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Growth marketing leader with 14+ years driving organic user acquisition and revenue growth for B2B SaaS products (EdTech, AI, FinTech). Built and scaled growth engines from scratch, delivering +46% YoY revenue and +30% acquisition growth while reducing CAC by 24% through full-funnel optimization and continuous experimentation. Deep expertise in organic channels (technical + content SEO and LinkedIn thought leadership), short-form video, and AI-first content automation. Data-driven experimenter running A/B tests and growth loops (HADI/RICE) with a relentless focus on signups, activation, retention, and LTV.…Growth marketing leader with 14+ years driving organic user acquisition and revenue growth for B2B SaaS products (EdTech, AI, FinTech). Built and scaled growth engines from scratch, delivering +46% YoY revenue and +30% acquisition growth while reducing CAC by 24% through full-funnel optimization and continuous experimentation. Deep expertise in organic channels (technical + content SEO and LinkedIn thought leadership), short-form video, and AI-first content automation. Data-driven experimenter running A/B tests and growth loops (HADI/RICE) with a relentless focus on signups, activation, retention, and LTV.

Liza Terina

Growth Marketer, AI Strategy Consultant, Product Marketer, +3

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Growth marketing leader with 14+ years driving organic user acquisition and revenue growth for B2B SaaS products (EdTech, AI, FinTech). Built and scaled growth engines from scratch, delivering +46% YoY revenue and +30% acquisition growth while reducing CAC by 24% through full-funnel optimization and continuous experimentation. Deep expertise in organic channels (technical + content SEO and LinkedIn thought leadership), short-form video, and AI-first content automation. Data-driven experimenter running A/B tests and growth loops (HADI/RICE) with a relentless focus on signups, activation, retention, and LTV.…Growth marketing leader with 14+ years driving organic user acquisition and revenue growth for B2B SaaS products (EdTech, AI, FinTech). Built and scaled growth engines from scratch, delivering +46% YoY revenue and +30% acquisition growth while reducing CAC by 24% through full-funnel optimization and continuous experimentation. Deep expertise in organic channels (technical + content SEO and LinkedIn thought leadership), short-form video, and AI-first content automation. Data-driven experimenter running A/B tests and growth loops (HADI/RICE) with a relentless focus on signups, activation, retention, and LTV.

Available to hire

Growth marketing leader with 14+ years driving organic user acquisition and revenue growth for B2B SaaS products (EdTech, AI, FinTech). Built and scaled growth engines from scratch, delivering +46% YoY revenue and +30% acquisition growth while reducing CAC by 24% through full-funnel optimization and continuous experimentation.

Deep expertise in organic channels (technical + content SEO and LinkedIn thought leadership), short-form video, and AI-first content automation. Data-driven experimenter running A/B tests and growth loops (HADI/RICE) with a relentless focus on signups, activation, retention, and LTV.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Work Experience

Product Marketing, GTM & Growth Lead - in-house Yandex Practicum | EdTech unit of Yandex (leading EMEA tech group) at Yandex Practicum

August 1, 2023 - Present

Developed and executed technical and content SEO strategies for two new B2B product lines (Grade, Practicum PRO), improving organic visibility and qualified traffic across EMEA and APAC. Built and scaled thought leadership on LinkedIn and social platforms targeting L&D leaders, HR, and product teams; repurposed product demos, customer interviews, and event content into multi-channel campaigns. Scripted, filmed, and edited short-form video content for product launches, repurposing one filming session into multiple assets using AI tools. Owned full-funnel analysis from signup to activation to ongoing usage using GA, Mixpanel, and Amplitude; designed and ran HADI-based experiments to improve signup-to-activation conversion and retention, achieving +30% YoY acquisition growth and -24% CAC reduction. Integrated AI-native tools across research, messaging, and content structuring to scale campaign efficiency.

GTM & Growth Strategist - internal agency at Yandex

October 1, 2021 - August 1, 2023

Developed 30+ GTM and growth strategies for FinTech, SaaS, and EdTech brands across EMEA, applying consumer/market/competitive research, PMF validation, SWOT, and RICE frameworks. Led market entry and localisation strategy for product launches into Indonesia, Philippines, and broader SEA, including market assessments, competitive mapping, GTM frameworks, and localisation gap analysis. Built repeatable GTM planning frameworks for global product scaling to enable smooth handover to local execution teams.

Account Director - Digital Marketing at MediaCom (GroupM / WPP)

November 1, 2020 - October 1, 2021

Developed cross-channel media strategies for Colgate-Palmolive using econometric modelling and attribution analysis. Managed cross-functional teams (3 direct, 40+ matrix) on integrated multi-channel campaigns. Owned C-level client relationships across FMCG and tech accounts. Drove +30% YoY client billing through performance-led campaign optimization.

Account Director - Brand & Creative at Stereotactic (boutique creative agency)

August 1, 2017 - November 1, 2020

Built and scaled the digital department from scratch, leading teams of 6 to 40+ specialists. Led brand and creative strategies and campaigns for global consumer brands including adidas, Puma, Henkel, Kiehl's, and YouTube Music.

Account Director / Senior Marketing Manager / Performance Manager at OMD OM Group (Omnicom)

April 1, 2012 - August 1, 2017

Progressed from Performance Manager to Account Director. Developed cross-channel media strategies (example: Nissan) using econometric modelling and attribution analysis. Managed cross-functional teams (6 direct, 40+ matrix) on integrated multi-channel campaigns. Owned C-level client relationships across FMCG and tech accounts.