Projects
Icecric Evolution
As the Product Owner and Head of Marketing at Icecric, I led the development and execution of a comprehensive product strategy that transformed Icecric into a competitive player in the sports betting and online casino industry. My role involved managing a cross-functional team of 70 professionals, including product managers, developers, designers, and QA specialists, ensuring alignment with the company’s long-term vision.
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Key Contributions:
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Product Strategy & Roadmap: Developed and communicated a clear product roadmap that aligned with business goals, driving forward-looking innovations and ensuring market competitiveness.
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Agile Implementation: Championed agile methodologies, overseeing sprint planning, backlog grooming, and retrospectives to ensure team adaptability and continuous improvement.
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Market Research & Competitor Analysis: Conducted thorough market research and competitor analysis to identify opportunities for product enhancements, ensuring Icecric stayed ahead in a rapidly evolving industry.
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UX/UI Collaboration: Worked closely with UX/UI teams to prioritize features that improved user experience and customer satisfaction, driving engagement.
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Marketing & Customer Retention: Led multi-channel marketing campaigns, focusing on customer acquisition and engagement. Implemented CRM strategies, which increased customer retention by 48% using Optimove, significantly improving loyalty and reactivation rates.
Through a blend of strategic thinking and hands-on leadership, I successfully managed Icecric’s growth, driving impactful results in both product development and customer engagement in a fast-paced, regulated industry.
Benza Boost
At Benza Sports, I led a comprehensive digital marketing and SEO-focused project aimed at boosting brand visibility and driving online sales for a growing sports equipment brand. My role centered around the development and execution of an integrated digital strategy designed to elevate the brand’s presence in a highly competitive market.
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Key Contributions:
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SEO Optimization: Implemented advanced SEO strategies, including keyword research and on-page optimization, leading to a significant improvement in organic search rankings and a 50% increase in website traffic.
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PPC Campaign Management: Launched and optimized pay-per-click (PPC) advertising campaigns through Google Ads, targeting key demographics and sports enthusiasts, resulting in a notable increase in lead generation and online conversions.
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Email Marketing Strategy: Developed and executed a targeted email marketing campaign using Mailchimp to re-engage existing customers, segmenting audiences based on user behavior and preferences. This resulted in higher open and click-through rates, boosting customer retention.
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Content Creation & Branding: Led the creation of engaging content, including blogs and product descriptions, to enhance the brand’s digital footprint and strengthen its connection with the target audience.
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Cross-Channel Marketing: Managed the brand's presence across social media platforms and executed integrated marketing efforts that contributed to an overall increase in brand awareness and customer engagement.​
The project successfully positioned Benza Sports as a key player in the sports equipment market by driving organic traffic, increasing lead generation, and improving customer retention through strategic and data-driven digital marketing initiatives.