An award for an amazing marketer. Know someone whose done a fantastic job of marketing a digital product? Nominate them for the Digital Marketer Award.
Criteria for the Digital Marketer category:
– Nominee works in a digital marketing role or does digital marketing as part of their role
– Nominee works for a tech business/in a tech role
Successful nominations should detail but not be limited to the following:
– Impact their work has had on clients/the business
– Example work
– Anything else notable that the judges might be interested in
Zhanna and I have been working together on some of the largest accounts in Crafted in the past 18 months. Zhanna is a very confident and well-experienced marketer and approaches every brief with the client’s needs and objectives in mind.
Client introduced new KPI (ratio cost/revenue) in the end of 2016 with the main goal of increasing volume of direct bookings and ensuring that direct bookings are cheaper than those coming through the OTAs (eg booking.com). Improvement was aimed to be achieved across 12 properties on individual property level and across the board. Revision of the existing account structure and analysis of the bulk of booking data from the past 5 years allowed to introduce updated strategy, and drive following results:
• 41% increase in bookings
• 47% increase in revenue (half a million) at only 16% increase in investment
• ROAS improved from 9 to 12 – with £1 spent on PPC earning back £12
• Cost/revenue improved from 11% to 8% – which makes PPC bookings cheaper than any OTA channel
We started working with this client in January 2017 with a target KPI of 7:1 ROI. Zhanna has been behind the media plans and strategy with a multi-layer approach covering all stages of funnel – from branding and programmatic display, through to prospecting, social, and dynamic remarketing and search. This approach allowed us to hit target KPI in the second month of activity, with the activity performing at 11:1 ROI overall this year.
Building strong relationship with this client won us a recommendation to the US arm of the business with us winning proposal for the activity for the Preferred Residences. Zhanna was again behind the media planning and proposal for this campaign and is currently working actively with the team to make sure we have yet another one happy and satisfied client.
Outside her work Zhanna is a very active member of our team and community, in the past 12 months she has run, climbed (3 peaks challenge), skydived and cycled, all for local charity organisations.
Zhanna had a stellar career in London before joining the Crafted team 18 months ago, working for Booking.com, OMD and on Google’s own advertising accounts at Essence. Since joining us, she has brought her London-agency expertise to Crafted and is an excellent source of advice and inspiration.
Zhanna works across some of the most challenging (and largest) clients that we have in the agency and has made the travel sector her own while working with Generator Hostels and Preferred Hotels among others. The former is essentially 14 clients in one, where the general managers of each hostel around Europe all have a say in their online marketing, and the latter also has an international team and very strict performance targets, as well as the desire to consistently push into new advertising channels and technology. In both cases, Zhanna has more than met the challenge, keeping the clients happy and growing the accounts significantly since taking them over. As a result, Generator Hostels is up for several industry awards, and there are surely more to come.
As well as her amazing client work, Zhanna is fantastic to have around the office, with an infectious positive attitude and a dry sense of humour. She is always happy to support the more junior members of the team where needed, including taking on a mentoring role recently with one of our new execs. She is also first to volunteer to train others – recently running a company-wide training session on a reporting tool that could benefit several teams, and developing a social media training scheme which has been used within the agency and with several of our clients.
Finally, as a native Russian speaker, all of this is done in her second language, though you’d never know it!