forecast model MAE reduction
Marketing analytics · AI transformation · Leadership
Denis Zelenskiy
Director of Marketing Analytics & AI Transformation
I turn analytics, forecasting and artificial intelligence into an operating system for management decisions.
price series in the intelligence system
people in cross-functional teams
years of relevant leadership experience
01
Professional profile
A leader with 6+ years of relevant experience in strategic marketing, analytics and process transformation. I build solutions at the intersection of business, data and AI, taking them from problem framing to implementation and executive approval.
02
Experience
March 2025 — presentSNHK LLCHead of Marketing
Reporting directly to the CEO of a joint venture between SIBUR and Gazprom Neftekhim Salavat. Responsible for strategy, market intelligence, pricing and internal decision-support tools.
- Built a three-year strategy that increased efficiency by 40% during a crisis period.
- Created a Market Intelligence & Forecasting system with 30+ price series, multifactor models, scenario analysis and executive dashboards.
- Reduced MAE of a forecasting model by 42% versus the baseline forecast.
- Used AI to automate data ingestion and quality control, calculations, analytics and executive materials.
- Led automation workshops for directors of the JV participants; the presented tools were accepted for in-house development.
- Signed new contracts with package premiums improved by up to 20%.
September 2023 — March 2025Gazprom PJSCLead Expert, International Exports
Global LNG market analysis, efficiency modelling and executive decision support.
- Developed efficiency models that accelerated decision-making by 27%.
- Introduced language models to automate Excel/VBA macros and large-scale data processing.
- Prepared strategic reports and presentations used to defend key projects before the management board.
- Shortened the international contracting process by 15–20%.
February 2022 — September 2023Ingka Centres (MEGA)Marketing Project Lead
Led project teams, omnichannel campaigns, large-scale events and experimental visual formats.
- Led teams of up to 15 while improving marketing efficiency with an 80% budget reduction.
- Increased social interactions by 200% in three months.
- Produced events attended by more than 1,000 people.
- Used AI to automate visual workflows and create art objects together with local artists.
March 2020 — February 2022FC ZenitPR Manager
Social media strategy, brand reputation and coordination of content, design, video and IT teams.
- Delivered 24% annual audience growth and a 67% increase in engagement.
- Raised the share of positive-leaning publications from 19% to 52%.
- Increased media mentions of Gazprom Arena by 300%.
July 2015 — March 2020Gol and BombardirManaging Editor, Correspondent
Editorial operations, multimedia content and sports media development.
- Created a media promotion concept.
- Produced more than 500 stories and 10 major interviews and covered 50+ press events.
03
Education
Education
Graduate School of Management, St Petersburg University
CEMS Master in Management
Saint Petersburg, RussiaUniversidad Adolfo Ibáñez
CEMS Master in Management
Santiago, ChileGraduate School of Management, St Petersburg University
Master’s degree, Financial Management
Saint Petersburg, RussiaAdditional education
Project Manager
Skillbox
Project managementFrontend Developer
Skillfactory
JavaScript, HTML, CSSLanguages
RussianNativeEnglishC1 · advancedSpanishB2 · upper-intermediateItalianA2 · elementaryPortugueseA1 · beginner
04
Core skills
Strategy & leadership
Strategyteam leadershipexecutive presentationsnegotiationsstakeholder management
Analytics & forecasting
Multifactor regressionforecasting modelsscenario analysisA/B testingNPVIRR
AI & automation
ChatGPTOpenAI CodexClaude Codeprocess automationdata quality controlprompt engineering
Tools
PythonSQLExcel/VBAAPIsJavaScriptHTMLCSSAdobe PhotoshopAdobe Illustrator
Marketing
Strategic marketingbrand managementmarket intelligenceomnichannel campaignsPRcontent
05
Portfolio
01Market Intelligence & Forecasting
A market intelligence, forecasting and CEO decision-support system.
42%30+Open case↘
Market Intelligence & Forecasting
A market intelligence, forecasting and CEO decision-support system.
Challenge
Unify fragmented sources and turn market signals into a reproducible forecast.
Approach
30+ price series, multifactor models, scenario analysis, data quality controls and executive dashboards.
Outcome
One coherent flow from data and forecasts to executive action; MAE of a forecasting model reduced by 42%.
02AI-powered analytics automation
Automation of recurring data, calculation and executive reporting workflows.
end-to-endOpen case↘
AI-powered analytics automation
Automation of recurring data, calculation and executive reporting workflows.
Challenge
Reduce manual work and improve reproducibility while preserving quality control.
Approach
Language models, Python, SQL, Excel/VBA and APIs with task decomposition, validation and result versioning.
Outcome
Created repeatable processes for ingesting, validating and interpreting data and preparing executive materials.
03MEGA marketing transformation
A reset of marketing operations, communications and event formats under a radically reduced budget.
+200%−80%Open case↘
MEGA marketing transformation
A reset of marketing operations, communications and event formats under a radically reduced budget.
Challenge
Sustain quality and metric growth with significantly fewer resources.
Approach
A cross-functional team, omnichannel campaigns, social strategy, events and visual experiments combining AI with local artists.
Outcome
Interactions grew by 200% in three months, events attracted 1,000+ visitors and the budget was reduced by 80%.
04FC Zenit brand media growth
A systematic approach to content, reputation and the media presence of a sports brand.
+24%+67%Open case↘
FC Zenit brand media growth
A systematic approach to content, reputation and the media presence of a sports brand.
Challenge
Accelerate audience growth and improve the positive tone of communications.
Approach
A new social media strategy and coordination of IT, design, video and editorial teams.
Outcome
Audience grew by 24%, engagement by 67% and arena media mentions by 300%.
Open to leadership roles in marketing analytics, strategy and AI transformation.