Dennis (Lazard) Lazarenkov
eCom & SaaS Mentor, Digital Marketing Expert

Premium Digital Marketing Agency for $250K+ eCommerce Brands and funded Tech Companies.

Since 2020, ESA Team of Google Trainers has grown 25+ Businesses X6-10 times in the US, UK and Europe, including BBC Dragon's Den funded Brands.

Main Niches: eCommerce (Cosmetics, Consumer goods, Pets), Tech (SaaS)

Services:
• SEO
• Google Ads
• Facebook Ads
• eCommerce Marketing
• Digital Marketing Strategy
• Conversion Rate Optimisation (CRO)

Growth and product management of Smartsub: AI MarTech platform for SMBs (was created by Google as Smart Campaigns).

• Leading mobile and web product development of a new generation AI Ads and Analytics platform for SMBs, using NLP technology and data sourced directly from Google Ads and Analytics APIs.
• Conceptualised and designed the product, built the product roadmap based on the CustDev of 57 entrepreneurs and freelance marketers from the UK, US, Germany, Poland, Latvia, and Estonia.
• Developed a minimum viable product in a form of the AI bot and released it to users, iterating on the feedback and payments of 1,430 active users from 17 countries, and pivoting to the web version to scale up in Poland and the UK.
• Accelerated from the Startup Wise Guys with € 20K investment, won the € 50K Poland Prize, and secured a residency in Google Campus for start-ups.

Growth team management, Conversion Rate optimisation of the mobile and web products, Analytics (Firebase, Google Analytics, SQL) management of Splento.com: London-based tech scale-up, ‘uber' for photographers, that connects photographers and videographers with business and consumer clients.

• Developing and improving mobile B2B and B2C Apps, web and mobile versions of the service, creating hypotheses of A/B testing on the steps during the customer journey to increase conversions.
• Conducting vigorous data analysis, defining buyer personas and customer journey maps, sourcing, and managing a cross-functional international growth team focused on increasing the main business and project metrics.
• Making weekly audits of increment of Acquisition, Activation, Retention, Revenue, and Virality using methods of Research, MVP, A/B/C test, and Experiment.

• Developing and executing a growth strategy for the UK and US markets resulting in 68% monthly users' growth and £1M raised in Oct 2019 based on the growth metrics.

SEO services for BBDO (Msc office): the world’s most awarded advertising agency.

• Conducted complex SEO audits for 12 websites to analyse their indexing on Google and Yandex search engines.
• Prepared technical specifications for optimal website structures and managed a team of web designers, content writers, and developers to implement the changes.
• Increased organic website traffic on average by 48% and grew the number of websites enquires by 23% in general.

Product marketing management of Scorum.com (60+ employees): sports ecosystem projects on the blockchain.

• Defined and managed product & performance marketing strategy from scratch, including customer segmentation, the go-to-market plan in the US, Europe, and Asia (Korea and China).
• The project made a $ 5.63M ICO, achieved #3 Product of the Day at Product Hunt and became a Top 50 most innovative sports startups according to Hype Sports Innovation (2018).
• Led online distribution and media strategies across owned and paid media channels and supervised PR activities and external communications.
• Developed a network of 450 freelancers across 47 countries to write user-generated content, proofread it and act as ambassadors.

Product development management of Yanbis.com (analogue of Amazon Business): B2B e-commerce marketplace for Europe & the US.

• Worked closely with cross-functional teams, including Amazon across the US, Israel, Russia, and Belarus to lead the product and development teams.
• Developed and implemented product roadmap and product launch plan for key B2B clients and industry partners, such as Raiffeisen Bank and DB Schenker.

• Created and automated the product architecture of the Acquisition, Activation, Payment, Supplying and Retention across the 31 European and CIS countries.

I mentored Denis with his project Smartsub and helped him with the product development strategy. Denis showed himself as an experienced manager with great communication and organizational skills. With his experience in marketing and new product launches, I believe, he will be a valuable player in product teams focused on growth due to his ability to generate and validate product growth hypothesis and clear communication.

Denis was my teacher at the Growth Hacking Marketing course in IBA Institute. Denis is a good example of an amazing teacher who is passionate about what he does and obtains knowledge in sales and marketing at the expert level. High professionalism, vast experience, extensive knowledge in the field of marketing, the ability to present information — this is what distinguishes Denis from other teachers. He paid attention to the project of each of his students, gave us a huge amount of additional material, advice and recommendations. I apply all this in my work. I recommend Denis as a high level professional in the field of sales and marketing.