SME Lending Platform Ecosystem, Sber-Business-Campaign & Next-Best-Action

In my strategic leadership role at Sberbank Moscow, I successfully spearheaded the development and deployment of two advanced, AI-driven marketing platforms: Sber-Business-Campaign and SberNBA (Next-Best-Action) tailored specifically for corporate and ecosystem clients. These groundbreaking initiatives significantly enhanced Sberbank’s customer targeting precision, real-time customer engagement, and marketing efficiency. Under my leadership, the platform streamlined interactions between product and development teams, increased operational efficiency, improved data-driven decision-making, and significantly enhanced customer engagement within Sberbank’s expensive ecosystem. Hence, by integrating cutting-edge predictive analytics, omnichannel communication, and advanced personalization strategies, I transformed the bank’s marketing approach, generating substantial incremental revenue, optimizing marketing ROI, and driving exceptional client experiences across the ecosystem.

Advanced Marketing Automation: Create AI-driven platforms to automate personalized marketing campaigns, real-time customer interactions, and targeted communication across multiple channels.

Enhanced Customer Targeting Precision: Leverage predictive analytics, AI-driven modeling, and advanced segmentation capabilities to enhance customer targeting precision and marketing effectiveness.

Real-Time Customer Engagement: Enable real-time, personalized customer interactions and decision-making through advanced predictive analytics and Next-Best-Action recommendations.

Scalable Cloud-Based Infrastructure: Deploy robust, scalable, and reliable cloud-native technologies (SberCloud) to manage extensive marketing operations and real-time data processing.

Integration of Advanced Technologies: Implement cutting-edge SAS technologies, cloud-native solutions, and advanced AI/ML analytics for targeted, data-driven campaign execution and optimization.

• Cloud-Native Infrastructure: Successfully deployed the platform using scalable, secure cloud-native technologies (Docker, Kubernetes, Apache Kafka, PostgreSQL) ensuring high availability and operational agility.

• AI-Driven Campaign Automation: Implemented comprehensive campaign automation, predictive targeting, personalized segmentation, and customer lifecycle management, significantly enhancing campaign efficiency and effectiveness.

• Omnichannel Communication: Provided seamless omnichannel marketing capabilities, integrating channels such as email, SMS, mobile apps, SuperApp, web platforms, and call centers to deliver unified customer experiences.

• Real-Time Analytics and Optimization: Leveraged advanced real-time analytics, predictive modeling, and dynamic optimization strategies to continuously refine campaign performance and marketing ROI.

SberNBA (Next-Best-Action) Platform

• Cross-Ecosystem Integration: Seamlessly integrated the platform across diverse ecosystem partners, internal platforms, and external channels, significantly improving strategic alignment and customer experience management.

• Real-Time Personalization: Deployed sophisticated AI algorithms and real-time predictive analytics to deliver personalized, relevant next-best-action recommendations for each customer interaction.

• Event-Driven Marketing: Enabled proactive, event-triggered marketing strategies and personalized customer journeys based on real-time analytics and customer behavior insights.

• Advanced Analytics Integration: Integrated advanced data analytics, machine learning, and predictive modeling to optimize customer targeting, enhance engagement effectiveness, and drive sales conversions.

• Advanced AI/ML Integration: Integrated advanced AI and ML algorithms to optimize campaign targeting, segmentation, audience analytics, and predictive modeling, significantly improving campaign effectiveness.

Incremental Revenue Growth: Achieved significant additional revenue exceeding 5 billion rubles annually through targeted marketing campaigns, personalized customer interactions, and optimized cross-channel engagement.

Enhanced Marketing Efficiency: Improved operational efficiency and campaign effectiveness by approximately 40%, significantly reducing administrative overhead, accelerating campaign launch timelines, and optimizing resource management.

Significant Cost Reduction: Successfully reduced operational costs and software licensing fees through the strategic transition from legacy SAS solutions to advanced cloud-native technologies and open-source platforms.

Customer Engagement & Satisfaction: Increased customer response rates, satisfaction levels, and client loyalty through highly personalized, timely, and relevant marketing interactions across various channels.

Real-Time Strategic Responsiveness: Enabled real-time decision-making, predictive targeting, and proactive customer engagement strategies, significantly improving marketing responsiveness and competitive advantage.

Robust Data Security & Compliance: Ensured comprehensive compliance with regulatory standards (GDPR, PDPA), secure data handling, and rigorous cybersecurity measures across all marketing operations.

Strategic Vision & Implementation: Directed comprehensive strategic planning, technological architecture, and successful deployment of the Sber-Business-Campaign and SberNBA platforms, aligning closely with Sberbank’s overarching strategic objectives.

Cross-Functional Team Management: Managed specialized teams of experts in SAS technologies, cross-functional teams, cloud-based solutions, data analytics, AI/ML modeling, integration, and user-experience design, including marketing experts, data scientists, software developers, compliance specialists, and infrastructure engineers, ensuring efficient execution and continuous innovation..

Advanced Technology Integration: Led the integration of AI-driven analytics, real-time predictive modeling, omnichannel marketing capabilities, and cloud-native infrastructure within both platforms, significantly enhancing marketing effectiveness. Successfully executed the migration from legacy SAS platforms to a modern cloud-native infrastructure, significantly enhancing operational performance, cost efficiency, and campaign effectiveness.

Efficiency Improvement: Spearheaded the integration of advanced analytics, real-time data processing, and predictive modeling capabilities, significantly enhancing marketing effectiveness, campaign targeting, and strategic decision-making.

Enhanced Customer Loyalty: Provided strategic oversight for user adoption, training programs, continuous enhancement, and agile methodologies, significantly improving usability, campaign productivity, and organizational responsiveness.

Compliance & Cybersecurity: Ensured rigorous data governance, regulatory compliance, and cybersecurity protocols across all customer interactions, significantly reducing operational risks.

Improved Team Collaboration: Streamlined communication and cooperation between product and development teams, resulting in increased productivity, efficiency, and strategic alignment.