Inna Chernikova

Inna Chernikova - ·-· linkedin.com/in/inna-ch/ 3 Orton Place, 174 Merton Road, Wimbledon, London, SW19 1EF, UK Head of Marketing A results-oriented Head of Marketing with 11 years experience. Led and managed the marketing of digital products and fast-growing international startups across fintech (covering securities, payment solutions, CEX, Web3, DeFi, blockchain, crypto), artificial intelligence (AI), IT, and advertising sectors. Deep expertise in tailoring marketing to the needs of different business models B2B, B2C, SaaS, marketplaces, and service providers. Strong track record in helping businesses master the 4Ps, and achieve product-market fit and monetization through crafting a comprehensive marketing strategy, encompassing brand, communication, and channels. Demonstrated ability to build robust marketing ecosystems and efficient marketing departments from the ground up. First-hand experience in leveraging AI tools and methodologies to reduce marketing costs, enhance departmental efficiency, and drive business growth. Key Competencies ● ● ● ● Marketing strategy Brand Development Communication strategy Channel marketing Product Marketing Demand Generation Full Funnel User Journey AI Marketing Transformation Team leadership Operations management Budget Management Performance Metrics Analysis Professional Experience Head of Marketing New Age Group: Overchain (NACE) - Crypto Payment Ecosystem New Age Partners - Financial Consulting Services Compare Money Transfer - Money Transfer Services 2024 - Present Engagements included: ● Strategic Planning. Developed and executed a comprehensive go-to-market (GTM) strategy to successfully launch a new crypto payment gateway platform, positioning it effectively in the market. ● Market Analysis. Conducted in-depth market research and competitive analysis to identify opportunities, threats, and emerging trends, allowing for strategic adjustments in response to the competitive landscape. ● Brand Management. Led the development and management of the company’s brand identity, including crafting the mission, vision, and values. Established a cohesive brand style and developed a communication strategy that resonated with target audiences. ● Digital Marketing. Spearheaded the execution of digital marketing initiatives, encompassing SEO, PPC, social media, and content marketing, resulting in increased brand visibility and engagement. ● Team Leadership. Built and led a high-performing marketing department. Provided strategic guidance, coordinated with agencies, and fostered a collaborative environment within the internal marketing team. ● Managed marketing budgets, optimizing resource allocation to achieve maximum cost-effectiveness and ROI. Fractional CMO, Marketing Consulting Octogamma - Fractional CMO Services (B2B Service Provider) 2021 - Present Worked with a range of clients as a Fractional CMO to help them establish robust marketing capabilities. Engagements included setting overall strategy across the 4Ps, building marketing teams (typically 5-10 FTEs) and leading day-to-day operations to deliver a range of mission-critical results including establishing customer acquisition and retention, enhancing conversion rates, reducing Customer Acquisition Costs (CAC), and delivering significant increases in Return on Marketing Investment (ROMI). Engagements included: ● Executed in-depth market and competitor research to identify unique differentiators, contributing to increased market share and enhanced brand recognition in competitive landscapes. ● Developed comprehensive marketing and go-to-market (GTM) strategies, establishing clear Unique Value Propositions (UVP), positioning, and messaging frameworks that enhanced brand perception and customer engagement. ● Implemented and optimized marketing channels across the customer journey, achieving significant improvements in awareness, acquisition, activation, and retention metrics. ● Delivered websites with optimized SEO and CRO, featuring clear UVPs and structured funnels, leading to a measurable increase in conversion rates and organic traffic. ● Established analytics tracking and marketing reporting dashboards, empowering businesses with actionable data insights to drive informed decision-making. ● Led the integration of AI tools and methodologies, streamlining marketing operations and reducing time-to-delivery by 50%, while also cutting operational costs. ● Provided bespoke marketing consulting and execution services, aligning with brand-specific needs to support and fulfil distinct company objectives. Clients were from a number of different sectors, including: Slavi.io - DeFi Wallet (B2C, FinTech) Slex.io - Crypto & Commodity CEX (B2C, B2B, FinTech) Granium.io - CEX (B2C, B2B, FinTech) СryptoWallet - Custodial Crypto Wallet & Crypto Card (B2C, FinTech) Teliqon - Сommunication solutions provider (B2B SaaS) MindSync - AI Marketplace for Data Science (B2B Marketplace) Datrics - no-code AI platform (B2B SaaS) ProCrypto - Community Management Marketing Agency (B2B Service Provider) DeHouse - Furniture production company (B2B Production) Head of Marketing Stobox - Tokenization Service Provider (B2B Service Provider, SAAS) 2020 - 2021 As CMO of Stobox, I pioneered a global Go-to-Market strategy for a ground-breaking product in an emerging market. I built and led a robust marketing department, crafting a clear, multichannel brand communication, that positioned the company as a leader in the STO space and educated the target audience about Security Token Offerings (STOs). Within six months, I established five effective acquisition channels, generating over 250 B2B leads and delivering $2M in revenue. Accomplishments: ● Implemented a Go-to-Market strategy that created the company's lead-generation process and delivered $1.5M in revenue in 6 months. ● Developed a brand strategy that clarified brand essence, leading to a 60% boost in awareness, a 30% increase in customer trust and brand searches, and a 25% market share growth. ● Launched an SEO-optimized corporate website with CRO-enhanced funnels, achieving top 10 Google rankings and increasing lead conversions. ● Developed a lead scoring and analytics system to design the Ideal Customer Profile (ICP) and buyer personas, enhancing Stobox's communication strategy. This led to more effective marketing and sales communication and an increase in successful client deals. ● Delivered a multichannel content marketing strategy across blogs, social media, YouTube, interviews, PR, community forums, and guest posting to build trust and brand