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Irena Radyu (Irina Radyushkina)
Мск / GMT +3
Goal-oriented product marketing executive

Goal-oriented product marketing executive with an extensive background in product growth, GTM (go-to-market), market and competitive research on global markets.

Focuses on SaaS and B2B Enterprise for 15+ years. Evangelizes product-led growth and data-driven approach to business development.

Languages
English Advanced, Russian Native.
I can help
My key strengths
Invited Lecturer & Expert, Speaker & Mentor
Work experience
Education
I can help
I am ready to share my expertise:
- product marketing and strategic marketing, including analysis of markets and competitors,
- adoption of data-driven solutions based on product and marketing analytics,
- how to build and manage a funnel to obtain tangible business results,
- on lead generation and growth hacking,
- on product launches,
- as well as on the formation of a marketing strategy in such innovative markets as AI.
My key strengths
  • Orchestration across different teams;
  • Strategic, system approach (I can easily see the entire picture and develop a path to solve challenges);
  • Strong marketing and product management skills;
  • International experience.
Invited Lecturer & Expert, Speaker & Mentor
Work experience

August 2021 - nowadays

Co-founder, Product Marketing & Market Research Expert at GoToMarket.Me


Completed projects (as an expert)Complex Go-To-Market Research for new product for Retail and E-commerce (RU, Global):
  • target industry overview, industry trends, market potential,
  • detailed research of competitors;
  • insights and recommendations on product positioning, killer features, monetization, key competitive advantages, go-to-market strategy, step-by-step action plan

Complex Go-To-Market Research for new product targeted to Telco (RU, US, Global):
  • target audience behavior specifics, market potential,
  • detailed research of direct competitors and indirect competitors;
  • insights and recommendations on product positioning, killer features, monetization, key competitive advantages, go-to-market strategy

  • European market analysis to discovery the best countries to expand for B2B software vendor (incl. competitors' analysis, recommendations on product positioning)

  • Product Positioning and Implementation Plan for CRM vendor
  • Market Segments' Discovery and Evaluation for LMS software vendor
  • Advisory on Product Growth for US-based IT-company
  • Mystery shopping for B2B Enterprise software vendors
  • Market size and trends evaluation for Office Software vendor
  • Market size evaluation (multiple small projects)

Key topics of expertise (as an expert)
  • Market research, competitor analysis, GTM analysis, positioning, strategy, product-market fit, growth hacking, product marketing, software marketing, data-driven product growth, funnel management, monetization, P&L (unit economics)

Key industries
  • SaaS Software, B2B Software, Enterprise Software
  • MarTech, AdTech, EdTech, ITSM, Enterprise Asset Management (EAM), Document Management software, Enterprise Content Management / Business Process Management (ECM / BPM) software, Project Management software, Conversational AI
  • Education, Marketing & Advertising, Banking, Telco, Facility Management, Transportation, FMCG, Utilities, Oil&Gas, Hospitality and Travel, E-commerce

May 2020 - October 2021

Former CMO, Managing Director Advisor at Just AI Global


Key responsibilities
  • Responsible for marketing strategy and tactics, product marketing, market and competitive analysis for new products. 3 business areas - SaaS, B2B Enterprise, International. Managed team of 15. Advisory to Managing Director.

Major accomplishments
Refocused company's marketing strategy (from Tech to Business cases) to cross the innovative market chasm)
  • Market and competitive analysis function Launch, including positioning, GTM for new products
  • Academic Program launched (as a product)
  • Just AI Solution Store launched (as a product) (marketplace)
  • International Launches: 2 voice games, Conversational AI Framework
  • ISV Partner Program development

December 2017 - May 2020

Former Head of Product Marketing (Competitive Intelligence & Market Research products) at SEMrush


Key responsibilities
  • Led the global marketing strategy and tactics for one of the key SEMrush product groups (Competitive Intelligence & Market Research tools).
  • Orchestrated collaboration of 20+ teams to make our products' growth happen.
  • Responsible for our global MRR growth (as a NorthStar bet owner)
  • P&L (unit economy), product-market fit, growth hacking

Major accomplishments
  • Effective funnel management allowed us to commit to X10 growth.
  • The chosen approach led to up to 30% MoM MRR growth and kept it high for a long time.
  • Products' growth from ground zero to several thousand users.
  • Product share in the company MRR grew up to 3% in 1.5 years.
  • Successful launch of the product group and products (together with product management team).

