Zhenya (Yevgen) Naydonov

Bachelor's

Digital Marketing

Open Road Integrated Media Inc.

Marketing Analytics Intern

• Executed daily paid advertising campaigns via Facebook Ads Manager to achieve an estimated target audience reach of 3-5M. • Developed strategic lookalike audiences to integrate into Facebook Ads Manager to produce paid advertising campaigns that cohesively promoted 5-15 book titles, engaging a targeted audience of 850K-1M people in a single campaign. • Conducted in-depth TikTok research to identify #booktok trends and proposed strategic collaborations with 2 influencers based on engagement analysis; successfully gained team approval and implemented a new trend on the company’s page • Partnered with a team of 2 to leverage an internal Social Media Listening Tool, researching mentions of prospective book titles across credible articles, enhancing title credibility in the copy for Paid Facebook Ads. • Conducted a 5-year client Performance Analysis for a book publisher account focusing on evaluating the impact of marketing campaigns on the agency’s and client’s profits. • Cleaned data from Tableau campaign performance reports using VLOOKUP in Excel to cross-reference book title promotion in marketing campaigns • Analyzed and filtered data in Tableau sales and campaign performance reports to extract and analyze data using Excel, creating Line Charts to identify peak sales month periods • Identified trends affecting client’s sales performance by examining variables contributing to title’s performance, such as title’s publishing date, genre, author’s & title’s popularity • Determined amounts of campaign launch fluctuations over 5 years to identify declining and increasing trends across 3 major campaign types contributing to sales performance. • Examined client’s 3-year sales performance by determining a declining sales performance starting period in 2020 to identify similar trends in the number of campaigns launched for 2021 & 2022 and compare sales performance trends across 3 major campaign types. • Analyzed specific samples of titles to compare the performance to overall sales performance trends across all titles featured in 3 campaign types across 3 years. • Concluded an overall declining overtime sales trend over 5 years by generating a bar chart in Excel illustrating a 67.7% profit decline (2019 to 2020), 8.7% decline (2020 to 2021), and 59% decline (2021 to 2022) • Reported the Analysis to the Marketing Analytics Team to present key data-driven insights and actionable recommendations in a PowerPoint Presentation