Anna Yelkina-Damman
Verified Expert in Sales
Sales Expert
Cleveland, OH, United States
Toptal member since November 18, 2022
Anna is a well-rounded marketing expert. She has launched commercially successful products and has specialized in brand management and marketing communications for the last six years, including managing over $40 million in traditional and digital brand campaigns for a Fortune 500 company and digital marketing campaigns for a small startup. Anna's ability to be hands-on and a team member in a cross-functional environment have prepared her to be a valuable addition to any organization.
Expertise
- B2B2C
- Brand Management
- Business Cases
- Business to Business to Consumer (B2B2C)
- Digital Marketing
- Growth Strategy
- Manufacturing
- Product Management
Work Experience
Communications Director - Board Member
Crew Cleveland
- Established a newsletter publication process and delegated its execution.
- Increased member signup and engagement by posting consistent content via LinkedIn, Instagram, and Facebook, and switching half of the content to video.
- Established a process to create sponsor content satisfying chapter sponsorship obligations.
Marketing and Sales Manager
V1DroneMedia
- Utilized sales management strategies and doubled revenues in the 2nd and 3rd years of full-time operations after launching the drone services in three verticals.
- Executed digital marketing plan for lead generation, including paid, social, email marketing, and SEM. Owned account management, consumer research, website and social media management, SEO, and organic social.
- Led business development and campaign management efforts, such as trade show exhibiting and attendance, community events through nonprofit participation, networking at industry events, and prospecting via LinkedIn.
Marketing Strategist
Lake Breeze Kitchen and Bath
- Established and executed initial marketing strategy for local demand generation for kitchen and bath remodeling business startup. Helped owner refine the business model and delivered initial demand generation marketing plan.
- SEO-optimized web content execution, using SEM Rush and Google Analytics for keyword research, utilized AI copywriting tool for copy production.
- Built a website using Squarespace CMS and connected the website to an online booking lead generation tool with plugins. Simplified lead documentation and storage through Zapier automation.
Chief Marketing Officer
ReeReeDees
- Enhanced multichannel sales and analytics. Implemented an integrated marketing and analytics tech stack, including tools for product finding, reviews, digital coupons, and sales data, driving measurable growth across retail and online channels.
- Managed in-store and digital marketing efforts: paid ads, SEO, SEM, influencer, and email campaigns. Led promotional activities (trade shows, sampling programs) to boost trial and consumer engagement and brand visibility.
- Advised the founder on go-to-market strategies and vendor partnerships, managed a remote marketing team, and supported line reviews with data-driven brand presentations and consumer insights.
Growth and Marketing Strategist
Vistacom Information Systems, Inc.
- Worked with the business owner to evaluate the market and develop a marketing plan for 2023.
- Researched industry players and analyzed their marketing activities (paid and owned) to develop the plan for Vpoll to establish a digital presence and generate organic website traffic.
- Developed an effective content plan for the website, blog, and social media.
Senior Associate Brand Manager
Nestlé
- Unified DiGiorno tone of voice across briefs, approvals, results, and optimization with creative, production, and media agencies for paid print advertising, social, SEM, programmatic advertising, TV advertising, sponsorship, and influencer marketing.
- Led planning, execution, text analytics, consumer insights, integrated marketing, and reporting of over $40 million budget with stakeholders, leadership, and finance.
- Led shopper marketing campaigns with cross-functional teams, including consumer promotions, omnichannel, finance, sales, media, and agency of record (AOR), resulting in record incremental in-store displays for the 2019 Super Bowl for DiGiorno Pizza.
- Planned and executed the day-to-day annual plan with the media agency, using marketing mix ROAS analysis for all channels, optimizing them via testing and monthly platform performance reviews, and coordinating internal alignment.
- Handled Jack's Pizza tent-pole campaigns, sponsorship planning, and execution of Back to School, Grilling, and State Fairs.