December 2013 - November 2017

Former Head of Marketing Operations, Head of International Marketing, GTM Lead at Docsvision, Actionspace (Digital Design Group)


Head of Marketing Operations at Docsvision
  • Responsible for marketing and PR operations: planning, budgeting, realization; team management, channel partner comarketing.
  • Among results:
  • Go-to-market assessment of new markets, including international ones.
  • Streamlined digital marketing - SEO, PPC, webinars, email marketing, lead nurturing, marketing analytics.
  • 6 large events were hosted (in Russia, Kazakhstan, Czech Republic) with great attendance rate, sponsors, infopartners, etc.
  • Cost per lead reduced by 20%.
  • Number of leads increased by 10%.
  • Introduced "management by numbers" approach: metrics tree, conversions, KPIs, lead sources and performance tracking.

Head of International Marketing at Actionspace
  • Responsible for a new B2B SaaS product promo to international markets (mostly US, Canada, Australia);
  • Managed all global marketing operations: leadgen, webinars, PPC, SEO, lead nurturing, email marketing, marketing automation, comarketing, content marketing, SMM and PR.
  • Results: 3x leadgen, 10x website traffic, Actionspace in Top 50 Microsoft Office 365 Vendors for Marketing Excellence; well-organized marketing machine.
  • Partnership with Microsoft Go-To-Market teams, incl. comarketing and co-selling; promo in Microsoft Store and Azure Marketplace, Co-Sell Ready status in internal MS catalogue;
  • Hold ongoing marketing analysis (metrics, funnel, campaign efficiency (conversions, ROI), competitive analysis, market / client requirements);
  • To deliver required results hired international, mostly remote, team.

Business Development Manager at ActionspaceInternational direct sales (live and phone) to Swedish and US companies,
  • Completed first Actionspace deal;
  • Organized effective outbound leadgen via emails, LinkedIn and phone calls;
  • Introduced webinars and lead nurturing programs as highly effective sales tools.


Former Sales & Partner Lead at Stratoplan (online management school)


Sales & Partner Lead
  • 4x growth of customers' database via digital lead generation: web-campaigns, PR, online events (all event expenses were covered by attracted sponsors); email marketing campaigns (average open rate 12-20%, click rate 4-5%);
  • Set up a sales reps team - streamlined direct B2B sales, added call centres into sales process, hired sales reps and outsourced telesales;
  • Coordinated sales partner network (30+ partners in Russia, Ukraine, Belarus) and provided them with full marketing support (internal portal, sales and marketing collaterals, etc).


April 2008 - April 2010

Former Software Sales Manager (EAM and ITSM software) at IBM EE/A


Software Sales Manager
  • Direct selling of software and services (ITSM, Service Desk, Enterprise Asset Management) to corporate accounts in utilities, power energy, transportation, manufacturing, metallurgy, banks, etc.
  • As a part of the sales process gathered customer business requirements, developed relevant proposals (together with a project team), made sales presentations and/or system demo.
  • Consultative Solution Selling approach

October 2005 - April 2008

Former Marketing Manager, Business Development Manager at Datastream CIS (EAM software)


Business Development Manager
  • Complex selling of enterprise asset management software and services (projects) to corporate accounts in Russia and CIS and multinational companies;
  • Continued to coordinate ongoing promotion of the software via marketing communications (seminars, expos, direct mails, PR, website);
  • Provided comments and interviews for IT and industrial magazines, wrote articles.

Marketing Manager
  • Managed all marketing activities for successful introduction and expansion of Datastream EAM software in the Russian/CIS market;
  • Implemented highly effective lead system via events (over 20 seminars, conferences, demos);
  • Developed and localized marketing materials for Russia and CIS;
  • Provided PR support (press-realizes, interviews and comments in media), handled website.
Education
MSc in Economics and Management at St.Petersburg State University

PG Certificate in Marketing at INHOLLAND University

Multiple courses on facilitation skills, soft skills, growth hacking, product management, etc.

