Начальник управления (продуктология, CRM, проекты)

Описание

IULIYA UKOLOVA , 02 . 01 . 1988
October 2024 - present ( 9 months)
PROMSVYAZBANK, WWW . PSBANK . RU
Business Product owner of bank cards . Owner of the segment "Foreign citizens"
according to the Bank's product line
· Interaction with other divisions of the Bank and development of relationships with clients,
external organizations, partners;
· Participation in determining the Bank's policy in relation to the Bank's partner organizations in
the implementation of banking products;
· Participation in projects of other divisions of the Bank on issues related to the deployment and
piloting of partner integrations;
· Management and coordination of processes for the deployment and piloting of partner
integrations, subsequent support;
· Implementation of product analysis, market research, monitoring of customer needs;
· Ensuring the timing of the implementation of banking products;
· Participation in the procurement and budgetary activities of the Bank;
· Preparation and approval of financial and legal interaction schemes;
· Preparation of presentation and reporting materials on partner projects/products;
· Preparation and validation of financial models for projects and banking products;
· Improving and developing the customer journey from the moment of informing about the
product to support, customer retention and closure, optimizing the journey to reduce time costs
and in accordance with best practices in the market .
Key projects:
1 . A strategy for developing a new segment for the Bank was developed and defended: non-resident
clients of the Russian Federation, foreign citizens of Near East .
2 . A pilot project was launched to issue products to a new segment of clients - non-residents of the
Russian Federation, foreign citizens in additional offices of the Bank .
3 . A pilot project was launched to open a new partner channel for the Bank to offer and sell banking
products, including to clients - non-residents of the Russian Federation, foreign citizens of Near East .
April 2023 — July 2024 ( 1,5 years)
SBERBANK, WWW . SBERBANK . RU
Leading Head of Cross-Sales for Consumer Lending and BNPL Services
· Development and implementation of pilots and activities aimed at increasing sales of the
Consumer Credit product and BNPL service, increasing the audience of users of the loyalty
program, various partner services of the bank, evaluating efficiency, scaling up successful
experience .
· Development of the customer base, searching for growth areas and building new mechanics for
activating "sleeping" customers, cross-selling .
· Development of conveyor CRM campaigns aimed at activating new customers, increasing their
transaction activity, reducing churn .
· Active interaction with CRM, Product and other teams and departments, planning and
prioritizing the backlog of tasks, organizing cross-team interaction .
· Implementation of support and control of the operational activities of the contact center .
· Setting requirements for the development of reports on entrusted business blocks in
cooperation with the team of analysts .

· Management of the roadmap for the development of entrusted projects for the Consumer
Lending product and BNPL service, the backlog of tasks, including improving the "Client Paths"
of the direction .
Key projects:
1 . Pilot for selling PIL to clients for the product "Money before Payday" (additional response +10 . 5%), P IL
for repairs for borrowers with external mortgages (additional response +8%), PIL for new salary earners
(additional response +7 . 5%), PIL for the "Money before Payday" base, Refinancing for the PIL, CC, Auto
base (+11%) .
2 . Advertising campaign for the product "Credit Potential", which received the 2nd FinAward 2023
award .
3 . Drawing and loyalty promotions for clients with a PIL offer .
4 . Opening a cross-sales flow to the base of non-Sberbank clients, but clients of the BNPL ecosystem
service with an offer of Sberbank products .
5 . Launch of cross-sales of credit and non-credit products (credit card, debit card and consumer loan) of
Sberbank to clients of the BNPL service .
6 . Adjustment of the risk strategy for cross-sales of the Bank's credit products to BNPL service clients .
7 . Development of a communication and product strategy for the development of cross-sales of the
Bank's products to BNPL service clients .
April 2019 — January 2023 (4 years)
ALFA BANK , WWW . ALFABANK . RU
Product Owner of a credit card for legal entities & cross-product technologies of credit
cards for individuals
1 . Coordination of units on the basis of a single end-to-end customer path - from application to
completion of the transaction and after-sales service:
- Formation of goals and objectives of the client path (KPI), common and cross-cutting for owners of
products / processes and teams of the client path;
-Formation of needs and allocation of necessary resources to achieve KPI;
-Monitoring the movement of teams to achieve the set KPI and the escalation of the necessary issues to
the administrative units in whose structures the teams are located
-Providing the formation of a unified system of reporting and monitoring of business indicators
2 . Ensuring the development of improvements by the teams of the client path according to the
principles of personality, transparency, speed of service, and omnichannel , including:
-Personalized process for each client
- Clear, transparent and dynamic process
-Ability to get a card in a day
-Minimum paper and remote communication with the bank
3 . Ensuring the work of the client path in the following areas:
- Effectiveness of product promotion on the market (marketing communications), both in the Internet
channel and in the rest of the media space and off-line channels
-Efficiency of processing / conversion of formed customer interest ("leads") into full-fledged applications
/ requests for a product -Ensuring the effectiveness of the approval process (a combination of speed,
quality and price) - Ensuring the effectiveness of the process of communication with the client and
processing a credit transaction (taking into account the "principles of the client path") Building a system
of collection and improvements based on feedback from customers

