Yelena has worked in digital marketing, e-commerce and digital product development for over 17 years now, specializing in building and shaping digital strategies, developing online sales and implementing marketing technology, marketing data analytics, and management. As head of digital at Kassir.ru since 2024, Yelena is tasked with marketing and product analytics, performance marketing, SEO, the mobile application, and content-related functions. Under her leadership, the company reduced the share of advertising spending for paid channels by 30%, while generating 40% GMV growth. Organic traffic doubled for SEO with a 1.5-fold increase in the channel’s revenue stream. In addition to this, Yelena develops a content ecosystem for the platform and the blog, including by introducing AI tools and working with employee-generated content (EGC). Yelena is also in charge of end-to-end marketing and product analytics and developing brand marketing. Before that, she worked in performance marketing, launching and scaling digital products, promoting mobile applications, as well as introducing analytics and direct marketing tools for several corporations, including MegaFon, Beeline, Stoloto, Publicis Groupe, START, and Uma.Tech (Gazprom Media). Kassir.ru is the biggest federal ticket sales operator which operates nationwide as well as a leading ticketing agent for exclusive events.