Mila cases eng

Cases

Never in my career have I come across identical challenges or one-size-fits-all solutions. However, I’ve consistently achieved ambitious goals.

At times, that meant building trust from scratch or proving a product’s value next to global giants.

Below are stories where I turned strategy, creativity, and strong team work into business growth, brand recognition, and audience interest.

Solution:

We focused on G2, the leading B2B review platform, encouraging submissions and sharing customer success stories.

Results:

Easy Monetization became the #1 App Monetization Platform on G2 in fall 2024;

We earned seven new G2 badges, including “High Performer” and “Users Love Us”;

Positioned the product alongside market leaders and built trust fast at minimal cost.

Reach:

Global

Tools:

G2 Optimization
Customer Advocacy
Product Marketing
Review Strategy
Reputation Management
Brand Positioning
Growth Marketing

Easy Monetization — Top G2 App Monetization Platform 2024

Easy Monetization was a brand-new app monetization product entering the global market. Competing against giants like Google, we needed social proof to build trust, especially in the AdTech space.

Solution:

We organized the Yandex Ads Agency Award Gala in Qatar, inviting 150 guests from 80 agencies across 26 countries.

Results:

Annual revenue from agency channels doubled in 2024;

Agency share of total revenue grew by 15% YoY;

Number of partner agencies tripled in one year;

The event enhanced Yandex Ads’ global reputation as a dependable technology partner.

Reach:

Global (26 стран)

Tools:

Events
Agency Channel Marketing
Brand Loyalty
Partner Marketing
Community Building
Thought Leadership
Experience Marketing
Branding

Yandex Ads — Agency Award Gala in Qatar

Many international partner agencies from LATAM, MENA, and APAC were skeptical about Yandex Ads scale and stability.

Solution:

We implemented a full-scale brand health system, with a focus on unaided and aided awareness. In parallel, we launched a visibility strategy across all three markets through publications in top-tier local media, press events, and other initiatives.

Results:

Mentions of Yango Ads in the AdTech context grew +181% YoY (to 1,568);

Aided awareness increased from 3% to 14% in Turkey and from 11% to 13% in Vietnam;

Unaided awareness jumped from 31% to 52% in Vietnam and remained stable at 31% in China;

Trust as a reliable AdTech provider rose from 25% to 37%.

Reach:

Turkey, Vietnam, China

Tools:

PR
Top Media Relations
Brand Health Research
Content
Events
Influencers Marketing
Research
Branding
Thought Leadership

Yandex Ads —
brand awareness and health tracking

Entering Turkey, Vietnam, and China, the Yango Ads brand had little trust from the local audience and no brand tracking to measure the performance of its marketing efforts.

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Solution:

We hosted a flagship conference at Rosewood Beijing — one of the country’s most iconic venues. Speakers included execs from Yandex Ads, BIGO, and TopOn. The event was later supported through media outreach and LinkedIn publications.

Results:

300 guests and 25 journalists joined;

Attendees compared the event to ChinaJoy in scale;

Started conversations with Huawei, Baidu, and Xiaomi;

Received positive feedback from clients, partners, and even competitors;

Yandex Ads was now seen as a long-term, serious player in the region.

Location:

China

Tools:

Events
Branding
Marketing Strategy
Positioning
Partnership Marketing
Thought Leadership
LinkedIn Content
Community Engagement

Yandex Ads — Flagship Conference in China

When Yandex Ads first entered the Chinese market, many partners were skeptical about the company's plans and long-term commitment.

Solution:

We implemented an Account Based Marketing (ABM) system targeting a list of high-priority companies. Marketing, sales, and client service teams were aligned across all funnel stages:

Awareness: LinkedIn ads, articles, and event invites signaled to target accounts that we understood their needs;

Consideration: Retargeting, relevant content, social connections, and case studies built familiarity;

Acquisition: Personalized emails, focused meetings, and tailored ads with specific CTAs encouraged action;

Service: Onboarding flows, follow-up emails, webinars, and hands-on support ensured adoption;

Loyalty: Partner events, retention campaigns, retargeting, and influencer content helped sustain relationships.

