Alena Soboleva

Background

About Alena Soboleva

I am a marketing professional with extensive additional experience in research and lecturing. My unique skills include marketing, project management, consulting, analytics and teaching supported by practical success in senior marketing and academic roles. I excel in fast-paced environments and am passionate about driving successful outcomes in partnership with key stakeholders, focusing on innovation, design thinking and customer experience. KEY ACHIEVEMENTS: Leveraging relationships with e-commerce/mar-tech partners to deliver innovation to client strategies - digital multi-touch attribution programs, marketing solutions including audience/DMP strategy, marketing platform integration and reporting dashboards Developing/managing complex marketing and data projects to optimise customer acquisition and experience Creating and managing formalised documentation, digital campaign processes, measurement and reporting frameworks, A/B testing strategies etc. to reduce cost and increase reach/click-through and conversions Research design, literature reviews, data collection and analysis, reporting, executing findings and publishing results to achieve objectives for industry and academic funded projects Completing my PhD by publication while working full-time Being invited to deliver course content for 2020 and 2021 Global MBA students at Macquarie Business School and the School of Business at Adelaide University KNOWLEDGE: Digital marketing and measurement strategy/campaign management Marketing automation and analytics - Google marketing platform, Salesforce Marketing Cloud, Adobe Experience Cloud, Marketo, Eloqua, Qualtrics, Tableau, SPSS, NVivo Customer lifecycle marketing, marketing funnel optimisation Social media, display, email, affiliate, and CRM marketing Lead nurture Advanced research/data analysis skills and campaign reporting Team oriented and collaborative KNOWN FOR: Unique combination of business and marketing expertise with academic research and lecturing success Consulting on digital solutions for brands, services and products - leveraging the latest marketing platforms/technology tools End-to-end digital marketing management from defining audience strategy, to reviewing messaging for different customer segments, and creating measurement frameworks/optimisation plans Researching and publishing on online marketing communication effectiveness using quantitative and qualitative analyses Relationship building at all levels within and external to the organisation