Hello! My name is Serafima Volchkova
Let me introduce myself - I specialize in product marketing for FinTech, Ecom, and TravelTech.
I follow a data-informed approach while embracing unconventional marketing strategies and ideas.
I believe that a successful product should always be customer-centric and stand out in a competitive market.
CONTACT ME
telegram: @serafimavolch
hello@serafimavolchkova.ru
Experience
2023 – Present
Travelata
MARKETING PRODUCT OWNER
Optimizing user acquisition and retention across all marketing channels: SEO, CPC, CPM, CPI, CPA, email, and push notifications.
Conducting market, competitor, and product analysis to create a backlog of marketing and product hypotheses.
Designing and running experiments to validate hypotheses quickly and cost-effectively
Performing research: launching surveys, conducting interviews, and studying travel industry best practices.
Prioritizing the development backlog based on strategic business goals.
Collaborating with tech leads and developers to transition tasks from discovery to delivery.
Analyzing experiment results and evaluating the team's financial performance.
Ongoing – leading a comprehensive redesign and repositioning initiative.
Ongoing – building a notification cascade across email, push, and SMS.
Ongoing – developing a special project to differentiate us from competitors.
2019 - 2023
IDF Eurasia
2020 - 2023
HEAD OF PAID TRAFFIC AND PRODUCT MARKETING
Managing web and app traffic acquisition through contextual advertising, social media ads, influencer partnerships, and media campaigns.
Testing new advertising channels and creatives to identify the most effective sources and strategies.
Conducting audience research and experimenting with product positioning.
Testing specialized landing pages and contributing to new product development.
Organizing team workflows, managing backlogs, and overseeing reporting. Coordinating designers, developers, and analysts.
Mentoring team members and organizing brainstorming sessions and motivational events (e.g., "Evening Chats").
Achieved Top-3 ranking among alternative lending services.
Reduced mobile app CPA by 74% through agency partnerships and exploring new traffic sources.
Improved conversion rates by ≈82% through millennial-focused positioning.
Tested over 40 advertising intents in creatives.
Negotiated direct advertising placements with 20+ platforms (e.g., Moscow Metro, Yandex Navigator, Profi, etc.).
2019 - 2020
DIGITAL MARKETING SPECIALIST
Optimized contextual and social media advertising campaigns.
Developed a go-to-market strategy for a legal services startup, overseeing marketing and sales.
Created a video FAQ section and managed content marketing to support special projects.
Reduced CPA by 50% through technical optimization and new intent testing.
Decreased support department workload by 30% by introducing a video FAQ section.
Organized 30+ advertising integrations with Instagram influencers (e.g., Darya Moguchaya, Zhenya Ogurtsova, Maria Chaadaeva).
Integrated company data with Google and Yandex analytics systems via measurement protocols, laying the foundation for end-to-end analytics.
2018 - 2019
Yandex
YANDEX.DIRECT CLIENT SUCCESS SPECIALIST
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Supported Yandex clients in setting up and optimizing advertising campaigns in Yandex.Direct.
Provided strategic campaign optimization recommendations aligned with client business goals.
Collaborated with development, moderation, analytics, and product teams to resolve client challenges.
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Ranked in the Top-3 for manager performance in Q2.
Analyzed over 1,000 advertising campaigns.
Developed a comprehensive advertising campaign effectiveness checklist.
2017
Fit-n-go
CLIENT SUCCESS MANAGER
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Here I gained my first marketing experience. My main responsibility was maintaining client satisfaction and attracting new members.
Managed the club's Instagram page, coordinated influencer collaborations, and organized offline promotions.
Introduced new clients to the fitness club and sold memberships.
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Launched a loyalty-building initiative by creating wellness baskets for clients rescheduling due to illness.
Produced 5+ advertising videos with popular influencers, including Elena Letuchaya and Evgeny Kulik.
Education
2022
Yandex Practicum
SQL FOR DATA WORK AND ANALYTICS
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I completed this course to independently handle simple analytical tasks (e.g., filtering tables, adding variables) and discovered that coding is surprisingly calming.
Plus, I discovered that coding is calming :)
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Professional development certificate available here
2021
Go Practice
DATA-DRIVEN PRODUCT MANAGEMENT
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As my work increasingly focused on product marketing, I decided to deepen my expertise.
Result: 90% correct answers.
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Certificate available at the link
2017
RSSU
BACHELOR'S DEGREE IN INTERNATIONAL RELATIONS
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During my studies, I became fascinated by political technologies and branding. My thesis focused on the reputational capital of states, which helped me apply political theories to marketing challenges.
Fun fact! Political technologies and marketing are closely related, and I've applied political theories to marketing challenges many times.
Skills
Tools
Yandex.Direct . Google Adwords . MyTarget . MTS Marketer . Facebook Manager . Criteo
jira . Confluence . Trello . Tableau . Exponea
Yandex.Metrica . Google Analytics . Appsflyer . Amplitude . Similarweb
Figma . Miro . Photoshop
Skills
Creative concept development . Marketing research . Media planning
Product Marketing . Strategic marketing . Go-to-market strategy . Startup marketing
Team management and building . Mentorship
B2C Marketing . B2B Marketing
Let's Connect
telegram: @serafimavolch
hello@serafimavolchkova.ru