awareness. ● Implemented a strategy for Stobox's YouTube channel that drove 30-fold increase in subscriber count, continuing to drive sustainable growth. ● Strategically established a comprehensive end-to-end marketing analytics framework, integrating CRM and automated Data Studio reporting to enhance visibility across all marketing channels and resources. This initiative provided the foundation for data-driven decision-making, optimizing marketing ROI. ● Led a combined team of 17 people (internal, freelance, and agency) achieving a 20% increase in campaign productivity and stronger brand consistency. Head of Marketing Ecombix OY GoMage - Magento Development Agency 2019 Crafted and implemented inbound lead generation channels, resulting in x3 growth of new clients in the pipeline, and catalyzing revenue growth. Overhauled website architecture and marketing funnels, achieving an 11% increase in conversion rates. Executed SEO, content marketing, and content distribution initiatives that significantly increased organic traffic, boosting website visibility, driving growth in customer acquisition. Implemented comprehensive digital marketing analytics and reporting, which resulted in reduced Customer Acquisition Cost (CAC), improved Return on Marketing Investment (ROMI), and delivered fresh business insights. Head of Marketing Ecombix OY Sellbery - Multi-Channel listing platform for eCommerce (B2B SAAS) As a marketing leader, I established and led a new marketing department, formulating its structure, marketing strategy, and activities from the ground up. Initiating and implementing 6 new lead generation channels, I drove an impressive 344% boost in user acquisition in 90 days. I enhanced website conversion rates by 10-15%, integrating user activation and retention activities to boost engagement. The implementation of affiliate and referral programs, alongside co-marketing campaigns, scaled up marketing efforts, creating a cost-effective method for customer acquisition. It has also boosted backlink generation and improved SEO. In parallel, I worked with the product department to establish comprehensive digital marketing analytics, resulting in enhanced data-driven decision-making. Head of Marketing Insight Whale | Digital Marketing Agency (B2B) 2018 - 2019 As the Head of Marketing at a leading crypto digital agency (directing crypto and tech vector) I delivered comprehensive digital marketing strategies and integrated marketing programs, leveraging the full marketing mix to achieve specific business goals and client objectives. I successfully managed a diverse team of 20+ marketing professionals. I played a pivotal role in establishing the marketing department's framework, standardized processes, and a training program to enhance team expertise and collaboration. I was also responsible for media planning and budget allocation including monitoring and reporting on marketing effectiveness, delivering weekly and monthly insights to clients, and consistently maximizing marketing ROI for client businesses. Clients were from a number of different sectors, including KickIco - Crowdfunding platform (B2C, B2B, FinTech) CryptoSpace - Blockchain Conference (B2C, crypto conference) Whirl - pay it forward crowdfunding platform (B2C) BnkToTheFuture - Global Online Investment Platform (B2B, FinTech) Shakuro - apps, websites design and development Raven - IoT solution Head of Marketing AdSpoiler | Advertising & Analytic tool for Vkontakte (B2B SAAS) 2017 Accomplishments: ● Improved marketing department and structured all marketing channels and activities, managing a team of 5 marketing specialists. ● Ran acquisition channels such as SEO, PPC, display ads, content marketing, referral partners, CPA, etc., significantly increasing online visibility, driving higher traffic, and reducing customer acquisition costs. ● Achieved significant growth and 'AHA' moment by implementing an onboarding process for new users. ● Improved the customer journey at every stage of the AAARRR funnel, which increased conversion rates and sped up the time to purchase. ● Set up cross-channel marketing activation and retention activities using triggered and regular emails, app notifications, pop-ups, remarketing, and customer support, which reduced churn and increased the lifetime value of each customer. ● Enhanced the referral program, helping to reduce Customer Acquisition Cost (CAC) by 15%. ● Improved the community on the VK group and Telegram channel. ● Boosted customer LTV, ARPU, and increased sales through promotional activations. Case Study details available here. Marketing Manager Publicfast - Influence Marketing Platform (B2B Marketplace) 2016 Strategically negotiated with potential and existing advertisers, guiding clients through the launch of advertising campaigns, including the development of campaign mechanics, communication strategies, budgeting, and KPI forecasting. Managed multiple projects and campaigns simultaneously, ensuring timely delivery within budget to the satisfaction of clients. Oversaw day-to-day communication with agencies and marketing partners (influencers), ensuring strategic alignment with clients' brand values, objectives, and target audiences. Account Manager, Digital Marketing Manager Doodle Video - Video Production (B2B Service Provider) 2014 - Feb 2016 As a Marketing Manager, I owned the client relationships, scoping work and managing every aspect of the client relationship across the delivery lifecycle. I managed a team of 7 tasked with content creation, delivery and optimisation. Key responsibilities included ensuring overseeing the video creation lifecycle, ensuring quality control, and streamlining team coordination and scheduling. I vigilantly monitored adherence to deadlines and maintained high video quality standards. Additionally, I managed project documentation, recruited key production personnel. My role also encompassed publishing and optimizing videos on YouTube, enhancing search visibility. I built a strong reputation for on time, to budget delivery of high quality videos which consistently led to high conversion rates. Education Kyiv State Maritime Academy (KSMA),- Bachelors Degree - Finance (Honours) Master's Degree - Finance (Honours) Wharton Business School University of Pennsylvania, 2013 Digital Marketing certification covering branding, customer centricity, marketing strategies Languages English: Fluent (Excellent skills in writing, reading, listening, and speaking) Ukrainian: Native proficiency Russian: Native proficiency Driving License Full, clean driving license