- Led Jack's Pizza distribution expansion with a cross-functional team, securing general dollar distribution nationwide.
- Headed websites, including DiGiorno, Jack's Pizza, and Tombstone Pizza, and their transition to Drupal CMS. Optimized content, landing pages, and PIM with internal and external partners such as SEO and website vendors.
- Managed product packaging designs and approvals with the packaging team.
- Directed digital content and asset production for digital campaigns, eCommerce marketing, and social media marketing (SMM) initiatives.
- Spearheaded and overhauled influencer marketing campaigns, resulting in more impressions and engagement, and connected the campaign to eCommerce sales for sales results.
Senior Product Manager
Moen
- Led marketing strategy, execution, and own profit and loss (P&L), including overhauling product portfolio across Lowe's, Home Depot, and Menards. Launched a commercially successful innovation, increasing sales by 30% year-over-year (YOY).
- Managed product development and commercialization projects with a cross-functional team from design to launch through the tollgate process, pitching new projects and reporting progress to top leadership.
- Coordinated product improvements and product lifecycle based on KPIs, including margins, velocity, churn rate, and ROI.
- Defined new product KPIs and optimizations through retailer and consumer UX research.
- Collaborated on product development and pitched to the Lowe's, Home Depot, and Menards accounts.
- Performed ongoing competitive and vendor analysis, sales analysis, price monitoring, annual strategic planning, and ad hoc reporting.
- Collaborated with marketing communications, brand, and agency partners for product commercialization.
- Led product managers and coached them to be promoted.
Product Manager
Moen
- Assisted senior product managers with the planning and executing of the three-year product plan.
- Co-led specialty, mass, and club customer presentations and pitches for Target, Bed, Bath and Beyond, and Menards.
- Managed product development and improvement projects through the Tollgate process.
Associate Brand Manager
Homax Products
- Led product development projects with a cross-functional team through the stage-gate process.
- Managed product launches to Walmart, Home Depot, Lowe's, Target, and Menards.
- Created brand presentations and visual aids for the key accounts and performed market research and competitive brand analysis.
- Developed and executed Goo Gone's digital marketing campaign with an ad agency.
- Planned a three-year product portfolio and monitored P&L.
Merchant
AmeriMark
- Sourced products via competitive shopping, trade show attendance, trend, and customer research for three direct-to-consumer (DTC) goods catalogs.
- Created B2C merchandising and promotional plans and led catalog production in a cross-functional environment.
- Worked with Creative Services on developing product advertisements in the catalog, including photography, copy, and layout.
- Analyzed sales and identified opportunities to increase sales and profit margins.
- Performed competitor analysis and profiling. Worked on pricing strategies and negotiated pricing with vendors to maximize margins.
Circulation Planner
AmeriMark
- Met and exceeded forecasting goals for prospect circulation of five DTC goods catalogs.
- Identified new prospect lists, ran A/B tests, and worked with third-party list modeling vendors.
- Coordinated merge and purge process for seven consumer goods catalogs.
Catalog and Brand Manager
Le Club des Createurs de Beaute
- Managed B2C catalog production with cross-functional teams, wrote and edited copy, and translated from French to Russian.
- Merchandised catalog, monitored consumer and competitive metrics, established pricing, and analyzed and forecasted sales.
- Forecasted and analyzed inventory levels while managing purchasing.
