New York University - Leonard N. Stern School of Business

Syracuse University - Martin J. Whitman School of Management

Stuyvesant High School

Product Marketing Lead at Fireblocks

Brooklyn, New York, United States

Fireblocks

Product Marketing Lead

Firedome

Helixa

Senior Marketing Manager

- Owned go-to-market plan, messaging and channel strategy for new and existing consumer and B2B propositions, products, and features with responsibility for ongoing proposition marketing strategy•	Led cross-functional product development, propositions and insights team project to adopt product portfolio and research and insights studies to account for U.S. and Canadian market and demographics dynamics and needs•	Analyzed competitive messaging, packaging and digital and CRM execution to recommend repositioning, retail channel prioritization and Hive web site adaptations for increased differentiation and competitiveness•	Redefined pricing and digital merchandising strategy to adapt a subscription and service-based model to an MSRP model that could better accommodate pursuit of both retail and service partners•	Engaged with global leadership team in ideation workshop, leveraging external expertise and out-of-the-box thinking to evaluate and revise North American go to market strategy, product development and roadmap•	Briefed research agencies with stimulus and messaging materials and oversaw focus group and quantitative research implementation and followed up with actionable insights for concept enrichment and validation

Hive  -  Centrica Connected Home

Propositions Marketing Lead, North America

- Defined, communicated, and executed U.S. brand strategy for Philips Hue connected lighting •	Ensured launch, channel and promotional activities supported brand objectives and drove awareness and affinity •	Partnered with internal agency management lead to drive agency alignment meetings around activation, app and roadmap updates, data insights and campaign ideation and feedback •	Advocated for and secured approval to expand marketing mix with experiential marketing, enhancing existing opportunities at CES and our Times Square Ball sponsorship and vetted new activities, including VidCon•	Explored consumer affinity and persona tracking and mapping tools to further refine and validate existing personas and evaluate new potential media, influencer and brand partners for fit•	Monitored internal Hue system analytics and generate data-driven insights to understand purchase and system extension behavior based on original bulb type and room expansion pattern•	Leveraged system data to recommend messaging and overall prioritization between different products in the portfolio and between native app, voice integration partner, and other third-party app integration use cases•	Cross-referenced system analytics with App Annie and customer data to identify major internal and external trends and provide recommendations for messaging, portfolio or promotional adjustments based on findings•	Led consumer market research localization project to adapt global quarterly survey to a new format more aligned with local U.S. tech adaption levels, household size and arrangement, and motivations and norms•	Led CRM enhancement project to integrate life cycle emails alongside existing weekly newsletter in alignment with retail and integration partner communication cadences •	Monitored competitive and partner advertising benchmark best practices and identify opportunities to align deeper with partners for increased amplification

Philips Lighting

Brand Manager - Hue Connected Lighting

- Managed U.S. product life cycle and development, marketing, retail distribution, and pricing planning and execution for Philips Hue app-controlled connected home lighting system•	Developed pricing and promotion plan to capitalize on new launches and seasonal opportunities to exceed sales and margin goals, which contributed to an over 90% increase in sales from 2015 to 2016•	Developed and executed packaging, assets, launch and press and consumer event plans, including CES•	Assigned priority to existing and prospective customers to optimize merchandising expenses and channel mix, resulting in improved merchandising ROI and expansion to top mass, club and online retail channels•	Collaborated with insights team to expand target profile from Connected Home to Internet of Things users•	Drove product roadmap updates to expand target reach and increase ecosystem expansion for existing users•	Ideated “Hue Fireworks” New Year’s Ball app integration in collaboration with 3rd party developer, allowing Hue users to sync their lights in real time to the Times Square ball drop color change effects.•	Led partnership for Samsung SmartThings integration. Supported Amazon and Google partner integrations•	Supported activation, integration and sponsorship activities with Live Nation, Disney, Lucasfilm and SyFy •	Collaborated with engineers and 3rd party app developers for Hue app and supporting ecosystem enhancements

