I’ve been behind the scenes of these
Innovative Companies
Why founders and CMOs choose to
Work with Me
My mission is to promote human-centered marketing that communicates brand value ethically and sustainably.
Crush these common marketing flaws
Before They Crush You
I’ve listed here the most common issues I identify when auditing marketing activities and improving marketing strategies in companies.
1. Promotional messages don’t correspond to the company’s positioning and values
2. Customer acquisition specialists are bringing in the wrong target audience
3. The team is guided by misleading KPIs
4. The company ignores other potential markets
5. The company doesn’t have a clear business strategy
6. Marketing goals don’t align with resources
7. The company operates without considering legal, technological, and social risks
8. The company’s product does not align with current market trends
9. Strong competitive advantages are not communicated effectively
10. The brand’s tone of voice and visual identity are inconsistent
11. There is no defined customer journey funnel
Cut Costs. Increase ROI.
Use the Power of Digital Marketing Strategy
I’ve outlined the key areas I focus on when developing a marketing strategy for a company.
- 1. Macro Environment Analysis
- 2. Micro Environment Analysis
- 3. Marketing Audit
- 4. Marketing Strategies and Market Segmentation
- 5. Marketing Mix
- 6. Customer Journey Funnel
- 7. Implementation Plan
- 8. KPIs
- 9. General Content Matrix
- 10. Technical Tasks to Profile Specialists
| Block | Why it matters |
|---|---|
| Analysis of main external factors that can influence your business. | Political, economic, social, technological, legal, and environmental: each of these factors can represent opportunities and threats to your organization. |
| Identification of structural and cyclical changes in the market. | Adjust your products to maintain competitiveness and relevance. Identify these changes to understand their impact on business growth or decline, and to explain fluctuations in orders from specific countries, audiences, industries, periods etc. |
| Identification the market by pace of changes: stable, dynamic, turbulent. | Understanding how often to revise strategies, analyse competitors, set the duration of strategies, and schedule their implementation. Understanding reasons of business growth or decline and explanation of order fluctuations. |
| Analysis of future and current market trends. | Understand possible decline or growth of the company which can be associated with the following or ignoring trends. Open new areas of improvement for your product. |
| Block | Why it matters |
|---|---|
| Identification if the market is declining, stagnating or growing | Allocate resources based on market growth or decline. Adapt products to market conditions. Use market trends to mitigate risks. Adjust marketing to align with consumer behaviour. Inform strategies for market share or loyalty. Guide investments based on market potential. |
| Market needs; target market audiences; market competition; product and service categories/segments; profitable countries, sectors, and industries, etc. | Tailor products or services to meet market demands; Leverage competitive landscape insights to differentiate and identify strategic partnerships. Focus efforts on the most profitable sectors and industries to optimize resource allocation and maximize returns. Develop pricing strategies based on regional willingness to pay and service value to maximize revenue. |
| Competitive rivalry, threat of new entrants, bargaining power of suppliers, bargaining power of customers, threat of substitute products or services. | High intensity may lead to price wars and innovations. Strategize on differentiation and customer loyalty. Evaluate market entry ease; barriers like start-up costs and brand loyalty affect threat levels. Acknowledge customer influence on pricing; Identify risks from substitutes to drive innovation and product stickiness. |
| Selection criteria for our competitors, compiling matrix of all possible competitors, defining direct and indirect competitors. | Competitor mapping helps track competition, highlight key players in the market. |
| Deep analysis of 5 direct competitors in comparison with your company. Light analysis of indirect competitors for interesting strategic and tactical ideas. | To understand competitors’ goals, identify their strategies, and comprehend their moves and next steps. Knowing this, we can plan our own. |
| Analysis of consumer’s behaviour, values, trends. Generational marketing aspects. | It will help to understand their behaviour and feelings and adapt brand’s communications, product/service and communication channels to their needs. |
| Block | Why it matters |
|---|---|
| Identification of important resources for the successful realization of product/service: men, money, machines, materials, markets, brand positioning, patents, customer loyalty, technologies. Analysis of current state of resources availability. | Find weak points that prevent company from moving forward. Understanding the full spectrum of available resources, both tangible and intangible, allows a company to allocate them more efficiently. Make informed decisions about where to invest and how to position yourself in the market. Better understand company’s unique strengths and how you can leverage them against competitors. |
| Analysis of competitors’ advantages and defining the competitive advantages of your company based on material and non-material resources. | Define your company’s competitive disadvantage, competitive parity, temporary competitive advantage, unused competitive advantage, long-term competitive advantage. Troubleshoot and take a stronger position than the competitors for the consumer. |
| Analysis of competitors’ service/product portfolio, revision of your company’s portfolio. | It will help: defining the role of the product in the portfolio and identifying potential with subsequent sales target setting; allocation of budgetary resources among products; launching/phasing out (expansion/optimization) of products. |
| Analysis of brand presence and health in comparison with your direct competitors. | It helps to understand how developed your brand is, discover points of improvement and state brand goals. Also we will find out the best channels and approaches for promoting the brand. |
| Analysis and classification of obtained information based on microanalysis, macroanalysis and your company’s audit. | It helps to figure out main work directions relying on strengths and weaknesses of your company and market threats and opportunities. |
| Block | Why it matters |
|---|---|
| Identifying the best possible strategy in respect to the current and new markets, as well as with existing and new product. | Understand if focus on expanding the existing markets, developing new markets, enhancing product lines, or creating entirely new products. |