Education
Master of Business Administration in Marketing
Case Western Reserve University - Cleveland, Ohio, USA
Master of Business Administration (Exchange) in Marketing
Ecole de Management de Lyon - Lyon, France
Bachelor's Degree in Marketing and International Business
University of Toledo - Toledo, Ohio, USA
Certifications
Google Ads Certification
Google Skillshop
Skills
Demand Generation
Paid Advertising
Competencies
Pricing Strategy, Competitive Analysis, Communication, eCommerce, B2C, B2B
Other
Google Analytics, Project Management, Growth Strategy, Brand Management, Product Launch, Digital Marketing, Digital Advertising, SEO Content, Google Ads, Go-to-market (GTM) Strategy, Demand Generation, New Product Development, Content Marketing, Promotional Videos, Lead Generation, Brand Marketing, Digital Media, Search Engine Marketing (SEM), Branded Content, Content, Analytics, Key Performance Indicators (KPIs), ROI, Consumer Products, Product Information Management (PIM), Product Packaging, Product Management, Product Development, Category Management, Portfolio Management, Cross-functional, Commercialization, Innovation Strategy, Innovation Management, Sales Pitches, Stage-Gate Process, Team Leadership, Business Cases, ProductPlan, Presentations, Pricing, Sales Support, Merchandising, Copywriting, Growth, Languages, Integrated Marketing, Instagram, B2B2C, Search Engine Optimization (SEO), Social Media Management, Manufacturing, Drones, Competitor Analysis & Profiling, Profitability Optimization, Management, Marketing, Profit & Loss (P&L), Digital Marketing Strategy, Social Media, Product Marketing, Marketing Strategy, Business to Business to Consumer (B2B2C), Consumer Packaged Goods (CPG), Retail & Wholesale, Marketing Leadership, Social Media Strategy, Customer Acquisition, Marketing Analytics, Growth Marketing, Conversion Rate Optimization (CRO), Marketing Communications (MarCom), Multichannel Marketing, Storytelling, Lifecycle Marketing, AI Content Creation, Proofreading, Business Strategy, Facebook Ads, Blog Posting, Team Management, Google Search Console, Linkedln, Frameworks, Sales Presentations, Sales Strategy, Social Media Posting, Google Docs, Semrush, Slack, Business to Business (B2B), Website Management, Website Traffic, LinkedIn Marketing, Business Development, Account Management, Sales Management, Corporate Videos, Website Redesign, Website Audits, Media Planning, Media Buying, Project Budget Management, Social Media Marketing (SMM), Influencer Marketing, Sponsorship, Print Media, Digital Campaigns, Programmatic Marketing, Marketing Mix, Shopper Marketing, Consumer Insights, Creative Briefs, User Experience (UX), Marketing Research & Analysis, Sourcing, Negotiation, Free-Standing Insert (FSI), Promotion Strategy, Trade Shows, Microsoft Excel, Vendor Management, Forecasting, Audience Targeting, French, Sales Forecasting, Digital Strategy, Campaign Management, YouTube, Events, Appliances, Professional Services, Beauty Products, Food & Beverage, Home Renovation, Contract Negotiation, Business to Consumer (B2C), Strategy, Branding, Catalogs, Advertising, Layout, Startups, Print Advertising, Chief Marketing Officer (CMO), Marketing Attribution, Digital, Content Creation, Social Media Content, Email Marketing, Email Campaigns, Web Design Strategy, Digital Agencies, Marketing Technology (MarTech), Campaign Strategy, YouTube Marketing, Instagram Marketing, B2B Marketing, Direct to Consumer (D2C), Performance Marketing, Business to Government (B2G), Marketing Operations, Email Marketing Automation, Email Marketing Strategy, Newsletters, Digital Asset Management, Google Display Network, Over-the-top Content (OTT), Hispanic Marketing, Ad Campaigns, JDE, Business Opportunity Meeting (BOM), Data, Inventory, Webinars, Market Assessment, SEO Tools, Market Research, TV, Google Tag Manager, eCommerce Marketing, Text Analytics, Tone of Voice, Programmatic Advertising, TV Advertising, Sales Analysis, Yahoo Ads, Video Editing, Websites, Web Content, Content Management, New Product Rollout, Omnichannel Marketing, Web UX, CRM Systems, Customer Relationship Management (CRM), Website CMS, Squarespace, SEO Copywriting, Google SEO, Zapier, Writesonic, Digital Newsletters, Reels
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