# Maksim Tsarev Head of Product Marketing, SEO and AI Search. Get Customers Faster. Head of Product Marketing, SEO and AI Search. Growth, GTM and SEO for fintech, crypto, SaaS and global digital products. Website: https://maksimtsarev.vercel.app Contact: https://wa.me/5401127883044 ## About https://maksimtsarev.vercel.app/about/ I started working at 11. By 13, I was earning my own money and covering my personal expenses. Growing up in an industrial town taught me that independence must be built, not given. At 17, I left my hometown and moved to Moscow with less than $100 and no connections, determined to build a better future on my own terms. Over the next 13 years, I helped companies acquire customers, enter new markets, and scale. I managed $28M+ in marketing budgets, improved marketing ROI by 53.8%, reduced CAC by 18.9%, and scaled organic traffic by up to 185x, working with global brands including Binance, FIFA, Samsung, Unilever, P&G, Shell, and Visa. Along the way, I reached the Top 1% of Marketing Managers on Upwork. But the deeper I went into growth, the more I noticed a contradiction: Companies invest in technology to scale, yet their growth still depends on more people, more tools, more approvals, and more manual work. The bigger the operation, the more complex it becomes. I began to see a different possibility: growth systems that could execute, learn from real performance data, and continuously improve without constant human intervention. Today, from Patagonia, Argentina, I lead growth at Innerly. Innerly is a self-learning content marketing platform designed to connect customer intelligence, content creation, distribution, and performance analytics into one autonomous system. The goal isn't more content. It's more customers, less complexity, and greater freedom to focus on what matters. After 13 years of building growth systems for other companies, I'm now helping build the infrastructure I wish I'd had all along. P.S. Amor fati. ### Core Expertise - 13-Year Growth Architecture - Autonomous Content Loops - Systemic Cartesian Doubt - Psycho-Cybernetic UI/UX - ICP & Product Matrix Mapping - Lindy-Proof SEO & AI Search - Antifragile Market Expansion - Socratic Team Leadership ### Professional Experience #### Head of Growth (Product Marketing) — Innerly April 2024 – Present · Patagonia, Argentina · Remote Leading the development of a self-learning content marketing platform that connects customer intelligence, content creation, distribution, and performance analytics to scale customer acquisition (Bitget, OneSafe, El Dorado, Flixxo, Giveth). - Increased organic reach by 448.5x and traffic by 185.47x for a global neobank. - Scaled organic reach by 37.39x and traffic by 19.78x for a global payment platform. - Identified $9.7M–$15M in modeled annual revenue exposure per country through an enterprise SEO audit of a top-five crypto exchange. - Uncovered 191M unindexed pages and 37M+ technical errors, delivering a 65-page remediation roadmap with actionable engineering priorities. - Connected customer research, product positioning, and acquisition strategies to improve market reach and user acquisition. #### Head of Growth (SEO, Product & Paid Acquisition) — MaksimTsarev October 2018 – Present · Worldwide · Remote Supervised end-to-end growth initiatives for global brands and technology companies, connecting acquisition, product, sales funnels, and analytics to drive measurable business results (uSERP, Binance, SEMrush, Vivid Money, Shell). - Guided multi-channel acquisition and optimization initiatives, improving marketing ROI by 53.8%. - Connected marketing and product analytics to reduce CAC by 18.9% and increase MAU by 21.1%. - Aligned search demand, user intent, and landing page optimization, improving organic CTR by 27.6%. - Optimized customer journeys, attribution, and conversion funnels, improving conversion efficiency by 23.9%. - Partnered with product and engineering teams to improve customer experiences, increasing feature adoption by 34.4%. - Developed advanced dashboards combining performance marketing and product usage signals, improving decision-making speed by ~40.9%. #### Growth Expansion Strategist (Growth Strategies, Digital Marketing) — TBD Group April 2013 – October 2018 · Moscow, Russia · On-site Coordinated international digital marketing expansion initiatives focused on market penetration, acquisition growth, and scalable marketing systems (Unilever, Visa, FIFA, Samsung, P&G). - Developed and executed international growth strategies, increasing market penetration by 57.7%. - Managed $28M in marketing budgets, improving resource allocation and cost efficiency by 33.4%. - Strengthened