Krystyna Trushyna

SEO Specialist Gambling & Casino | International Oureach

I’m a digital marketing specialist with 8 years’ professional experience including client site, search marketing agency and blogging. My activity consists of planning and implementing online marketing methods across a wide range of digital channels with a strong focus on SEO, content marketing and customer retention, combining a strategic and analytical approach with creative ideas. My responsibilities have taken me from managing ecommerce and market growth projects to leading and motivating a marketing team to achieve business purposes. Multilingual (Russian, German, English).

I am an extremely focused, driven, and results-oriented leader with a broad experience of leading international and intercultural team within a start-up environment. I combine key strengths in relationship building, online doctor and pharmacy representation, and the ability to perform in fast-paced, competitive environment.

Affiliate Marketing
International E-Commerce
Digital Project Management
Online Sales Growth
Content Marketing
Search Engine Optimisation
Team Management

WORK EXPERIENCE

Head of E-commerce Online Doctor & Pharmacy, July 2016 – present
Hexpress Healthcare Ltd | International online healthcare company | London / UK

Hexpress Healthcare is a digital healthcare provider operating since 2002, offering comprehensive online doctor and e-pharmacy services for a range of clinical areas that typically require medication prescriptions, such as asthma, diabetes, sexual health, skin diseases and hair loss.

My mission as a Head of E-commerce is to drive awareness of telemedical services in European countries and to maximize new customer acquisition and retention – delivering user engagement and customer satisfaction.

Responsible for the traffic and conversion growth of 15 inhouse domains whilst also ensuring the very best user and patient experiences. Furthermore, I am charge of managing, training and mentoring digital marketing team of 12.

Responsibilities:
  • Creating, managing and monitoring strategies for the growth of the digital healthcare business in 5 European countries (Germany, Switzerland, Portugal, Sweden and Finland) and Brazil. Since October 2017 I am responsible for all the markets at Hexpress Healthcare Ltd., including: UK, Norway (e-prescription service), Poland, Denmark and France (e-prescription service).
  • Developing digital strategies (Content, CRO, SEO, Email and Paid Advertisement) focused on delivering exceptional user and customer journeys.
  • Setting budgets for each channels and identifying opportunities to improve KPIs further
  • Leading, mentoring and training the digital marketing team
  • Performance management of the team against objectives and management of development areas
  • Evaluating customer research, market conditions, competitor data & analysing marketing performance making resultant changes to maintain good ROI
  • Creating sales targets for the financial year
Key achievements:
  • Increased revenue by 16% overall in the 5 markets YOY (country breakdown: Germany & Switzerland: +8%, Sweden: +23%, Portugal & Brazil: +14%, Finland: +389% )
  • Successfully implemented and developed the content marketing strategies, SEO activities, and retention strategies across all five countries (16 domains) in the first 10 months resulting in 25% increase in unique visitors, 53% increase in eCR and 73% growth in sales
  • Organic growth achievements in the first 10 months: organic visitors increased 18%, eCR increased 45%, organic sales increased 59%, organic revenue increased 83%
  • The email marketing campaigns have increased the turnover by 7% within the first 10 months

Country Manager Digital Germany, April 2015 – June 2016
Hexpress Healthcare Ltd | International online healthcare company | London / UK

As a Country Manager Digital Germany (Online Doctor & Pharmacy) I was responsible for managing all operations within the German and Swiss markets. The main goal was to increase traffic, sales, and turnover on the both markets. A key part of my position was team management, including performance monitoring, mentoring, training and also recruitment. 

Responsibilities:
  • Developed and implemented e-commerce strategy plan to meet the business objectives on the German and Swiss markets
  • Analyzed results and domains’ performance as well as ROI of all digital marketing channels
  • Managed, motivated and developed the German digital marketing team of 4
  • Created and implemented acquisition and retention strategies to maximize market profitability
  • Utilized the most effective digital marketing channels and engagement opportunities to drive actions in the German and Swiss customers
Key achievements:
  • Increased new organic users by 37% YOY and organic sales by 13% YOY by implementing patient-centric, educational, and helpful content marketing strategies and white hat SEO activities
  • Increased 53% of sales and 21% of revenue YOY overall by utilising new customer acquisition and retention strategies
  • Re-structured the German marketing department and reduced staff to use man power in a more cost-effective and productive way which resulted reducing labor costs of £250.000 per annum
  • Increased organic visibility after significant visibility drop due to the Penguin and Panda penalties in 2012. Highly competitive product transactional keywords moved from page five-ten to pages one in Google.de and Google.ch, leading to a considerate increase in monthly organic visitors and an increase in sales and revenue

Website Manager / Online Marketing Manager (German), Sept. 2014 – Mar. 2015
Hexpress Healthcare Ltd | International online healthcare company | London / UK

As a Website Manager for HealthExpress.de I oversaw the brand management strategy, the development of the website on the new markets (Austria and Switzerland), continuous improvement of traffic and sales, and on-going support for the ecommerce and content marketing accomplishments.

