- Competitive landscape monitoring and customer researches - Target segment value proposition (incl. product range and features, service model, overall pricing approach, customer journey) - Market position by segment (positioning and market share) - Business planning by segment - Marketing budget, planning and implementing advertising campaigns - Definition of parameters of marketing campaigns: communication type, target audience, selling proposition - Preparation of overall segments development strategy (incl. product proposition requirements, service model requirements, marketing promotion, customer engagement strategy and financial model) - Customer activation, engagement and retention strategy development and implementation via targeting CRM campaign - Customer profitability optimization, maximization of customer lifetime value in target segments Achievements: - Grow new clients acquisition deferens by segment from +67% to +200% - Decries marketing cost of acquisition - 28% - Grow Net income by target client from +1% to +14% - Lunched unique co branded product with cooperation with one of the world's largest fashion retailers - Inditex

- Developing retail business expansion strategy - Managing product offering, retail services, including volumes, profitability of the product portfolio and profitability per customer (55 billiong rubles in assets, and 45 billion rubles in liabilities) - Optimization of business processes, models of sales and service - Managing lifecycles of bank products and customers - Recruit and management of product team (43 employees).

Analyzing needs, barriers, and expectations of the target segments, as well as gaps of the current product portfolio, and engagement and service models - Analyzing and creating behavioral models for the target segments as well as indicating trends in order to determine activity levels, profitability and volume of investments for every segment - Developing concepts of new offering, evaluating current products for each segment, determining requirements for customer experience and sales channels - Estimating efficiency of activities to be implemented for each segment concerned: number of customers to be involved, product penetration, customer profiles - Developing retail offering promotion plan (product and service model), communication strategy - Elaborating creative concept and implementing the concept in all customer contact points - Implementing product/services promotion plan in order to attract target segments - Responsibilities: number of active customers in target segments, profitability of target segments, engagement costs, market share per a segment, brand awareness in every segment Achievements: - Communication plan development in terms of customer target segments (business planning transfer from product promotion to the engagement of a target segment) - Development of the modification concept for deposit products, mortgage products, loyalty program

Developing customer-centric product strategy. Implementing a segmented portfolio of products based on a revolving line of credit (credit cards, overdrafts, credit line). Optimization of business processes, models of sales and service. Managing product portfolio and customer lifecycle in the bank: developing a system of activation unit, usage, spend increase, retention unit of credit cards. Increasing sales volumes, profitability product portfolio and profitability per customer. Recruit and management of product team and related departments. Achievements: Total transformation of products based on credit cards, overdrafts, promotion system, sales model, portfolio management. As a consequence, portfolio has grown over 400% vs 100% market increase, as well as portfolio profitability (ROA) - over 40%.

Strategic consulting and project management in retail business (Strategy Department), including the following: • Performing market analysis (analysis of trends and forecasts of market developments, competitors’ landscape, segmentation of customers and prospects, consumer behavior models), defining key market segments and concepts of the implementation of new products, pricing structure as well as promotion activities. • Developing a full-scale product portfolio of a retail banking business, and product profitability management system (pricing and functionality of products, product positioning, packaging, P&L models), as well as sales and service models (sales and service processes, staff structure, training and motivation programs, requirements to IT systems and equipment). • Developing marketing and sales plans and implementing marketing campaigns. • Elaborating loyalty programs strategy and CRM. • Preparing financial and investments business models aimed at the justification of new strategy implementation or at the modification of various business elements, including P&L of products, the structure and optimization of a investment budget. • Managing consulting projects, including the implementation of recommendations suggested (including but not limited to preparing start-ups and launching projects by managing internal engagement team (up to 15 specialists) and Client’s team). • Developing Customer Experience Methodology • Conducting workshops and delivering presentations to top-management and shareholders of a Client. • Implementing projects in cooperation with top-10 banks and insurance companies in Russia, Ukraine and Georgia • Overall transformation of the retail business of Nadra Bank (Ukraine, 700 branches), including the refinement of the current product portfolio and the launch of new products (Tariff packages, deposit program, credit cards, PILs, autopackage, mortgage solutions, payroll projects); the development of the strategies for VIP customer service (private banking), for alternative channels of customer service, for co-brand projects and loyalty program, and for SME. • Development and implementation of a new retail operational model (sales channels, staff schedule, motivation platform and training program) for TBC Bank (Georgia); optimization of a marketing budget and development of a marketing plan; preparation and implementation of the strategy for VIP services (private banking). • Development of a retail strategy for brokerage business of KIT Finance Bank, including product offering, operational model and sales channels. • Development of a strategy aimed at creating a ‘financial supermarket’ for the MosMart (grocery retailer) store chain, including financial products, pricing approach and operational model/ • Diagnostic and design of bancassurance development program in Ukraine for Allianz (Germany). Achievements: Successful completion of projects under time pressure condition within the project schedule and within the budget; successful implementation of retail business strategies, which led to - 192 per cent increase in the retail credit portfolio and 145 per cent in deposits of Nadra Bank, - the increase of products-per-customer quantity from 1.4 to 3.8 in TBC Bank as well as to the increase of revenue per customer for more than 150 per cent, and the expansion of market share in deposits by 6 per cent (1st position in the market). improvement of in-house communications through increasing team efficiency; business development through initiating important deals (cross selling); promotion; bonus Managing people: Project based structure, up to 15 team members Reason for Change: Decrease in number of projects

• Developing and implementing banking retail products (deposits, cards, including credit cards, co-brand program cards, payroll projects cards; insurance programs, VIP services): defining products’ functionalities tailored for different segments and sales channels, designing pricing structure of the portfolio and determining pricing parameters of individual products, developing and refining P&L models for products, and preparing and implementing processes’ package for new products. • Defining business requirements for the implementation of new products and for the modification of the current portfolio, CRM data bases. • Recruiting and managing project teams within the implementation of new products, processes and technologies. • Managing day-to-day work of the department. • Developing the system of regulations, contracts, organizational and administrative as well as information document; developing of methodological standards and procedures for business processes regulation. • Implementing a multilevel product for payroll project customers – Tariff plan ‘Corporate’, optimizing business processes and sales models; refining credit products for the corporate sales channel, implementing a package of products and services for VIP customers – ‘A-Club’; refining deposit portfolio. Achievements: Successful restructuring of the retail as well as corporate product portfolio of Alfa Bank, thus contributing to the Bank’s higher competitiveness in the market (rise in commission earnings by 267 per cent, increase of customers’ funds by 204 per cent, attraction rate – by 148 per cent); higher efficiency of in-house team work through standardization and regulations improvement; promotion Managing people: Direct supervision of the department Reason for Change: I was contacted by LLC Senteo International, offering rather promising position (with interesting prospects). I didn’t look for another job by myself

• Developing and implementing new saving banking products, modifying commission products of the Bank, amending Bank’s tariffs, preparing internal report concerning the efficiency of banking products sales. • Conducting analysis and effecting control over the existing non-credit products developed for individuals. • Elaborating business requirements to the IT platform. • Providing operational and technological support to the processing centre and with regard to terminal devices (POS, ATM). Achievements: Successful completion of internal projects (including simultaneous projects) under time pressure condition (implementation of remote training and control of bank branches with regard to retail products; implementation of management reporting system for non-credit products) Managing people: no Reason for Change: Very high level of overtimes. I also looked for new growth opportunities.