Igor Selitsky

Igor Selitsky

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Head of Marketing and Commerce Analytics
Moscow, Russia

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Résumé

Jobs verified_user 0% verified
  • EMCD
    Head of Marketing and Commerce Analytics
    EMCD
    Oct 2025 - Current (1 year)
    • Led comprehensive analytics for marketing across various channels, including paid, CRM, SEO, SMM, and Affiliate for all EMCD products.
    • Developed commerce analytics to support Sales, Customer Relations, and Business Development teams, enhancing decision-making processes.
    • Collaborated with cross-functional teams to optimize marketing strategies, driving engagement and customer retention using new tools like CDP.
  • SegmentStream
    Lead Data Scientist
    SegmentStream
    Jan 2021 - Dec 2024 (4 years)
    SegmentStream – B2B SaaS MarTech startup on global market for maximise revenue and ROAS with AI-powered analytics & marketing mix optimisation. Among clients: L`Oreal, KitchenAid, Szallas.hu, OMD, Instaheadshots, Synthesia, Kaspi.kz.
    - Reduced the time and costs of onboarding and maintenance by 10x, allow business to scale
    - Led internal initiatives and spearheaded the development of new product features
    - Development of key data pipelines: attribution (best B2C attribution vendor on G2 in 2024), cost-session stitching, ML, data exports and sources.
  • Yandex
    Head of paid channels analytics at YandexMarket
    Yandex
    Aug 2020 - Dec 2020 (5 months)
    Yandex Market is a leading online marketplace in Russia, GMV >$5B.
    - Analytics for performance marketing and affiliate program
    - Rebranding, transformation Beru.ru to Pokipki.market.yandex.ru
    - Media campaigns (TV, Radio, OLV) evaluation: short and long term impact, A/B testing
  • Yandex
    Marketing Analytics Lead at Yandex.Classifieds
    Yandex
    Jun 2019 - Jul 2020 (1 year 2 months)
    Yandex.Classifieds is leading in Russia auto and realty with revenue >$100M.
    - Advanced SEO analytics using internal (Yandex) and external data
    - Mobile App reports: performance/attribution, cohort, mobile pushes
    - Identifying the causes of market shares changes, detailed competitors analysis
    - Marketing incrementality testing: SEM, Retargeting
  • OZONru
    Head of marketing analytics
    OZONru
    Mar 2018 - Dec 2018 (10 months)
    OZON is the local E-commerce platform in CIS (equivalent of Amazon), is an known for its vast array of products across numerous categories with advanced logistics and technology-driven services and GMV of €32 billion EUR.

    - Successful fundraising. Develop a marketing model for 5 years with different growth scenarios (8-15x). Defense of the model to potential investors (international investment banks).
    - Increase card payments by 90%.
    - Reports automation and analysis: traffic, campaigns, loyalty program, category/brand, customer scenarios.
    - Data management: analytics systems and retargeting for web and mobile apps
    - Custom bidding for ads (for example AdWords) based on probability to buy
  • Lamoda Group
    Head of web and acquisition channels analytics
    Lamoda Group
    Sep 2013 - May 2018 (4 years 9 months)
    Lamoda is a leading online fashion and lifestyle retailer in Russia and the CIS, renowned for its extensive range of clothing, footwear, and accessories from both international and local brands with a revenue €1.02 billion EUR.
    - Best analytics function among Rocket internet ventures, reports for company departments, managing directors and investors
    - End-to-end analytics for marketing – details down to keyword level with different attribution models
    - TV optimization. Best offline revenue share campaign improved country CR by 20%
    - Data management for pixels: analytics systems and retargeting for web and mobile apps
  • LLC Kupishoes Lamodaru
    Product Manager
    LLC Kupishoes Lamodaru
    Dec 2012 - Aug 2013 (9 months)
    - Launching Lamoda affiliate program. Growth from 0 up to 20% of marketing spends.
    - Launching and improving key automatic email campaigns: cart reminder, surf history, wishlist and etc. Best email campaigns among Rocket Internet ventures: additional >$50M Revenue only for the first year.
    - Product analytics: funnel, A/B experiments, and etc.
    - Setup web-analytics systems: Google Analytics, WebTrekk, PRD for own system
  • Grape Advertising Agency
    Senior Analyst
    Grape Advertising Agency
    Apr 2012 - Dec 2012 (9 months)
    - Development of new CRM and measurement division, organize coordination with other departments
    - Analysis of customer data in different project, mainly FMCG companies: segmentation, retention
    - Mailings, SMS, split testing, result analysis, tenders, presentations
  • Openstat
    Analyst
    Openstat
    Apr 2010 - Feb 2012 (1 year 11 months)
    - Implementation and testing behaviour targetings (look-alike, interests and gender) based on SpyLOG/Openstat data, panel data and ad server.
    - Launching brand new product Mediaplanner (B2B) – for searching target audience and creating mediaplan.
    - Digital Analytics for different business brokers, media, online communities etc.
    - Research influences TV and radio commercials for different advertisers (Telecom, Banks, E-Com, Auto).
  • S
    Analyst
    SpyLOG
    Feb 2008 - Apr 2010 (2 years 3 months)
Education verified_user 0% verified
  • State University Higher School of Economics
    Master of Science - MS, Applied mathematics, Economics, Data analysis
    State University Higher School of Economics
    Jan 2006 - Jan 2008 (2 years 1 month)
  • Bauman Moscow State Technical University
    Master of Engineering - MEng, Software Development
    Bauman Moscow State Technical University
    Jan 2000 - Jan 2006 (6 years 1 month)
Projects (professional or personal) verified_user 0% verified
  • W
    WebTrekk system installation
    Dec 2012 - Current (13 years 10 months)
    Full system installation and configuration for RU/KZ, pc and mobiles sites. Education of colleagues and organization of reporting for whole company. Integration web-data into other systems.
  • l
    lamoda.ru (kz,ua)
    Feb 2011 - Current (15 years 8 months)
    One of biggest e-shop
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