber and 500Startups acceleration program (Sber500) — from application and bootcamp selection through to Demo Day (pitch before Herman Gref, Sber ecosystem leadership, and other companies); secured strong PR and direct engagement with Sber ecosystem companies.
- Acquired and brought to pilot stage key clients: SladkayaZhizn+ (logistics), Kastor Group (hazardous goods transportation), Unilever, Norilsk Nickel, LENTA.
- Attracted key partners: Sinara Transport Machines and Renaissance Insurance.
- Selected for corporate acceleration programs at Russian Railways (RZhD) and Russian Post — converted into pilot projects with high implementation potential.
- Prepared an implementation case for GUP Mosgortrans — recognized as the best in the "Logistics" category by the Rusbase Digital Awards 2021 jury.
PMM, Investor & Developer Relations Lead — Fluence Labs
November 2017 — October 2019
Decentralized Platform for Serverless Computing
Responsible for relationships with early and new investors, blog reach in target segments (investors and developers), and brand awareness within the community.
Key Achievements
- Conducted a DApp Survey on decentralized applications — the publication received 3K views in the first 24 hours, was featured in target media (VentureBeat, Hackernoon), and generated strong community feedback.
- Ran several successful developer events in Berlin, Minsk, and Moscow that attracted new users to the product.