strategic client relationships through measurable performance, contributing to 39.8% growth in long-term partnerships. - Identified high-growth opportunities through market intelligence, competitive analysis, and multilingual acquisition strategies. - Built cross-market reporting frameworks to track acquisition, campaign performance, and business KPIs, enabling data-driven investment decisions. ### Languages - Russian - Native - English - Full Professional - Spanish - Working Proficiency ### Certifications - [MailChimp Email Marketing Certificate](https://mailchimpacademy.exceedlms.com/student/authentication/unauthorized/student/authentication/unauthorized) - [MailChimp Email Automations Certificate](https://mailchimpacademy.exceedlms.com/student/authentication/unauthorized) - [Google Project Management Certificate](https://www.credly.com/badges/dd9d475f-7668-4727-9bff-a9803b516a44/linked_in_profile) - [Google Shopping Ads Certificate](https://skillshop.exceedlms.com/student/authentication/unauthorized) - [Google Ads Search Certificate](https://skillshop.exceedlms.com/student/award/XAFNKkEbBEufhvToxyrT2CnK) - [Google Ads Display Certificate](https://skillshop.exceedlms.com/student/award/a5f1mzosrh1ff61qpnccktgx) - [Google Ads Video Certificate](https://skillshop.exceedlms.com/student/award/csmrsfufteqgauvfd3s7cmfh) - [Google Analytics Certificate](https://skillshop.credential.net/c90649f1-a15f-4e20-8d34-a45799e6111d) - [HubSpot SEO Certificate](https://app-eu1.hubspot.com/academy/achievements/6s8vddms/en/1/maxim-tsarev/seo) **Let’s get your customers faster**: [Chat now](https://wa.me/5401127883044) # Case studies ## Binance https://maksimtsarev.vercel.app/binance/ Transforming LATAM Market Complexity into a P2P Growth Strategy ### Overview In a region processing over $730 billion in annual digital asset volume, Binance P2P held a commanding product advantage across Latin America and the Caribbean. However, sharp economic disparities ranging from Argentina and Venezuela's inflation-driven stablecoin demand to Brazil's institutional scale made a blanket regional playbook impossible. To address this, Maksim engineered a localized Growth Marketing Framework, establishing dedicated market prioritization, localized user positioning, and custom friction-free acquisition paths that transformed regional variance into a structured growth driver. ### Role Managed the strategic work from: - Positioning - Market Analysis - ICP Development - Country Prioritisation - Competitor Intelligence - Customer Journey Map - Regional Acquisition Framework PRODUCT MARKETING MANAGER · PMM ### Problem Binance P2P possessed significant structural advantages, including global liquidity, localized payment systems, zero-fee retail trading, and escrow infrastructure. However, LATAM could not be considered a homogeneous market. The challenge was to identify the strategic focus areas for Binance P2P, determine the key stakeholders to prioritize, ascertain the specific needs of each segment, and devise a localized positioning strategy for a global product. ### Solution #### I. Prioritize Market Opportunities Analyzed regional adoption, economic drivers, local payment infrastructure, peer-to-peer use cases, and market potential to transform Latin America into a prioritized expansion framework. #### II. ICP Segmentation Translated the broad regional demand into four distinct customer profiles,mapping their objectives, challenges, search behavior, content preferences, objections, and conversion triggers, with a concise preview of each detailed below. **Market & Segment** Juan Carlos, Mexico's Retail Taker ($1000+ Volume). **Binance P2P Core Identity** Beginner-to-intermediate user seeking a simple cash-to-stablecoin solution for regional issues. **Search Behavior & Queries** _“Cómo comprar USDT en México”, “Binance P2P es seguro”, “Cómo retirar cripto a mi banco”, “Pasos para vender bitcoin en pesos”_. **Market & Segment** Franco Roncero, Argentina's Retail Taker ($1000+ Volume). **Binance P2P Core Identity** An intermediate saver, primarily motivated by inflation hedging, buys USDT immediately after receiving his fiat salary. **Search Behavior & Queries** _"Precio USDT Blue Argentina", "Binance P2P a Mercado Pago", "Cómo ganarle a la inflación con stablecoins", "Normativa AFIP Binance"._ **Market & Segment** Louis Hansen, Brazil's VIP Merchant ($30,000+ Liquidity Pool). **Binance P2P Core Identity** A seasoned entrepreneur or currency trader who advertise buying and selling in bulk using regional platforms like Pix and major Brazilian banks (e.g., Itaú, Bradesco, and Nubank). **Search Behavior & Queries** _“Limites das transações P2P no