Anna Shmatova
@annashmatova
Marketing Data Analyst at PROFKASE who improved lead-to-customer conversion from approximately 30% to 68%.
FinlandWhat I'm looking for
At PROFKASE, I used marketing analytics across website, advertising, CRM and sales data to guide channel strategy and budget allocation. By analyzing the lead-to-customer funnel, I identified conversion gaps related to sales processes and a missing customer decision stage; resulting changes contributed to conversion growth from approximately 30% to 68%.
I also increased lead volume by approximately 40% to about 140 leads per month through campaign-quality analysis and budget reallocation, while managing and analyzing a CRM base of more than 100,000 records. I'm developing an end-to-end marketing analytics project that connects CRM, advertising, web analytics and revenue data using Python, APIs and PostgreSQL.
Experience
Work history, roles, and key accomplishments
End-to-End Marketing & CRM Analytics Project
Self Employed
Jan 2026 - Present (9 months)
Developing a centralized PostgreSQL analytics architecture integrating CRM, advertising, web analytics, and revenue data. Implementing attribution logic and incremental data-loading for BI dashboards.
Marketing Specialist → Head of Marketing
Profcase
Jan 2014 - Dec 2026 (12 years 11 months)
Led marketing team and performed continuous marketing analytics across website, advertising, CRM, and sales data to guide channel strategy and budget allocation. Increased lead volume by approximately 40% and improved conversion from about 30% to 68%.
Education
Degrees, certifications, and relevant coursework
Yandex Practicum
Data Analyst Professional Training, Data Analytics
2022 - 2022
Completed professional Data Analyst training covering Python, SQL, data preprocessing, statistical analysis, A/B testing, and business metrics.
Higher School of Economics
Marketing / Marketing Management, Marketing
2018 - 2018
Completed a course in Marketing / Marketing Management.
Higher School of Economics
Bachelor's Degree, Sociology
2009 - 2013
Bachelor's degree in Sociology with focus on quantitative and qualitative research methods, statistics, and data analysis.
Tech stack
Software and tools used professionally
Availability
Location
FinlandAuthorized to work in
Salary expectations
Job categories
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