
Dusko Koricanac
Verified Expert in Marketing
Marketing Expert
Subotica, Vojvodina, Serbia
Toptal member since July 30, 2024
Dusko is an accomplished chief marketing officer with 15 years of expertise in digital marketing and driving scalable growth. A proven leader, he excels in guiding teams toward tactical excellence and delivering impactful solutions. With a keen focus on efficiency, Dusko combines data-driven insights with intuitive decision-making, consistently achieving outstanding results.
Project Highlights
Expertise
- B2B Marketing
- B2C Marketing
- Conversion Rate Optimization (CRO)
- Email Marketing
- Leadership
- Marketing Strategy
- SaaS
- eCommerce
Work Experience
Fractional CMO
Freelance Clients
- Grew Swanwick Sleep online store's total revenue by 31%, with a 12% increase in website sessions, a 7% rise in orders, and a 4% improvement in average order value (AOV).
- Created an email marketing campaign that increased revenue by 51.74%, new subscribers by 38.75%, and newsletter clicks by 205.71%, as well as decreased spam complaints by 9.09%.
- Conducted A/B tests for Swanwick Sleep that yielded an expected annual revenue increase of 17.64%.
- Implemented a new social media strategy for Facebook, Instagram, and TikTok, leading to a revenue increase of 67.1%.
- Headed the marketing team, fostering a culture of innovation, collaboration, and excellence.
- Provided mentorship to team members, encouraging professional growth and skill enhancement.
Operations Manager
Smart eStrategy
- Handled all aspects of business operations in the marketing agency.
- Managed the company's budget, analyzing and monitoring costs closely.
- Engineered an A/B test that decreased Hiccapop.com's homepage bounce rate by 19.58% and increased revenue per session from $1.34 to $2.50.
- Identified systems that required implementation or improvement and conducted the appropriate actions.
- Gathered metrics and reported results to the agency's owner for informed real-time decision-making.
- Implemented Agile principles and values to efficiently manage the agency's data and records.
Marketing Lead
Fortunian
- Boosted the major KPIs for PDF2XL.com in the 1st quarter of 2022, increasing gross revenue by more than 16%, monthly recurring revenue by more than 14%, and number of orders by over 12%.
- Engineered A/B tests and increased clicks-to-checkout by 35.06% for PDF2XL.com.
- Designed a marketing business model for PDF2XL.com, including segmentation, auto-pilot campaigns, paid ads, SEO audits, corrections, and intent-based search optimization.
- Examined shelfgenie.com's sales funnels and improved the conversion rate of appointment requests from 2.42% to 4.97%, with a projected increase in sales of 9% per year.
- Offered coaching to Jscreen.org by holding live training sessions and writing standard operating procedures (SOP) files.
- Orchestrated a smooth offboarding process for IAHP.org, ensuring maximal client satisfaction.
- Redesigned IAHP.org's sales funnel and optimized the lead magnet pages.
- Implemented abandoned cart email campaigns with order recovery rates of 20.90% for jscreen.org and 17.74% for PDF2XL.com.
- Diagnosed Miamiadschool.com's issues, remodeled its processes, and enhanced the efficiency of the program application funnel for different school locations.
Marketing Specialist
Freelance
- Designed and implemented an upsell campaign that resulted in an annual sales increase of 12% for Laurenbrookecosmetiques.com.
- Created a segmentation funnel for the 15 million contacts of Oteccorporation.com, from initial outreach to sales.
- Coordinated projects from start to end on 22 different accounts for Dappercodes.com, ensuring client satisfaction.
- Led a team of copywriters, traffic managers, and funnel builders to set up online stores and implement marketing campaigns for 25 businesses.
- Educated and mentored 21 Infusionsoft (Keap) users for Ezyva.com.
Marketing Specialist
iGaming and Gambling Clients
- Worked as a betting advisor for the AsianConnect syndicate and private investors, ensuring the long-term ROI goal of 8%.