I can help
I am ready to share my expertise:
- product marketing and strategic marketing, including analysis of markets and competitors,
- adoption of data-driven solutions based on product and marketing analytics,
- how to build and manage a funnel to obtain tangible business results,
- on lead generation and growth hacking,
- on product launches,
- as well as on the formation of a marketing strategy in such innovative markets as AI.
My key strengths
  • Orchestration across different teams;
  • Strategic, system approach (I can easily see the entire picture and develop a path to solve challenges);
  • Strong marketing and product management skills;
  • International experience.
Invited Lecturer & Expert, Speaker & Mentor
Work experience

August 2021 - nowadays

Co-founder, Product Marketing & Market Research Expert at GoToMarket.Me


  • Completed projects (as an expert)Complex Go-To-Market Research for new product for Retail and E-commerce (RU, Global):target industry overview, industry trends, market potential,
  • detailed research of competitors;
  • insights and recommendations on product positioning, killer features, monetization, key competitive advantages, go-to-market strategy, step-by-step action plan

  • Complex Go-To-Market Research for new product targeted to Telco (RU, US, Global):target audience behavior specifics, market potential,
  • detailed research of direct competitors and indirect competitors;
  • insights and recommendations on product positioning, killer features, monetization, key competitive advantages, go-to-market strategy

  • European market analysis to discovery the best countries to expand for B2B software vendor (incl. competitors' analysis, recommendations on product positioning)

  • Product Positioning and Implementation Plan for CRM vendor
  • Market Segments' Discovery and Evaluation for LMS software vendor
  • Advisory on Product Growth for US-based IT-company
  • Mystery shopping for B2B Enterprise software vendors
  • Market size and trends evaluation for Office Software vendor
  • Market size evaluation (multiple small projects)

  • Key topics of expertise (as an expert)
  • Market research, competitor analysis, GTM analysis, positioning, strategy, product-market fit, growth hacking, product marketing, software marketing, data-driven product growth, funnel management, monetization, P&L (unit economics)

  • Key industriesSaaS Software, B2B Software, Enterprise Software
  • MarTech, AdTech, EdTech, ITSM, Enterprise Asset Management (EAM), Document Management software, Enterprise Content Management / Business Process Management (ECM / BPM) software, Project Management software, Conversational AI
  • Education, Marketing & Advertising, Banking, Telco, Facility Management, Transportation, FMCG, Utilities, Oil&Gas, Hospitality and Travel, E-commerce

May 2020 - October 2021

Former CMO, Managing Director Advisor at Just AI Global


  • Key responsibilities
  • Responsible for marketing strategy and tactics, product marketing, market and competitive analysis for new products. 3 business areas - SaaS, B2B Enterprise, International. Managed team of 15. Advisory to Managing Director.

  • Major accomplishmentsRefocused company's marketing strategy (from Tech to Business cases) to cross the innovative market chasm)
  • Market and competitive analysis function Launch, including positioning, GTM for new products
  • Academic Program launched (as a product)
  • Just AI Solution Store launched (as a product) (marketplace)
  • International Launches: 2 voice games, Conversational AI Framework
  • ISV Partner Program development

December 2017 - May 2020

Former Head of Product Marketing (Competitive Intelligence & Market Research products) at SEMrush


  • Key responsibilitiesLed the global marketing strategy and tactics for one of the key SEMrush product groups (Competitive Intelligence & Market Research tools).
  • Orchestrated collaboration of 20+ teams to make our products' growth happen.
  • Responsible for our global MRR growth (as a NorthStar bet owner)
  • P&L (unit economy), product-market fit, growth hacking

  • Major accomplishmentsEffective funnel management allowed us to commit to X10 growth.
  • The chosen approach led to up to 30% MoM MRR growth and kept it high for a long time.
  • Products' growth from ground zero to several thousand users.
  • Product share in the company MRR grew up to 3% in 1.5 years.
  • Successful launch of the product group and products (together with product management team).