Product Marketing Manager - Hue Connected Lighting

- Managed Product Development and Market Introduction processes for consumer Disney, Marvel and Connected Hue Luminaire lighting portfolios for the North American market-	Managed day to day licensee partnership activities in collaboration with Disney's licensing team in California- Planned and priced regional product portfolio, with consideration for licensing fees and retail margins-	Defined regional customer insights, business cases, and market intelligence and translated into clear and actionable value propositions and recommendations for global portfolio planning-	Led New Product Introduction process, harmonizing cross-functional activities between Project Management, Packaging, Marketing Communications, Supply, Demand, Data Management and local Market Activation teams across 3 continents.-	Developed and proposed medium term product development roadmap and strategy overviews and execute upon approval-	Initiated product phase in and phase out activities to optimize customer and distribution center inventory levels-	Briefed, edited, and approved packaging, display, and POP concepts, reviewing for localization, legal compliance and style and messaging improvements.-	Consulted with Product Planners and Engineers for cost improvements and optimization of product form, functionality,and features-	Monitored regional promotional activity and pricing structures to maintain category gross margin and profitability targets-	Enhanced Philips Hue sub-brand awareness and sales through coordination of launch, influencer,  and partnership activities with PR agency, Digital Marketing and Channel Marketing teams-	Ideated, pitched and gained approval for #HueFinalsParty social media campaign, which garnered 240 unique global give-away entries and 8,600 engagements across channels

Product Marketing Manager, North America - Disney, Marvel, and Hue Connected Luminaires

As a Senior Product Marketing Coordinator in Samsung's Consumer Business Division, I managed launch asset review, strategic implementation, competitive analysis, advertising/PR/event planning and support, promotional plan communication and budget entry, pricing maintenance, NPD syndicated data analysis, sample management, and field marketing and merchandising initiatives. From 2011 to 2013, I simultaneously supported 4 Senior Product Managers, filling a void in memory team support for over 2 years.From 2010 to 2014 our Digital Imaging strategy shifted to a SMART feature and sharing focus, resulting in a full product line of Wi-Fi connected cameras, including multiple Android models in 2014. I ensured ATL, BTL, web content, and specification sheets were accurate and reflected consistent and targeted messaging and security posts and in-store displays were available on time and functional for proper in-store demonstrations of SMART features and quick sharing capabilities.In 2013, I was involved in an aggressive expansion within the Compact System Camera market, which included an integrated "Shoot fast. Share faster." launch campaign featuring Usain Bolt. I reviewed and made recommendations for micro-site, web banner, and product page content for featured models and coordinated expedited storage and shipment of custom life size displays for key retailers. I also managed the ordering and distribution of samples for a related expert influencer Imagelogger program that drove increased social media engagement, resulting in a 500% increase in content posted on the Samsung Camera USA Facebook page from September 2013 to January 2014. This launch and continued media campaign contributed to a YOY market share increase from 5% to 15% in compact system cameras.

Samsung Electronics America

Senior Product Marketing Coordinator, Connected Digital Imaging and Storage

I joined the IT Marketing Claims Team in the midst of a period with a heavy backlog of unpaid invoices to key customers for Instant Rebate, Volume Rebate, and Market Development Fund promotions. By the time I left the team, we had completely turned around the backlog and were exceeding all key performance metrics.My strong performance early on enabled my manager to re-organize the team to a channel based structure and put me in charge of managing claims for all retail accounts, including key customers such as Best Buy, Staples, and Fry's. I was also entrusted to recruit two new specialists from my network, whom I trained and supervised and who also became key contributors.This role gave me experience working directly with key account Sales Managers and Buyers to explain programs, resolve discrepancies, and streamline communication. I also worked directly with Product Managers and Finance to improve and expedite the process for approving incomplete claims. This exposure prepared me for my next role in Product Marketing.I received recognition across the division for my role in this improvement and was highly recommended when I applied and was accepted for a promotion to Senior Marketing Coordinator for Digital Imaging in the Consumer Business Division.

Marketing Claims Specialist

As an Online Marketing Specialist, I managed Samsung's E-commerce business for the IT Division. I successfully launched Samsung's new line of netbooks onto the platform for direct sale to consumers.I also conceptualized a Business Reseller locator tool and provided guidance to an in-house developer to design it. I worked closely with our North American Corporate Online Marketing team to QA both the E-commerce platform and Business Reseller tool, as well as to add banners and messaging to link to them from other parts of Samsung.comNot only did I gain a strong understanding of the flow of e-commerce and the need to be cautious to avoid channel conflict with key customers, but I also developed strong relationships in our Corporate Marketing team. Because of my success, I was promoted to a full time Marketing Claims specialist role.

Online Marketing Specialist (Contract)

In Samsung's first ever American internship program, I analyzed and documented the allocation and fulfillment process for the Sears Account for Home Appliance products.I also participated in cross-functional meetings with Product Marketing and Sales Managers and sat in on CPFR meetings with key accounts, both of which gave me an appreciation for the internal and external collaboration required to compete in the Consumer Electronics market.This experience also confirmed my new interest in Marketing and I was asked to return to Samsung after graduation as an Online Marketing Specialist.

Roman Golubov