Mariia Shekhireva

Leading SEM and paid growth strategy for a subscription-based digital insurance startup. Covering day-to-day channel management and strategic initiatives simultaneously

• Owned Google, Meta, Tiktok strategy for multi-market expansion across Germany, France and additional EU markets
• Developed a market validation framework in collaboration with local country teams
• Built a multi-angle ROAS dashboard with the data team, turning the existing ROAS framework into an actionable, company-wide metric used for budget and scaling decisions
• Led end-to-end brand campaigns across multiple channels - from briefing and agency management to cross-functional coordination, launch, ongoing campaign management
• Conversion tracking ownership and analytics infrastructure development with the data team
• Built effective working relationships across data, design, ops and country teams to create shared tooling, campaign briefing processes and market launch frameworks

Outcomes: built France into one of the top-performing markets from scratch; validated 5 additional EU markets through structured testing; 3x MRR growth for new markets in Q1 2026 with stable / growing ROAS.

Sole marketer responsible for full marketing strategy and execution.

• KPI planning, setting, and reporting
• Marketing channels: SEO, Paid Search and Social, CRM and email
• Website CRO (Squarespace) and tracking maintenance
• Hiring and training a permanent marketing manager to hand over all tasks

Outcomes: 10% sales growth, 90% y-o-y growth in new leads generated.

Built and led a 5-person performance marketing team (Performance, CRO, SEO, Data) from scratch. Owned strategy across all major paid channels with a 7-digit yearly budget.

• Built channel strategy from scratch, identifying and prioritising the highest-ROI mix across SEM, Paid Social and Display
• Established tracking, attribution, and reporting infrastructure from the ground up
• Drove CRO experimentation and technical SEO initiatives, including A/B testing across landing pages and conversion funnels
• Stakeholder management across Editorial, Creative and Data teams

Outcomes: 15x budget growth over 3 years with stable CPA and 60% yearly growth target; performance team grown from 0 to 5.

• Defined growth marketing strategy and executed SEM and Paid Social for a range of industrial automation products
• Trained interns and freelancers in PPC, SEO, digital analytics and CRO

Selective engagements with Berlin and European startups and scaleups across analytics setup, paid channel strategy, and SEO.

Outcomes: 50% CPA reduction (wedding e-commerce, UK), two sold-out cohorts via Paid Social, multiple analytics and attribution setups built from scratch.

• SEM, display and retargeting campaigns, email marketing, GA setup, website redesign project

• Co-founded and operated an early-stage startup across product, partnerships and fundraising

• Managed paid search and social campaigns for Estée Lauder brand portfolio targeting the UK market. Average yearly budget: £1.2M.