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Project Case Studies

Detailed breakdowns of what I actually did on each engagement: the situation, the work, the results, and the technical deliverables.

Halyk Bank · Digital Marketing Lead → Head of Digital Marketing2020–2023

Super App Growth: 700K to 7M MAU

10×MAU growth
$1.5Retail CAC
103KYouTube subs
2.5Mkino.kz MAU
$3M+UA budget/yr (from $200K)
Situation

Joined as the second digital marketing hire at Kazakhstan's largest bank. The entire UA was outsourced to an agency on a 30% commission model, running almost exclusively on brand queries. KPI was cost-per-install with zero visibility into downstream revenue. Onboarding conversion sat at 17%, thousands of new users churned every month after reinstalling because they had to redo full KYC video verification. The analytics setup was unreliable and nobody trusted the reports.

What I did

Built mobile attribution from zero with Adjust.

Used AppsFlyer as a negotiation lever during vendor selection to get free audiences, smart banners, and smart links bundled into the Adjust contract. Configured attribution across Google UAC, Meta, TikTok, Yandex, and affiliate channels. Firebase SDK for Google conversions, Adjust SDK for Amplitude reporting.

Moved from agency to in-house.

Eliminated the 30% commission model by building an in-house media buying team at 1% billing. Grew the annual UA budget from ~$200K to $3M+ by proving ROI to leadership over successive quarters. Hired and managed a team of 3 specialists.

Direct contracts with Google, Yandex, TikTok.

Negotiated dedicated account management, beta product access (Smart Bidding for app campaigns, new TikTok ad formats), and KZT billing — removing currency risk and eliminating a layer of markup.

Kafka integration for KYC skip on reinstall.

Conceptualized and co-architected a Kafka event that detected existing bank clients reinstalling the app and auto-skipped the full KYC video verification flow. The result: +30% conversion lift on reinstall cohorts at zero media cost.

Event taxonomy for 15+ product lines.

Designed and maintained Amplitude event taxonomy covering loans, deposits, investments, payments, transfers, gov-tech, insurance, cinema tickets, and travel — for both B2C and B2B segments.

YouTube: 0 to 103K subscribers.

Built the channel content strategy, designed all thumbnails personally, and managed production. Grew from zero to 103K subscribers making the bank one of the most subscribed financial channels in Kazakhstan.

Managed the whole Halyk ecosystem.

Ran digital marketing across all Halyk products simultaneously: Onlinebank B2B (scaled from 0 to 300K MAU, CAC $7), kino.kz (from 200K to 2.5M MAU in one year), Halyk Insurance (3× ROAS), plus Leasing, Travel, Invest, and Market products.

Results
Monthly active users, 3 years700K → 7M
Onboarding conversion (reinstall cohort)17% → 87%
Annual UA budget$200K → $3M+
Agency commission eliminated30% → 1%
Organic / paid traffic split70/30
Retail CAC at peak$1.5
Stack
AdjustFirebaseAmplitudeKafkaGoogle UACMeta AdsTikTok AdsGTMTechnical SEOAppsFlyerYandex Direct
Bereke Bank · Head of Digital Marketing2023–2024

Full Rebuild: $650K Recovered, +25% Revenue

+25%Revenue YoY
5% → 67%SMB onboarding CR
$100 → $5SMB CAC
$650KRecovered from agencies
130KYouTube subs
Situation

Bereke Bank was rebranded from Sberbank Kazakhstan after the Russian sanctions. I joined as Head of Digital Marketing inheriting a chaotic state: 300M KZT (~$650K) frozen across 3 agencies from the Sberbank era, $50K/month burning on bot traffic and mobile game ad inventory, GTM non-existent, and analytics completely broken. The SMB onlinebank product had 24 onboarding screens with a 5% conversion rate.

What I did

Recovered 300M KZT from agencies.

Spent months working through legal and accounting to get the full 300M KZT (~$650K) back and moved all media buying in-house.

Killed $50K/month in wasted spend on day one.

First campaign audit immediately surfaced bot traffic networks and mobile game inventory. Stopped all affected campaigns immediately.

GTM from zero: retail, SMB, and website in parallel.

Implemented GTM architecture where dataLayer conversion events fire only on confirmed CRM API success — not on form submit.

Attribution pipeline into DWH and dashboards.

Connected Google Ads API, Meta API, TikTok API, and AppsFlyer raw export into the bank's data lake. Built automated PowerBI and Qlik dashboards.

Gov API integration: IIN/BIN validation + smart routing.

Co-architected a verification engine integrating Kazakhstan's tax database (Salyk) and citizen registry to route leads to corporate onboarding or retail app funnels.

SMB onboarding redesign: 24 screens to 5.

Removed every unnecessary step from the SMB onboarding flow. Conversion rate went from 5% to 67%. CAC dropped from $100 to $5.

Team education.

Ran structured training sessions on value-based bidding, Firebase event setup, and attribution logic.

