Alexander Vakulenko
Summary
CRM & Lifecycle Marketing specialist with 5+ years of experience driving growth in banking and insurance.
Combine strong hands-on technical expertise (SQL, SAS Campaign Management, Python) with business impact delivery across retention, LTV, and revenue metrics.
Design and execute CRM initiatives end-to-end: from segmentation and hypothesis development to implementation and performance analysis.
Experienced in working with large-scale customer data (10M+ users), building data-driven campaigns, and optimizing lifecycle performance through experimentation.
Operate at the intersection of marketing, analytics, and engineering, turning data into measurable business outcomes.
Overview
8
8
years of professional experience
2
2
years of post-secondary education
Work history
Head of Digital Marketing / CRM Lead
Alfa-Bank — Russia
Moscow
2026.03 - Current
- Designed and executed CRM strategy for a 10M+ customer base, focusing on retention and lifecycle optimization
- Designed and implemented CRM campaigns and segmentation logic using SAS and SQL
- Built data-driven campaign frameworks and testing pipelines for continuous optimization
- Built and prioritized CRM backlog aligned with business KPIs (weekly / sprint / monthly planning)
- Defined segmentation logic, campaign hypotheses, and execution frameworks
- Improved campaign conversion rates by ~12–18% through segmentation and A/B testing
- Analyzed campaign performance and drove data-based scaling decisions
- Launched and validated new CRM mechanics through experimentation and pilot initiatives
- Coordinated cross-functional teams (marketing, analytics, engineering)
- Ensured data quality and defined requirements for improving data infrastructure
- Contributed to revenue growth through CRM initiatives across a large-scale customer base
CRM Lead
Rosgosstrakh — Insurance
Moscow
2023.04 - 2026.03
- Designed and implemented end-to-end CRM campaigns (SAS CM, PostgreSQL), from segmentation to performance analysis and scaling
- Built lifecycle communication strategy and prioritized campaign roadmap
- Increased customer retention by ~8–12% through lifecycle optimization and targeted communications
- Analyzed retention metrics (Churn, Reactivation, LTV) and identified growth opportunities
- Managed multi-channel CRM communications across digital and offline channels
- Supported key product growth (including property insurance), contributing to:27% market share by premium
34% by number of contracts
- Initiated and launched new communication channels, reducing campaign costs by ~10–15%
- Ensured campaign stability, investigated incidents, and maintained data accuracy
Campaign Manager (CRM & Marketing Analytics)
Sberbank
Moscow
2021.09 - 2023.04
- Executed end-to-end CRM campaigns in SAS: from requirements to launch, monitoring, and optimization
- Built and optimized campaign workflows, ensuring stable delivery and performance
- Managed 40–50 campaigns per month across multiple customer segments
- Developed and maintained datasets for campaign targeting and performance analysis
- Built and applied customer segmentation logic (50+ segments) for targeted communications
- Analyzed customer data and campaign feasibility to support marketing decisions
- Investigated incidents and managed support processes to ensure campaign stability
- Gathered and formalized business requirements and contributed to solution design
- Collaborated with cross-functional teams (marketing, analytics, engineering)
Engineer
MiG Corporation
Moscow
2018.05 - 2021.09
- Configured and tested measurement equipment
- Conducted electromagnetic compatibility testing
- Performed simulations and calculations of EM interference
- Participated in certification testing of equipment
Education
M.Sc. in Aerospace Engineering - Faculty of Control Systems, Informatics and Electrical Engineering
Moscow Aviation Institute
Moscow 2019.09 - 2021.07
Bachelor’s Degree - Faculty of Control Systems, Informatics and Electrical Engineering
Moscow Aviation Institute
Moscow 2014.01 - /2018
Skills
CRM & Growth
- CRM Strategy & Lifecycle Marketing
- Campaign Management & Marketing Automation (SAS CM)
- Customer Segmentation & Targeting
- A/B Testing & Experimentation
- Retention & LTV Analytics
Technical
- SQL (PostgreSQL, Oracle, Teradata)
- Python (Pandas)
- Data Analysis & Reporting
Tools
- SAS Campaign Management
- Jira, Confluence
- DBeaver, MS Excel
Languages
Russian
Native
English
Upper intermediate (B2)
Timeline
Head of Digital Marketing / CRM Lead
Alfa-Bank — Russia
2026.03 - Current
CRM Lead
Rosgosstrakh — Insurance
2023.04 - 2026.03
Campaign Manager (CRM & Marketing Analytics)
Sberbank
2021.09 - 2023.04
M.Sc. in Aerospace Engineering - Faculty of Control Systems, Informatics and Electrical Engineering
Moscow Aviation Institute
2019.09 - 2021.07
Engineer
MiG Corporation
2018.05 - 2021.09
Bachelor’s Degree - Faculty of Control Systems, Informatics and Electrical Engineering
Moscow Aviation Institute
2014.01 - /2018