Chernik
Gleb
about me
experience
strengths
cases
skills
contacts


5 companies
I was lucky to work in
4 employees
team was under my management
6 products
were launched to market
13 years
of marketing experience
Marketer
My mission is to use my creative flair and experience to uncover
your brand’s key strengths and showcase them to the right audience
my vision
with a Creative Eye
I believe in the power of visual impression
Even an ordinary product or company can become a market leader if it’s presented attractively and packaged with care.

At a deeper level, I strive to look at a brand with an unbiased eye — seeing its strengths and weaknesses clearly and working on both. My goal is to define the areas where the brand can grow and stand out in the market.

That’s why I aim to inspire teams to nurture the brand’s character — shaping its look, tone, and emotion so that it speaks authentically to people and stays memorable in their minds.
Experience
Leading customer journey analysis to identify drop-off points, engagement gaps, and retention drivers.
Developing and testing hypotheses to improve key metrics (retention, engagement, LTV).
Conducting UX researches, including user interviews and large-scale surveys, to uncover real user needs and behavioral patterns.
Guiding content and marketing strategy based on user psychology and behavior (e.g., storytelling vs. functional value).
Collaboration with stakeholders to redefine product direction, messaging, and feature prioritization.
Translating research insights into product and positioning strategies.
Shaping go-to-market approaches for new features and product updates.
Advising on UX/UI improvements based on validated research insights.
Identifiing and addressing user trust barriers, especially in AI-driven products.
Responsibilities
Role
Customer Insights & Product Strategy Consultant
Company
Toptal
Market
The largest, globally-distributed network of top talents

Key achievements
shifted product positioning from Tech-led sleep management to Content-led sleep onset assistance, increasing user retention by aligning with real user needs. Increasing Day 30 retention from 7.2% to 10.5% through UI update and user-centered content strategy.
Slipiest
redefined product experience by combining AI automation with human-led consulting, addressing trust barriers and improving adoption of the platform. Increasing Demo booking CTR from 3% to 8% within two months.
RainForestQA
Marketing consulting and support

