Operational Marketing Lead at X5 Digital

Ilya Akulshin

Marketing Lead with 8+ years of experience. Comprehensive marketing promotion for businesses in the retail and e-commerce sectors. Lecturer at the HSE.

Briefly about me

Retail & Ecommerce

I fell in love with retail from the very beginning of my career. Working with leading brands like OZON, KUPER, SOKOLOV, and X5 Group (Perekrestok, Pyaterochka, Chizhik, Vprok) gave me a unique opportunity to contribute to customer acquisition, retention, and lifecycle value growth. I treat the customer base as a living system — with its own rhythms, reactions, and behavioral patterns.

Show me what you got

Launched always-on and promo marketing campaigns across multiple channels (360). Managed a 30+ people team. Built a scalable operational marketing system for acquisition (performance) and retention (CVM). Implemented BI analytics to monitor customer base health metrics. Introduced anti-fraud systems to safeguard marketing investments. Established internal processes for finance, procurement, and marketing documentation workflow.

Forged in the agency..

My career started at a top-tier advertising agency, where I evolved from a performance specialist to an Account Director. This experience gave me an in-depth understanding of how the media and digital services market operates — from both strategic and executional sides. It also shaped my client management and communication skills: leading cross-functional teams, managing high-stakes projects, and delivering under pressure in fast-paced, multitasking environments.

It's gonna get technical in here..

Strong technical background with deep understanding of BI, analytics and digital architecture. I’m fully aligned with product and development teams — able to speak their language and co-create fast, data-driven marketing solutions.

Experience

Dec 2024 - Current

Head of Operational Marketing

X5 Digital (Delivery Services)

Scope:
1. Managed a 30+ people team (Acquisition, Retention, Promo)
2. Designed and implemented an LTV-based acquisition program, focusing on long-term customer value
3. Launched a lifecycle-driven CVM communication system, tailored to customer behavior stages
4. Improved acquisition quality by deploying advanced anti-fraud mechanisms across channels
5. Achieved #1 ranking among e-grocery services in Q1 2025, according to InfoLine, as a result of coordinated cross-team efforts

Jan 2024 - Dec 2024

Head of Digital Marketing

SOKOLOV

Scope:
1. Management of an inhouse team (Performance, Digital Media, Special)
2. Management of more than 30 contractors
3. Development and implementation of Performance and Digital Media strategy
4. Achieving of the set KPIs in a super competitive niche (eGroccery, RTE)
5. The best bying conditions on the market
6. A deep level of technology and understanding of the e-commerce product (according to the challenge, the product why the test did not get colored, I will help the developers understand why deep links fall)

June 2023 - Jan 2024

Head of Digital Marketing

SberMarket

Scope:
1. Management of an inhouse team of 11 players (Performance, Digital Media, Special)
2. Management of more than 30 contractors
3. Development and implementation of Performance and Digital Media strategy
4. Achieving of the set KPIs in a super competitive niche (eGroccery, RTE)
5. The best bying conditions on the market
6. A deep level of technology and understanding of the e-commerce product (according to the challenge, the product why the test did not get colored, I will help the developers understand why deep links fall)

June 2022 - June 2023

Performance Group Account Director

iProspect (OKKAM ex. Dentsu)

Scope:
1. Fullstack channel set (SEM, CPA, Retargeting, Media) coordination
2. Client accounting
3. Development and implementation of a performance strategy
4. Web / App
5. It's an agency, you know...

May 2021 - June 2022

Performance Group Head

iProspect (Dentsu Aegis Network)

Scope:
1. Fullstack channel set (SEM, CPA, Retargeting, ...) coordination
2. Client accounting
3. Development and implementation of a performance strategy
4. Web / App
5. It's an agency, you know...

September 2021 - Current

Digital Marketing Expert

GeekBrains

Search Engine Marketing desciplines teaching

August 2019 - May 2021

Senior Digital Marketing Manager

OZON.ru

Scope:
1. SEM, SEO, RTB, Media Planning, Web Analysis, BI development
2. Special Projects Management
3. Process optimization/automatization

2017 - 2023

Performance Marketing Manager

Furniture Factory «Marya», «Edim Doma», «Mia»

Scope:
1. Development and implementation of a PPC strategy
2. Regular and ad-hoc reporting on campaign performance

2016 - 2017

Digital Marketing Specialist

BMG (Agency)

Scope:
1. SEO, SEM, SERM
2. Development and implementation of a digital strategy for local companies
3. Providing customers from a contract to closing documentations

Education

2019

Digital Forensics - Master degree

Saratov State Law Academy

Skills

My management style is "a person first, then an employee." We create an atmosphere in which "individuals" will be comfortable, where work stress is not perceived as personal, where the task of one employee is perceived as common, where harmony is not just a word.

Sales is arithmetic — measurable metrics that can be analyzed using basic frameworks. And only then it comes the black box: mystical processes, unpredictable behaviors, and seemingly irrational decisions.

My set of hard skills allows me to clearly deconstruct a company’s business plan into marketing metrics and build a suitable marketing strategy.

I can evaluate the size of the target audience, brand awareness within that audience, and our consideration level as a potential provider.

I can calculate the required budget and resources to reach sales goals, identify effective acquisition channels, and define a set of retention initiatives for acquired customers. Form and maintain the necessary volume of an active customer base for GMV generation, of course, taking into account the efficiency goals.

With the support of analytics and research teams, my team is able to continuously assess the health of the customer base, monitor churn trends, and implement timely incentive strategies.

I see no reason to list specific technologies or advertising platforms here — they are evident from my work experience and LinkedIn profile.

As for the political and operational aspects of the role — I’d prefer to discuss them in person during the interview.