4 . Development of new credit card products in accordance with the strategy and business plan for the
development of the Block,
5 . Formation of a long-term and short-term development plan for credit-card products;
6 . Coordination of the Bank’s general policy on work with clients with regard to credit-card products
7 . Creation of competitive advantages through product line management in terms of credit-card
products
8 . Achievement of established KPIs for credit card products in accordance with the strategic and tactical
tasks facing the Block;
9 . The setting of upper requirements aimed at optimizing all the processes that accompany the life cycle
of credit card products .
October 2018 — April 2019 (7 months)
NATIONAL SYSTEM OF PAYMENT CARDS “MIR” www . nspk . ru
Head of CRM and customer communication channels development in the loyalty program
of the Strategy and Business Development Department
• Development of a strategy for introducing direct communications within the loyalty program; •
Planning, implementation and optimization of direct marketing communications (e-mail, sms ,
push)+ retargeting;
• Development of a calendar of communications in accordance with the business objectives;
• Leading the tasks of developing and approving layouts and texts with internal and external
counterparties;
• Development of a pool of mechanic companies and subsequent adaptation to a specific business
problem;
• Set up transaction and trigger campaigns;
• Analysis of the effectiveness and preparation of the necessary reporting on the campaigns;
• Development of projects to increase the conversion of cardholders of program participants;
• Implementation of projects to enrich the existing database with additional data .
• Maintenance of the developed Activity Plan, including interaction with all departments concerned;
• Monitoring competitors . Opening new channels of communication with customers: email, viber , push;
• Interaction with the marketing department on all issues regarding POS materials on the Loyalty
Program, as well as on emails, sms , push, retargeting;
• Interaction with partner banks on the placement of promotional materials in their channels, or on the
placement of information on joint activities in channels of NSPC .
April 2013 — September 2018 ( 5,5 years)
OOO "RUSFINANCE BANK " (ROSBANK-AUTO), WWW . ROSBANK-AUTO . RU
Head of Credit Policy and Client Experience Unit Responsibilities:
1. Development, forecasting, planning, organization and analysis of products sales of the bank and
loyalty actions through BTL/ATL channel:

• Development and coordination mechanism of the sale of credit products, promotions and
loyalty marketing communications within the bank, as well as interaction with all stakeholders,
partners in the preparation, launching and monitoring of product sales;
• Prepare briefs to develop design models of marketing campaigns using external agencies and
internal designer;
• Establish mutually beneficial relationships with strategic partners;
• Full support for marketing of credit products;
• Forecasting of main indicators of planned projects (GRR, NRR, ROA and etc . );
• Timely and proper recording of information in statistical and analytical documentation;
• Develop a plan for the sale of credit products for the quarter, semester, year;
• Control and monitoring of the shares of sales of products;
• Analysis and reporting supervisor conclusions on marketing and sales of shares of loyalty made
for a certain period .
2 . Participation in the launch and optimization of the process of organizing the sale of credit products
and loaylty actions .
3 . Processing and shipping of customer databases .
• Control over the timing and transmission of databases .
4 . Participatition in developing and implementi ng customer segmentation system :
• Timely and accurate preparation of Segmentation Criteria;
• Verification of the segmentation in all loyalty programs;
• Optimization of the segmentation process .
5 . Systematic preparation and analysis of reports to Head of Department:
• Expenses report, Cost per unit report, KPI .
6 . Participation in the calculation of tariffs for loyal software sales and marketing campaigns:
• Correct calculation;
• Timely approval .
7 . Keeping Test planning of marketing communication and loyalty actions:
• Development of test marketing campaigns to increase sales of products;
• Writing briefs for the development of models of marketing campaigns and communications
with outside agency;
• Monitoring the timely and correct writing briefs, launching tests .
8 . Monitoring of junior specialists and department:
• Setting targets skilled, younger professionals;
• Monitor the implementation of the tasks of junior specialists, specialists;
• Evaluation of the tasks .
9 . Budget Monitoring Department with a goal to the most efficient allocation of costs and increase
profitability of the sales of products and implementation of marketing loyalty campaigns .
August 2010 — April 2013 (~3 years)
READER'S DIGEST, WWW . READERSDIGEST . CO . UK
Senior Product Manager
1 . Forecasting, planning, designing, implementation, analysis of projects, catalogs through BTL channel:

