Katia Fediunina

I'm Katia. I've run acquisition, product growth, positioning and research myself, and the job underneath all of it is translation: from users, to what gets built, to numbers the business can act on. Four tabs, one person. Pick the lens that matches what you're hiring for.Porto, Portugal  ·  Remote, or hybrid in Grande Porto  ·  Authorised to work in the EU

Growth across product, marketing and data.

I build growth systems across acquisition, positioning, product, content, PR, influencers, SEO and lifecycle, with CAC and LTV discipline underneath. The method is data-led: separate the hypotheses, test them in the cheapest order, keep what holds. And I work across the whole journey rather than one stage of it. When the result needs it I have been the tester, the product manager and the analyst. And when the thing in the way belongs to another team, a payment that fails or a front-end error, I go to product, sales, support or the developers, because what I own is the result.

I connect marketing, product and operations into results, not isolated campaigns.

9×
Revenue in year two, Flowwow Brazil
3×
Revenue again in year three
450+
Local shops across 17 Brazilian states
Let's talk or see the work

What people say is one source. I want three.

Interviews and UX research for what people tell me. Analytics for what they actually do. Market and competitor data to check both against the world. Where the three agree is where I decide what goes front stage in the positioning, what goes second, and what stays off the page. Sometimes the answer is not a message at all but a product fix.

The work is connecting what the product actually means to someone with the story we tell about it.

~40%
In-app revenue lift from one checkout fix, on a channel worth ~17% of total revenue
5×
Users on the same budget, after repositioning from a niche audience to mainstream wellbeing
40+
User interviews behind that call. The research is the method, not a slide
Let's talk or see the work

Hands-on with performance marketing.

Meta, TikTok, Google Ads, Apple Search Ads, Pinterest. App, web and web-to-app. SKAdNetwork and AEM. App Store and Google Play optimization, including screenshot testing, custom product pages, in-app events and Play listing experiments. Writing the scripts and casting the actors myself. Cohort logic, LTV and payback discipline underneath all of it. This is the ground I know best, so it is where I start testing hypotheses myself: before I know who to hire, I find channel fit and message fit, then use that data to decide what the team should look like.

Want someone senior who hasn't lost touch with attribution models and running campaigns? That's me.

EUR 300K
Monthly ad budget at peak, across markets
10×
Scaled in days inside one market, on one audience, at the same CAC, for a peak season. The harder of the two
+40%
in orders per user from web-to-app, and +20% in revenue after renegotiating clinic terms
Let's talk or see the work

I have grown products from zero five times.

I've made the early mistakes, so you don't have to. Now I bring that experience to one or two teams at a time, part-time.

Before launch.

Settle what you are launching, for whom, and how you will know it worked, while those answers are still cheap to change.

After launch.

Live, but people don't install, pay or come back. Find out which part is broken: positioning, channel, product or measurement.

Fractional growth lead.

I stay through the tests, or lead growth until you hire full time. Up to 15 hours a week.

Write to me. Tell me where the product is and what is worrying you. If it's a problem I can help with, we start with a free 20-30 minute call.

Write to me LinkedIn Telegram Email

I work in English, Portuguese, Spanish and Russian.

How I work

Deep in one thing, useful across many.

I go deep on growth economics: CAC, LTV, cohorts, payback. Around that core I work across product, positioning, lifecycle, content, PR, and operations. T-shaped on purpose.

Most growth problems aren't marketing problems.

They're positioning, product friction, or incentive problems. My job is to find the real constraint before spending budget on the wrong one.

Goals first, tactics second.

Before a feature or a channel test I want the success metric agreed: what we are looking for, what we will test, what counts as a good result, and what is not good enough. It is asking why several times before anyone builds anything. Skip it and you settle for results that look fine and bring no more money, no more returning users, and no more use of the product.

At zero there is no data and no playbook.

Only hypotheses to test and uncertainties to reveal. So you stay open to changing your mind, and you move quickly. Not because speed is a virtue in itself, but because the faster you test, the sooner you actually know where to go. At the start, certainty is something you earn by moving, not something you have before you begin.

I do the work, and I hire when the work needs it.

