Case library
Marketing, sales and product projects: the challenge, my role, the work and results available for publication.
This collection includes Lyzhin Media projects, in-house marketing leadership experience and independently developed products. Each case states my role.
Projects: 13
Treejar Trading
Connected marketing, sales and operations for a UAE furniture company: CRM, analytics, e-commerce, dealer sales and internal tools, from ad click to paid deal.
HomePulse
Built and continue to develop HomePulse for home buyers, tenants and owners, and HomePulse for Business for buying and leasing offices in Dubai. Connected official data, calculations, maps, private workspaces and report payments into one user journey.
Arvio
Helped develop the product concept and commercial model for a UAE crypto payments company. Together with the Head of Sales, approached hotel general managers on Palm Jumeirah and personally led discussions in English. Direct sales helped the company reach break-even in month six after MVP launch.
FINIK / SOFIA
Refocused Meta advertising on people looking to buy property in the UAE. The first deal closed on day 15 after the changes and covered advertising spend from the previous loss-making months.
Grosville
Defined target buyer profiles and their path to purchase. Built the website around that journey and ran advertising exclusively to segments drawn from scraped databases. The first deal closed two weeks after advertising launched.
Pulsar Group
During strong demand for Dubai property among Russian-speaking buyers, quickly identified the audience and value proposition, then built the website and advertising around them. ROI reached approximately 6,000% over the first two months. Results included selling the entire 23rd floor of Damac Elegance Tower to one client.
Detail Dubai
Used Google Maps to acquire customers at launch, then strengthened Instagram: from zero to 50,000 followers, with top posts reaching up to 150 million views. ROI over the year was 920%.
Fintech platform
Developed a trader acquisition strategy using Telegram and retargeting. Contributed to the CRM funnel and an automated news preparation tool.
HANSA Group
Implemented Bitrix24 across departments, automated document workflows, lead distribution and set up Roistat analytics.
Tower Group
Led advertising at Tower Group from May 2019 to January 2023, implementing Roistat and sales automation. ROI was 3,600% over the full engagement and peaked at 9,500% in August 2022.
CG Eurasia
Built an in-house marketing team, coordinated contractors, developed a B2B strategy and improved the website, search optimisation and analytics.
A7 Studio
Launched Instagram and Facebook advertising, improved the website and found an audience in related beauty and health categories.
GET EIGHT
From December 2016 to December 2018, personally contributed to CRM implementations for more than 40 large companies served by GET EIGHT. Defined the implementation concept: how the CRM would be structured and how company processes would run within it.
Tell me about your goals for customer acquisition, sales, a website or a new product. I will clarify the details and suggest where to start.
