Ivan Trifonov

Designed lifecycle infrastructure for a consumer platform, including an RFM-based behavioral scoring model and multi-channel orchestration across email, web/PWA push, and SMS. Built CRM from zero (event pipeline, profiles, A/B testing, payment recovery flows, VIP tiering) and managed an outsourced CRM team to support a retention-first strategy targeting 5x LTV improvement.

Built a trial-to-paid conversion framework using Customer.io as the lifecycle engine, creating 30+ SQL segmentation queries and integrating HubSpot for unified account views. Ran 6–8 A/B tests per quarter and optimized 25+ automated workflows, improving trial-to-paid conversion by 15% while reducing operations costs by 25%.

Launched the organization’s first CRM program from zero, defining lifecycle framework, segmentation taxonomy, governance, and KPIs adopted as an operational standard. Implemented Salesforce Marketing Cloud with 50+ Journey Builder flows and advanced SQL segmentation, scaling communication volume 3x and improving retention by 35% for 15,000+ users.

Created dual-audience segmentation for school district decision-makers and K-5 parent purchasers, with distinct lifecycle strategies for enterprise vs. B2C conversion. Implemented Intercom with HubSpot for marketing-to-sales handoff, automated workflows to cut manual execution by 65%, and improved email performance (+16% open rate, +14% CTR), driving a 27% increase in trial-to-paid conversion.

Developed a CRM-based personalized content recommendation approach using viewing behavior to improve subscription engagement and reduce churn. Analyzed retention triggers and launched targeted re-engagement campaigns based on customer behavior patterns.

Owned regional campaign strategy for cybersecurity product launches across consumer and SMB segments in Russia and the CIS, managing a multi-product portfolio via Adobe Campaign. Built cross-sell and upsell programs for a 400M+ installed base using refined audience segmentation and systematic testing, improving email campaign conversion rates by 45%.

Built and executed large-scale CRM programs for an SVOD subscription service with 55M+ monthly active users, focusing on freemium-to-premium conversion, content-driven engagement, and churn prevention. Implemented an experimentation framework with 40+ tests annually across email, push, and in-app channels, improving subscription conversion by 35% through personalized recommendations and behavioral

Managed email marketing programs for 15+ B2C and B2B clients, developing campaign strategies and content calendars across industries including retail, finance, telecom, and ecommerce. Mentored junior specialists on A/B testing and deliverability optimization, delivering an average 10% engagement improvement across the client portfolio.

Specialized in technical email implementation, including HTML/CSS template development, ESP configuration, and deliverability optimization for performance marketing campaigns. Managed sender reputation and technical setup to support reliable campaign performance across automotive, real estate, and financial services.

Earned a BA focused on Finance & Banking from MESI. Completed coursework in finance and banking during 2013–2015.

Studied Economics at Moscow State Linguistic University from 2009 to 2012. Completed an economics-focused academic program during this period.