Brasil”, “Arbitragem profissional de criptomoedas”, “Integração da API P2P da Binance”, “Como se tornar um comerciante verificado na Binance”._ **Market & Segment** Donald Dump, Digital Nomad/Expat ($30,000+ Portfolio). **Binance P2P Core Identity** Wealthy executive or digital nomad needing secure, massive cash off-ramps to fund local lifestyles and properties in Latin America. **Search Behavior & Queries** _"Move money US bank to Mexico crypto", "Secure wire to local currency LATAM", "Binance P2P English support", "Expat tax crypto Colombia"._ #### III. Examine the Competitive Environment Conducted a comprehensive analysis of competitors across all six priority markets. This analysis integrated quantitative data sourced from Ahrefs, Semrush, PageSpeed Insights, and Google Trends with qualitative analysis encompassing product, pricing, customer segments, positioning, monetization strategies, and market gaps. #### IV. Develop Hyper-Personalized Positioning System Translated market insights and competitive analysis into a localized positioning strategy, customized to the economic context, user requirements, and competitive dynamics of each market. #### V. Design the Growth Journey The customer journey has been mapped across six distinct stages: For each stage, he's connected user actions, touchpoints, friction, and growth interventions, encompassing initial education and KYC, first P2P transactions, recurring usage, merchant expansion, and referrals. #### VI. Translate Strategy Into Execution Finally, Maksim translated the research into a Regional Acquisition Framework, connecting Market Priorities, Positioning, Customer Journeys, Channels, Key Performance Indicators (KPIs), and Budget Allocation. This case study illustrates selected aspects of the work. Execution-level strategy, proprietary data, and other sensitive materials are excluded under non-disclosure agreements (NDAs), however the sections above demonstrate the framework employed to transition from market intelligence to an actionable Latin America (LATAM) Growth Strategy. _*A more comprehensive version of the strategy can be shared upon request, excluding confidential and NDA-protected information._ **Want the full strategy?**: [Request](https://wa.me/5401127883044) ## Archway https://maksimtsarev.vercel.app/archway/ Establishing Search Authority for an EU-Licensed Global Payment Platform ### Overview Competing directly against legacy platforms like Wise and PayPal, Archway.Finance needed to elevate its brand presence as a secure Circle Alliance Member fintech, Maksim built an automated Search-Growth System Via mapping search intent across high-volume international contractor corridors, the framework established immediate topical authority, targeted underserved cross-border payment queries, and turned organic search into a high-ROI user pipeline. ### Role Maksim was responsible for the Organic Growth Strategy and actively participated in various aspects of competitive research, including: - Off/On-Page Analysis - Internal Linkbuilding - Keyword Clustering - Content Creation - KPI Optimization - GEO & AEO - Localization SEO GROWTH MANAGER · AI SEARCH ### Problem Archway was competing in the crowded Global Financial Services category without enough search authority to capture meaningful demand. From March to September 2024, the website generated only: ~ 996 organic clicks ~ 26,400 impressions ~ 27.2 average position The challenge was to uncover underserved demand, build topical and technical authority, and turn organic search into a scalable acquisition channel. ### Solution Developed a comprehensive search growth system that seamlessly integrated market opportunity, topical authority, technical optimization, search intent, and AI discovery into a unified process. Each stage was meticulously designed to transform search demand into scalable acquisition, while performance data continuously guided the prioritization of subsequent actions. ### Results ### Results - 57.8% — of key events driven by organic traffic - +37.39x — organic reach growth - +19.78x — organic user growth [Match it](https://wa.me/5401127883044) ## OneSafe: Onesafe https://maksimtsarev.vercel.app/onesafe/ Scaling Organic Acquisition Across Search and AI in English and Spanish-Speaking Markets ### Overview Partnering with OneSafe, an elite Silicon Valley-backed Web3 operational platform funded by Coinbase Ventures, Soma Ventures, and Backend Capital, Maksim spearheads their ongoing cross-border growth. This continuous partnership systematically expands their digital footprint across English and Spanish-speaking markets, driving corporate adoption of USD/EUR fiat-to-stablecoin settlement