Natalie Vasilyev Strategic Marketing Leader

Vice President of Strategic Marketing and Insights

Elsevier

Sep 2024 - Current (2 years 2 months)

As Vice President of Strategic Marketing and Insights, I serve as a global marketing leader responsible for setting the strategic direction of Elsevier’s marketing across four regions (NA, EMEA, LATAM, and APAC). I lead insight-driven planning, go-to-market execution, and brand development to accelerate growth and ensure alignment with business priorities.

• Developed and scaled a global planning framework adopted across all business units, enabling unified, persona-driven campaigns annually.
• Built performance measurement systems to align marketing KPIs with operational goals and improve campaign effectiveness.
• Launched GTM monetization strategies for multiple AI product lines, reducing time-to-market and support

VP, Customer Experience and Market Insights

Elsevier

Feb 2022 - Aug 2024 (2 years 7 months)

As the VP of Customer Experience and Market Insights, I led initiatives to enhance customer engagement and satisfaction through strategic planning and data-driven insights. My role involved developing and executing comprehensive account-based marketing (ABM) strategies that effectively targeted key customer segments, resulting in improved customer acquisition and retention rates. I conducted competitive analysis and market analysis to inform our go-to-market strategy (GTM strategy) and optimize our campaign plans. Additionally, I utilized data analytics to assess performance metrics and drive informed decision-making. While my primary focus was on customer experience, I also oversaw the creation of sales enablement resources, including whit

Senior Director, Customer Experience and Research

Elsevier

Oct 2021 - Mar 2022 (6 months)

C

Advisory Board Member

Customer Experience Missouri State University

Nov 2020 - Current (6 years)

Board members make several contributions to the School. These include:
1. Enhancing the quality of the school curriculum through strategic review of credit and noncredit offerings.
2. Consulting with faculty and students through occasional classroom visits, forums and conferences.
3. Promoting the School’s goal of linking industry with academia to help ensure work is relevant and benefits the business community.

Director, Customer and Market Research

Elsevier

Dec 2019 - Sep 2021 (1 year 10 months)

Development and management of global customer and market research efforts for Elsevier Clinical Solutions. Establishing strategic impacts and opportunity determined through primary research. Measuring brand awareness, sentiment and perception. Supporting multiple business units to grow product portfolio, and market share through commercial impact research studies. Partnering with global customers to illustrate the way Elsevier solutions improve patient outcome through case study research. Proficient in qualitative and quantitative research methodologies.

Senior Manager, Market Research and Customer Insights

Elsevier

Aug 2016 - Nov 2019 (3 years 4 months)

• Developed global strategic insights to progress business development in the healthcare technology and analytics industry
• Revolutionized customer insights by introducing Customer 360 program to understand buyer and end-user satisfaction throughout multiple stages of their lifecycle
• Presented new business opportunities based on market research studies developed utilizing latest research methodologies with strategic data analysis technics
• Supported global customer satisfaction impact studies to show the value of products on customer’s organization
• Executed in-depth competitive intelligence evaluations to generate high areas of risk for the business
• Launched market perception and brand awareness programs to

Campaign Operations Senior Manager

Elsevier

Mar 2013 - Aug 2016 (3 years 6 months)

• Thirteen years of combined experience in global digital campaigns, data analysis, marketing, sales and client relations.
• Expert of digital marketing strategies: SEM, SEO, Social, Local, Banners, Shopping Feeds, and Campaign Operations.
• Skilled in building holistic global multichannel digital campaign strategies.
• Detail-oriented, with excellent analytical, organizational and problem-solving abilities.
• Excels within high-pressure environments; proficient in meeting strict deadlines.
• Skilled in coordinating and prioritizing multiple tasks and projects simultaneously.
• Strong interpersonal and communication skills with an ability to lead and mentor a team

Senior Digital Marketing Manager

Elsevier

Jun 2012 - Mar 2013 (10 months)

As a Senior Digital Marketing Manager and B2B Campaign Operations Leader, I led the B2B campaign operations team through comprehensive campaign execution and digital buying cycle strategy, developing campaign recommendations and tracking to support the Clinical Solutions Institutional marketing developments. I served as a key advisor on significant solution migrations from Salesforce to Siebel CRM, as well as from Pardot to Adobe, ensuring seamless transitions that enhanced operational efficiency. My responsibilities included the planning, execution, and ongoing analysis of global e-commerce Clinical Solutions digital campaigns, where I utilized data analytics to inform strategies and optimize performance. Additionally, I designed and execu

Director of Marketing

The Net Impact

Sep 2011 - Jun 2012 (10 months)

• Mentored and instructed the Internet Marketing team of five client managers, through the day to day account growth
• Directed the internet marketing department for The Net Impact and responsible for the growth and new client development.
• Developed and analyzed profitability against the set KPIs.

Search Director

MediaCom

Jan 2007 - Sep 2011 (4 years 9 months)

• Directed search marketing programs for Mediacom clients and managed a team of six within multiple US offices
• Analyzed client marketing objectives and business challenges; developed digital strategies to achieve client goals.
• Guided account team on day-to-day program execution; managed budgets, maintained top-level client relationships, coordinated data analysis with Mediacom's analytics team, and cultivated new business opportunities.
• Maintain direct relationships with key search engines and industry vendors to maximize client objectives.
Major Accounts and Accomplishments
• Expertise with the following verticals:
o Retail: (Dell, both B2B and B2C, Edible Arrangements and Sears);
o Medical/

Natalie Vasilyev

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Natalie Vasilyev

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