Summary
Overview
Work history
Education
Skills
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Custom
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Lena Zinchenko

London,UK

Summary

I'm an experienced Global Growth Lead / GTM engineer with a strong background in Revenue Operations and business consulting, having previously worked at BCG. My expertise lies in high-quality lead generation, product growth strategies, and driving revenue expansion across multiple markets including the US, ANZ, and EMEA. I'm advanced in AI agents, HubSpot, and Clay to optimise business performance.

I played a key role in scaling a legal and financial IT startup, which was later acquired by Octopus Group.

Overview

17
17
years of professional experience

Work history

Global Growth Lead

Squiz
London, UK
12.2024 - 06.2025
  • Company Overview: enterprise marketing with 6+ month sales cycles and £150k+ deal sizes.
  • Global Growth Strategy (US, ANZ, EMEA)
  • Demand Generation Architecture
  • Designed and implemented a signal-based automation outreach ecosystem, integrating Clay, LinkedIn Sales Navigator, Prospero, Influ2, Google Ads, LinkedIn Campaign Manager, Twain, Lemlist, RB2B and HubSpot for Global Scale
  • Established advanced workflows that automatically enroll leads based on real-time engagement signals.
  • Outbound Automation & Personalisation
  • Embedded Twain AI in Clay tables to generate conditional messaging rules and persona-specific frameworks.
  • Leveraged existing data (intent signals, account details) to dynamically tailor copy and sequences.
  • End-to-End Workflow Integration
  • Unified all outbound workflows under a master Clay workbook with multiple integrated tables.
  • Connected data sources for enrichment, normalisation, and validation.
  • Automated copy optimisation with Twain AI and delivered campaigns via Lemlist
  • Campaign Ecosystem: Designed and implemented comprehensive marketing campaigns utilizing Google Ads, LinkedIn, and Influ2 from the ground up.
  • Global Cross-Platform Reporting: Developed and maintained global reporting systems to analyse campaign performance across multiple platforms, ensuring data-driven decision-making.
  • Unique Performance Metrics: apart from ROI, CAC, LTV, funnel conversion, velocity, retention etc., I created performance score metrics tailored for testing and optimizing campaigns
  • Project Management: Managed project sprints using Jira, facilitating team collaboration, timeline management, and task prioritisation.
  • Results: Increased lead quality by up to 87% and expanded pipeline by £7 million globally
  • Enterprise marketing with 6+ month sales cycles and £150k+ deal sizes.

Head of Growth and Product Owner

Octopus Group
London, UK
02.2022 - 10.2024
  • Company Overview: Financial and legal tech.
  • I oversee annual digital budget of $5 million.
  • Significantly improved paid search strategy. Reduced expenditure by 30%. Improved ROAS and increased income from Google ads 29%
  • Creating lead generation funnel with Ads ecosystem of Search/Performance Max/Display/YouTube/Demand Generation Google campaigns. Using conversion Modelling
  • Decreased CPA from £543 to £209
  • Improved percentage of high value customers from 18% to 32%.
  • Completed upgrade of customer website journey improvement. Exit rate decreased from 56% to 21%. Bounce rate from 5% to 2.5%.
  • Lending page optimization and conversion from website visitors to booked calls increased up to 15%.
  • Launched multiple social media campaigns (lead generation and retargeting) and increased ROI tenfold. A/B testing copy and video creatives on Meta and TikTok, 1.5M organic views.
  • Created social media strategy with combination of Brand lift and Advanced Lead generation campaigns. Using a different message for each Customer match list. Creating Look alike audiences.
  • Set up video sequences depending on audience behavior.
  • Collaborate with stakeholders on go to market strategy for new and existing markets, ensuring alignment and execution
  • Conversion from leads to customers improved from 12% to 40% on average per month.
  • Working on GTM. Created 6 sales loops. Website retention increased 23%
  • Responsible for the migration of the CRM system from Agile to HubSpot.
  • Set up growth BI dashboards and reports, with KPI’s and key objectives.
  • Hotjar analysis and customer journey optimization
  • SEO Strategy, keyword optimization.
  • Pipeline Growth 300% since I joined.
  • Creating Email marketing journey based on brand personas, establish smart goals, defining triggers
  • Live chat automation.
  • Optimising pricing plans to remove friction in the buying process
  • Mobile application amicable co-parenting.
  • Product Lead Growth
  • Field research
  • Creating and delivering go to market strategy.
  • Built the mobile application development team from scratch (backend and frontend manager, tester, scrum master, UX/UI designer)
  • Experience scoping and delivering new features to improve customer engagement and retention metrics, in line with customer needs. Optimisation of app logic
  • A/B testing of new features
  • Creating project roadmap on Jira and user journey mapping on Miro
  • Managing and planning sprints and tasks on Jira. Backlog planning and tracking.
  • Setting a priority level for each User Story.
  • Establishing solutions to improve app performance, including gamification elements
  • Updated UX with design team
  • Tracking conversion events via Firebase. Examining product heatmaps
  • Analysing customer feedback and Churn surveys, adjusting roadmap according to user needs
  • Creating and managing Google Ads Campaigns for App installs (Install Volume and Install Actions). Managing advanced Apple Search campaigns.
  • I reduced the Churn rate from 40% to 7% and increased income by 200%. The conversion rate is 32% from Free trial to Subscribers.
  • Financial and legal tech.
  • Strategised cross-promotions with new and existing partners to expand sales and marketing opportunities.

