Larisa Maksimova

Head of Marketing

Sporty Group

Jul 2025 - Current (1 year 3 months)

Leading global marketing across Sporty Group’s portfolio in more than 10 markets. Managed the progression of the world’s 2nd biggest bookmaker brand, oversaw all launches, and drove 360° marketing strategy covering brand, performance and communications across iGaming, Entertainment, Gaming and Fintech. Overseeing multi-million investment planning for global marketing initiatives.

Performance Marketing Director, New and Emerging markets

Sporty Group

May 2024 - Jul 2025 (1 year 3 months)

Led the marketing strategy for high-growth regions, overseeing multi-market expansion across LATAM and Africa and driving brand development. Directed cross-functional initiatives to unlock growth opportunities and deliver consistent performance at scale. Led the launch of a new Fintech service within the group, from brand creation and marketing strategy to full execution.

Performance Marketing Lead, Africa

Sporty Group

Aug 2023 - May 2024 (10 months)

Built and scaled performance marketing across core African markets, driving growth and market penetration. Responsible for launching Football.com and scaling core markets for existing brands, while developing the mobile user acquisition strategy to accelerate expansion across the portfolio.

Marketing Producer / Head of Marketing

Playrix

Jan 2022 - Aug 2023 (1 year 8 months)

Responsible for User Acquisition for all of our mobile games worldwide. In charge of a vision for the digital channels development and configuration of an algorithm for working with them (rotation and testing of creatives, control of the correct coverage by countries and placements), design of key tests on channels, responsible of selecting and evaluating new channels on the market.

Achievements:
• Improved development of the Chinese market through local channels (Ocean Engine, TikTok, Tencent, Wechat) and purchasing approach increased the number of new paying players by 2.5 times (year over year) on IOS and reduced CPB by 30%;
• Created of a vision and an algorithm for selecting and working with new channels making it

Chief Marketing Officer

iviru

Feb 2021 - Jan 2022 (1 year)

• Managed a team of over 40 individuals, overseeing their day-to-day activities and ensuring their performance met or exceeded company standards;
• Developed and implemented a marketing strategy;
• Coordinated and integrated marketing activities: research, advertising, design, PR, digital and performance marketing, social networks, CRM, analytics;
• Ensured the fulfillment of KPIs: new user acquisition, retention of the current base, TOM, NPS (external and internal), spontaneous brand awareness, as well as brand attributes;
• Participated in the development of a product loyalty program;
• Communicated with the CEO and Board of Directors.

Achievements:
• Conducted an analysis of signals from users, a

Media Director

iviru

Nov 2020 - Feb 2021 (4 months)

• Supervised team of 15 people;
• Led all external communications efforts, including: Performance, Media, SMM, Influencers, Mobile, Smart TV, Special Project, Partner Marketing;
• Developed a comprehensive annual digital audience for the main participants: brand and content marketing;
• Engaged in planning and in-house placement of digital and programmatic campaigns, planning and holding launches on TV and in outdoor advertising;
• Carried out preliminary and postal measurements of the impact of advertising agencies and external influences;

Achievements:
• Built an in-house digital team that allowed faster, better and more cost-effective management of buying. Improved the quality and effectiveness of adve

Head of Media & Programmatic Marketing (Yandex.Mediaservices)

Yandex

May 2019 - Nov 2020 (1 year 7 months)

• Managed a team of 5 people;
• Developed and executed marketing campaign 360 degree;
• Carried out strategic planning and budgeting of media channels (online/offline), optimized advertising spend;
• Ensured the fulfillment of KPIs for the growth of brand and product knowledge in Russia, the CIS and other countries;
• Planned and self-hosted digital and programmatic campaigns;
• Managed media planning and placement (Smart TV, TV and radio, OOH, DOOH, Indoor)
• Conducted and analyzed panel studies (Tiburon Research, OMI) and BLS using tools: e-mail, Yandex.Vzglyad, Fastuna, YouTube, Facebook;
• Worked with internal and external analytics tools (Yandex.Metrika, Tableau, Google CM, etc.);
• Worked closel

Head of Performance Marketing (Yandex.Afisha)

Yandex

Apr 2018 - May 2019 (1 year 2 months)

• Managed a team of 3 people;
• Engaged in media planning, budgeting and determining the best strategy for the brand and events partners;
• Launched and optimized contextual advertising: Yandex, Google and targeted advertising on social networks: Facebook, Instagram, Twitter;
• Attracted and optimized the CPA channels;
• Supervised the performance of e-mail distribution;
• Participated in the process of setting up end-to-end analytics and creating auto-updated reports based on the attribution model;
• Participated in the development of an ML model for automating bidding depending on business goals;
• Built close cooperation with the Business development department, analysts, product managers and management

Head of Performance

Modulbank

Jul 2017 - Apr 2018 (10 months)

• Managed a team of 7 people;
• Implemented Scrum methodology;
• Responsible for short-term and strategic marketing planning;
• Built a close relationship with developers, designers, analysts and management;
• Developed and tested over 230 marketing hypotheses: ad texts, extensions, banners, positioning and USP;
• Used new tools and formats for the bank: Programmatic, Audience, YouTube. Worked closely with DMP;
• Managed deep integration processes with third-party marketing services: Yagla, CarrotQuest‎, K-50;
• Conducted end-to-end analytics in GA and NM, created custom reports, worked with the attribution model.

Achievements
• Launched from scratch a new SaaS banking product, by 2018 more

Senior SEM Manager

Modulbank

Apr 2017 - Jul 2017 (4 months)

Responsible for user acquisition for a new product of the bank. Managed deep analysis of the market segment on the Internet (demand, competitors, general market conditions). Carried out a performance audit of the site. Launched and optimized contextual and media advertising - Yandex.Direct, Google AdWords and Yandex.Display. Worked with Internet channels, was responsible for data collection and analysis. Analyzed performance using GA and Yandex.Metrica.

Account Manager

IMEDIA

Jan 2016 - Jan 2017 (1 year 1 month)

Responsible for PPC and social media advertising, personally created advertising campaigns in Google and Facebook, conducted A/B testing, worked with dynamic remarketing for different clients, worked with optimization and call-tracking systems. For large clients acted as a coordinator and account manager, for medium and small clients was a full-fledged marketing manager.

Achievements:
• Conducted more than 20 paid promotional projects with a total budget of more than €400,000 per month;
• Improved customer sales by 30% over the year in the paid channels: Google, Yandex, Facebook, Instagram, VK;
• Client Portfolio: Finance, E-commerce, Services.

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Larisa Maksimova

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