Passionate about building special, meaningful products and making people happy. Everything I do is somehow aimed to significantly improve the quality of life for people.
Launched several startups from 0 to 1, learned how to build products at scale in a high-growth international eComm. Love to help with career and product management.
Music gear junkie, coffee geek, and amateur adventurer during the rest of my life.
Now was a small team to experiment with business models and customer journey in the mental health market that started inside Profi holding. Profi is a leading Russian B2C service marketplace with >1M professionals and >5M orders annually.
Launched platform MVP to test first business model from scratch in <4 months with a team of 2 people (designer and a no-code developer) that includes 3 user roles (client, diagnostician, psychotherapist) for 2 platforms (web, mobile web) and integration with Profi app for first product tests. Supervised and helped with general operations in parallel.
Prepared and executed 8+ product tests during 3 months after launch, supported by analytics and user research. Increased overall CR by 2.3 times with multiple flow steps redesigns, tested multiple pricings and customer journeys.
Pioneered a zero-code approach in Russia with no code written during the first year of the company for massive cost-cutting on development before finding product-market fit, our platform is built on Bubble and integrated with outer systems via Integromat.
Decided to stop and focus on other ventures after Feb 2022.
Growth Product Team Lead @ Joom
2020 – 2021
Joom is one of the fastest-growing international eComs in the world with 300M+ users.
Joined Joom to learn how to do things "right" way on a large scale, with lots of cross-functional interaction, experiments, and dependencies.
Led Growth product team of 17 people (including 2 product managers), driving LTV growth of Joom users via experiments with first sessions and retention mechanics.
Created processes that significantly (x1.5+ based on surveys) increased motivation and involvement of team members, tested on my team, then rolled out on others.
25+ product tests prepared or executed with solid results in test groups, for example:
x1.5 more push permissions granted with the redesign of permission funnel;
30% newcomers GMV / Profit boost via systematic onboarding improvements;
10% GMV / Profit boost via several discount mechanics based on one's activity;
8% loyal users GMV boost via introducing of the loyalty program;
7% GMV / Profit boost with personalization tool for the main app page.
5+ pieces of research executed to support team's decisions, e.g.: competitors' research for a European country, usability tests with UX team, loyalty systems research.
Left Joom to follow my entrepreneurial / startup path with much more responsibility and opportunity to move from 0 to 1 myself.
You can watch some examples of my work In this video from our annual conference Joom In 2021, starting from 10:22:
Onboarding experience
Loyalty program
Personalization tool
Co-founder, Chief Product Officer @ Mera
2019 – 2020
Mera was DOC+ bootstrapped business unit - an ecosystem of wellness products based on evidence science with the main one being a personal nutrition assistant in messenger.
Grew Mera up to $150k cumulative revenue, 1k+ users, and positive UE in 9 months. Was responsible for P&L and 7 people management.
First-year traction included a successful pivot, after that in a nutshell: constantly growing revenue with 24% CMGR; notably positive and constantly growing contribution margin (became profitable before G&A costs in 3 months); several B2B contracts including one of the biggest Russian steel companies; 50+ product/marketing tests done.
Despite rapid growth with a little team, succeed to maintain excellent product metrics: 89% successfully lost weight with an average of -2.7 kg/month, 84% of users told 4 friends about Mera on average.
Decided to freeze the product due to the pandemic and merger of DOC+.
Here is an example of smart hacks we've used to build and automate things fast (we've been rocking zero-code before it was a thing in Russia)
DOC+ was a healthcare company created to change primary care, increasing its accessibility, affordability, and quality through digital health technologies (from EHR to AI-based diagnostics), selective implementation of marketplace mechanics, white-label digital health SaaS for clinics in insurances internationally. >$25M venture investments, 400 people in the team at peak, in one of the hardest industries and VC environment in Russia, "startup of the year 2016" by rbc.ru.
DOC+ merged with Doctor Ryadom (leading Russian telemedicine company) in 2020.
I was one of the first employees and participated in scaling from 5 to 400 people.
Built half of the product with my bare hands, switching and combining roles:
Business Analyst → Product manager → Head of digital products
Defined and executed digital products roadmap, supporting company growth up to 200K orders with $7M cumulative net revenue. Was responsible for 3 key areas: B2C Product (40% of B2C orders used mobile app, 4.7+ app rating), B2B Product (modular SaaS platform), Internal products (mobile/web app for doctors, customer service system).
Created from scratch and led a team of 4 PMs and 1 analyst, personally interviewed 60+ candidates, and hired 3 PMs. Assisted team members to grow talent and improved product processes by proactively researching, testing, and integrating best practices into DOC+ toolkit (custdev, experimenting, financial modeling, prioritization, etc.).
Sold and implemented Xm USD enterprise-scale digital health platform for one of the largest medical insurance groups in Russia (top-3) with over 40m clients and >$1b revenues, is the first partnership of this kind and scale on the Russian market: from business negotiating, financial modeling and drawing decks to hardcore tech product development, managing 25+ people across 6 teams: design, front-end, back-end, iOS, Android, testing.