Timeline
2,5 years
November 2023 - Till now
Diagnosing whether performance issues were caused by UX/UI friction vs product-market mismatch.
Realized a full-cycle rebranding project for two company brands (Netwave, Omnilink).
Developed and implemented account-based communication strategy, delivering key results in:
Increased the LTV of existing customers, with additional deals from active accounts generating a 4% ($640K) uplift beyond the forecasted growth plan.
Maximized the lead generation efficiency: new deals generated through the marketing funnel contributed up to 8.5% ($1,38M) of yearly income.
Recruiting and structuring the marketing team, establishing workflows and procedures in close collaboration with Sales, Business Development, and Delivery teams, including implementing a motivation system.
Supervision over a cross-functional teams (internal specialists and contractors) across research, communicational and content creation projects to ensure process efficiency and achievement of expected results.
Defining team and individual KPIs, monitoring performance, evaluation of results, and managing incentives to maintain high motivation and productivity.
Plan and execute integrated, cross-channel marketing campaigns — both digital and event-based — leveraging the company’s service portfolio, domain expertise, and market insights. Coordinate all campaign stages, including product packaging, communication strategy development, promotional material creation, ad setup and launch, and ongoing optimization to achieve forecasted KPIs.
Management over the marketing department budget, covering administrative expenses and marketing activities.
Developement annual and quarterly marketing plans, including budgeting, leads/revenue forecasting, execution management, ROI forecasting.
Development of the direct marketing content strategy in collaboration with the technical team to create targeted materials segmented for key client groups.
Key achievements
Responsibilities
Role
Marketing Team Lead
Company
Netwave LLC
Market
Ranked #2 among 70 IT integration companies nationwide.
IT Systems integration
Timeline
5,2 years
Corporate segment
May 2018 - August 2023
Creation and launch of Paid Search and Display campaigns across Google, Facebook, LinkedIn, and programmatic platforms such as SmartyAds and MGID, followed by ongoing monitoring and optimization recommendations.
Conducting research of client behavior and building Customer Journey Maps to identify the most effective communication touchpoints.
Implementation of an end-to-end analytics system integrating Google Analytics, a call-tracking SaaS platform and internally developed CRM solution.
Created new export brand for frozen poultry and it’s launch to a new markets (Middle East and Gulf region).
The brand’s first-year performance reached 8,000 tonnes in sales, representing 2.2% of the company’s global exports.
Market research in a new supply region: identifying consumer trends, analyzing key competitors’ brand strengths and market shares, and performing qualitative studies to understand purchasing decision factors. Determining market volume and sales structure, forecasting potential sales, and identifying target consumer segments.
Coordination the company’s participation in annual international food exhibitions (SIAL Paris, FHO Oman) to showcase products to potential sales partners and create opportunities for preliminary deals by the sales team.
Organization of focus groups and benchmarking competitive products by comparing their quality, positioning, packaging, promotional tools, and price differentiation.
Launch the on-shelf promotional campaigns to boost sales, including creative development, and overseeing the production and distribution of trade marketing materials.
Development the brand positioning concept and supervising a local design agency in creating visual identity, naming, and packaging for the new brand, followed by assessing consumer perception of the finalized concept.
Key achievements
Responsibilities
Market
Company
Role
Myronivsky Hliboprodukt PJSC
Marketing Manager
(export markets)
Biggest agriculture holding in Ukraine
Production of fresh and semi-finished chicken meat
Timeline
2 years
April 2016 — April 2018
Creation and launch of the national promo campaign aimed to build brand awareness.
Increased spontaneous brand awareness from 39% to 68% among the target audience (mobile internet users) through a multistage communication campaign.
Development and execution of communication blocks aligned with the marketing strategy.
Evaluating the effectiveness of marketing activities, preparing reports, and providing recommendations to improve communication efficiency.
Analysis of subscriber tariff usage and behavior and creating special offers and Unique Selling Proposition for promo campaigns.
Tracking core brand-health indicators through Gemius analytics.
Controlling the full-cycle creation and launch of promotional and advertising activities to drive sales and increase brand awareness, including communication planning, budgeting, KPI forecasting, supervising creative agencies and internal project teams, and coordinating ad distribution across digital, OOH, and TV channels.
Ensuring quality control of brand presence at offline points of sales, including Customer Service Centers, dealer locations, national tech and gadget retailers.
Key achievements
Responsibility areas
Market
Company
Role
Intertelecom LLC
Brand Manager
One of TOP-4 telecom operators in Ukraine
Telecom services
Mobile 3G internet
Timeline
2,1 years
March 2014 — April 2016
Developed two new products - dry bakery mixes, successfully distributed to Ukrainian and European markets and incorporated into the company’s global portfolio.
Conduction the in-store benchmark panels to gather consumer insights on bakery product choices and taste preferences.
Supervision of the packaging production process for locally produced assortments.
Preparation of the consumer insights reports for the head office marketing lead (CIS region) to support new product development approvals.
Initiating and executing of the product line modifications and new product launches in close collaboration with R&D and Sales teams.
Developement sales-support communication materials for existing and new product ranges, including product presentations, recipes, specifications, catalogs, and leaflets.
Creation of the quarterly recommendation lists for customers to optimize product ranges based on global market trends and consumer research.
Launch the local corporate website version, managing the full development cycle and content placement using the corporate CMS.
Generation of sales-support marketing communications (PR, Email, SMM) by adapting corporate promotional materials for the local market.
Key achievements
Responsibilities
Market
Company
Role
Puratos GROUP
Marketing coordinator
Leading European producer of bakery and confectionary ingredients for B2B
B2B supply of baking and confectionery ingredients
Timeline
4 years
March 2010 — March 2014
Strengths
0
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Curious and passionate
I’m a fan of multitasking — I never stop at one field. I keep diving into new areas, stacking skills like blocks, always reaching for the next level..
Share the same passion? Dive into the GAME!
Tireless and results-focused
I thrive on tackling complex challenges and push every project to excellence. Taking initiative and acting boldly is just how I get things done.
Creative and methodical
I enjoy structuring data, uncovering insights, and turning them into clear conclusions and actionable plans. At the same time, I love generating ideas and crafting vivid, memorable concepts.
Featured cases
In the end, the research showed that the real problem wasn’t in the interface — it was in the gap between what users needed in the moment and what the product was asking them to care about.
The measurable impact confirmed that the primary issue was not usability, but positioning — and that aligning the product with real user intent drives meaningful growth.
The Client's team noticed a recurring problem: users were not engaging with key features of the sleep app — especially sleep tracking. At first glance, this looked like a typical UX issue. Maybe the flows were too complex, or the interface wasn’t intuitive enough.

