Ivan
Semenov
Cost-per-lead, cut everywhere I've worked
Three roles, three funnels, one repeatable playbook: audit, test, and rebuild the acquisition stack from zero.
"Yar Park," Kazan
A 10-tower riverfront complex on the first line of the Kazanka River — 5★ hotel, 1,500-seat congress hall, 60-berth marina and Class A+ business center. Kazan's largest current development.
- Built digital marketing from zero; ran 3 performance contractors on one CMS with a shared creative registry
- Managed paid search & social — Yandex Direct, VK Ads, T-Reklama — across landing pages, quizzes and longreads
- Audited the sales funnel and shipped a CRM overhaul brief (Macro CRM); launched classifieds & geo-listings
Residential Development
Took over a 4-person marketing team, audited the funnel, and rebuilt lead-gen channels with a focus on ad quality and fraud control.
- Introduced dynamic ad-copy/headline testing in Yandex Direct and a new Avito media-ads channel
- Shipped anti-fraud captcha on landing pages, cutting fraudulent traffic from 40% to 20%
- Wrote the sales team's lead-qualification playbook by cold-calling leads myself to find what works
Founder & Managing Director
Founded and ran a 7-person agency (3 in-office, 4 remote) serving 20+ construction and development clients. Services split into two tracks: concept work — audience & market research, brand foundations, visual identity — and operations — paid media, sites, CRM automation, chat-bots and turnkey end-to-end analytics.
- Clients included Vita-Haus, Territoriya Zhizni Group, ТОТ Завод, FirstKey, ElitStroy, PKR Group, Elstad and BorStroy
- Agency became an official partner of the "IZHS Federation" (self-build housing industry body)
- Invited as expert speaker on AI tools in construction and end-to-end analytics at industry forums
ТОТ Завод — a brand built from zero
Manufacturer of self-assembly polystyrene-concrete home kits. We ran the full arc — audience & market research, brand foundations, brand code, product strategy, then B2C and B2B go-to-market — across five stages.
Residential Construction
Led a 6-person team to the company's best-ever marketing results, building a proprietary ROI-linked KPI system and an end-to-end analytics stack from scratch.
- Built a bespoke efficiency formula (R = revenue ÷ marketing spend, trailing 3 months) tied to team KPIs
- Set up Roistat end-to-end analytics from zero, integrated with CRM & cloud telephony, plus speech analytics
- Shipped landing pages for 3 sub-brands and rebuilt the flagship Instagram content strategy
Thank you.
Territoriya Zhizni & ErmakDom