Daria Kurikhina
Market Insights Analyst @Babbel
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WORK HISTORY
Market Insights Analyst @Babbel
Berlin, DE
Developed in-house semiannual Brand Tracker across 10+ markets (Americas & Europe), ensuring project cost savings due to move from the agency side and delivery of the most relevant data insights for C-level stakeholders. Resulting in improved Brand and Marketing strategy efficiency. • Developed quarterly Offline Marketing Campaigns Tracker across 5+ markets, and developed competitive bench-marking to evaluate campaigns’ & creatives‘ performance. Resulting in optimizing usage of the most efficient creatives & upcoming campaigns to increase marketing efficiency. • Conducted competitive product research on engaging strategies, covering the whole Ed-Tech & Sport-Tech landscape, helping to shape product strategies and accelerate the introduction of engagement features. • Conducted ad-hoc research on churn behaviour within language-learning users, resulting in an optimized CRM strategy to improve retention and reduce churn. • Worked closely with stakeholders from Brand, Growth, Revenue, Performance & Offline Marketing, Product and CRM teams.
EDUCATION
University of Bergen (UiB)
Exchange semester, Social Anthropology, Sociology
Freie Universität Berlin
Master's degree, Sociology
Higher School of Economics
Bachelor's degree (dropout), Law
Higher School of Economics
Bachelor's degree, Economic sociology
ABOUT DARIA KURIKHINA
I am a dedicated Researcher & Data Analyst with 5 years of experience designing and executing impactful research projects across diverse markets (Europe, the Americas, and beyond). I specialize in developing data-driven marketing and brand strategies and shaping product strategies through data analytics and consumer & user research. With wide expertise in statistical analysis tools, I excel at uncovering actionable insights that drive business growth and inform strategic decision-making. I have a proven track record of collaborating with cross-functional teams and effectively managing stakeholder relationships. I’ve worked closely with Brand, Performance Marketing, Offline Marketing, Revenue, Growth, Product teams and more. In addition, I have a background in academic research and teaching at top-tier universities, which enables me to think outside the box and approach business challenges with a fresh perspective.
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