rails for global international businesses. ### Role Maksim possesses the strategic vision and actively participates in the execution process across aspects as follows: - Off/On-Page Analysis - Internal Linkbuilding - Keyword Clustering - Content Creation - KPI Optimization - GEO & AEO - Localization SEO GROWTH MANAGER · AI SEARCH ### Problem OneSafe, a global product with substantial search demand, faced challenges in scaling organic acquisition. Between March and September 2024, the site achieved only 1.79K organic clicks and 46.6K impressions. The primary challenge lay not in improving rankings but in developing a scalable acquisition system capable of identifying untapped demand, generating content at scale, competing for high-value searches across multiple languages, and expanding discovery beyond Google into AI Search. ### Solution Developed a scalable, data-driven SEO and AI discovery system to capture untapped demand, enhance OneSafe’s topical authority, and transform organic search into a consistent acquisition channel across multiple languages, with a focus on reducing CAC and increasing LTV. ### Results ### Results - +448.5x — organic reach growth - +185.47x — × user growth - 54.7% — of key events driven by organic traffic [Copy this](https://wa.me/5401127883044) ## Bitget https://maksimtsarev.vercel.app/bitget/ When Technical SEO Transforms into a Multi-Million-Dollar Growth Challenge ### Overview Despite Bitget’s position as a top 5 global cryptocurrency exchange handling over $8 trillion in annual trading volume, critical technical friction points on its international platform threatened millions in recurring annual revenue. Maksim meticulously identified and validated these systemic vulnerabilities, quantified their direct business impact against a 100M+ user base, and subsequently translated them into a prioritized growth roadmap. ### Role As Lead Technical SEO Manager, Maksim oversaw an end-to-end technical audit encompassing a multi-regional footprint exceeding 81,928 URLs. He meticulously crafted the comprehensive technical framework necessary to translate intricate infrastructure vulnerabilities into a actionable, cross-functional engineering roadmap. LEAD TECHNICAL SEO MANAGER · OFF/ON-PAGE AUDIT ### Problem Systemic engineering errors and CDN caching flaws compromised about 25.7% of Bitget’s international digital footprint, hindering organic search performance in high-value global corridors. This architectural friction caused significant traffic fluctuations and threatened up to $5.4 million in annual recurring revenue per region. The critical technical liabilities identified in the international infrastructure were: ### Solution To safeguard Bitget’s multi-million dollar global traffic pipeline, Maksim translated abstract technical vulnerabilities into a prioritized, two-tier engineering roadmap supported by hand-verified code validation and direct diagnostic proof. Executed across six sequential phases, this framework integrated advanced localization architecture with targeted developer sprints to systematically eliminate critical server latency, optimize crawl budgets, and protect regional revenue streams. ### Results Finally, Maksim translated these localized technical insights into a Prioritized Engineering Roadmap that connected critical infrastructure hotfixes across 81,928 URLs directly to safeguarding $3.2 million to $5.4 million in annual recurring revenue per country. Although proprietary backend rate-API configurations and sensitive transaction metrics are excluded under non-disclosure agreements (NDAs), this case study illustrates the framework employed to stabilize a digital footprint compromising approximately 25.7% of a leading cryptocurrency exchange’s global traffic. _ *A more comprehensive version of this multi-regional optimization framework can be shared upon request, excluding all platform-proprietary and NDA-protected data._ [Request](https://wa.me/5401127883044) ## Cryptor: CryptoRobotics https://maksimtsarev.vercel.app/cryptorobotics/ Enhancing the Organic Market Reach of a Cryptocurrency Trading Platform ### Overview Although CryptoRobotics already enjoyed significant organic visibility, had a small market share in the projected $38.5 billion hyper-growth cryptocurrency trading platforms market, Maksim developed a scalable Search-Growth System to capture the influx of 740 million global cryptocurrency owners transitioning to automated systems. The framework aggressively expanded their market reach across over 15 interconnected exchanges, establishing a programmatic customer acquisition engine to capture the surging retail demand for algorithmic and copy-trading