Co-Owner, Social Media Manager

Agency One
London, UK
02.2017 - 02.2022
  • Company Overview: 2 offices, based in Kiev and London, 12 employees.
  • On-boarded major clients such as Richard tea, Somersby Sider, Corona and Mindvalley.
  • Established my own social media agency (B2B services) in 2017 and built the business from scratch. Revenue at Agency One was 300k USD per annum (before war) and we had over 100 customers.
  • Successfully hired a team of 12 including account managers, designers, and social media managers.
  • Initiated a new vertical Omni-channel customer support framework which integrated into the CRM systems of our customers.
  • Took full responsibility for the social media accounts of some of our major customers including Richard Tea and Somersby Cider.
  • Produced over 100 videos per month for our customer Mindvalley, who have over 2.2 million followers on Instagram.
  • Facebook/Instagram/YouTube advertising management: Traffic, Engagement, Event Responses, Lead Generation, Messages Ads, Video Views campaigns as well as Dynamic Ads.
  • All aspects of brand development, such as social strategy, brand core and tone of voice. Analytics-based results (YouTube, Facebook, Google, Ads Manager reports).
  • 2 offices, based in Kyiv and London, 12 employees.

Co-Owner

Motherstar Inc
01.2016 - 02.2017
  • Company Overview: toys production company.
  • Developed our product from scratch.
  • Created the packaging design, directed product shoots, owned our social media presence, and launched FB and Amazon advertising.
  • Launched multiple products on Amazon and other e-commerce platforms in the US from scratch.
  • Achievements included: Product development, Creation of the packaging design and direction of the product shoots.
  • Launched successful FB and Amazon advertising campaigns.
  • Gained more than 1000 5 stars’ reviews and sold over 100 items per day.
  • Toys production company.

Business Development Manager B2B

Smart Development Group
Kyiv, Ukraine
04.2014 - 02.2016
  • Company Overview: mobile application developer.
  • Established relationships with some of the biggest advertising agencies in Ukraine.
  • Won multiple major accounts, including Kyivstar, Huggies, Nando’s and directed the development of mobile applications for these accounts.
  • Pioneered business development of mobile applications in Ukraine.
  • Ran more than 50 workshops for digital advertising agencies.
  • Addressed industry leaders as a speaker at conferences.
  • On-boarded multiple major B2B clients including largest telco provider Kyivstar.
  • Set-up and ran various aspects of the company including financial budgeting/forecasting, development of sales processes, delivery of revenue targets of over 1million USD per year.
  • Mobile application developer.

Business Consultant

Boston Consulting Group
Kyiv
06.2008 - 04.2014
  • Created more than 100 business plans for established companies, start-ups and entrepreneurs, as well as investment and venture funds from a variety of different industries and countries.
  • Economic forecasting and business modelling.
  • Closely communicated with clients, participated in meetings, training and negotiations.
  • Involved in all aspects of business plan, from idea and concept development to financial planning and indicators, SWOT/PEST, risk management.
  • Worked closely with some of the largest banks and investment firms.

Education

Master of Science - Marketing. Mathematical Methods of System Analysis

National Technical University of Ukraine “Kyiv Polytechnic Institute”
Kyiv, Ukraine

Skills

  • Growth strategy
  • Clay
  • AI agens
  • Salesforce
  • Twain
  • Lemlist
  • RB2B
  • GTM Engineer
  • Marketing strategy
  • Social media strategy
  • Sales funnels
  • Growth loops
  • Budget optimisation
  • Dynamic conversion goals
  • MoM growth analysis
  • Building Ecosystem of Ads
  • Website optimisation
  • SEO
  • Customer journey
  • A/B testing
  • Facebook Ads
  • Google Ads
  • YouTube Ads
  • TikTok Marketing
  • Data analysis
  • Meta Business Suite
  • Google Suite
  • Looker studio
  • Tableau
  • Hootsuite
  • HubSpot
  • Hotjar
  • Jira
  • Figma
  • Miro
  • Product Led Strategy
  • SQL
  • Problem-solving
  • Team building
  • Strategic planning
  • Leadership
  • Resourcefulness
  • RevOps
  • Marketing automation proficiency
  • Google Analytics expertise
  • User-Experience design understanding
  • Revenue generation
  • Email campaign management
  • Inbound marketing
  • Lead Generation
  • Marketing Automation
  • GTM strategy
  • LinkedIn Sales Navigator
  • Data Analytics
  • Marketing Automation
  • LinkedIn Campaign Manager
  • Product Marketing
  • ICP models
  • Conversion Optimisation
  • CPA Optimisation
  • BI dashboards
  • Project managment
  • LTV
  • Data Analysis
  • ASO
  • Mobile Application Development
  • Test Automation
  • Appfigures
  • Agile
  • AppRadar

Languages

Ukrainian
Proficient (C2)
Russian
Proficient (C2)
English
Proficient (C2)

Custom

  • Gym
  • Hiking
  • Reading
  • Cycling

Timeline

Global Growth Lead

Squiz
12.2024 - 06.2025

Head of Growth and Product Owner

Octopus Group
02.2022 - 10.2024

Co-Owner, Social Media Manager

Agency One
02.2017 - 02.2022

Co-Owner

Motherstar Inc
01.2016 - 02.2017

Business Development Manager B2B

Smart Development Group
04.2014 - 02.2016

Business Consultant

Boston Consulting Group
06.2008 - 04.2014

Master of Science - Marketing. Mathematical Methods of System Analysis

National Technical University of Ukraine “Kyiv Polytechnic Institute”

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Lena Zinchenko