- Acted as an affiliate manager for Noxwin Poker, organizing the online poker tournaments and executing the global marketing efforts in the local market.
- Managed the website and social media for NaseKladjenje.com and Gambling4Glory.co.uk, building strong betting communities and establishing a network of tipsters in the UK and Serbian markets.
- Attended the Serbian Super League football matches and provided live data as a live scout for Sportradar.
- Wrote content for betting websites and translated it from English to Serbian.
Project History
Online Store Revenue Increase
https://drive.google.com/file/d/1ikq-Est_xG6Y0XzdDPsz2ltZualgKv3w/view?usp=sharingCreated a marketing strategy and built and led a team of field specialists, ensuring the increase in key KPIs. Grew total revenue by 31%, with a 12% increase in website sessions, a 7% rise in orders, and a 4% improvement in average order value.
I implemented the internal processes to enhance efficiency, completed the team by hiring additional contractors, and established the specific goals for 2024. Our primary marketing channels were email marketing, paid ads (Google and Facebook), social organic (Facebook, Instagram, and TikTok), and affiliates. I implemented an analytic approach and also ran a series of A/B tests.
As a result, the brand owner's annual goal of 10% was easily overachieved.
Email Marketing Strategy
https://drive.google.com/file/d/1eavmqSMHSs7lh3TuUo2c4D_bP2SH7eaK/view?usp=sharingImplemented an email marketing strategy that applied best email practices, growing revenue by 51.74% at the end of 2024 compared to the previous year.
I took accountability for email marketing and spent three months implementing the best email marketing practices. I started with list cleaning and database segmentation, then created a promo plan for the entire year and set the targets by quarters and months. I crafted a professional-looking email template and improved the content and graphics quality. Additionally, newsletters were implemented, and the existing flows were improved through email automation.
A/B Testing and RPS Increase
https://drive.google.com/file/d/164uFPFP-sEYcwNMH7n9J5MeLYMTQEiEk/view?usp=sharingEngineered an A/B test that decreased the bounce rate on the home page by 19.58% and increased revenue per session (RPS) from $1.34 to $2.50.
I hypothesized around that and created an A/B test where a test variation showed products on top and content moved down. The results were successful: the bounce rate for mobile users improved by 19.58% and the change also improved the revenue per session (RPS) from $1.34 to $2.37. Considering the unusual increase, I ran a validation test; it showed an even higher increase to $2.50.
A/B Testing and Clicks Increase
https://drive.google.com/file/d/1V0WyM8SSRaW2hRs80sHtVVj8yRnWumPP/view?usp=sharingEngineered an A/B test that increased the number of clicks from the pricing page to "add to cart" by 35.06%.
Conversion Rate Optimization and Revenue Increase
https://drive.google.com/file/d/156LpdXvpHdaww4ZP08UmgildKeSuAayF/view?usp=sharingImplemented conversion rate optimization (CRO) as a discipline, designed and ran multiple tests, resulting in an estimated revenue increase of 17.64% annually.
SEO Strategy and Organic Traffic Optimization
Implemented a successful SEO strategy based on technical optimization that increased organic traffic share from 12.59% to 23.16%.
I tested a stereotype, performed an SEO audit, implemented a technical optimization, and deployed one brand new comprehensive content strategy. After only two months, the website's organic traffic share increased from 12.59% to 23.16%. Also, the number of organic leads compared to the same period in the previous year increased by 43.87%.