tools. ### Role Maksim demonstrates strategic foresight and actively engages in the execution process across various domains, including: - Off/On-Page Analysis - Internal Linkbuilding - Keyword Clustering - Content Creation - KPI Optimization - GEO & AEO - Localization SEO GROWTH MANAGER · AI SEARCH ### Problem Unlike a website commencing from scratch, CryptoRobotics possessed an established organic presence. From March to September 2024, the website achieved the following metrics: ~ 22,300 organic clicks ~ 996,000 impressions ~ An average position of 25.1 Afterwards, the challenge shifted to identifying the next level of growth without solely relying on incremental ranking enhancements to the existing search visibility. The opportunity lay in identifying demand that the website was not yet capturing, systematically expanding its topical coverage, and transforming that additional search surface into user acquisition. ### Solution This eight-step framework represents an advanced, growth-oriented organic search strategy tailored specifically for high-volatility, high-stakes industries such as cryptocurrency, Web3, and algorithmic trading. Integrating traditional search engine optimization with sophisticated AI discovery architecture, Your Money or Your Life (YMYL) trust frameworks, and aggressive conversion rate optimization, this methodology transforms SEO from a passive traffic-generation tool into a resilient, omnichannel user acquisition engine. ### Results ### Results - +6.1× — organic reach growth - +5.92× — organic user growth - 44.7% — of key events driven by organic traffic [Same here](https://wa.me/5401127883044) ## Wave House https://maksimtsarev.vercel.app/wavehouse/ Integrating Marketing, Operations, and Guest Experience in Bali, Indonesia ### Overview During the COVID-19 pandemic, Wave House faced the challenge of increasing bookings while simultaneously coordinating the individuals responsible for delivering the guest experience. To address this, Maksim consolidated marketing and day-to-day operations into a unified system, encompassing all aspects from customer acquisition and bookings to administrators, surf instructors, drivers, and on-site execution. ### Role Led the project across brand, social media, paid acquisition, customer communication, and operational coordination, aligning administrators, surf instructors, drivers, and on-site teams around customer growth and delivery. MARKETING PROJECT MANAGEMENT ### Problem Wave House operated beyond a purely digital business model. Each new customer acquired through marketing initiatives initiated a comprehensive operational process encompassing communication, accommodation, transportation, surf instruction, instructor coordination, scheduling, and the overall guest experience. Simultaneously, the COVID-19 pandemic exerted substantial pressure on Bali’s tourism and occupancy levels. Consequently, the challenge extended beyond merely generating leads: The objective was to augment demand while ensuring the seamless integration of marketing, bookings, personnel, and on-site delivery operations. ### Solution Translated the growth objective into four connected workstreams: ### Results ### From Acquisition to Business Growth - 17 — new customers acquired organically within one week - +24.9% — new student enrollment within four months - +36.8% — revenue growth The project seamlessly integrated brand strategy, customer acquisition pipelines, conversion communications, cross-functional team coordination, and on-site execution into a unified growth operation. This accelerated Wave House’s expansion during one of the most challenging periods for the regional tourism and surf-hospitality sector. A more comprehensive version of the growth framework, campaign playbooks, and performance metrics can be shared upon request. [Request](https://wa.me/5401127883044) ## Number One https://maksimtsarev.vercel.app/numberone/ Turning Paid Media Into a Predictable Sales Channel ### Overview The primary objective was to transform Facebook and Instagram from engagement channels into a consistent source of sales. ### Role From August 2019 to July 2021, successfully managed paid acquisition campaigns across Facebook and Instagram platforms. Throughout this period, Maksim consistently evaluated and optimized targeting strategies, creative content, campaign objectives, and budget allocation to enhance lead generation and sales performance. PAID MEDIA MANAGER ### Problem Fashion content can generate reach, clicks, and engagement without necessarily generating customers. Over time, traditional traffic campaigns and interest-based targeting became less effective, while audiences