| Vision, mission, company goals review with recommendations. Review and update of marketing goals. | Define the company’s purpose and primary objectives. Setting long-term direction and marketing objectives that are not just about immediate gains but also about advancing towards this future state. |
| Identifying segmentation criteria. Prioritizing the most attractive target segments. Ideal company profile creation. PoC analysis. Discovering main rejections and covering them. | More efficient targeting by focusing resources on the segments most likely to respond positively to the company’s offerings. Tailoring marketing messages to resonate more deeply with each specific segment. |
| Revision of company’s brand positioning with comparison to competitors’ ones. Update of brand positioning. Review/development brand architecture. | Understanding what makes the brand unique compared to competitors, focusing on strengths and key attributes that appeal to the target market. Capturing attention and fostering customer loyalty. |
| Block | Why it matters |
|---|---|
| Analysis of physical and non-material characteristics: design, quality, technologies, advantages, branding, services, warranty; conception review; market research; business resources review & investments; development stage; launch stage; package. | Analysis of these aspects help ensure that the product is well-designed, meets market demands, utilizes resources efficiently, and is supported by effective marketing strategies. |
| Revision of tone of voice and visual identic on different touchpoints with the client and on different communication channels. | To stay differentiated from others and to have its unique charisma. To keep brand consistency. |
| Analysis and offering the best suitable pricing strategy and activities. Analysis of current clients database. | Ensure that the pricing not only reflects the value of the product and aligns with the overall brand positioning but also meets the market conditions and customer expectations. |
| Analysis of physical place, geographical coverage. | Make adjustments in marketing tactics and product offerings due to cultural differences. In physical locations, the environment can significantly impact customer satisfaction and their overall experience. |
| Analysis of all possible assets that are related to physical evidence. E.g. digital tools, communication channels, work environment, presentation materials. | To create a cohesive and compelling brand narrative, enhance customer experiences, build brand loyalty. |
| Analysis of people and processes within marketing area, service culture in the organization, compliance with standards and procedures, speed of service, speed of reaction, processes automation, clients complaints, rejection reasons. | To create a cohesive and compelling brand narrative, enhance customer experiences, build brand loyalty. |
| Analysis of advertising, PR and events, direct marketing, promotional activities, personal sales (in B2B, direct sales industry), sponsorship, exhibitions, etc. | Ensures that the strategies are in line with the overall marketing objectives and are effectively contributing to the achievement of business goals. Identifying the successful elements of the promotional mix and areas that require enhancement. |
| Analysis of media consumption of the customer. List of all possible digital and alternative media channels. | Direct the tactical execution of campaigns and also align the marketing strategy with consumer behaviour and preferences. |
| Budget/resources calculation for strategy implementation. | It will help to do marketing with forecasted investments. |
| Business goals revision. Review and update of marketing goals. | It helps to better plan all business and marketing activities. |
| Strategic and tactical recommendations for each digital channel/approach. | Provide specialists with better orientation and clearer specifics for their work. Stick to the same strategic vision. |
| Block | Why it matters |
|---|---|
| Creation of funnel based on previously discovered information. Each funnel stage will include information on customer goals, customer thoughts, customer actions, customer pain points, brand goals, interaction channels, communication messages, destination points, KPIs. | Such a funnel provides a structured approach to guiding potential customers towards making a purchase while aligning marketing activities with both customer needs and business objectives. |
| Block | Why it matters |
|---|---|
| Compilation of implementation plan with the deadlines. | It will help to keep to one direction of work focusing on the one principal goal. |
| Block | Why it matters |
|---|---|
| Setting KPIs for each block of 7P: > Product > Price > Place > Physical evidence > People > Processes > Promotion | Understand if we are approaching our goal, and what are the potential points of improvement. |
| Block | Why it matters |
|---|---|
| Creation matrix of content ideas for all channels used in a strategic funnel. | Provide specialists with better orientation and clearer specifics for their work. Stick to the same strategic vision. |
| Block | Why it matters |
|---|---|
| Implementation guidelines to the profile specialist aligned with general strategy: > SEO > PPC > PR > E-mail marketing > Content > Design and Development > Sales > Service Delivery > Customer Experience > Product | Provide specialists with better orientation and clearer specifics for their work. Stick to the same strategic vision. |
Basic Marketing Instruments Used
PESTL analysis, Porter’s Five Forces framework, Strategic map of competitors, 5M, VRIO, GE (McKinsey) Matrix, SWOT & TOWS, Ansoff strategies, SMART, VBBP, Know-Try-Buy-Served, 7P, SMART.
Review Your Strategy
Let’s discuss which strategic blocks are relevant to your business, how much time their execution will require, and what deliverables you’ll receive.
Briefing
Collection of input data and initial business context.
Familiarization
Deep dive into the industry, niche, company structure, and product offering.
Execution
Work and completion of each strategic block.
Revision Sessions
Meeting with comments, and Q&A after completion of each strategic block. Requests for info necessary for performing a task.
Feedback
Filling out form on work satisfaction with me.
Finalization
Work and completion of the whole strategy.
Presentation Session
Meeting with the comments and Q&A on the whole strategy.
I’m Open to Long-Term Partnerships
I Partner with no More than Two Clients at a Time
Services
I’ve got hands-on experience across
90% of Marketing Functions
Domains of Expertise
AI & Machine Learning Software
FinTech
E-commerce
Academic Services
Customer Support
Payday Loans
Travel & Tourism
Data Labeling
Website Builders & SaaS Platforms