- Production test campaigns via direct marketing,analysis of the winning products and their introduction
into the main projects via direct marketing;
- Analysis of the range, development of the range on the basis of reports;
- Selection of products for future catalogs via direct marketing, as well as precise control current of
current stock;
- Prediction of the main indicators of planned projects (Gross Revenue, Net Revenue, Contribut . Profit
and etc . );
- Start-up, control of the main campaigns via direct marketing;
- Analysis, summarizing results of campaigns via direct marketing;
- Preparation of presentation materials;
- Budgeting and quarterly financial monitoring campaigns directories via direct marketing;
- Communication and negotiation with major and new suppliers for the procurement of products,
development of special projects under catalogs .
2 . Development of loyalty programs BTL/ATL for clients:
- Thematic Planning shares (annual, monthly);
- Marketing activities in the catalog (quizzes, competitions for customers, stock, gifts);
- Check the output data, participation in the concept of the cover;
- Search, negotiation, procurement and cost calculation of gifts for all specified shares;
- Analysis and calculation of the efficiency of the shares .

3 . Forecasting, planning, implementation, analysis of projects via ATL channel:
- Short-term / long-term planning media campaigns in the media to attract new customers / sales via
Insert (choice of newspapers, the outlook for the coming of orders / coupons, profit shares);
- Prepare statistical reports on current active projects + planned projects ( P'n'L etc . );
- Create test new concepts: writing the brief, the preparation of the concept in print, obtaining and
analyzing results; - Planning for the monthly production capacity for the implementation of FE activity
(plans for the arrival of orders, the circulation of spam); -Preparation of presentation materials;
-Start-up, control and management of ongoing projects; -Communication with the call center
(monthly/weekly forecast call comes, the information to operators on current projects);
-Communication with legal department on the harmonization of current marketing activities,
maintaining a file on the prize pool, the timely selection of the winner;
-Prediction of the main indicators of FE: media response, coupon cost and etc .
4 . Maintain workflow:
- Negotiating with key suppliers and partners on the procurement of essential products, and the
development of special projects under catalogs;
- Conducting business correspondence on creative ideas for campaigns;
- Signing contracts on the supply of products;
- Communication with the legal department on harmonization of conditions of signing supply contracts;
- Communication with the financial accounting department for holding bills, consignment notes, invoices
and other documents .
5 . Cooperation in the creation of music and video projects for catalogs with the major music and video
partners
6 . Conducting statistical documentation on past and current campaigns, catalogs via Direct Marketing,
Insertions .

January 2009 — February 2010 (more than 1 year)
SOLID INVEST, WWW . SOLID-MN . RU
Personal assistant to an analyst on Macroeconomics Division of Investment Management
and analytical support
• translate the macroeconomic review of Deutsche Bank, Global TEK;
• participate in preparing the report on macroeconomic review of Deutsche Bank and World TAC;
• data collection and analysis of leading domestic companies;
• translation and analysis of international news, economics and politics;
• monitoring of the Russian stock market .
Education
1. Highest Degree :
2010 - Academy of Labor and Social Relations, Moscow
Faculty of World Economy, Finance and Insurance,
Red Diploma (Degree with Honours )

2. Secondary education
2005 - L yceum № 5 Podolsk, Moscow region
Physics and Mathematics, Silver medal
O THER INFORMATION
Personal qualities:
• The active position in life, hard work, dedication
• Organizational skills, communication skills
• Accountability, efficiency, optimism
• Creativity, initiative, quick learner
• Analytical skills, ability to work with statistical data
Interests: literature, sport (fitness), painting, cinema .
Other: not married, I have no bad habits