Anna Usacheva

Experience

• 

  Student Council of SPbSU

  Sept 2011 - May 2014

  Board Member

  1. I launched the publication of a student magazine at the faculty.2. I managed the council’s social networks: doubled the number of subscribers in 3 months.3. I introduced the tradition of the faculty week, the annual festival of scientific, cultural and sports events.4. I developed new system of PE in university.

• 

  Interparliamentary Assembly of Member Nations of the Commonwealth of Independent States

  May 2012 - May 2012

  Intern in PR Department

  1. Prepared a press and post release of the event for the IPA official website, which were highly appreciated by the management;2. Prepared a draft speech for Mrs Matvienko at the opening of the IPA.

• 

  Committee for External Relations, St. Petersburg

  Mar 2014 - May 2014

  Intern

  1. Translated over 60 official documents and letters to organize the activities of senior management;2. Prepared a draft letter to the Consul General of the Kingdom of the Netherlands on behalf of G.S. Poltavchenko;3. Organized a meeting, accommodation, transportation and accompaning of a foreign delegation in St. Petersburg: conducted business correspondence and meeting minutes, prepared a report on the results of the meeting with the expenses.

• 

  Gazprom Export

  Jun 2016 - Jul 2016

  Intern (LNG export department)

  1. I drew up an analytical report on the technological, legal and economic potential of the company to enter new markets, including more than 200 potential end users.2. I made 3 presentations for the strategic management of the company.3. I prepared analytics for part of the Gazprom Group quarterly report.

• 

  Severstal | Leading steel manufacturer in Russia

  Jul 2017 - Jan 2020

  Marketing Manager

  1. I organized the development of marketing strategy to promote the company in a new market (export of oil and gas pipes to Europe and the Middle East):- identified target markets and unique trading offers for them, - selected promotion channels, - prepared analytics for the advertising campaign.2. I managed company’s participation in 2 international exhibitions (Italy and the UAE):- organized the selection of exhibitions for the team, - managed stand building and all general issues, - prepared marketing materials (catalogs and videos) and promo site.3. I trained 2 new marketing employees (work standards, products and production technology).4. I provided analytical support for sales team (market capacity, major players, development trends), including the preparation of a presentation on the company's marketing strategy for Investor Day 2017 (London). Show less

• 

  Severstal

  Sept 2017 - Jan 2020

  1. Project for export sales efficiency improving:- I organized the work of a distributed working group (St. Petersburg, Cherepovets, Lugano) using Agile tools (SCRUM),- improved production technology to increase efficiency and reduce production costs,- changed production costs calculation to reduce prices to market levels.2. Project for the first export supply of oil and gas pipes (Slovakia):- organized the work of the cross-functional team (gathered employees from each function, created a system of interaction between them for projects in sales),- I was responsible for communication with the client from submitting a tender application to submitting commercial offer and daily feedback on delivery status,- supervised the timing of the project, distributed tasks among the participants in the working group.3. The project to improve the quality of products and internal customer orientation of production shops (project participant):- developed a tool for testing the workshop employees' knowledge of the basic tools of lean manufacturing and quality management in a quiz format,- developed a tool for express analysis of the “as is” condition before the start of the project in the form of a personnel questioning system. Show less 1. I organized “as is” analysis of the women’s status of women in the company:- formulated hypotheses of low percentage of women in company management,- tested hypotheses using statistical research and in-depth interviews with company’s employees,- compiled a roadmap for the development of women in the company.2. Built a system of events for the professional development of employees.3. Over 3 years, the number of club members increased from 0 to 1000 and a trend was formed for women’s career development. Show less

  • Project Manager

    Feb 2017 - Jan 2020

  • Women Club Committee Member

    Sept 2017 - Dec 2019
• 

  Предприниматель

  Jun 2020 - now

  Marketing Communications Freelance

  As a full-fledged marketer, conducted 4 complete projects:1. Developed marketing communications strategy for Oz Forensics:- Conducted competitor research in terms of media, social media presence, marketing communications effectiveness and brand voice,- created a marketing communications concept: proposed a new stage of the marketing funnel and an omnichannel approach to communication,- proposed a pool of media for collaboration, types of content to be created according to CJM stages, types of email chains to be developed and automated,- developed a KPI system for the brand's marketing communications.2. Creation of CJM for MTS: conducting survey, in-depth interviews of customers, identifying bottlenecks and forming recommendations for LTV, NPS and average check growth.3. Formation of product hypotheses for TalkBank: custdev of 5 audience segments (students, self-employed, bachelors, families without children, families with children), identification of unmet and unexpressed needs, creation of hypotheses on products and their promotion.4. Marketing support in Aggreko company:- Organized the work of creating and maintaining a Facebook group for the company,- Was responsible for writing for the corporate blog,- PR: wrote articles about the company's work and organized their placement in industry media (energybase, neftegaz.ru). One of the articles brought the company 2 leads, with 1 of which a large contract was signed;- Developed omnichannel marketing strategy in Azerbaijan;- Organized the start and launch of PPC-campaign in Kazakhstan, Azerbaijan and Turkey,- Was responsible for email marketing in Azerbaijan and Turkey.As copywriter, I specialise in writing for business blogs, social media, and public media. Customers: SIBUR, Lukoil, Sber, Inside Lab, AntiForum, Purrweb, Haiku. Show less

• 

  Columbus | IT consulting company with over 7500 projects per year

  Nov 2020 - Apr 2023

  Marketing Communication Manager

  Developing integrated marketing campaigns (SMM, PR, SEO, SEM, Email, content, webinar series, etc.); conducting marketing research: market analysis, competitors, audience, trends, and target industries development forecast; preparing expert materials and articles for media publication; participating in developing an annual strategy for the company's promotion based on CJM and in-depth market analytics- Developed a social media marketing plan that included a content calendar, posting schedule, and publication formats, resulting in x3 followers growth on social networks- Organized systematic work with the media that led to a total coverage increase of 1.2 million for the year and helped to achieve the #2 brand per awareness without a PR budget- Prepared optimized materials for SEO initiatives, propelling the company’s website into the top 10 search results- Generated 1,000 marketing leads each year, with a 5% conversion rate to opportunities- Optimized marketing budget, increasing ROMI by 10%- Organized work on presenting the company's solutions (content marketing): gathering information from experts, preparing brochures and articles, regular release of materials.- Developed an annual strategy for company promotion and brand reputation management, including CJM, custdev and in-depth market analytics.- Participated in the development of client proposals for the client relationship practice.- Participated in the rebranding of the company: together with the team she analyzed the current state of the brand, competitor brands, developed a new name, brand philosophy, positioning, tone of voice and brand marketing communication. Show less

• 

  Garage IT | International fintech company operating in 180+ countries

  Jul 2023 - now

  Executing content strategies for social media platforms, developing concepts, content plans, video scripts, storylines, and post texts; coordinating SMM activities, including post scheduling, task distribution among 2 design teams, content quality assurance, and ad-hoc performance analytics.- Spearheaded content strategies for regional platforms (Instagram, Facebook, X, YouTube), resulting in a 10% increase in ERR- Successfully revamped the Instagram profile, implementing a new profile description and optimizing highlights, leading to a 5% increase in follower growth over 2 months- Developed compelling storytelling for promotional campaigns that received positive feedback, contributing to a 5% rise in CTR- Coordinated marketing initiatives that elevated the total reach to 12 million across markets in India, South Africa, and NigeriaLead the corporate marketing community: internal blog of marketing trends, organisation of expert presentations. Show less

  • Head of Media Copywriters

    Oct 2024 - now

  • Creative Content Marketer

    Jul 2023 - now