demonstrating stronger purchase intent through Instagram Direct Messaging proved more valuable. ### Solution #### I. Test What Actually Drives Demand Continuously tested audiences, creatives, placements, campaign objectives, and product-focused content across Facebook and Instagram. Video content helped showcase Number One’s inventory, while campaign performance determined which combinations of creative, audience, and objective deserved additional investment. #### II. Optimize for Intent, Not Traffic As traffic-focused campaigns became less effective, Maksim shifted acquisition toward Instagram Direct Messaging, where customer behavior demonstrated stronger commercial intent. Instead of optimizing primarily for clicks, campaigns increasingly focused on starting conversations with potential buyers. #### III. Build Audiences From Real Customer Behavior Used engagement and messaging data to build and refine audiences based on people already interacting with the brand. Importantly, Maksim separated broad engagement from stronger buying signals, continuously adjusting targeting based on which audiences generated meaningful inquiries and sales. #### IV. Scale What Converted Continuously reallocated budget toward the campaign structures producing qualified conversations and sales, while maintaining a smaller share for product visibility and new audience acquisition. This created a repeatable feedback loop: Campaign → Customer Signal → Better Audience → Qualified Lead → Sale → Reinvestment ### Results ### 2 Years of Continuous Paid Acquisition - $25,112 — total ad spend - 43,331 — leads generated - $0.58 — cost per lead - 12.48% — sales conversion rate - +738% — annual revenue [Copied](https://wa.me/5401127883044) ## Planetarium https://maksimtsarev.vercel.app/planetarium/ Managing an Integrated Brand & Media Project for a Major Cultural Institution ### Overview Moscow Planetarium needed to launch and promote “Flight over Moscow” across both physical and digital touchpoints. ### Role Supervised the project across creative, digital, and offline workstreams, coordinating specialists and stakeholders while ensuring that production, approvals, brand consistency, and final delivery were aligned. PROJECT MANAGEMENT ### Problem This initiative was not a singular advertising campaign or branding task. The launch of “Flight over Moscow” necessitated the development of multiple interconnected deliverables, encompassing the visual identity, physical visitor touchpoints, digital assets, and a 3D promotional teaser. These elements collectively represented one of Moscow’s prominent cultural institutions. Operating within an institutional and tender-driven framework necessitated the delicate balance between creative aspirations and stakeholder demands, approvals, timelines, and execution. Consequently, the primary challenge lay not solely in the creation of individual assets, but rather in the coordination of multiple teams and channels to ensure the seamless execution of the entire launch as a cohesive project. ### Solution #### I. Coordinate the Project The project successfully integrated creative teams, production partners, institutional stakeholders, and multiple approval processes within a single launch. Was responsible for coordinating the workstreams from inception to completion, ensuring that creative development, production requirements, timelines, and stakeholder communication were consistently aligned throughout the project’s lifecycle. #### II. Build the Brand System Coordinated the development of a distinct identity for “Flight over Moscow” and its translation across the physical and promotional experience. The creative system extended across tickets, posters, signage, printed materials, and other visitor touchpoints, ensuring that every asset felt part of the same launch. #### III. Strengthen Priority Phases The final stage of the project expanded its scope from brand assets to a comprehensive cinematic production. The project coordinator effectively managed the production process across various workstreams, including filming, 3D modeling, and post-production. This encompassed meticulous coordination of location requirements, aerial filming by helicopter, securing institutional approvals, and the delivery of the final promotional film. Notably, the production necessitated coordination with Moscow authorities to obtain permissions for filming at restricted city locations, thereby adding an additional operational layer to an already intricate creative endeavor. ### Results ### From Individual Deliverables to One Integrated Launching - One — × reach - Offline + Digital — × user growth - Brand Identity + Physical Materials + 