Increased mobile app checkout-to-purchase conversion rate х3 by a complete redesign of the doc-to-home checkout flow, also resulted in a +5% increase in average revenue per order.
[more below] ... and much, much more, as expected in a high growth startup
Kickstarted the international sales process with the development of a digital health platform page, resulting in a bunch of foreign digital health platform leads.
Piloted white label telemedicine app with top-4 telecom operators in Russia with over 10m clients and >$5b in revenues, providing their customer base with access to DOC+ digital health ecosystem.
Developed and automatized supply-demand management system, which allowed to rapidly scale operations and proved its effectiveness during 2 high seasons.
improved efficiency of B2B sales department by establishing processes and process mapping, structured knowledge base, integration and automatization of CRM, transparent department management via implemented KPI & metrics system. Launched several products with top-tier federal partners, such as top-5 banks or leading Russian ob-gyn centers.
Launched drug booking from 3000+ pharmacies of 3 top-tier chains for mobile app clients in Moscow and Saint-Petersburg.
Significantly lowered call center costs in UE by work speed acceleration and improved key call center SLAs by building a custom web interface for agents with automated scripts and order processing, call sorting algorithms, and valuable IT integrations (e.g. telephony).
Lowered transportation cost by 30% by analyzing transport usage and introducing a compensation plan for doctors.
Managed customer service of 14 people for about a year: introduced systematic approach for customer service from scratch via strategic and operational management based on metrics, KPIs, and analytics; developed financial model and optimized shifts, providing ~$60k savings per year, hired 9 agents out of 184 candidates, developed entire onboarding process for new operators with detailed instructions and tests.
Here is DOC+ product demo showcasing how the mobile clinic helps you in any usual medical case
You can watch me and our art director explaining some cases from the mobile clinic at one of the most famous design conferences in Moscow, 2018:
Checkout redesign
Smart chat design
Occasionally mentor on product management
2017 – Now
I love helping people. Sometimes I mentor friends, colleagues, and new people on different stuff: from growing as a specialist to landing a product job. Usually, they thank me later. Examples:
Helped an old friend with a 2-year non-working gap due to studying abroad to get a job as a project manager at the largest Russian Tech company: from resume review to suggesting materials to study and learn. She still works there and gets promotions.
Helped an old friend to move from a system analyst role to product management in an international bank, then he became responsible for bank mobile app development.
Currently helping juniors and product wannabes with their transition or first steps in product management.
Other fun stuff from the past
Infinitely ∞ long since being 16 years old
I'm always been hungry for testing things, building stuff, and trying to help others. I often consult others or build my own things to keep my skills sharp.
2021 - Product Advisor at Aura Devices
Currently helping a hardware wellness company to implement a product approach and move to the development of its own digital products utilizing data collected by hardware by developing product culture and expertise within the company, diving deep into their goals and needs, and mentoring one of their project managers to help to switch to product role.
2020 - Co-founder, Builder at Optimum podcast
Optimum was a podcast on how to live the longest, healthiest, and happiest life possible.
We talk to recognized professionals in different fields (doctors, sportsmen, nutritionists, entrepreneurs) who are passionate about the beauty of life and live to their fullest.
I was responsible for "building" the whole thing - from website to post-production. Grew up to 15k+ subs and 400k+ listenings with zero marketing costs via careful guest selection and a free promo combination strategy. Was featured in Yandex.Music Editor's choice compilation and some others. Stopped working on the podcast after half of the year due to a lack of time.
Consulted one of “Emerging 50 Rising Stars” in Fintech by KPMG on US market entry on a contract basis: conducted current state of US banking desk research, competitors & current solutions research; developed framework and managed 50+ respondents cust dev process; crafted recommendations on US market entry, product MVP and pre-sorted product backlog.
2015 - Product Manager at SimpleMeeting
Took the first attempt to create a service to help people to arrange their meetings by automatically selecting convenient time based on each participant’s calendar: designed the initial idea of the service, led the team of 7 co-students, "building" a startup by the book. First cust dev, first landings built by myself, first weekly reports. Shut w/o building anything.
2014 - Mobile games developer on my own
Been passionate about programming and casually practiced building 2 mobile games, but after several months have quit to "get a real job". Eventually led to better.
🧑🏻🎓 Education
National Research University Higher School of Economics, Moscow
Bachelor of Business Informatics, 8.31 / 10.0 GPA, top-20% of the course
🌞 Other
I love to live my life to the fullest when I’m not working. I enjoy tasty food, exploring different tastes (mostly coffee), doing long walks out in nature or in the city center watching architecture and weather. I play guitar with my friends or on my own and have a collection of musical gear - from one-of-a-kind guitars to a big pedalboard full of stompboxes.
Check out my Instagram to learn more about my lifestyle.
