Projects
Icecric Evolution
As the Product Owner and Head of Marketing at Icecric, I led the development and execution of a comprehensive product strategy that transformed Icecric into a competitive player in the sports betting and online casino industry. My role involved managing a cross-functional team of 70 professionals, including product managers, developers, designers, and QA specialists, ensuring alignment with the company’s long-term vision.
Key Contributions:
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Product Strategy & Roadmap: Developed and communicated a clear product roadmap that aligned with business goals, driving forward-looking innovations and ensuring market competitiveness.
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Agile Implementation: Championed agile methodologies, overseeing sprint planning, backlog grooming, and retrospectives to ensure team adaptability and continuous improvement.
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Market Research & Competitor Analysis: Conducted thorough market research and competitor analysis to identify opportunities for product enhancements, ensuring Icecric stayed ahead in a rapidly evolving industry.
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UX/UI Collaboration: Worked closely with UX/UI teams to prioritize features that improved user experience and customer satisfaction, driving engagement.
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Marketing & Customer Retention: Led multi-channel marketing campaigns, focusing on customer acquisition and engagement. Implemented CRM strategies, which increased customer retention by 48% using Optimove, significantly improving loyalty and reactivation rates.
Through a blend of strategic thinking and hands-on leadership, I successfully managed Icecric’s growth, driving impactful results in both product development and customer engagement in a fast-paced, regulated industry.
Benza Boost
At Benza Sports, I led a comprehensive digital marketing and SEO-focused project aimed at boosting brand visibility and driving online sales for a growing sports equipment brand. My role centered around the development and execution of an integrated digital strategy designed to elevate the brand’s presence in a highly competitive market.
Key Contributions:
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SEO Optimization: Implemented advanced SEO strategies, including keyword research and on-page optimization, leading to a significant improvement in organic search rankings and a 50% increase in website traffic.
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PPC Campaign Management: Launched and optimized pay-per-click (PPC) advertising campaigns through Google Ads, targeting key demographics and sports enthusiasts, resulting in a notable increase in lead generation and online conversions.
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Email Marketing Strategy: Developed and executed a targeted email marketing campaign using Mailchimp to re-engage existing customers, segmenting audiences based on user behavior and preferences. This resulted in higher open and click-through rates, boosting customer retention.
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Content Creation & Branding: Led the creation of engaging content, including blogs and product descriptions, to enhance the brand’s digital footprint and strengthen its connection with the target audience.
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Cross-Channel Marketing: Managed the brand's presence across social media platforms and executed integrated marketing efforts that contributed to an overall increase in brand awareness and customer engagement.
The project successfully positioned Benza Sports as a key player in the sports equipment market by driving organic traffic, increasing lead generation, and improving customer retention through strategic and data-driven digital marketing initiatives.