3D Media — delivered within one project - Multiple Teams & Stakeholders — coordinated across production and approvals The project integrated brand development, offline execution, digital media, creative production, and stakeholder coordination into a comprehensive launch for Moscow Planetarium, resulting in a significant influx of visitors, exceeding a thousand daily. [Chat now](https://wa.me/5401127883044) ## Nettrux https://maksimtsarev.vercel.app/nettrux/ Turning Freight Expansion Into a Scalable Growth System ### Overview As a technology-driven freight brokerage and third-party logistics provider (3PL), Nettrux aimed to expand its operations beyond its localized presence in California to capture a portion of the high-volume domestic shipping market. ### Role As Lead Marketing Manager, Maksim engineered a data-driven Growth Strategy that established clear market-entry priorities across high-yield freight corridors, segmented top-tier B2B shippers, and deployed a self-serve portal acquisition model. LEAD MARKETING MANAGER · PROJECT MANAGEMENT ### Problem Nettrux had a well-defined expansion strategy and prioritized enterprise shippers, but its web infrastructure was unable to accommodate the demands of multi-state logistics. This disparity resulted in an unoptimized digital footprint for high-volume freight keywords, which hindered customer acquisition and impeded the platform’s scalability and customer conversion. ### Solution Translated the growth objective into four connected workstreams: #### I. Corridor Mapping & Demand Prioritization Maksim analyzed competitive domestic freight lanes and multi-carrier capacity constraints across core shipping corridors to isolate exactly where Nettrux held a cost advantage. The analysis focused on real spot-rate drivers and operational visibility gaps to identify high-yield freight lanes ripe for market entry. #### II. Intent-Driven B2B Shipper Segmentation Rather than treating logistics procurement as a monolithic target, Maksim grouped prospective accounts by annual contract value (ACV), shipment frequency, and routing predictability. This stopped generic outbound waste by isolating high-volume shippers whose specific lane needs matched Nettrux's asset capacity. #### III. Search-Led Conversion Architecture Translated shipper behavior into a high-converting inbound engine by re-engineering Nettrux's digital infrastructure around high-intent freight-lane keyword clusters. This replaced generic marketing copy with programmatic routes built for instant freight quotes, turning organic search visibility into active customer acquisition. #### IV. Growth Measurement Deployed an enterprise measurement framework to map top-of-funnel customer acquisition costs (CAC) directly against active portal sign-ups and lane-specific lifetime value (LTV). This matrix removed tracking ambiguity, giving the executive team real-time visibility into channel margins and regional expansion ROI. ### Outcome The final strategy turned Nettrux’s expansion objective into an actionable growth framework connecting market opportunity, customer priorities, positioning, acquisition, and performance measurement. ### Part 2: SEO-Led Website Architecture ### Overview The strategy outlined the growth objectives, target audience, and competitive positioning for Nettrux. However, the existing website structure did not align with this growth model. Consequently, Maksim translated the strategy into a search-driven acquisition architecture centered around customer intent and conversion. ### Objective Transformation of Nettrux’s website from a rudimentary digital presence into a scalable acquisition platform that seamlessly integrates search demand, paid acquisition, content, email marketing, and conversion-oriented landing pages. ### Solution #### I. Search Demand & SEO Audit Audited the existing digital infrastructure, mapping real B2B customer search behaviors against competitive freight and logistics query volumes. This diagnostic pass stripped out internal corporate corporate structure biases, using raw customer demand and corridor-specific search intent as the factual foundation for the platform's new visibility model. #### II. Acquisition Architecture Engineering Re-engineered the website architecture around high-value service categories, search-engine optimization opportunities, and bottom-of-funnel customer acquisition pathways. This simplified multi-market user navigation while building dedicated, high-intent landing page networks that bridged the gap between freight discovery and commercial sales velocity. #### III. Intent-Mapped Content Pipelines Mapped out content asset distribution across the entire