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Kate Khmelkova

@katekhmelkova

Digital & lifecycle marketer bridging customer research, CRM, SEO content and web experiences. B2B SaaS and Ozon campaign experience.

United Arab Emirates

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Dubai-based digital and lifecycle marketer with B2B SaaS, e-commerce and agency experience. At Spix / Tia Reviews, I connect customer research with positioning, segmented email campaigns, SEO content and customer-facing web experiences. I independently initiated lifecycle CRM architecture and translated adoption barriers into implementation-ready requirements with product and engineering.

At Ozon, I coordinated advertising, email, social and creator promotion for Ozon Day, contributing to 32,000 registrations and a 2024 event record. My push campaigns reached an audience of approximately 50,000 users.

Earlier experience includes campaign analysis at REALWEB and omnichannel B2B communications at STADA / Nizhpharm. I also designed a loyalty marketing project for Futura Bistro. Open to digital marketing, CRM, lifecycle, content and product marketing roles, including remote opportunities.

Experience

Work history, roles, and key accomplishments

Current

Marketer - Digital & Lifecycle

Current

Spix

Feb 2026 - Present (9 months)

At Spix / Tia Reviews, led customer research and translated adoption barriers into positioning, onboarding guidance and lifecycle CRM requirements. Own segmented email, SEO content and web improvements. Across compared campaigns, CTR rose from 0.60% to 0.92% and CTOR from 7.0% to 10.1%. Work with product and engineering from requirements through QA.

SEO Content Marketing Email Marketing CRM Customer Interviews Product Marketing HTML CSS Analytics

CRM & Loyalty Consultant (freelance)

Horeca

Jul 2025 - Jan 2026 (6 months)

• Independently led a CRM and loyalty project, translating guest behaviour into RFM/ABC segments, lifecycle stages and loyalty mechanics.
• Designed targeted push scenarios for activation, repeat visits and retention, connecting communications with commercial and guest-experience goals.

B2B Marketing Intern

Ozon

Jul 2024 - Jan 2025 (6 months)

Supported seller-event promotions through paid, social, email, and push campaigns. Drove 32,000 registrations for Ozon Day and analyzed campaign performance.

Email Marketing Push Notifications Social Media Campaign Management Analytics Creative Briefs

Account Manager Assistant (Internship)

Realweb

Apr 2024 - Jul 2024 (3 months)

Turned placement data into client-facing performance insights and supported media-plan delivery.

Excel Reporting Media Planning Client Communication

Omnichannel B2B Projects Intern

STADA / Nizhpharm

Jun 2023 - Oct 2023 (4 months)

Delivered healthcare-professional communications and used Mindbox insights to refine content formats.

Email Marketing Content Production MindBox Campaign Insights

PR & Event Management Intern

фитмост

Feb 2023 - Apr 2023 (2 months)

• Supported client events and partner activations, including a charity event for 100+ guests delivered through barter partnerships.

Education

Degrees, certifications, and relevant coursework

GoPractice

Certificate, Customer Activation

2026 - 2026

Completed Customer Activation course in 2026, covering onboarding, the Aha moment and time to value.

GoPractice, Inc

Framework for Improving User Activation

Aug 2026

Higher School of Economics

Bachelor of Business Administration - BBA, Marketing and market analytics

2021 - 2025

HSE University

Bachelor of Science, Management, Marketing & Market Analytics

2021 - 2025

Grade: 9/10

Activities and societies: Published research on AI-generated content, brand authenticity and subscription ecosystems. Lomonosov certificate; Herzen certificate.

BSc in Management, Marketing & Market Analytics from HSE University, Higher School of Business, 2021-2025. Thesis grade 9/10 with academic recommendation.