December 2013 - November 2017

Former Head of Marketing Operations, Head of International Marketing, GTM Lead at Docsvision, Actionspace (Digital Design Group)


  • Head of Marketing Operations at Docsvision
  • Responsible for marketing and PR operations: planning, budgeting, realization; team management, channel partner comarketing.
  • Among results:
  • Go-to-market assessment of new markets, including international ones.
  • Streamlined digital marketing - SEO, PPC, webinars, email marketing, lead nurturing, marketing analytics.
  • 6 large events were hosted (in Russia, Kazakhstan, Czech Republic) with great attendance rate, sponsors, infopartners, etc.
  • Cost per lead reduced by 20%.
  • Number of leads increased by 10%.
  • Introduced "management by numbers" approach: metrics tree, conversions, KPIs, lead sources and performance tracking.

  • Head of International Marketing at Actionspace
  • Responsible for a new B2B SaaS product promo to international markets (mostly US, Canada, Australia);
  • Managed all global marketing operations: leadgen, webinars, PPC, SEO, lead nurturing, email marketing, marketing automation, comarketing, content marketing, SMM and PR.
  • Results: 3x leadgen, 10x website traffic, Actionspace in Top 50 Microsoft Office 365 Vendors for Marketing Excellence; well-organized marketing machine.
  • Partnership with Microsoft Go-To-Market teams, incl. comarketing and co-selling; promo in Microsoft Store and Azure Marketplace, Co-Sell Ready status in internal MS catalogue;
  • Hold ongoing marketing analysis (metrics, funnel, campaign efficiency (conversions, ROI), competitive analysis, market / client requirements);
  • To deliver required results hired international, mostly remote, team.

  • Business Development Manager at ActionspaceInternational direct sales (live and phone) to Swedish and US companies,
  • Completed first Actionspace deal;
  • Organized effective outbound leadgen via emails, LinkedIn and phone calls;
  • Introduced webinars and lead nurturing programs as highly effective sales tools.


Former Sales & Partner Lead at Stratoplan (online management school)


  • Sales & Partner Lead4x growth of customers' database via digital lead generation: web-campaigns, PR, online events (all event expenses were covered by attracted sponsors); email marketing campaigns (average open rate 12-20%, click rate 4-5%);
  • Set up a sales reps team - streamlined direct B2B sales, added call centres into sales process, hired sales reps and outsourced telesales;
  • Coordinated sales partner network (30+ partners in Russia, Ukraine, Belarus) and provided them with full marketing support (internal portal, sales and marketing collaterals, etc).


April 2008 - April 2010

Former Software Sales Manager (EAM and ITSM software) at IBM EE/A


  • Software Sales ManagerDirect selling of software and services (ITSM, Service Desk, Enterprise Asset Management) to corporate accounts in utilities, power energy, transportation, manufacturing, metallurgy, banks, etc.
  • As a part of the sales process gathered customer business requirements, developed relevant proposals (together with a project team), made sales presentations and/or system demo.
  • Consultative Solution Selling approach

October 2005 - April 2008

Former Marketing Manager, Business Development Manager at Datastream CIS (EAM software)


  • Business Development ManagerComplex selling of enterprise asset management software and services (projects) to corporate accounts in Russia and CIS and multinational companies;
  • Continued to coordinate ongoing promotion of the software via marketing communications (seminars, expos, direct mails, PR, website);
  • Provided comments and interviews for IT and industrial magazines, wrote articles.

  • Marketing ManagerManaged all marketing activities for successful introduction and expansion of Datastream EAM software in the Russian/CIS market;
  • Implemented highly effective lead system via events (over 20 seminars, conferences, demos);
  • Developed and localized marketing materials for Russia and CIS;
  • Provided PR support (press-realizes, interviews and comments in media), handled website.
Education
MSc in Economics and Management at St.Petersburg State University

PG Certificate in Marketing at INHOLLAND University

Multiple courses on facilitation skills, soft skills, growth hacking, product management, etc.
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