But there was a bigger question underneath:
Instead of refining the interface around tracking, the recommended shift was strategic:
At the same time, AppsFlyer helped uncover where users were coming from and what expectations they might have had before installing the app. This added an important layer: not all users arrived with the same intent.

To go deeper, qualitative research was conducted through interviews and surveys. These conversations revealed something critical: most users weren’t trying to “optimize” their sleep — they were trying to escape overthinking, anxiety, or restlessness in the moment.
To answer this, the research focused on understanding both
what users do and why they do it.

Using Mixpanel, behavioral data revealed a clear pattern: users consistently gravitated toward passive features like sounds and sleep stories, while tracking tools were largely ignored or abandoned early in the journey. Funnel analysis showed drop-offs around tracking-related interactions, suggesting friction — but not necessarily of the UX kind.
💤 Repositioning a sleep app that helps millions fall asleep every night
what if users simply didn’t want these features at all?
Quantitative results
Custumer journey map
UX/UI
Brand identity
JTBD
To one that helps them
  • passive, calming features become the core value
  • tracking becomes optional or secondary
  • marketing aligns with emotional outcomes, not data
This repositioning reframes the entire experience:
  • faster activation (users get value immediately)
  • higher retention (needs are met more directly)
  • more efficient acquisition (right audience, right message)
The expected result is not just better usability, but stronger product-market fit:
The project led to a strategic shift from a tech-led sleep management product to a content-led sleep onset experience, aligning the app with real user needs and behaviors.
  • Day 30 retention increased from 7.2% to 10.5%
  • User engagement improved by aligning the product with emotional and passive use cases rather than analytical ones.
Unexpected project transformation
This repositioning was executed through:
  • UI update focused on faster, more effortless access to core features.
  • Refresh of visual assets to create a calmer, more immersive experience.
  • Content strategy built around “fairytales for adults”, which became both the core in-app experience and the key communication hook.
  • Rebranding in collaboration with Cuberto design agency, ensuring consistency across product and marketing.
“fall asleep effortlessly in minutes.”
From a product that helps users
“track and improve sleep”
Within eight months, we developed and realized a three-stage advertising campaign based on video clips, gradually highlighting the discrepancies between operators' promises and reality.
In the first video - a long launch period and the need to wait for coverage in your city.

The second shows inflated prices for updated tariffs.

And in the third one, we visualize the inability to use 3G outside of one smartphone.
In 2015, Ukraine was preparing to launch mobile 3G Internet in the networks of GSM operators (Kyivstar, Vodafone, Lifecell). This certainly pleasant event for users was a rather disturbing period for Intertelecom, which until that moment was the only operator capable of providing a similar mobile access speed using CDMA technology.

