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:

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

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)

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)

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:

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

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