Experience and case studies
16 years, 200+ projects, market-leading companies in real estate and consulting. Below — the track record with real numbers and the projects of my own practice. Some client data is anonymised under NDA.
Results in numbers
Figures I answered for personally. Not reach — money: what a customer costs and what share of revenue goes to advertising.
How I work on a project
Companies where I built marketing
Head of Marketing International (since 2024). Ad spend down to 13% of revenue, premium cost per lead 7 000 ₽, lead-to-deal conversion 50%+, tickets of ₽100M and above, CAC −30%. Brand platforms for MR Group.
Digital Marketing Head / CDO. The world’s number one in commercial real estate consulting. Sales +100% against plan, P&L +30%, marketing productivity ×3. The officenavigator.ru aggregator.
Head of Digital Strategy & Marketing. Luxury real estate: the UAE, London, Turkey, China, the US. 200+ digital projects (DAMAC, Emaar, Sobha), ad-spend share −10%, cost per lead −5%.
Digital Marketing Group Head. Russia’s largest developer. Cost per target action down from 12 000 ₽ to 200 ₽ (60×), app installs +30%, revenue +10%.
Performance marketing for Dodo Pizza, Lada, Clarins, RANEPA, SBER, L’Etoile. Cost per lead 3× lower, ad-spend share −20%, conversion +12%, clients’ sales +40%.
Digital promotion and analytics projects: Yandex Direct, Metrica, the Yandex Business ecosystem. Certified specialist in Yandex and Google advertising.
Case studies
Each case follows the same structure: the task, what was there at the start, the steps, what got in the way, the result in numbers, what did not work and what applies to you. The full texts are in Russian.
How cost per target action fell from 12 000 ₽ to 200 ₽PIK Group, the largest developer in Russia, where I was Digital Marketing Group Head. Cost per target action in the company’s digital ecosystem went from 12 000 ₽ to 200 ₽ — 60 times cheaper. What was changed, in what order, what did not work and what applies to you.
Full case study — in RussianRU Holding ad spend at 13% of revenue in premium real estateHead of Marketing International for Metrium, Etazhi, MR Group and Kalinka — premium and luxury property with tickets from ₽100M. Ad spend as a share of revenue brought down from 23% to 13% without a drop in qualified leads.
Full case study — in RussianRU Cost per lead: from 20 000 ₽ to 7 000 ₽ in luxury real estateA segment where a lead is expensive by definition. Cost per lead went from about 20 000 ₽ to 7 000 ₽ and customer acquisition cost fell by 30%: what was done with channels, landing pages and enquiry handling — and what did not work.
Full case study — in RussianRU A corporate CRM built around property objectsCBRE Global Workplace Solutions. Brokers worked from spreadsheets and email; the task was framed as ‘implement a CRM’ and in fact required a system where every deal is tied to the building. Plus a commercial property aggregator.
Full case study — in RussianRU Marketing without a department: the director’s function without a hireHow a company gets the marketing director’s function without hiring one: what a fractional CMO takes on, which numbers they answer for, and when the format does not work.
Full case study — in RussianRU Automation I tested on myselfA case without a client: enquiries from 80 forms, order collection from marketplaces twice a day, a daily self-check of 120 tests, scheduled reports. Shown in detail because there is no one else’s trade secret in it.
Full case study — in RussianRUProjects of my own practice
- Competitive analysis of a developer market (a region of a million-plus people, a developer as the client, NDA) — 60+ developers, 23 000 units, 101 slides, an Excel workbook of 29 sheets.
- Audit and media plan for a developer in the Moscow region (a comfort-class residential project) — a diagnosis of the funnel and a plan to multiply sales.
- PM Group — landing page and content for a premium residential project near Novodevichy.
Products
An AI audit of a business’s online presence: a 0–100 score in three minutes plus a fix list. The flagship feature — brand visibility in AI assistants (Alice, GigaChat, ChatGPT).
An AI marketer for small business: diagnosis, creatives, copy and reports in one subscription.
From letters of recommendation
Quotes from official letters of recommendation, translated from Russian. Originals available on request.
“She has a deep understanding of modern marketing strategy, including digital marketing, targeted advertising, SEO and analytics. Under her leadership our company achieved significant results: sales volume grew and our reach expanded substantially thanks to well-built campaigns. I would particularly note her ability not only to develop strategies but to implement them successfully, achieving measurable results.”
D. Kozlov, CEO, Metrium — from a letter of recommendation“She has proven herself a highly qualified, proactive and responsible leader with a deep understanding of the premium real estate segment. Aleksandra built comprehensive marketing strategies that allowed us to segment the audience more precisely and improve the efficiency of customer acquisition. I would particularly note her ability to deliver strong results under multitasking and tight deadlines.”
Rigina Gordeeva, Managing Partner, Etagi Prime — from a letter of recommendationFrequently asked questions
Are these results your personal work or a team’s?
Both, and I always say plainly which part is mine. At PIK, CBRE and Whitewill I led the function: set the tasks, allocated the budget, answered for the number to management. The hands-on work was done by teams and contractors — normal at that scale. In my own agency projects I do most of the work myself.
Why are some clients not named?
NDA. In real estate and consulting that is the norm: budget and conversion figures are the client’s trade secret. I walk through anonymised cases in more detail in conversation — method and numbers, without names where names are not allowed.
Will you repeat the same result for me?
The honest answer: I do not know until I have seen your numbers. A 60-fold drop in cost per action, as at PIK, is the effect of a specific situation where everything was set up badly. If your marketing is already in order, the headroom is smaller — and I say so before the work starts, not after.
Have you worked in my industry?
The core depth is real estate: developers, the premium segment, international projects. Plus performance marketing for large consumer brands (Lada, Clarins, SBER, L’Etoile, Dodo Pizza) in agencies. If your field is different, I say so: the method transfers, the industry specifics do not, and learning them is paid for by you.
Where does the work start?
With a free 15-minute conversation and a diagnosis. I look at the ads, the website and the funnel and tell you where the money is being lost. If the problem can be solved without me, I say that too.
Send a request
Describe the task and I will reply personally. The first call helps agree the next step; a detailed audit is a separate paid service.