Alexander Manuev — Growth & Marketing Lead

Alexander Manuev

Growth & Marketing Lead · Scaling structure out of chaos

8+ years building marketing for B2B tech and service businesses. I turn operational chaos into scalable growth systems — from ICP and channel strategy to P&L.

View case studies → Contact me

Growth marketing lead, 8+ years building and scaling marketing for B2B SaaS and tech-enabled businesses.

I turn operational chaos into scalable growth systems: stand up marketing functions from zero, run performance channels, and tie spend to P&L and unit economics.

Managed annual budgets up to $300K, scaled lead-gen for US businesses, and led cross-functional teams of up to 8.

Own the full acquisition funnel end to end — from ICP and channel strategy to revenue.

Case Studies

Relevant case studies

A selected slice of the portfolio. Happy to walk through artefacts and deeper context on a call.

Growth · Performance

Growth for a Local Business in the US

Rebuilt Google Ads funnels for US local-services across 3 geos (LA, Atlanta, Florida). ICP segmentation, voice-of-customer research, landing page iteration via heatmaps and A/B tests.

Result CAC −20% · lead quality +25% · stable ROAS on $6K+/mo
GTM · Product Launch

Launching Telegram Mini Apps from Zero

Led full GTM for a new agency business line — market sizing, ICP, Value Proposition Canvas, channel strategy, sales kit, ABM for Tier 1 clients.

Result 5% lead-to-purchase · 300% ROAS · demand validated at launch
CRM · Retention

Loyalty Program for a 22-Store Retail Chain

Rebuilt loyalty program for 20K+ members from scratch. RFM segmentation into 20 behavioral clusters, 25+ lifecycle trigger flows (onboarding → engagement → reactivation), A/B tested reactivation campaigns.

Result 5.8x program ROI · AOV +14% · reactivation flows +8.4% revenue
Brand · Product Strategy

Brand & Product Strategy at a Climate-Equipment Holding

Brand Manager for Royal Thermo (holding portfolio: Electrolux, Zanussi, Ballu). Positioning strategy, new product category launches, cross-brand ingredient integration.

Result 10+ products launched · federal DIY chain partnerships
Download CV + Case Studies ↗
My Path

8+ years in marketing

From specialist to Head of Growth across B2B tech, retail, and service businesses.

Aug 2024 — Present
Head of Growth
«Iskra» — Boutique growth & performance agency

Run growth end to end for clients with small or no in-house marketing — GTM, performance, retention, reporting and execution — across SaaS, IT services, specialty retail and local-services businesses.

  • Designed and ran lead-gen for US local-services businesses via Google Ads in high-intent segments — rebuilt funnels and landing pages on cust-dev and click data, segmented by geo, intent and offer: sustained stable ROAS on $6K+/mo budgets, cut CAC by 20%, raised lead quality by 25% and reduced junk traffic by 30%.
  • Rebuilt the loyalty & retention program for a 22-store specialty retail chain (20K+ members): 20+ behavioral segments and 25+ lifecycle trigger flows (onboarding → engagement → reactivation) — delivered 5.8x program ROI and +14% AOV; reactivation A/B flows added +8.4% revenue in test cohorts.
  • Launched Telegram Mini Apps as a new business line from zero — full GTM (ICP, positioning, pricing, sales kit, lead-gen): validated demand at 5% lead-to-purchase and 300% ROAS within the launch quarter.
  • For a custom-IT services firm: built B2B positioning and outbound sales-enablement infrastructure — ICP and target-account lists (AI-assisted parsing & enrichment), ABM for Tier 1 prospects, multi-step email sequences, gated content and sales kits.
Jan 2024 — Aug 2024
Brand Manager
«Rusklimat» — International climate-equipment holding (Ballu, Zanussi, Electrolux…)
  • Owned marketing strategy for Royal Thermo, a flagship brand in the holding's portfolio: audience research, positioning and campaign development.
  • Led launches across new product categories (split systems, boilers, convectors) and a cross-brand brand-ingredient integration that strengthened cross-portfolio positioning.
Apr 2023 — Jan 2024
Senior Marketing Manager
«SOAK» — Consumer-electronics manufacturer (130+ employees)
  • Developed the annual marketing strategy and refreshed the brand platform.
  • Led positioning, UVP and feature development for 3 product launches; ran market research with 300+ respondents to shape the product line.
Oct 2021 — Apr 2023
Head of Marketing
«Manufactura» — FMCG manufacturer
  • Launched 5 consumer brands from zero and led an 8-person marketing & design team.
  • Grew CIS export sales by 40% by localizing 100+ SKUs.
  • Increased retail revenue by 30% in select locations by designing trade-marketing gamification mechanics.
2018 — 2021
Earlier experience
Danger (2020–21) · Ad.Lead (2018–20) · Zolotoy Kod (2018)
Stack

What I use & what I do

T-shaped profile: broad marketing scope with deep expertise across key directions.

Growth & Performance

  • Google Ads
  • Meta Ads
  • GA4
  • Full-funnel strategy
  • CRO
  • CAC / LTV modeling

B2B & Outbound

  • Clay
  • Phantombuster
  • Lusha
  • LinkedIn Sales Navigator
  • ABM
  • Email sequences
  • Gated content

Product & GTM

  • ICP
  • JTBD
  • Value Proposition Canvas
  • Buyer personas
  • GTM strategy
  • Product launches

Retention & Lifecycle

  • RFM analysis
  • Loyalty programs
  • Lifecycle marketing
  • Cohort analysis
  • A/B testing
Contacts

Let's work together

Telegram
@manuev
Email
workmanuev@gmail.com
LinkedIn
in/amanuev
Download CV + Case Studies ↗