Results:

Built a scalable ABM system with clear performance tracking;

+20% increase in cold-to-MQL conversion;

+15% increase in MQL-to-deal conversion.

Reach:

EMEA, APAC

Tools:

Account Based Marketing
LinkedIn Ads
Lead Generation
Marketing Strategy
Gated Content
Email Marketing
Positioning
Content Development
Analytics
Social Selling
Events

Yandex Ads — Account Based Marketing (ABM) Strategy

Yandex Ads needed a more personalized approach to B2B client engagement across the entire funnel. The goal was to improve conversion rates and create a transparent system for evaluating ROI.

Solution:

We launched a B2B brand ambassador program featuring 20+ internal experts across Search, Ads, Geo, and more. The initiative was designed to amplify thought leadership and improve brand recognition through:

Relaunching the corporate website;

Creating LinkedIn, Medium, and X (Twitter) accounts for ambassadors;

Rolling out an employee advocacy and long-form content strategy;

Building personal profiles with an emphasis on SEO, PR, and partner-facing messaging;

Establishing a full B2B content ecosystem, including events, digital platforms, external media, and social selling.

Results:

243K monthly targeted reach (vs. 200K goal);

115K+ new contacts (vs. 100K goal);

24 SQLs generated (vs. 16 goal);

A scalable, employee-driven branding system is now in place.

Reach:

EMEA, APAC

Tools:

LinkedIn Content
Thought Leadership
Content
Employee Advocacy
Marketing Strategy
Lead Generation
Branding
Corporate Profiling
Community Management
SEO
Events

Yandex Ads — B2B Brand Ambassador Program

Yandex Ads lacked global visibility in AdTech and AI expertise. Yet the company needed this expertise to familiarize the B2B audience in Asia, Europe, and other regions with the brand.

Solution:

We created a comprehensive industry guide — the AdTech Trends 2025 Playbook — featuring insights from 10 internal experts, including the CEO.

Results:

33 pages of expert-level content;

+20% quarter-over-quarter growth in Marketing Qualified Leads (MQLs).

Reach:

EMEA, LATAM, APAC

Tools:

Content Thought Leadership
Gated Content
Marketing Strategy
Lead Generation
Positioning
LinkedIn Content
Analytics

Yango Ads — AdTech Trends 2025 Playbook

To strengthen brand authority in the AdTech space, Yango Ads needed to establish thought leadership and increase the visibility of its experts.

Solution:

We launched a humorous viral video campaign, “Goodbye, Windows XP,” designed for organic distribution across social media, blogs, and news outlets.

Results:

1M+ organic views within the first weeks;

Featured as “Ad of the Day” on AdMe;

Increased inbound interest from SMBs on switching to Windows 8;

Positive mentions in national media and IT publications.

Reach:

Россия

Tools:

CreativeVideo Marketing
Content
Branding
Marketing Strategy
Viral Distribution
Lead Generation

Microsoft — “Goodbye, Windows XP” Campaign

With Windows XP reaching end-of-life, Microsoft needed to communicate this to corporate clients in a way that was both memorable and engaging.

Solution:

We launched the “Save Lost Ark” campaign built on emotional storytelling and active community engagement by:

Developing a compelling narrative that resonated with players;

Activating the gaming community through streamers and reviews;

Promoting the campaign across social media, video platforms, and gaming media.

Results:

Surpassed 1M registrations ahead of schedule;

Brand awareness reached 37%;

NPS grew from negative to +48 — outperforming key competitors.

Reach:

Russia

Tools:

Influencers MarketingContent
Community Management
Marketing Strategy
YouTube Advertising
Lead Generation

Lost Ark — “Save Lost Ark” Campaign

The Russian MMO market had stalled, with few new releases and a decline in player interest. The task was to reignite attention and attract gamers to the genre and the game Lost Ark.

Solution:

Together with the creative group SLAVA, we launched Banana Royale — a cross-media campaign built around humor and viral appeal. The strategy focused on what resonates with Gen Z: