Projects

Driving 7x productivity growth and over 60% decrease in acquisition costs.

Together with a Content team at Picsart we looked at the content generation process and have changed the approach to internal design.
We have integrated ChatGPT, Stable Diffusion and DALL-e models to the daily work of a designer, and also changed the design workflows moving from "start from a blank page" to data informed "lego builder".  

Launched first global Nike Audio Guided run experience fuelling content led growth.

Instead of relying only on small physical events from Nike stores or using app as a tool, I led the charge first of an MVP launch via web app experience, and 3'000 sign-ups later, we got the ball rolling for Global NRC app, launching Audio guided runs created both podcast like experience and access to Run coach for anyone anywhere.

Famous football players, buddhist monk, runners from the community and influencers with millions of followers allowed us to get from 10 to 30 thousands runs logged for each AGR.

In 2022 we took a different approach for Picsart promotion during Ramadan, which led reaching our highest DAU to date 2.3M and 195% YoY growth in subscription trials.

 

My team repositioned Picsart MENA creatives and image from traditional and stereotypical to a more mature, modern, and hip. Full digital activation was done across all growth and engagement channels from ASO, SEO, paid acquisition, content, partnerships and in app improvements. We collaborated with various providers to offer a variety of Arabic fonts and also improved font navigation, worked on content discovery and flows optimisation as well as partnered with Apple and local TikTok influencers to boost top of the funnel growth. 

90'000 weekly active members and 20'000+ sign-ups for digital race

In 2017 I asked myself - what if we did not organise a race or sponsor one limited to one city, but use the power of NRC app and create first ever digital charity race happening across country to inspire thousands of people to run.

We partnered with Naked Hearts foundation, for every kilometer ran we contributed $1 to the charity. As a result, we had hundreds of earned media publications, few dozens of mentions from bloggers and celebrities like Natalia Vodianova, Naomi Campbell, Izabel Goulart and amazing 10X boost to NRC Weekly Active Users.

"This Startup Is Reshaping What It Means To Be A Sustainable Fashion Brand, From Materials Through To Products" Forbes

One of my favorite projects and engagements was advising Pangaia founding team about marketing strategy and positioning back in 2018 and 2019. We have created ideas of Pangaia collective, Pangaia missions and GTM strategy. I have helped launched their MVP, project managing marketing launch with D2C website launch,  ComplexCon event in LA, collaborations with influencers, press outreach with publications in BoF, Forbes, Complex Magazine and more.

Launched a collaboration between a city transport card Troyka and Nike with limited drop for World Cup 2018, creating a massive media reach and hype when card was sold on marketplaces 10X of its' value.

Card allowed self service access not just to public transport but also to Nike training facility.

 

Led media integration to the city transport app with Nike when instead of "Plan Journey" ride in the tube, people saw a button "Choose Go", which led to a digital quest game, in one day over 1'000 people joined the run instead of taking tube.

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Created City of Running project with a mission to inspire local runners across world to run from coffee-shops and galleries and meet new people. Since it's inception in Moscow with 40+ curated network of coffee-shops project grew to 15 cities and 4 countries just by power of Community and connects thousands of runners.