Results
Revenue year-on-year+25%
SMB onboarding conversion5% → 67%
SMB customer acquisition cost$100 → $5
Recovered from legacy agency contracts300M KZT
Wasted spend stopped$50K/mo
YouTube subscribers built130K
Stack
GTMAppsFlyerMeta CAPITikTok Events APIAirflowPowerBIQlikOctober CMSGov APIJavaScript / DataLayer
Halyk Insurance · Fractional consultant2021–2022 · 2025–Present

Insurance Analytics: 3× ROAS, SEO 100 → 100K Clicks

3×ROAS year one
13B+ KZTAnnual revenue (context)
100 → 100KSEO clicks/month
30% / 90%KASKO / OGPO funnel CR
Situation

First engagement (2021–2022) came during the Halyk Bank years. Agency was running entirely on brand traffic with no product-level analytics. Users often conflate KASKO and OGPO, making cross-sell attribution commercially significant but invisible in standard models.

What I did

Replaced brand agency with direct product campaigns.

Set up product-specific campaigns for KASKO, OGPO, Travel, and Property insurance. Achieved 3× ROAS in the first full year.

Amplitude taxonomy for 4 funnels, 172 events.

Designed the complete event taxonomy. Built a Python pipeline hitting the Figma API to auto-generate the taxonomy directly from design files.

UX audit and conversion fixes.

Removed friction and redundant OTP confirmations. KASKO CR reached 30%, OGPO and Travel approximately 90%.

Cross-sell attribution mapping.

Mapped the OGPO-to-KASKO purchase path and built a custom attribution model to correctly credit touchpoints.

SEO: 100 to 100,000 clicks/month.

Technical SEO audit, structured data, and content strategy targeting high-intent insurance queries.

Results
First full year vs brand baseline3× ROAS
SEO clicks per month100 → 100K
KASKO funnel conversion30%
OGPO and Travel CR90%
Events in Amplitude taxonomy172
Taxonomy generation via Figma APIWeeks → Hours
Stack
AmplitudeMixpanelGA4Figma APIPythonGSC APIGoogle Ads APIGTMTechnical SEO
BCC Bank (Bank CenterCredit) · Fractional growth analytics consultant2024–Present

Analytics Infrastructure and Technical Growth Roadmap

100KYouTube + Silver Button
172Events in taxonomy
6Active tech specs in dev
5×Expected CR lift (O2O)
Situation

BCC Bank had a large shared GTM container (720 tags), no reliable attribution, and campaigns optimizing on form submits rather than actual loan disbursements. No event taxonomy and no measurement of what happened after a lead was submitted.

Phase 1 — Completed 2024

Campaign audit.

Full audit of all active campaigns across Google Ads, Meta, and TikTok. Produced a prioritized remediation roadmap.

Amplitude + Firebase + AppsFlyer taxonomy for payment flows.

Designed 172-event taxonomy covering all payment scenarios in the BCC Business 2.0 mobile app.

GTM migration for online.bcc.kz.

Optimized 118 tags down to 11 dynamic tags. Resolved complex GTM import errors.

Team education.

Structured training sessions on analytics fundamentals, GA4, GTM, and campaign measurement.

YouTube to 100K subscribers.

Provided growth strategy support that helped the team reach the YouTube Silver Play Button.

Active roadmap (in progress)
S2S Offline Conversion Pipeline

CRM loan statuses fed back to Google Ads, Meta, and TikTok APIs via Python + Airflow. Expected: 3–5× improvement in value-based bidding efficiency.

Online-to-Offline Attribution

JS click tracker captures gclid/fbclid and maps to IIN/phone. First system in Kazakhstan linking specific ad clicks to specific loan disbursements.

Form Validation via GovTech API

Real-time IIN/phone verification at form submit. Expected: 3× improvement in lead quality.

Core Web Vitals Optimization

Targeting TTFB 500ms and LCP 2500ms. Expected: 2× SEO visibility gain.

Technical deliverables (samples)
📑
Digital Growth Transformation Strategy 2026

6 workstreams, ~600 lines including code. S2S pipeline, O2O attribution, form validation.

🔗
AppsFlyer OneLink — Flutter Dev Spec

iOS Associated Domains, Android App Links, SDK init order, 15+ QA test cases.

🛒
GA4 E-Commerce for React SPA — GTM Spec

Single GTM container feeding GA4, Meta CAPI, TikTok Events API, and Google Ads simultaneously.

Stack
AmplitudeAppsFlyerFlutterGTMGA4Meta CAPIS2SGovTech APIAirflowPythonNginxGoogle Ads API
Solva.kz · via WIM Digital agency · Fractional consultant2024–Present

SPA Attribution: 0 to 2,000 Qualified Loan Applications/Month

2,000/moQualified applications
$7–8Cost per qualified lead
1.5–3M KZTAvg loan size
Situation

Solva.kz is a Kazakhstani auto loan fintech. The site is a React SPA, which meant standard GTM setup was broken. Applicants must own a vehicle to qualify, but without validation at the tracking layer, ad platforms were training on unqualified users.

What I did

Fixed SPA analytics with qualification validation at the tracking layer.

Implemented GTM history change triggers and added IIN + vehicle ownership API checks inline with the conversion event.

Meta CAPI server-side + pixel, GA4 funnel with LTV.

Ensured conversion matching and passed loan balances as event values for value-based bidding.

Facebook Lead Ads webhook to Google Sheets for telemarketing.

Built a real-time webhook pipeline cutting response time from hours to under 5 minutes.

Results
Qualified loan applications2,000/mo
Cost per qualified lead$7–8
Ad platforms train on qualified users onlyClean signal
Stack
GTMGA4Meta CAPIFacebook Lead AdsGMBWindsorWebhooksGoogle Sheets API

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