Natalya Makarova
About Natalya Makarova
Natalya Makarova is a Product Marketing Lead with extensive experience in digital marketing and e-commerce. She has held key positions at notable companies such as L'Oréal and Fleetcor Technologies, where she has successfully implemented strategies to enhance user acquisition and optimize marketing performance.
Current Role at FLEETCOR
Natalya Makarova serves as the Product Marketing Lead at FLEETCOR since 2023. In this role, she is responsible for overseeing product marketing strategies and initiatives. Her focus includes enhancing digital strategies and lead generation efforts. Makarova's expertise in digital marketing is pivotal for driving growth and improving customer engagement within the company.
Previous Experience in Digital Marketing
Prior to her current position, Makarova held several roles in digital marketing. She worked at BBDO Worldwide as a Senior Digital Manager from 2017 to 2018, where she led a team in Moscow. Following this, she joined L'Oréal as the Digital E-commerce Lead from 2018 to 2023, where she achieved significant improvements in cost efficiency and conversion rates. She also worked at Publicis Groupe and Artox Media Digital Group, contributing to various digital marketing initiatives.
Education and Academic Background
Makarova earned her Bachelor's degree in Marketing & Analytics from Moscow State University of Economics, Statistics and Informatics (MESI) between 2008 and 2013. This academic foundation provided her with essential skills in marketing strategies and data analysis, which she has applied throughout her professional career.
Achievements in Digital Strategy
During her tenure at L'Oréal, Makarova successfully reduced Cost Per Order (CPO) by 11% and increased Return on Investment (ROI) through optimized media and performance campaigns. She also conducted comprehensive market and user research, leading to a 7-15% improvement in conversion rates at various stages of the customer funnel. These achievements highlight her ability to enhance customer experience and drive business results.
Technical Skills and Tools Utilized
Makarova has integrated advanced analytics tools such as GA4, Tableau, Salesforce, Amplitude, and AppMetrica into her marketing strategies. These tools have enabled her to optimize end-to-end analytics, define clear marketing metrics, and establish key performance indicators (KPIs) for her projects. Her technical proficiency supports data-driven decision-making in her marketing efforts.