Assessing the market and technological situation, we realized that at the first time the service from the "BIG THREE" will have many nuances for use - starting from the speed of coverage deployment, and the cost of the service. And ending with too high audience expectations due to heated up media space, fulfilled with ambitious promises.
Creation and launch a national advertising campaign for Intertelecom 3G
And our marketing team grasped this chance!
As a result, during the campaign period and subsequent three months, we've attracted 23 000 new users with an average monthly ARPU of around 150 UAH.
TV
OOH
Digital
Promo on the wave of waiting for 3G technology launch in Ukraine by national GSM operators.
Promo of the tariff plans benefits and special conditions for using the mobile 3G by Intertelecom.
Playing on competitive disadvantages. Promotion the various formats of using Intertelecom 3G.
When others only promise, Intertelecom 3G is already working throughout Ukraine.
3G that everyone can afford.
3G available only on a smartphone? Use mobile internet for all your devices with Intertelecom.
Focus to the taste and feelings allowed us to grow national distribution very quickly after product launch, in just 12 months having occupied the shelves in 16 national retail chains, the biggest of which were:
The Ukrainian market of packaged croissants was represented by three producers: the international company Chipita with their famous "7Days", and two local brands: Ligos and Lukas. And these were exclusively "snack" products. The key characteristic of which was the shelf life. But the main thing for which we love croissants is the tenderness of their dough and the taste of the filling, which, in combination, give a great gastronomic pleasure.
Creation of the brand for packed artisanal-baked croissants
And we decided to make this characteristic a key one for the differentiation of our "Cafe Marseille" croissants.
Were designed 4 tastes with 2 pack types: 60 g for individual packs and 180 g mini croissants for family pack. The idea was to make the packaged croissant as tasty as freshly baked!
We’ve combined original artisanal dough recipes with fantastic flavors of selected natural fillings. We reduced the shelf life to 3 months (compared to 6 for competitors) and found a preservation method that avoids the use of chemicals in the recipe. This allowed us to create delicious croissants that everyone gets a real pleasure from!
We reflected this advantage in the branding and packaging, referring consumers to real French croissants. And we made the right decision! As a local manufacturer with limited financial resources, we managed to build a distribution and win the love of customers in a really very short term.
Despite the fact that the product belongs to the category of "healthy food", which has a rather narrow segment of customers, thanks to successful positioning, we managed to become attractive to a very wide audience. And today the product is actively increasing its presence in national and local retail:
Today, more than 300.000 people with celiac disease live in Ukraine. And 1.300.000 more patients with diabetes mellitus. In addition, 5.5 million people are active adherents of a healthy lifestyle. All of these people are either forced to organize their diet from sweet and gluten foods, or stick to such a diet wishing to keep themselves in shape and be healthy.
Development of a product concept, brand strategy and packaging for natural fruit snacks
We decided to create delicious and convenient apple-based snacks combined with healthy, nutritious, and safe supplements.
Each pack contains 3 stick-rolls weighing 25 to 40 g, which makes them easy to consume on the go and satisfying enough to relieve hunger.
With this idea we've made 6 flavor combinations. Differentiated both in taste and in the degree of their "satiety", what was reflected in the packaging design and naming.
The main difficulty, in this case, was that the production process is quite "capricious" and any deviations in the varieties or the level of maturity of the ingredients could greatly affect the taste of the finished product. Therefore, the process of choosing combinations of tastes had to be built not only on the taste and nutritional value but also on the taste stability of the selected components.
The second challenge was the building of a product line. We tried to make not just a taste palette, but also a kind of "nutritional ladder", which, through the ingredients, the package design, and the naming, prompted the buyer which Fruit Snack would suit him best for his purposes (eat something tasty, get a portion of vitamines, eliminate hunger).
Due to the fact that the product perfectly combines taste and health benefits, and is also very convenient to eat, it quickly found its audience of fans. Who gradually became his ambassadors, helping the creators in attracting new customers.
Marketing management
Institute of Business Education
Management of foreign
economic activity
Institute of Business, Economics and Information Technologies.
Education
2016
2011
Vadym Hetman Kyiv National University of Economics
Google Certification
Odesa Polytechnic
National University
. . . how I achieve great results
To synchronize
services work & tweak web-tools settings
To communicate with teams
To control performance & manage growth
To distribute
& manage ads
To create
& design
To understand the consumer’s behavior and profiling
for market understanding and insights search
Searching for open data and collaboration with research agencies
for conducting surveys
and research
for semantic collection
and promotion planning
for content management
for landings and
promo sites
for printing layouts, illustrations and infographics
for UI and prototypes
for operational advertising with various goals
for running native ads campaigns for B2B audiences
for direct communication with audiences (email, web-push, and chatbot)
for account-based marketing management
for measurement of
site's search traffic
for analyzing advertising efficiency
for understanding users behave on screen
for tasks management
for project management
for basic coding
chernik.gleb@gmail.com
Availible anytime
+38 (063) 380-6571
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Contacts
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Open to on-site opportunities in Warsaw and remote roles globally
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