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Running 2 products as general manager
Product Marketing Lead at Toloka, 2023 to 2026
from 0
to15,000
I joined Toloka in October 2023 to market people-labeled data for machine learning. Within a month, large language models changed the business, and I led the marketing response.
Two jobs at once
General manager, twice
I ran Mindrift, then Tendem, with full profit and loss.
Built on unit economics
Growth and retention programs designed around what each expert cost.
Marketing to AI labs
AI safety and model evaluation for frontier AI labs.
Events with pipeline targets
Measured like any other source of pipeline.
Unit economics moved
35%
Lower acquisition cost on Mindrift 10 points
Higher 90-day retention on Mindrift 3 units
Business units in the marketing response I led
“You lead a business by the levers you actually control.”
More of my work
- MINTNaming a category and moving pipelineMarketing’s share of pipeline, from 20%90%
- WonderflowThe positioning behind a $20 million Series AMarketing-qualified leads, tripled3x
- IBMLaunching an autonomous ship across 15 marketsContent strategy, from Italy15 markets
- PcBrainStarting a company while finishing a degreeAnnual revenue, from £0£1.2 million
- CodilityRebuilding marketing around AI agentsTime to launch a page, from 2 hours2 minutes