Responsibilities:
  • Created, developed and managed digital marketing / ecommerce activities including SEO, Display, CRO, website management, email marketing, social media and funnel conversion
  • Research to identify business opportunities for improvement of the site performance (traffic and sales)
  • Patient member and checkout improvements using internal design/dev resources
Key achievements:
  • Increased HealthExpress.de unique site visitors by 28%, sales by 38% and revenue by 54% within 9 months in a highly competitive environment (online pharma & healthcare industry) by focusing on high quality content marketing strategies, CRO and SEO (on- and offpage)

Consultant Search Marketing (SEO), Feb. 2012 – Sept. 2014
SoQuero Online Marketing | Search marketing agency | Frankfurt/Germany (now Blue Summit Media GmbH)

soquero online marketing
Responsibilities:
  • Created and managed International SEO strategies successfully integrated with content marketing and social media that resulted in increasing of SEO visibility and organic traffic for my customers
  • Helped to recover some client websites from a Google Penguin Penalty
  • Achieved top 5 position in the SERPs for 80% of customers (Mettler Toledo, engelbert strauss, Mexx, Directline)
  • Developed SEO, social and influencer marketing strategies for Russia

Junior Account Manager Online Cooperations, Jan. 2010 – Feb. 2012
SoQuero Online Marketing | Search marketing agency | Frankfurt/Germany (now Blue Summit Media GmbH)

soquero online marketing
Responsibilities:
  • Developed and managed outreach strategies, including liaising with the media and key influencers
  • Established social media partnerships with bloggers (fashion, travel, lifestyle, healthcare)
  • Built and managed web projects’ portfolio (fashion, travel, lifestyle, & healthcare blogs for outreach) with a strong focus on SEO, content creation, social media, and performance analysis
  • Planned creative, viral and valuable content marketing strategies
  • Performed backlink profile audits

Online Marketing Internship for KennstDuEinen.de, Apr. 2009 – Aug. 2009
SoQuero Online Marketing | Search marketing agency | Frankfurt/Germany
(now Blue Summit Media GmbH)

winlocal
Responsibilities:
  • Implemented offpage optimization activities for kennstdueinen.de
  • Delivered and optimized customer profiles' content
  • Identified content marketing opportunities to grow organic traffic
  • Created and optimized Google AdWords campaigns for customers (local search marketing)

Editorial and Translation Internship, Jan. 2009 – Jul. 2009
Schreibikus | Translation Agency (German ↔ Russian) | Flörsheim/Main / Germany

Responsibilities:
  • Translated journalistic and literary texts (German ↔ Russian)
  • Translated media reports for the online project russland-fokus.de (Russian → German)
  • Translated website kaj-ehrlers.de into Russian

Online Marketing Internship (Russian), Aug. 2008 – Feb. 2009
Sprachcaffe  GmbH | Educational & Language Travel Agency | Frankfurt/ Germany

sprachcaffe
Responsibilities:
  • Optimized SEO, onpage optimisation and content campaigns for the Russian and German markets
  • Measured and analyzed the relevant data in order to drive improvements
  • Delivered marketing activity in line with the growth plan of the company
  • Setup of Google Adwords campaigns for the Russian market

Independent Work

Founder & Editor of two cross-cultural dating blogs, Aug. 2010 – present
ukrainiandatingblog.com | ukrainiandatingstories.com

Responsibilities:
  • Writing and editing articles, press releases, ebooks, interviews and blog posts
  • Coordinating freelance copywriters
  • Using social media to promote the blogs / content
  • Editing & producing video tutorials for the own YouTube channel
Key achievements:
  • Published more than 1000 articles on own blogs and industry websites
  • Created and published 3 ebooks, 200 downloads
  • The YouTube channel has nearly 2800 subscribers, about 860.000 views (Stand: January 2018)
  • Was invited to be a speaker on the iDate, the biggest internet dating industry conference in the world. I’ve spoken about agency ratings and their impact on revenues
  • Gave interviews for dating documentaries - featured on MTV Finland and Ukraine TV

Content and Link Marketing for German & Russian, Jan. 2015 – present
Bear-Fruit.co.uk | Link Building & Link Marketing Services for Germany, Switzerland and Austria | London

german link building
Responsibilities:
  • SEO consulting services and link building / outreach services for small to medium sized businesses
  • Recovering from Google Penguin Penalties (unnatural links)

Education

Master of Culture and Language, Apr. 2005 – Sep. 2010
Wolfgang Goethe University | Frankfurt am Main / Germany

  • Turkic Studies, American Studies and Romanic Philology (Italian)
  • Master Thesis: “Russian-Crimea Tatarian Language Contact in the Crimea” Grade: 1,3 (excellent)

Certifications

LANGUAGES

Russian
German
English
Ukrainian
Italian

Software Skills

CMS (WordPress)
SEO tools (Sistrix, Seachmetrics)
Google Analytics
Google Search Console
HTML
Affiliate networks (Zanox, Amazon, Affilinet)
Google AdWords