enterprise customer journey, deploying optimized service layers, interactive freight tools, and targeted resources. Every distinct page was assigned a specific revenue-driven role, capturing programmatic lane traffic, addressing procurement friction points, and funneling qualified traffic into the conversion pipeline. #### IV. Structural Search Authority Optimization Built a performance-driven optimization framework that standardized server-rendered metadata, crawlable semantic structures, asset compression, and internal link equity distribution. This gave high-converting landing assets the baseline authority and crawl efficiency required to rank competitively for hyper-lucrative, high-intent commercial keywords. [...](https://wa.me/5401127883044) ## Boom https://maksimtsarev.vercel.app/boom/ Establishing a Sustainable Growth Model for a Physical Retail Enterprise ### Overview The case study focuses on BOOM’s strategy to increase foot traffic at a physical shopping mall by developing a growth system. This system integrates social media, paid acquisition, influencers, tenants, and promotions, all aimed at the single objective of attracting more visitors. ### Role Effectively managed the marketing operation by coordinating strategy, team efforts, social media presence, paid acquisition campaigns, influencer partnerships, and tenant promotion initiatives. HEAD OF MARKETING · PROJECT MANAGEMENT ### Problem A click, impression, or follower has limited value unless marketing ultimately provides people with a compelling reason to visit the mall and its tenants. At the same time, BOOM brings together multiple businesses and experiences under one roof, each with distinct offerings, target audiences, and promotional objectives. Consequently, the challenge was more significant than simply managing social media: Connect digital demand, tenant activity, promotions, and local audiences with measurable physical footfall. ### Solution #### I. Build Marketing Around Reasons to Visit Structured the content strategy around what could actually bring customers into the mall: Instead of treating social media as a standalone content channel, we used it to continuously communicate what was happening inside BOOM and give local audiences reasons to visit. #### II. Turn Tenants Into Part of the Growth Engine In the context of BOOM, which housed multiple businesses, marketing strategies had to effectively support both the shopping mall brand and its individual tenants. Stores, products, promotions, entertainment, and special offers served as a continuous source of customer-facing communication, enabling the mall’s ecosystem to generate new reasons for visitors to return. #### III. Reach the Local Market With Paid Media Due to BOOM’s physical location, the geographical reach of the campaign was prioritized over its broad digital reach. Paid campaigns were strategically targeted on Instagram and VK, focusing on the mall’s immediate vicinity. This approach effectively reached potential visitors who were more likely to visit the mall. Performance was continuously monitored in conjunction with organic activity to optimize the allocation of marketing resources. #### IV. Expand Local Reach Through Influencers To enhance BOOM’s visibility beyond its existing audience base, I strategically incorporated local influencer partnerships into the acquisition mix. The strategy centered on identifying creators who resonated with the local community and effectively showcased BOOM’s unique attributes, including its location, tenant composition, entertainment offerings, and visitor experience. Via collaborating with these influencers, BOOM was able to tap into a collective audience of over 1.7 million monthly visitors, thereby expanding its potential reach beyond its owned channels. ### Results - +11.97% — total visitor growth within one year - 6+ Years — of continuous client partnership - Online + Offline — business priorities connected through one marketing system - +1.7M — monthly audience potential across selected influencer platforms Initially conceived as individual marketing endeavors, this partnership has evolved into a sustained growth collaboration. It seamlessly integrates digital acquisition strategies, local audience engagement, tenant management, promotional initiatives, and team coordination, all aimed at optimizing the commercial performance of a physical retail establishment. 7+ Years and Still Ongoing The most significant outcome transcends a singular campaign’s success. BOOM continues to be an active client today, solidifying the project as one of my most enduring marketing partnerships. [Become a partner](https://wa.me/5401127883044)