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Ирина Радюшкина
Мск / GMT +3
Руководитель отдела маркетинга продуктов

Целеустремленный руководитель отдела маркетинга продуктов с обширным опытом работы в области развития продуктов, GTM (выхода на рынок), исследований рынка и конкуренции на мировых рынках.

Специализируется на SaaS и B2B-бизнесе уже более 15 лет. Пропагандирует рост, основанный на продуктах, и основанный на данных подход к развитию бизнеса.

Языки
Английский продвинутый, Русский родной .
Могу помочь
Сильные стороны
Опыт выступлений
Опыт работы (eng)
Образование
Могу помочь
Готова поделиться экспертизой:
- по продуктовому маркетингу и стратегическому маркетингу, в т.ч. анализу рынков и конкурентов,
- принятию data-driven решений на базе продуктовой и маркетинговой аналитики,
- как построить и управлять воронкой для получения ощутимых бизнес-результатов,
- по лидгену и growth hacking,
- по запуску продуктов,
- а также по формированию маркетинговой стратегии на таких инновационных рынках как ИИ.
Сильные стороны
  • Координация между разными командами;
  • Стратегический, системный подход (я могу легко увидеть всю картину и разработать путь решения проблем);
  • Сильные навыки маркетинга и управления продуктами;
  • Международный опыт.
Опыт выступлений
  • Как быстро оценить потенциал Вашего продукта - учебный курс в Академии ProductSense - 2021;
  • Определение целевой аудитории и определение размера рынка - образовательный модуль на уровне Product Mindset Intermediate для менеджера среднего звена по продуктам - 2021;
  • Лектор и эксперт (Оценка рынка и анализ конкурентов) в IDF (Ускоритель стартапов FRII) - 2020 - 2021;
  • Эксперт по предмету в Академии MADE Product по почте.Ru - 2021;
  • Наставник в NoFlameNoGame (сообщество по управлению продуктами).
Опыт работы (eng)

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.
Образование
Магистр экономики и менеджмента Санкт-Петербургского государственного университета

Сертификат PG по маркетингу в Университете INHOLLAND

Множество курсов по навыкам фасилитации, мягким навыкам, хакерству роста, управлению продуктами и т.д.
Могу помочь
Готова поделиться экспертизой:
  • по продуктовому маркетингу и стратегическому маркетингу, в т.ч. анализу рынков и конкурентов,
  • принятию data-driven решений на базе продуктовой и маркетинговой аналитики,
  • как построить и управлять воронкой для получения ощутимых бизнес-результатов,
  • по лидгену и growth hacking,
  • по запуску продуктов,
  • а также по формированию маркетинговой стратегии на таких инновационных рынках как ИИ.
Сильные стороны
  • Координация между разными командами;
  • Стратегический, системный подход (я могу легко увидеть всю картину и разработать путь решения проблем);
  • Сильные навыки маркетинга и управления продуктами;
  • Международный опыт.
Опыт выступлений
  • Как быстро оценить потенциал Вашего продукта - учебный курс в Академии ProductSense - 2021;
  • Определение целевой аудитории и определение размера рынка - образовательный модуль на уровне Product Mindset Intermediate для менеджера среднего звена по продуктам - 2021;
  • Лектор и эксперт (Оценка рынка и анализ конкурентов) в IDF (Ускоритель стартапов FRII) - 2020 - 2021;
  • Эксперт по предмету в Академии MADE Product по почте.Ru - 2021;
  • Наставник в NoFlameNoGame (сообщество по управлению продуктами).
Опыт работы (eng)

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.
Образование
Магистр экономики и менеджмента Санкт-Петербургского государственного университета

Сертификат PG по маркетингу в Университете INHOLLAND

Множество курсов по навыкам фасилитации, мягким навыкам, хакерству роста, управлению продуктами и т.д.
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