Denis
Ivanitskiy

I run marketing and sales. I own the P&L, unit economics, and net profit in e-commerce. I write business books. I won Best Young Entrepreneur of St. Petersburg, and Sostav.ru has named me twice.

Details

10+

Years in D2C, ecom, marketplaces

1B+

Turnover under management (₽)

100M+

Ad budget under management

×2

Year-on-year turnover growth

About

Marketing is not “reach” and “engagement”. It is a tool for managing profit.

I build commercial systems, from brand positioning to the e‑commerce P&L. For the last 11 years I have worked where marketing, sales, and analytics meet, in D2C and e-commerce. I have run turnover above 1 billion rubles, taken brands to the top of their categories on Wildberries, and built the analytics from scratch.

I think in unit economics, I work with the data, and I make decisions that show up in profit, not only in turnover or reach.

Focus

Strategy
Ecom
Brand management
D2C
Marketplaces

Experience

LIFECOSM

Korean and Russian skincare: Celimax, Derma Factory, VT Cosmetics, Letique. Wildberries, Ozon, Yandex Market, Lamoda, L'Etoile. No. 1 in Korean cosmetics on marketplaces.

Head of marketplace sales

I run the sales and the economics of the business: plans, assortment, prices, promotion, and stock. The line does 1.5 billion ₽, with 5 people reporting to me. I built my own operating system, PULS: margin, prices, stock, plan versus actual, and alerts in one place.

Brought the lead back
Built PULS
Wrote the processes down

Uvelirochka / UVI

Jewelry retail: an online store, a TV shop, Wildberries, Ozon, and Lamoda. Company turnover is above 7 billion ₽.

Advisor on commercial analytics

I built a way to make decisions from the data. I turned commercial analytics into a tool for managing profit. I designed a price-volume-mix model for TV shopping that joined management reporting with control of airtime.

Adapted and rolled out price-volume-mix analysis

MIESTILO

A jewelry brand. Own sales and marketplaces. When I left, turnover was above 1.5 billion ₽, and the brand was No. 2 in silver on marketplaces.

Head of marketing and sales

Strategy, a team of up to 25, and a BI system. I took the brand to 2nd place on Wildberries in Jewelry.

Turnover ×2
Profitability ×1.3
No. 2 on Wildberries
Market share 4% → 10%

TOPTOP

Fashion retail: stores, an online shop, and marketplaces. The same group includes Lera Nena and Lera Nena Unreal. Company turnover is above 2 billion ₽.

Head of marketplace marketing

Promotion on Lamoda, Wildberries, Ozon, and Yandex Market (1,300+ SKUs). Five revenue records in six months. The share of orders from marketing grew from 3.7% to 9%, while the ad-cost ratio fell from 15% to 5.92%.

5 revenue records
Ad-cost ratio 5.92%
CPO 372 ₽

White Wolf

Makes and sells products for dogs. Own site and marketplaces.

Head of marketing

Took the brand into the top 4 by sales in the category on marketplaces. Average revenue growth was +40% year on year. The share of revenue from the site grew from 20% to 42%.

Revenue +40%
Own ecom share ×2
Top 4 on marketplaces

Clean Touch LTD

Hygiene systems for business and HoReCa. Sold direct and through dealers.

Head of marketing

Built it from zero: the site, SEO, advertising, and a dealer network. Turnover grew 3×. Dealers went from 3 to 27. The company became No. 1 in the niche in Russia.