Leonid Enov
Senior Data Analyst
Tbilisi
Summary
Proactive Data Analyst with 8+ years background in product and marketing data analysis in food-tech, fin-tech and e-commerce industries. Participated as a speaker at multiple conferences and taught on-line classes and at a university. Highly motivated to help businesses grow using data-driven decisions.
Overview
10
10
years of professional experience
5
5
years of post-secondary education
3
3
Certifications
Work History
Head of Analytics
Joom
09.2022 - Current
- Leaded and managed a distributed analytics team of 16 members. Optimized the department structure by allocating sufficient resources to marketing, product and commerce teams.
- Created a go-to-market strategy taking into account competitiveness, marketing and localization features in different countries - resulting in GMV growth and ability to increase marketing budget with the same or better ROI.
- Leaded a project of bad-quality products and merchants pessimization - resulting in significant fixed cost decreasing without GMV loss (due to demand redistribution and continuous A/B tests)
- Implemented competitors price index monitoring including methodology, data quality, metrics design and developing a process of continuous overpriced products identification.
- Increased data-driven culture in company by developing self-service tools for category managers, business and product team.
Senior Data Analyst
Tiggy
03.2022 - 07.2022
- Provided A/B experiments results and recommendations - resulting in an increase of GMV by 5% and several unsuccessful design changes were rolled back
- Created python lib for A/B results analysis to check distribution, filter outliers and apply statistical methods depending on metric type (parametric and nonparametric, Bootstrap, CUPED) - resulting in decrease of output calculation time from 1-2 days to 2-4 hours.
- Prepared user behavior research using retentioneering lib (created detailed graph of in-cart behavior) - resulting in the identification of a bottleneck of users churn: cheaper substitutes from "you may also like"; provided recommendations to fix that churn
- Automated marketing reports resulting in fully automated/instantaneous reporting and CAC decreased by 30% due to application of relevant attribution model (custom distribution for SKAN modeled conversions)
- Built an automated unit-economics report (daily data feed for every dark store) - resulting in instant reporting and more accurate calculation of key financial metrics
- Created a model with auto recommendations for product ordering for procurement team resulting in a 25% decrease in write-offs for perishable products achieved by sophisticated on-shelf availability calculation, order schedule, shelf life for every product, sales volume prediction and the lack of human factor
Data Analytics Team Lead → Head of Analytics
Realweb
03.2018 - 03.2022
- Managed analytical team, overseeing hiring, training and professional growth of employees resulting in grown from 8 to 26 members and team roles differentiated to data analysts, data scientists, UX-analysts and project managers
- Created custom marketing attribution models resulting in python lib for attribution modelling using Shapley Value for both click and view data that helped our client (food-tech) increase sales number by 8% without CPA increasing and with stable AOV
- Created causal impact model that helped our client (automotive) understand how much extra sessions and leads were gained by TV ads campaign and calculate more relevant ROI for both offline and online media
- Implemented HADI cycle process to the e-commerce client, provided remote unmoderated UX-testing and A/B testing resulting in new website design release went smoothly and hypotheses from the UX-tests increased overall CR to lead by 4%.
- Leaded internal product development: post-view analytics tool, a/b testing tool and modern data stack integration service built from MVP to payback agency services
- Built unit economic model for the analytical dept., controlled financial metrics resulting in revenue growth x2.5 YoY with positive contribution margin
- Controlled PR (articles, conferences, webinars) and customer acquisition resulting in 6 new clients with no drop-offs
- New analytical tools and methods R&D: internal and client's ETL pipelines transferred to DBT / Airflow, released first in market case with Google Ads Data Hub, created a model for display ads uplift modelling
- Partnerships and negotiations: certification as Google's GA360, Optimize360, GTM360 and Data Studio360 reseller, Firebase and GCP consultant, MIxpanel official partner and reseller, Yandex Metrica partner
Senior Data Analyst
GroupM
12.2015 - 03.2018
- Automated internal and client reporting using Bigquery + PowerBI stack resulting in releasing ~40% of media team's working time to make experiments and optimize marketing mix spend
- Worked in colab with econometrics team: created marketing mix models that helped clients understand ROI for every marketing channel and external factors influence -resulting in strategic recommendations for marketing mix budget split that helped increase ROI YoY (finance, e-commerce, pharm)
- Created internal tool for benchmark analysis, including system design, development and testing steps resulting in decreasing time for benchmark collection from 1-2 days to 1-2 hours.
