All mentors

Katya Ryabova

Product Marketer & Customer Researcher

Toronto, Canada (-05:00 UTC) English, Russian, Spanishfrom Toronto, Canada
Usually responds in 16 hours
Free
Price per hour
30 min
Time Blocks Available
5.00
10 reviews / 13 sessions
Tue
13
Next availability

Bio

*** Availability update *** I'm currently on maternity leave and accepting calls as much as I can, but my schedule is hectic and unpredictable. Thank you in advance for your patience! Occasional sightings of a cute baby on camera are also in effect :-) ---------------------- With over 12 years of experience in qualitative research, digital strategy, and PPC advertising, I bring the most value to mission-driven, fast-growing tech and subscription businesses that are ready to grow by understanding and serving their customers better. I am the founder of SMM Headquarters, a solo consultancy based in Toronto, Canada, that specializes in research-informed growth strategies. As a certified Customer-Led Growth consultant and research expert, I design and execute research projects, analyze customer data, and create campaigns that drive measurable results for my clients. I have a strong background in B2B SaaS, B2C subscription, and non-profit sectors. As a mentor, I hope to offer my experience in various sectors and the product marketing expertise I've accumulated to help founders and fellow product marketers build the best product they can while focusing on their customers as the driving force for their business.

Expertise

  • Product marketing

    Customer-focused and data-informed growth strategies for early growth-stage tech companies solidifying their product-market fit and refining their go-to-market strategy.

  • User research

    Target audience and customer research employing qualitative research methods, quantitative data analysis, and mixed methods research strategies for B2B SaaS and subscription business models.

Toolkit

  • Google Ads logo

    Google Ads

    With my interest and past focus on paid acquisition, I offered Google Ads management and strategy to small business clients in the past. While I do not explicitly consult on Google Ads anymore, I still keep up-to-date on its best practices, development and functionality.

  • Google Analytics logo

    Google Analytics

    I miss Universal Analytics, but Google Analytics 4 is not as scary as the community made it sound in the past. Very familiar and comfortable with GA for trends analysis and data overviews.

  • Google Tag Manager logo

    Google Tag Manager

    I have a basic working knowledge of tag implementation and management which has been helpful with small business clients and for my own internal analytics needs.

Industries

  • SaaS

    With my product marketing and research expertise, I bring the most value to the recurring revenue business model, including SaaS and subscription-based. My key clients are all building products in B2B SaaS or B2C subscription space.

  • Non Profit

    I've worked and collaborated with numerous non-profit organizations in Canada and the U.S., leading research initiatives, assisting with paid media strategy and social media marketing, and analyzing customer insight.

  • Consulting

    As an independent product marketer, certified Customer-Led Growth consultant and research expert, I design and execute research projects, analyze customer data, and create marketing campaigns that drive measurable results for my clients.

Experience

  • SMM Headquarters

    Research and Product Growth Consultant
    •smmhq.ca/

    As a marketer and experienced researcher, I serve fast-growing B2B SaaS, tech and B2C subscription businesses. My most successful clients are tech companies and non-profits who, despite having excellent marketing and product teams, lack the bandwidth to do what needs to be done when it comes to qualitative research and growth strategies. I come in as a consultant to design research projects, lead and execute the research itself, and analyze the findings to shape them into actionable insights that help the client teams drive sustainable product growth. With my involvement, founders and teams get the support to focus on their best customers and execute more effectively. I strive to approach my work in a communicative, transparent, and ethical way.

    ConsultingB2BB2CSaaSProduct ResearchMarket Research

  • Consigo Professional Corporation

    Marketing Director

    I led the customer acquisition initiative for an accounting and bookkeeping startup, utilizing digital marketing and advertising campaigns, social media, networking, startup community mentoring, info sessions and presentations to reach our target audiences. I was also responsible for all aspects of customer experience from initial website visits to order delivery. Writing, editing and publishing a wide variety of marketing materials for web, social media and email channels was a big part of the job. I strived to establish and maintain outspoken social media presence for the company to increase brand awareness, ensure brand visibility and encourage customers to get in touch in the manner most convenient for them.

    AccountingMarketing

  • Sweet Home Abroad Apartment Rentals

    Chief Operating Officer

    As Sweet Home Abroad COO, I oversaw all daily operations at the company, including managing contractors, orchestrating brand marketing, monitoring social media presence, curating online content and handling of key clients and VIP guests. My key responsibility was to form and maintain partnerships with reputable accommodation companies in Spain and across Europe to ensure our clients got access to the best vacation properties that were well-maintained and effectively managed.

  • Toronto 2015 Pan/Parapan American Games Organizing Committee

    NOC Assistant

    I volunteered as an NOC Assistant for Toronto 2015 Pan Am Games, and this role, while part-time, stretched over the course of one year starting with Pre-Games period and participation in Chefs de Mission Seminar to actual full-time volunteer work during the Games. I was assigned to the National Olympic Committee (NOC) of Bolivia, supporting team officials and delegation members in every aspect of their Games experience, from language and interpretation assistance to administrative duties and driving of the official Pan Am vehicles. I was based at the Pan Am Village for the duration of the Games, a restricted area where no members of the public or press were allowed to enter, except with official passes and permits.

  • Sweet Home Abroad Apartment Rentals

    Customer Service Manager

    The role involved providing all-around support to guests before and after booking, including answering enquiries, facilitating bookings, clearing issues with payment, arranging key transfers and much more. I did extensive article and copy writing, creating content for the company website, blog and social media. I also maintained an active property database, updating it regularly.

  • Sweet Home Abroad Apartment Rentals

    Hospitality Manager

    As Hospitality Manager, I was working in Barcelona, Spain, assisting owners with operation of local properties, maintaining the check-in and check-out schedule and creating cleaning schedules. I helped with booking of transportation for guests, when needed, and managed the database of new and incoming bookings. All the while I kept fulfilling the responsibilities of my Customer Service Manager role.

  • NJOY.CA Corporation

    Customer Service Manager and Copy Writer

    Working part-time, I provided email and over the phone support to customers booking accommodation in Whistler, British Columbia. To measure customer satisfaction and increase the quality of services the company provided, I created and distributed customer satisfaction surveys, reporting on the results. I wrote copy for the company's website as well, including apartment descriptions, articles and travel advice.

  • University of Toronto

    Undergraduate Research Assistant

    - Research Assistant to Asst. Prof. Anna Korteweg - Research Assistant to Asst. Prof. Erik Schneiderhan Department of Sociology, University of Toronto and University of Toronto Mississauga (UTM)

  • University of Toronto

    Administrative Assistant

    Department of Language Studies, University of Toronto Mississauga (UTM)

  • University of Toronto

    Research Assistant

    - Research Assistant to Ms Wendy Schrobilgen - Research and Media Assistant to Prof. Guido Pugliese Department of Language Studies, University of Toronto Mississauga (UTM)

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