I have started as an individual contributor more than once and I am comfortable as a player-coach. Early on I do a lot myself: it saves the time coordination costs, and often I do not yet know who to hire. That becomes clear when a channel starts running on its own: Meta is growing, needs attention every day, and my time for new experiments shrinks. Then I add someone, for work that will still exist when things change, not for an org chart. AI has moved that line further out: more gets done with fewer people and less time, and the judgement calls are still mine. This site is one small example: I built it myself, with AI.

I'll take the risk when the data isn't coming.

I measure everything that can be measured, and I estimate the rest: how much goes unattributed, and where the untraceable demand went. But there is always uncertainty, and sometimes the data is never going to arrive: too few users for a test that would mean anything. Then I decide. I push the uncertainty down as far as every available tool will take it, I say plainly what I am not sure about, and I move. Growth is not a guarantee business, and waiting for certainty costs more than being wrong early.

What colleagues say

Experience

Independent: growth consulting and interpreting

Jan 2026 to present · Porto

Growth and launch consulting for early-stage companies, and interpreting between Russian and Portuguese at notaries and the civil registry. Looking for someone senior for a part-time engagement? See the fractional option →

Head of Marketing, Flowwow Brasil

Jun 2023 to Dec 2025 · Remote from Porto

Global marketplace active in 40+ countries. Hired to build and scale Brazil as a local market, with full ownership of growth, positioning, and market adaptation.

  • 9× revenue growth in 2024, then 3× growth in 2025 over 2024
  • Expanded to 17 Brazilian states and grew the partner network to 450+ stores
  • Owned Brazil end to end and reported to the Flowwow Brasil CEO, then directly to the global board (COO, CFO, CPO)
  • Users showed me the problem during UX testing: they picked a date and a gift, then learned at checkout the shop could not deliver. I took it to the product and dev teams to fix. In-app revenue rose by about 40%, on a channel worth about 17% of total revenue
  • Recruited research participants who had bought flowers online in the previous six months and built positioning and creative from the words of the heaviest buyers. In a market with high scam perception, the product had to sound Brazilian, not translated
  • Tested new categories, including plants, balloons, bento cakes and gift baskets (cestas de presentes). Cut the ones that did not hold and scaled the one that did: gift baskets grew to about 40% of GMV
  • Built organic reach within the unit economics: replaced paid influencer deals with gifting on special occasions (about 95% of influencers posted), and put our press coverage on the first App Store screenshot, which won the test on installs
  • Tested Meta AEM against SKAdNetwork on the web-to-app funnel and ran mostly AEM, which performed better at our volume. Cross-checked the modelled app data against the deterministic web data
  • Managed 3-4 direct reports and three agencies, and directed the work of about ten people from the global SEO, analytics and design teams who did not report to me. Scaled spend 10× within days for peak seasons, inside one market and at the same CAC

Chief Marketing Officer, Ornament Health

Feb 2020 to Aug 2022 · Remote

Digital health app, 2M+ installs and 150K MAU at peak. Built the growth function from scratch and expanded into positioning, monetization, and lifecycle.

  • Found the first audience by interviewing the heaviest users, 40+ interviews in all. When that audience ran out, switched to people who had never used the product and people who dropped off. That switch produced the repositioning, from a niche audience (biohackers, pregnancy, chronic conditions) to mainstream wellbeing
  • Ran full-funnel tests per audience (pregnancy, weight loss, biohackers, chronic conditions), each with its own creatives, store page, landing and onboarding. The results set the product roadmap
  • Same budget, 5× the users and a 4× reduction in CPA
  • Ran paid acquisition myself for about a year before the first hire, then built a team of seven and four external agencies
  • Tested the US and put the money into Latin America, where the unit economics could get to profitable. The US was more saturated, more expensive and more regulated for a health product
  • When Apple's tracking rules changed, worked with the product team on the opt-in onboarding screen, because the quality of every marketing number now depended on a product surface I did not own
  • Measured every campaign three ways: the ad platform, server-side conversion events and our own database, so no single number stood in for the whole
  • Owned monetization and activation: pricing experiments, subscription rollout across markets, activation moments and lifecycle push built on behaviour

Head of User Acquisition, DocDoc

Jul 2017 to Feb 2020 · Moscow

The leading doctor-booking marketplace in Russia: doctor search, booking, clinics and telemedicine.

