Iurii Poliakov

• Coordinated ad campaign preparations, ensuring timely execution, accurate setup, and KPI achievement, while troubleshooting issues on custom Criteo DSPs.
• Responsible for tracking, analyzing, and optimizing campaign performance to align with client goals and KPIs.
• Worked with in-app traffic to optimize campaign performance and ensure alignment with client KPIs using analytics platforms like AppsFlyer and Adjust.
• Managed gaming and iGaming campaigns, ensuring effective targeting, ad placements, and performance optimization for maximum ROI.
• Worked on 3 different projects over the course of 2 years, successfully completing all assigned tasks.
• Identified and reported bugs, collaborating with escalation and R&D teams for resolution.
• Conducted GeoLift and Sales Lift studies to measure the impact of ad campaigns
• Contributed to process improvement efforts, helping develop new tools and workflows to increase team efficiency.
• Created and maintained dashboards in Grafana and the Criteo slicer to monitor system performance, individual campaign entities, line items, and other key metrics.
• Implemented alerts to streamline DSP/SSP performance monitoring using Grafana and an internal slicer.
• Utilized SQL to extract and analyze data for troubleshooting and optimizing campaign performance.
• In 2024, managed 55 advertisers across 2 projects simultaneously, with 71% of advertisers showing a 161% growth compared to the previous year.
• Assisted in maintaining a client summary table.

• Coordinating ad campaign launch preparations, ensuring timely execution, correct setup, and KPI achievement.
• Budget planning for banking products, utilizing both internal (Segmento) and third-party inventory (myTarget, VK, Facebook/Instagram, TikTok, Yandex Direct, Google Ads, DV360) to achieve client and internal business KPIs.
• Launching multi-channel ad campaigns: programmatic, external channels (social media, search engine advertising), Sberbank’s inventory, and Ecosystem clients, considering their unique characteristics.
• Successfully executing campaigns using all available tools, proposing and testing hypotheses.
• Daily tracking and optimization of campaign margin.
• Advertising campaign analytics (mid and post-campaign analysis).
• Worked with in-app traffic, utilizing analytical systems such as Appsflyer and Adjust for performance tracking and optimization.
• Identifying and gathering new target segments, expanding existing ones.
• Communicating with account managers, including:a) Providing feedback on campaign progress. b) Proposing changes to campaign settings that need client approval. c) Requesting feedback from the client. d) Solving problems that arise during campaign execution. e) Assisting in communication with clients on technical issues, preparing proposals, renewals, or upselling.
• Collaborating with other departments to increase campaign effectiveness and address client inquiries.
• Solving non-standard problems aimed at improving qualitative campaign metrics and generating additional revenue while meeting business KPIs.
• Managing personalization tasks for Sberbank's web applications and Ecosystem clients.
• Mentoring and training new employees.
• Preparing technical instructions.
• Overseeing the operation of Segmento on the supply side, monitoring commitments with suppliers and sellers.
• Monitoring campaign performance at all levels, using success criteria such as Retention, client and external auditor evaluation, reports from verifiers, and year-over-year revenue growth.
• Effectively promoting Sberbank products: mortgages, deposits, debit/credit cards, investments, bonds, business loans, letters of credit.
• Meeting client KPIs, achieving business goals: effective CPA, NPV alignment of products.
• Conducted Sales Lift and Brand lift studies to measure the impact of ad campaigns

Achievements:

• Positioning Segmento as a top 3 performance channel for Sberbank’s flagship products.
• Achieving top 3 ranking in media metrics (CPU, CPV) for Segmento.
• Segmento’s Share of Wallet reached 20% against competitors: Yandex, Google, Facebook, Mail.
• Achieved a CAGR of 22%.
• Managed top brands such as Sberbank, MTS, Ozon, Avito, Tinkoff, Toyota, Mitsubishi.

• Managing advertising campaigns with multi-million budgets.
• Planning, creating, and setting up ad campaigns on VK, myTarget, Facebook, Instagram, and Telegram.
• Analyzing ad campaigns using Google Analytics and Yandex Metrica.
• Promoted mobile apps through Instagram and Facebook advertising.
• Used Appsflyer and Adjust for analytics and performance tracking of mobile app campaigns.
• Media planning.
• Optimizing ad campaigns based on business KPIs.
• Creating target audiences using parsers (Cerebro, TargetHunter, Segmento Target, OKTarget).
• Leading the creative process for ad content.
• Preparing reports on campaign performance and providing recommendations.
• Monitoring KPI achievement and campaign timelines.
• Training employees.
• Conducting A/B testing.
• Managing third-party contractors.

Effective collaboration with top brands including: NYX, NSPK MIR, Discovery Channel, TLC, Pandora, Hilding Anders, City 21st Century, GE (General Electric Company), DOC+, Mazda.

Achievements:

• Successful promotion of TV shows aimed at increasing the average reach of episode views (according to TNS data).
• Reduction of CPM, CPC, CPI, and CPA rates (followers, contest participants, leads) for top 100 brands.
• Led the successful certification process of the agency with VK.
• 402 leads (applications) for offline pre-sales visits at 12.36 rubles per lead.
• 1335 applications for participation in a video contest (creating a tutorial video on makeup for YouTube) within 1 month.
• Achieved targeted actions on a real estate website, with 654 rubles per action.
• Promoted Telegram sticker packs with 14 rubles per sticker pack install.

• Develop media plans and monitor KPI compliance.
• Formulate strategies for social media group development and performance indicators.
• Develop brand presence concepts in social networks, blogs, and forums.
• Participate in the development of brand strategy and content policy for social media.
• Content creation and promotion of social media groups.
• Interact with contractors, designers, and copywriters to ensure unique content for websites.
• Analyze social media communities.
• Maintain user engagement in groups, actively participating in discussions and forums.
• Select platforms for specific projects.
• Develop special projects and contest activities in social media.
• Work with motivated traffic.
• Organize social media activities (promotions, contests, giveaways, social projects, etc.) to engage potential and existing customers.

Effective collaboration with brands such as: Estel, Kinder, Nivea, Adrenalin, Olympic Games in Almaty 2022 (nominee), Durex, Yves Rocher, Nestle Fitness, CNN, J7, Ministry of Tourism of Cuba, Ministry of Tourism of Macau, Dr. Nesterenko Clinic.

Achievements:

• Successfully collaborated with popular bloggers and influencers such as: Rakamakafo, Yuri Khovansky, Nik Chernikov, missAnnsh, Galina Bob, Irena Ponaroshku, etc.
• Increased the number of followers through targeted advertising and cross-posting. Examples:
  VK: 15,429 followers in 5 months;
  Facebook: 13,966 followers in 5 months;
  Instagram: 7,951 followers in 5 months;
• Reduced the cost per follower on social networks to 3-25 rubles.