I connect digital strategy with acquisition, measurement and product integrations. This work spans bank leadership roles, client projects and tools built for the job.
Selected results with their periods and sources. The cases show what was delivered and where work is still in progress.
As Head of Digital at Halyk Bank from 2020 to 2023. Brand campaigns inside the app kept the blended CAC low.
Halyk Bank, November 2020 to December 2023, as Head of Digital Marketing; published October 2026.
Average position moved from 24 to 5. The 117K is the average of the last twelve months; about 43% of recent clicks are brand queries.
| Month | clicks | average position |
|---|---|---|
| Jun 2025 | 42,059 | 24.1 |
| Jul 2025 | 47,736 | 21.9 |
| Aug 2025 | 57,611 | 21.5 |
| Sep 2025 | 82,369 | 13.1 |
| Oct 2025 | 118,675 | 7.8 |
| Nov 2025 | 132,393 | 8 |
| Dec 2025 | 130,635 | 9 |
| Jan 2026 | 137,789 | 9 |
| Feb 2026 | 101,608 | 8.3 |
| Mar 2026 | 125,590 | 6.9 |
| Apr 2026 | 111,034 | 7.3 |
| May 2026 | 108,073 | 6.2 |
| Jun 2026 | 108,821 | 4.5 |
| Jul 2026 | 117,486 | 4.5 |
| Aug 2026 | 111,950 | 4.9 |
| Sep 2026 | 99,743 | 5.1 |
Bank roles and Good Labs projects, with the scope of my contribution made explicit.
Head of Digital Marketing
Bank leadership role covering acquisition, the in-house operating model and shared measurement.
Took digital in-house from an outsourced agency model, signed direct contracts with Google, Yandex and TikTok, and made Amplitude the single source of truth for CAC and CPA.
Project record, published October 2026.
Halyk Bank ecosystem
Acquisition for Onlinebank from launch, plus SEO, paid media and interface work for Kino.kz.
Ran acquisition for Onlinebank from its launch. Kino.kz got SEO, paid media and UI/UX work over the same two years.
Project record, published October 2026.
Digital Marketing Lead
Built the web-to-app journey and real-time lead checks, with separate funnels for businesses and individuals.
Built the web-to-app flow on AppsFlyer OneLink and smart banners, and a real-time check of each lead against government ID and tax databases that routes businesses and individuals to separate funnels.
Project record, published October 2026.
Good Labs project
Found test events in production analytics, redesigned the app event taxonomy and rebuilt the tag container.
Runs paid media across retail, business banking and leasing. The analytics audit found 2.6M test events and about 7,700 phantom users across 8 of 13 GA4 streams in 90 days, and the app taxonomy was redesigned from there.
Project record, published October 2026.
Good Labs project
The client built the site. Lead qualification is verified in Yandex Metrica; verification in Meta and Google is still pending.
Every form submit counted as a lead, including people who are not businesses. The form now checks the IIN or BIN, and GTM marks a lead qualified only after that check. The gate is verified in Yandex Metrica, with Meta and Google next.
Project record, published October 2026.
Good Labs client
The new taxonomy is live on one product. The remaining rollout is in acceptance.
Purchase tracking did not reconcile: in July 2026 one product logged 1.9 purchase events per signed contract. A 35-event taxonomy replaces more than 200 events, with one payment event instead of 30-plus. It is live on one product; the rollout to the rest is in acceptance.
Project record, published October 2026.
Good Labs project
Server and browser registrations were counted without deduplication. Delivery added a shared event ID and a signed webhook from Meta lead forms to the CRM.
Server and browser events were not deduplicated: 243 server registrations against 119 in the browser in one week. GTM now sends a shared event ID, and Meta lead forms for the main product reach the CRM through a signed webhook on a Cloudflare Worker.
Project record, published October 2026.
A consumer lender
Good Labs project
Tracking reads the funnel’s existing API calls because the client could not change the site.
The client could not change the site, so a fetch and XHR interceptor reads the funnel's own API calls and records five steps. Live since 6 February 2026.
Project record, published October 2026.
Good Labs project
Moved the storefront to server-side rendering and fixed canonicals and sitemaps. Search clicks later peaked and then fell; the next set of fixes remains unshipped.
Moved the storefront from client-side rendering to SSR and fixed canonicals and sitemaps. Clicks peaked in April 2026, two months after the monthly retainer ended. The next wave of fixes has not shipped, clicks have fallen since, and a recovery spec is with the client's developers.
| Month | clicks | average position |
|---|---|---|
| Jun 2025 | 8,849 | 11.4 |
| Jul 2025 | 16,051 | 10.2 |
| Aug 2025 | 22,392 | 9.9 |
| Sep 2025 | 28,382 | 8.3 |
| Oct 2025 | 31,801 | 7.8 |
| Nov 2025 | 54,323 | 7.6 |
| Dec 2025 | 54,184 | 7.5 |
| Jan 2026 | 55,202 | 7.7 |
| Feb 2026 | 57,563 | 7.6 |
| Mar 2026 | 70,487 | 7.3 |
| Apr 2026 | 82,351 | 6.6 |
Project record, published October 2026.
The work behind the results: how digital was organised, how acquisition was measured and how systems connected.
At Halyk Bank, moved digital from an agency model into the bank and established direct contracts with Google, Yandex and TikTok.
See the related caseMade Amplitude the shared source of truth for CAC and CPA at Halyk Bank.
See the related caseAt Bereke Bank, built web-to-app acquisition with AppsFlyer OneLink and smart banners, alongside real-time lead checks that separate business and individual journeys.
See the related casePractical tools for inspecting tracking, drafting event plans and reviewing platform evidence.
Records tracking requests, dataLayer and consent changes in a browser session for review.
Output Session timeline with Markdown and JSONL exports
Turns Figma controls into a draft tracking plan with references to the source nodes. The plan is ready for review, not a check that events fire.
Output Draft event plan with source references and review exports
Compares GTM exports by configuration meaning so changes can be reviewed in code review and CI.
Output Semantic diff and reports for review
Collects platform-specific evidence from Google Ads, GA4, Search Console and Meta for audit and interpretation.
Output Audit findings and reports with platform context
Tell me what the team needs to achieve, and we will discuss the audit or the build that fits.