Alexey Lazarev

Marketing. Was responsible for marketing of Urban Beta and BetaPort Systems with a focus on events, covering brand, partnerships, PR, digital presence, and B2B acquisition. Event management. Organized public events and workshops, managed participation as exhibitor at major construction fairs in Germany, most notably ExpoReal. Digital presence. Owned digital presence of both brands. Maintained Urban Beta’s website. Developed the BetaPort Systems website from scratch using Webflow, managed LinkedIn accounts

· Paid acquisition. Managed €6M+ annual PPC budget across Google Ads, Microsoft Bing, Meta, and LinkedIn, covering 30+ countries grouped into 5 regional clusters. · Team leadership. Managed a team of 5 PPC specialists, each responsible for a regional cluster. · Performance. Improved monthly acquisition ROI by 9% over the 4-month period. · Experimentation. Developed and implemented A/B testing strategies across ads, creatives, and landing pages.

* Daily performance monitoring of incoming traffic on the website; * Regular reports on traffic data and customer behaviour; * Daily monitoring of website performance and opportunities for optimisation; Improved analytical system using Google Tag Manager, Google Search Console, Google Analytics 4, Heap. * Developed technical requirements for web events structure to increase data accuracy; * Preparing technical requirements for report developments in Google Analytics 4 and Tableau;

* Planning and sticking to the budget; * Setting up advertising accounts in Google.Ads, Yandex.Direct, Meta; * Development of SEO strategy, planning semantic core, and implementing technical edits * Preparation of text content for marketing purposes; * Creation of landing pages using web platforms; * Marketing analysis of competitors, customers, and position on the market; * Analysis of company performance; * Making strategic decisions based on analytics conclusions;

* Developed and implemented the company's marketing strategy; * Developed annual marketing budgets; * Set up and managed multiple traffic sources - organic, paid, affiliate, partner; * Coordination of SEO contractors to meet companies targets; * Creation of content for advertising: texts, images, video; * Coordination of development of the new website; * Established paid traffic using Google.Ads, Yandex.Direct, Instagram, Facebook; * Constantly analysed traffic performance using Google Analytics (Universal)

* Certification of technical products, machinery and equipment; * Search for new clients on the cold base and the Internet, negotiations with customers and contractors; * Constant communication with new and regular clients. * Negotiating commercial offers to achieve agreement with the client; * Managing entire certification process;