Gala Grigoreva

Adsterra

Chief Marketing Officer

April 2020 - present

In my most recent role, I inspire, guide, and manage a diverse team of marketing professionals, outsourced teams, and regional managers to reach ambitious business goals. I take charge of developing and executing a comprehensive marketing strategy, including creating KPI systems and improving reporting transparency. I lead market and competitor analysis, along with product evaluations and customer satisfaction research, to adjust strategies and drive profit growth. I create innovative traffic channels, introduce engaging content formats, and develop creative concepts to expand market reach. I utilise Power BI for in-depth analytics, ensuring that performance is closely aligned with company objectives and optimised for maximum impact. The values I have driven during this role include the following: - Boosted SEO traffic from inception, driving a significant profit increase. - Accelerated user registrations by five times and enhanced profit margins through targeted marketing campaigns. - Spearheaded a successful company rebranding, overseeing the process with meticulous attention to ensure brand integrity and market reception. - Engineered a 4x growth of the marketing team, implementing a performance metric system and establishing transparent reporting mechanisms. - Developed and executed a Martech strategy to amplify brand and product presence through targeted localisation efforts, strengthen customer loyalty with an internal Partner Care program, and championed a Corporate Social Responsibility initiative to reinforce the company’s ethical identity.

Integrated Professional Growth (IPG)

Co-Founder, Trainer

September 2024 - present

The IPG Program stands out as the only full-cycle corporate well-being training program in Cyprus, uniquely designed to enhance organizational success through a comprehensive focus on corporate wellness, professional and personal growth, and essential soft skills such as leadership, resilience, and Emotional Intelligence.

Changelly

Head Of Marketing

June 2018 - March 2020

During my tenure as Chief Marketing Officer, I led market research to guide product development and customer targeting using advanced analytical tools. I devised and implemented effective marketing strategies, managing substantial budgets to build a strong market presence and drive consumer engagement. I developed and optimised lead generation and customer retention funnels, integrating a diverse marketing mix to ensure comprehensive user activation. I applied strategic optimisations to conversion journeys, enhancing the user experience through the targeted use of trigger emails, web push notifications, and upselling techniques. The values I have driven during this role include the following: - Catapulted Monthly Return on Marketing Investment (ROMI) from 230% to an impressive 2400%. - Drove a year-over-year doubling of new user registrations, despite market downturns in the crypto industry in 2019. - Enhanced user retention rates by 73%, increasing the rate from 15% to 26%. - Boosted the most profitable organic traffic from 40K to nearly 100K monthly visitors, achieving a milestone increase over eight months. - Spearheaded the introduction of a mobile application that garnered 48K installations, a daily active user (DAU) base of 1,500, and contributed 15.6% of total revenue with an Average Cost Per Install (CPI) of just $4.38.

LoyaltyPlant

Head of Demand Generation

September 2017 - May 2018

During this role, I crafted marketing communication frameworks to establish brand presence and generate leads. I oversaw advertising campaigns across Google platforms, delivering 300-400 monthly MQLs while optimising budget efficiencies. I designed and executed a comprehensive digital strategy, automating lead generation, scoring, and nurturing systems by integrating website dynamics, CRM deployment, and marketing automation through trigger emails and calls. I cultivated and sustained media relations, securing free op-eds in niche US media outlets, averaging 5-7 publications monthly, effectively conserving the marketing budget. I organised efforts to secure unpaid interviews with industry analysts like Gartner, elevating the company's recognition in market research reports. I directed corporate rebranding initiatives and strategic HR branding, strengthening the company's position as an attractive employer. The values I have driven during this role include the following: - Directed a team that developed innovative marketing materials, boosting client engagement. - Orchestrated the creation of a steady stream of US clients through strategic marketing and communications efforts. - Overcame industry challenges by cultivating strong partnerships, expanding the customer base in competitive markets. - Enhanced lead conversion by collaborating closely with the US-based sales team, designing a tailored lead nurturing funnel with automated engagement sequences.