- Set up analytical infrastructure for agency clients: built end-to-end analytics system, managed tracking with GTM, split-tests, raised up cloud platforms and DMPs, evaluated marketing activities (SEM, social, display), optimized CAC and CPC, increased conversions and verified hypothesis for 15+ clients
- Performed RFM segmentation and auto upload these segments for every user tracked in GA for an e-commerce client resulting in improved SEM campaigns ROI
Junior Analyst → Middle Data Analyst
Travelata
02.2014 - 11.2015
- Analyzed seasonality for every tourist destination that helped content management team increase hotel listing CTR by 10% and last minute tours conversion by 13% with more relevant recommendations
- Created an audience segmentation that help to personalize emails with more relevant content and increase open rate by 19%
- Performed full-cycle A/B experiments: hypothesis generation (including competitor analysis) and prioritization, setting up, results and recommendations resulting in two releases of new site design went smoothly, overall CR increased by 30% for the year of consecutive experiments
- Provided end-to-end data tracking for both web (using GTM) and mobile app (in colab with development team) resulting in successful transfer to the new GA version, implemented A/B testing tool (VWO and next Optimizely) and internal streaming pipeline
- Created retention and LTV research resulting business and marketing teams were able to calculate more relevant CAC based on forecasted LTV and user's segment (travel buff / one-time a year traveller etc.)
Education
Specialist - Sociology
Moscow State University
Moscow 09.2010 - 06.2015
Certification
Coursera (HSE) - Economtetrics
Additional Information
Main Skills:
Product Analytics, Marketing Analytics, SQL, BI, Python, A/B testing, Statistical Analysis, Data Engineering, UX research and customer development, cross-team communications.
Software:
- Cloud Services (Google Cloud Platform, AWS)
- Databases (Google BigQuery, Snowflake, Clickhouse)
- ETL tools (DBT, Airflow)
- BI (Power BI, Metabase, Google Data Studio)
- Mobile, web and product analytics tools (Firebase, AppsFlyer, Adjust, Google Analytics, Amplitude, Mixpanel)
- Tracking tools (Google Tag Manager, Rudderstack, Snowplow)
- A/B testing tools (Google Optimize, Optimizely, VWO)
- Office, productivity and operations tools (Excel, PowerPoint, Jira, Notion, Git)
Timeline
Head of Analytics
Joom
09.2022 - Current
Google Analytics IQ
07-2022
Senior Data Analyst
Tiggy
03.2022 - 07.2022
Mixpanel certified partner
03-2021
Data Analytics Team Lead → Head of Analytics
Realweb
03.2018 - 03.2022
Senior Data Analyst
GroupM
12.2015 - 03.2018
Coursera (HSE) - Economtetrics
06-2015
Junior Analyst → Middle Data Analyst
Travelata
02.2014 - 11.2015
Specialist - Sociology
Moscow State University
09.2010 - 06.2015
Similar Profiles
Anastasia MochovaAnastasia Mochova
Country Manager Fro Greece, Cyprus and Israel at Joom Group, Joom MarketplaceCountry Manager Fro Greece, Cyprus and Israel at Joom Group, Joom Marketplace
Maxim BelovMaxim Belov
Head of Business Development (Global) at Joom MarketplaceHead of Business Development (Global) at Joom Marketplace
Hani KamalHani Kamal
Customer support supervisor at Joom Group LimitedCustomer support supervisor at Joom Group Limited
Irakli LotsulashviliIrakli Lotsulashvili
Dispatcher at Motor Group INCDispatcher at Motor Group INC
Givi AzaladzeGivi Azaladze
Game Presenter at Evolution GamingGame Presenter at Evolution Gaming