Natalia Babaeva

Experience

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  Media Relations

  Jun 2009 - Sept 2009

  Copywriter

  I was writing all kinds of texts for a web analytics startup. The great thing about it was that I learned a lot about online analytics tools and methods and how it's all working from the inside.

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  Yandex

  Oct 2009 - Nov 2011

  Copywriter

  I was working for the Commercial Department of Yandex (the "Russian Google") writing on technical topics (and learning) about web analytics, advertising platforms, adwords and Yandex.Direct and other sides of the online marketing. I also took park in marketing brainstorms and planning sessions of the Search Engine. Meanwhile I was reading a lot about marketing and a year later ended up studing marketing in UC Berkeley.

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  Играноид

  Oct 2011 - Jul 2012

  Founder, CMO

  It was a web service about computer games that me and the team (there were 4 of us) were developing as a "night job". My role was to do marketing and to think about how to get money out of the project. I was the only person working on the project full time which was a great mistake. We ended up having a blog, Facebook and YouTube Channel with multiple videos and a strategy without even having the project launched. We were not keeping pace so I had to go for a "real job" and the project was closed. I'm actually happy it turned out this way as I'm not a big fan of computer games (turned into critic) and was feeling terrible promoting it daily. Show less

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  Mann, Ivanov & Ferber

  Jul 2012 - May 2017

  My responsibility was to create new products and strategies to achieve bigger sales. The publishing house is famous in Russia for its innovations. We made some revolutionary moves in the industry.With the help of my team that grew up from zero to more than 20 ppl, we built IT and marketing products, held lots of experiments and built the income sources that didn't exist before. — We renovated the web-site, launched a e-commerce that ended up making 10% of the wast company profit in just a year. — We built SEO-strategy that brought us double SEO-traffic in the first year, the next year it doubled again, and than almost double for the third time. — We built content strategy, automated emails, a number of very successful SMM-channels. We were followed by a million people in total, they generated more that half of the online sales.— I played the role of a Product manager in the Scrum process for the IT-teams, developing e-commerce and other IT-products of the company. I also hired the first members of the team. Show less I was a risky candidate — they took me to the team to wait and see where in marketing I could apply myself. At the time the company was mostly selling offline and I was the only one to take care of the online side of the marketing. I started with a bunch of experiments — landing pages for books, New Year Book Catalogue, B2B promo page. All of them were successful and brought big value within the first six months. I also took responsibility over 2 basic metrics — online traffic to site (it was doubling every year after I joined the company, before it was stagnating) and the platform including SMM and email (both grew several times). I also was the product owner for the outsoursed IT-team and for the content managers. Show less

  • Strategic Planning Director

    Oct 2014 - May 2017

  • Marketing PM

    Jul 2012 - Oct 2014
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  Self Employed

  May 2017 - now

  Business Change Consultant, Content Strategy Consultant

  I help companies grow teams of change-makers. I build marketing and content strategies for new products and self-brand professionals.

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  School for Changers

  Dec 2017 - now

  Founder

  We build the community of innovators and prepare every person on your team to become a change-machine.Our goal is to spread the best innovation tactics among literally everyone willing to experiment and bring the new in whatever s/he's doing. We help to develop soft skills for change. We also teach agile principles, design thinking, kanban, scrum, creativity, growth hacking, startup principles, etc. We translate complex concepts about innovation to the language of simplicity. We teach how to acquire different soft and hard skills to be culturally prepared to change. Show less