  • Moved growth decisions from order counts to cohort and LTV logic. App users ordered far more, so I built the web-to-app funnel: +40% in orders per user over a cohort year
  • Most of those extra orders were repeat visits that earned almost nothing under the clinic agreements. Renegotiated the terms: +20% in revenue
  • Ran brand campaigns with no install link, to measure the demand no ad platform reports. A large share of installs came from people who never clicked and searched for the app by name, checked against our own booking records. This was years before Apple's tracking changes made that kind of measurement standard
  • Built the lifecycle and push programme, including an abandoned-search trigger tested against a held-out control group. Rolled winning tests out to the full audience, which grew repeat orders and cross-sales into other products such as telemedicine
  • Worked both sides of the marketplace, patients and clinics, and the launch of telemedicine, a category with almost no demand and a real need underneath

Earlier: Anews, Grape International, RBS Corporation

2009 to 2017 · Moscow

4M+ installs across paid and organic channels.

  • Anews, a news aggregator backed by TMT Investments: joined before launch and ran app marketing, ASO and paid acquisition. Launched in the US as a short test, then prioritised Latin America on unit economics
  • Grape International: hired as the single marketer to launch two messengers for the US market, Grape and then Ping. Coverage in TNW, and the first Facebook mobile ad campaigns
  • RBS Corporation, a digital agency: my one fully B2B role, marketing the agency's services and SaaS tools such as Webvisor. Started in PR as press secretary

What I'm strong at

Strategy & Growth

0→1 launches GTM International expansion Market prioritization Category building

Product Growth

Positioning Activation & onboarding Funnel/CRO Lifecycle & retention Monetization & pricing User research & discovery interviews

Economics

Unit economics CAC/LTV Cohort & payback analysis Attribution Modelled vs observed Server-side conversion events A/B testing

Channels

Meta Google Apple Search Ads TikTok Pinterest ASO SEO CRM/push Web-to-app PR Influencers

Tools

Adjust AppsFlyer Firebase GA4 RevenueCat Branch OneSignal Apptweak AppFollow Jira Confluence Figma BigQuery SQL Cursor

AI flows and tools

Research & analysis with AI Ideation with AI Low-code prototypes Vibecoding / landing page experiments Vercel Supabase

Speaking: ASO Academy lecture on app localisation for LATAM  ·  i-COM 2016  ·  Mobile Marketing Conference 2015

Languages: English (first language of my translation degree; my working language since I started)  ·  Portuguese (C1, DAPLE certified; worked in it daily)  ·  Russian (native)  ·  Spanish (second language of the same degree; interviewed and hired in it)

Education: Moscow Aviation Institute  ·  Master's, Economics & Management (specialisation in entrepreneurship)  ·  Master's, Linguistics & Translation (English, Spanish)

What I'm looking for

I'm selective about where I go next. I do my best work when these line up.

Stage & product

  • Early or scaling digital-product companies: marketplaces, subscriptions, consumer apps, healthtech, edtech, AI.
  • Size is not the criterion. The shape I have done most often is thirty to eighty people, with revenue and a recent raise, about to open a new market. But five people with a good idea and a founder worth thinking with works too, and so does a new line of business inside a larger company.
  • Products I can stand behind. Real outcomes for users, not physical goods or hype.
  • A real product and team, credible enough to commit to for two to three years.

The problem & the role

  • Genuine ownership of a growth system, not a single channel to execute.
  • Authority over the model itself: pricing, segment, packaging, positioning, what gets built. Not the budget to buy traffic for someone else's model.
  • 0→1 or market expansion, where range and judgment matter more than headcount.
  • A lean setup where being T-shaped is an advantage, not a rounding error.

Market & language edge

  • LATAM, Brazil, or Europe, where Portuguese, Spanish, and Russian plus localization are an asset.
  • International, flat, direct teams. Outcomes-led, not heavy top-down.

Open to full-time, fractional, and focused consulting. Based in Porto, Portugal, with EU work authorisation. Remote, or hybrid within Grande Porto.

This page is a prototype I built and shipped myself using AI. I treat landing pages and growth experiments the same way: build it, ship it, test it, learn.

Vibecoded & Shipped

Hiring for growth, product, or market expansion?

Open to senior growth and product roles where the market or the line of business does not exist yet, plus fractional leadership and focused consulting sprints.

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