Alexey Lazarev

B2B Growth Marketing Manager · Demand Generation · Marketing Analytics

lazarevalexey@pm.me

B2B growth marketer with 7+ years in demand generation, events, partnerships and marketing analytics. I started in sales, and I still judge a campaign by what sales can do with its leads.

Berlin
Eligible to work in Germany, no sponsorship needed
Available now

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17 events in 2024, against a plan of 7

6× more likely to deposit: the signal I moved bidding to

16% → 20% of leads trading a demo account, on a smaller budget

293 → 10 GA4 events, with one taxonomy for every locale

Profile

I started in sales, on the phone, before I moved into marketing. Since then I've built acquisition in 3 very different places: a B2B certification firm, a regulated fintech broker running ads in 30+ countries, and a construction-tech startup selling to city administrations.

The common thread is the stretch between first touch and a sales conversation: the tracking that shows where leads come from, the channels that bring the right ones, and the handover to sales. That is the part I want to own next, in a B2B company, measured on pipeline.

How I work

Fewer channels, run long enough to learn from.
Measure, review, adjust, and write down what changed.
Evidence before opinion.
One clear next step on every page and in every campaign.

Experience

Head of Marketing

Sep 2023 - Dec 2025

Urban Beta & BetaPort Systems · Berlin

Construction-tech startup bringing modular timber schools and offices to market. I was the only marketer, reporting to the CEO; our buyers were developers and city administrations who take 6-18 months to decide.

In 2024 I planned 7 events and we did 17. They brought 180+ B2B leads into a CEO-led pipeline that reached offers to 2 city administrations.
Industry suppliers bought partner packages that paid for our own partner event in full and covered about 90% of our share of the Expo Real stand.
Ran our stand at Expo Real 2024, Europe's largest real-estate fair, from budget and build to partner talks and lead capture.

Head of Acquisition (Interim)

Mar 2023 - Jun 2023

Admirals · Berlin

Regulated fintech broker. I stepped in as interim head of paid acquisition, with a team of 5 and campaigns in 30+ countries.

Showed that approved applicants were 6× more likely to make a first deposit than sign-ups, and moved bidding to that stage.
Together with a budget shift toward the best-returning markets, the share of leads who started trading on a demo account rose from 16% to 20% in 3 months, on a smaller budget.
Set up landing-page A/B testing; one test shaped the design of the new website.

System Analyst, Web Team

Aug 2022 - Mar 2023

Admirals · Berlin

Cut GA4 from 293 custom events to 10 standard ones with a single taxonomy, and ran GA3 in parallel until GA4 was proven.
Restored full desktop tracking, and compared GA, Tableau and Power BI data to set the roadmap for consistent reporting.

Freelance Digital Marketing Manager (AAAgency)

Apr 2021 - Aug 2022

Remote

My former employer kept me on retainer. In the first 16 weeks, paid search brought 13 contracts, and first-order revenue alone came to 3.5× the ad spend.
Built the brand and online shop for an olive-products retailer, and ran paid search for local service businesses.
An SEO and analytics project for Admirals turned into a full-time job.

Senior Marketing Manager

Feb 2018 - Apr 2021

Tekhservis

(Customer Service Manager in sales, Feb 2017 - Feb 2018)

Joined to sell; a year later became the company's first marketer and built its online acquisition from scratch.
Built the company's website, still in use, with an English version for foreign manufacturers.
Moved sales to amoCRM, and hired and trained sales managers.

Sales Manager

Mar 2016 - Feb 2017

Prime Time Forums

Sold places at major marketing and sales forums, from cold call to closed deal, and grew into running exhibitor logistics for the expo zone.

Tools and skills

Analytics and testing: GA4, Google Tag Manager, Heap, Hotjar, Search Console, OneTrust, VWO · event taxonomy, conversion tracking, A/B testing, funnel analysis
Acquisition: Google Ads, Microsoft Advertising, Meta Ads · budget planning, bidding strategy, events and partnerships
CRM, email and web: Pipedrive, amoCRM, Mailchimp, Webflow, WordPress, Squarespace, Make.com
Data and AI: Claude and Claude Code workflows · SQL and Python (pandas), newly acquired

Education and training

Performance Marketing Management & Scrum

Jan 2026

velpTEC, German-accredited Weiterbildung

1,160 teaching units, 99% final grade

Data Science Foundations

Jun 2026

Codecademy

SQL, Python, statistics

BSc Economics

2011 - 2015

Institute of International Economic Relations

Languages and volunteering

Languages: English (fluent) · Russian (native) · German (A2, working towards B1)
Volunteering: Marketing Advisor (pro bono) · School of Machines, Making & Make-Believe, Berlin · Jan - Oct 2026. Wrote a 90-day membership plan with zero ad spend, took it out into the city, and rebuilt the studio's website as 1 landing page.

Things I build

Digital Dacha

My personal website, self-hosted on a Raspberry Pi: notes, a reading and listening library, film photographs and small tools I build with React, Python and Claude Code.

digitaldacha.com

Contact

I'm looking for a B2B growth marketing role where I own marketing-sourced pipeline, in Berlin or remote in Germany. Email is the quickest way to reach me.