Mikhail Shal

Experience

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  MY coffeeshop chain and franchising

  May 2019 - Jan 2020

  Chief Communications Officer (CCO)

  Organization of PR and marketing activities for a chain of coffee shops and franchising.Stopped working due to the pandemic, because coffee shops were closed.

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  Пачка

  Jul 2020 - Jan 2021

  Communications Specialist

  Experience Highlights:- Establishing and managing a dedicated media network, overseeing media mentions, TV, and podcast sessions with experts.- Conducting interviews with leadership to streamline communication strategies.- Creating diverse content, including column texts, blog posts, and video scripts.- Editing various platforms such as blogs, landing pages, product details, and newsletters.- Developing scripts for commercials, educational videos, and YouTube shows.- Orchestrating filming, podcast recordings, and creative advertising campaigns for social networks.- Managing comments and reviews, actively enhancing online reputation.- Spearheading innovative special digital projects, demonstrating creativity and adaptability.- Maintaining a corporate channel for external product communications.- Collaborating seamlessly with internal teams and external contractors.Key Achievements:- Cultivated relationships with leading UGC editorial offices of Russian publications focused on business and technology.- Achieved a total coverage of over 50,000 in materials published with mentions of company experts.- Successfully launched two image-focused YouTube shows featuring top specialists and managers from the digital, media, and IT spheres.- Improved advertisement conversion to registration through the strategic use of video content.- Established an effective system for managing reviews on various online platforms.- Released a unique special project - the "most useless CRM," Tachca. Mostrar menos

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  Karuna

  May 2021 - now

  Experience Highlights:- Debriefing of business requests and tasks, as well as initiating such requests - Market and Target Audience Analysis- Producing research and surveys- Building data-driven hypotheses for positioning- Development of the brand's creative strategies for achieving business and marketing goals- Management of the creative team in developing concepts and content for advertising campaigns - Creative direction and content validation - Development of ideas, concepts, and content- Analysis of digital marketing campaign results- Building and improvement of the brand marketing process in the companyKey Achievements:- Developed creative strategies for 10 multi-channel campaigns in 7 countries- Hold creative direction of 50+ projects- Achieved key metric growth up to 160% of the plan after implementing creative concepts in key regions. The campaign in Türkiye (key region) set a record for the highest CTR and the lowest CPL in the history of our presence in this geo- Over 6 months of the campaign in key regions, ensured growth in relevant brand perception characteristics by 3-20%, reduced brand denial levels by 4-11%, and increased conversion from intention to deposit in Türkiye by 18%- Developed creative strategies for brand launches in new regions: Latin America and Brazil- Developed the brand positioning for a specialized app for VIP users.- Built the strategic brand marketing process for key regions- Facilitated interaction between marketing and production teams Mostrar menos Experience Highlights:- Direct report leading a cross-functional team consisting of designers and creative copywriters - People management, execution of performance reviews, and team development - Analysis of customers' requests, debriefing, decomposing, and preparation for execution - Task allocation between in-house and outsourced teams - Full-cycle content delivery from prioritization and planning to quality control and results analysis, working with Scrum - Creative direction and facilitation of ideation meetings - Process improvement, workflow automation, development, and maintenance of documentationKey Achievements:- Retained the team during a mass offboarding of department management- Developed and implemented a 6-grade skill-level system for copywriters and designers - Introduced processes for creative pair collaboration within the team - Broaden the number of units of work the team can handle in 2 times - Integrated an outsourcing agency into the workflow, which increased the department's capacity 2 times - Implemented collaboration processes between the creative and customer teams at earlier stages of task development - Improved the quality of produced materials according to customers' feedback - Led the transition to a new project in Jira, configured custom processes and automation for enhanced project management - Created a practical, extensive knowledge base for the team and clients in Confluence Mostrar menos Experience Highlights:- Crafting English texts for diverse creative platforms, including websites, banners, letters, and press releases - Scripting for advertising and educational videos, clips, and integrations for bloggers - Developing creative concepts for advertising campaigns, spanning from local to global levels, with a focus on the overarching product idea - Generating innovative ideas for effective implementation in various marketing activities - Working with a wide range of regions Key Achievements:- Formulated a creative concept tailored to a large South Asian country, effectively addressing business communication goals - Conceived a Big Product Idea and developed a creative concept for the successful launch of a business in new Asian regions - Described and adapted creative development frameworks to optimize processes and tasks within the organization - Implemented a creative approach to project management for a comprehensive campaign on Spotify, showcasing adaptability and innovation Mostrar menos

  • Creative Lead / Strategist

    Jan 2023 - now

  • Creative Team Lead

    Sept 2022 - Jan 2023

  • Senior Creative Copywriter

    May 2021 - Jan 2022
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  Freelance

  Sept 2021 - now

  Creative Generalist

  Development of creative concepts, special project ideas, positioning, brand platform, namings, slogans and providing consulting services for businesses, festivals, and just so :)