Education
University Graduate Diploma in Marketing Management
Faculty of Economics in Subotica, University of Novi Sad - Subotica, Serbia
Certifications
Optimization and Testing Specialist
DigitalMarketer
Certified Search Marketing Specialist
DigitalMarketer
Certified Analytics and Data Specialist
DigitalMarketer
Certified Customer Acquisition Specialist
DigitalMarketer
Direct-response Copywriting Specialist
DigitalMarketer
Certified Customer Value Optimization Specialist
DigitalMarketer
Certified Email Marketing Specialist
DigitalMarketer
Certified eCommerce Marketing Specialist
DigitalMarketer
Skills
Core
Email Marketing, Marketing, Marketing Strategy, Marketing Operations, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), Marketing Automation, B2C Marketing, Email Marketing Automation, Affiliate Marketing, Search Engine Marketing (SEM), Digital Marketing Strategy, Content Marketing, Copywriting, A/B Testing, SEO Content, Content Strategy, Digital Marketing, Funnel Marketing, Lead Generation, Product Marketing, Marketing Leadership, Google SEO, Marketing Analytics, Social Media Strategy, Go-to-market Strategy, Omnichannel Marketing, Paid Advertising, SEO Tools, Web Marketing, Content Marketing Strategy, Keyword Research, SEO Backlinking, Blogging, Inbound Marketing, Email Campaigns, Google Paid Ads, Marketing Technology (MarTech), Ad Campaigns, Content Creation, Sales, Funnel Optimization, On-page SEO, SEO Keyword Research, Social Media, Brand Marketing, Channel Strategy, SMS Marketing, Marketing Mix, Return on Ad Spend (ROAS), Cold Emailing, Marketing Campaigns, Landing Pages, SEO Audits, Campaign Management, Funnel Analysis, Facebook Ads, Google Ads, Agile Marketing, Community Management, Social Media Marketing (SMM), Performance Marketing, Influencer Marketing, Market Research & Analysis, LinkedIn Marketing, Social Media Management, Pay-per-Click (PPC), Media Buying, Growth Hacking, LinkedIn Ads, Pinterest Marketing
Platforms & Tools
Keap, ActiveCampaign, Klaviyo, Asana, Marketing Platforms, CRM Systems, Google Analytics, Mailchimp, Triple Whale, Monday.com, HubSpot, HubSpot Marketing Hub, X (formerly Twitter) Marketing
Business Models
Software as a Service (SaaS), B2B, B2C, SaaS, SaaS Product Marketing, Business to Consumer (B2C), Business Models
Technical
Google Search Console
Other
ClickUp, Slack, Zapier, Leadership, Mentorship & Coaching, Project Management, Analytics, Campaigns, B2B Marketing, Client Management, Mentorship, Marketing Management, Budgeting, Account Management, Sales Funnel, Customer Relationship Management (CRM), Gambling, Customer Acquisition, Optimization, Email Marketing Strategy, eCommerce, Split Testing, Organic Content Marketing, Growth Marketing, Startups, Lead Marketing, Leads, Consulting, Strategy, Reporting, Shopify SEO, Data Collection, Event Management, Event Planning, Digital Newsletters, eCommerce Marketing, Sales & CRM Platforms, Shopify Marketing, Team Management, Sales Effectiveness, Keyword Analysis, Dashboards, B2B Lead Generation, Conversion Rate, Data Analysis, Data Analytics, Landing Page Optimization, Article Writing, Direct to Consumer (D2C), Growth Strategy Consultants, Website Optimization, Buyer Personas, Growth Strategy, Business Proposals, Pitch Decks, Presales, Google Optimize, Digital Strategy, Nutrition & Supplements, Website Audits, Business Development, Events, Email Design, Email Content, Execution, Hotjar, Marketing Attribution, Web Analytics, SaaS Sales, User Experience (UX), Meta Ads, Product Listings, PPC Campaign Management, Marketing Channel Strategy, Sales Pages, Content Audits, Website Traffic, Team Leadership, Product Launch, Market Research, Product Management, Outbound Marketing, Raw Data Analysis, Digital Agencies, Key Performance Indicators (KPIs), eCommerce Strategy, Shopify, WordPress, Economics, Startup Marketing, Operations, Risk Management, Content Writing, Paid Media, Distribution Operations, Event Marketing, Minimum Viable Product (MVP), Market Fit, Solution Design, Quality Assurance (QA), Regulatory Compliance, Amazon, Technical Writing, International Payments
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