Ekaterina Tsvetkova

• ● Built foundational digital marketing infrastructure for two B2B entities in institutional finance covering brand presence, content strategy, and distribution workflows from zero.

• ● Advised climate tech and consumer brands on growth strategy, paid media systems, and full-funnel acquisition frameworks.

• ● Developed and implemented a cost-effective, multi-channel paid media program encompassing paid social, paid search, and display advertising for Movado, Movado Company Store, and Olivia Burton brands; reporting to the VP of Digital Marketing.

• ● Led a full-funnel paid media initiative for Movado, integrating storytelling and forging new channel partnerships, resulting in a 20% YoY increase in revenue.

• ● Built segmentation-driven conversion pathways for Movado Company Store, mitigating the impact of price increases and maintaining consistent revenue flow.

• ● Crafted a cost-effective demand generation program for Olivia Burton's rebranding, surpassing revenue goals by 3x and achieving a 2x improvement in efficiency.

• ● Owned A/B testing and experimentation strategy across brands, covering creative iteration, KPI tracking, and media allocation.

• ● Partnered with analytics to leverage attribution modeling insights to inform budget allocation, incrementality assessments, and scaling decisions.

• ● Modernized global paid media operations by introducing AI-supported workflow automation to accelerate testing cycles and cross-channel optimization.

• ● Managed and mentored junior team members, providing guidance on best practices and delivering ongoing performance feedback.

• ● Led paid social strategy and day-to-day management for B2C and B2B clients, including Richemont (Cartier, IWC, Farfetch), Pokémon, Headspace, and Siemens, managing high-scale investments across LinkedIn, Meta, Snapchat, X (Twitter), TikTok, and YouTube.

• ● Delivered a 25% YoY revenue growth and a 60% increase in ROAS for a D2C client by implementing targeted segmentation strategies and fostering new partnerships.

• ● Positioned Cartier among the first luxury advertisers on TikTok and Pinterest, leading go-to-market activation that was later featured by platforms as benchmark case studies.

• ● Established the development of an agency-wide B2B best practices playbook, covering targeting, measurement, and optimization frameworks across client portfolios.

• ● Managed and mentored associates and senior associates while serving as senior client-facing lead, translating performance insights into strategic investment recommendations.