We’re sitting down with Egor Semyanov, the accomplished Head of Product at Wildberries, to explore his extensive journey in the realm of product management and leadership. With over eight years in the IT industry and more than five years in pivotal leadership roles, Egor has been instrumental in driving product growth, fostering innovation, and shaping strategic directions within both e-commerce and B2B markets. His expertise in blending user-centric design with profitability metrics, coupled with his ability to scale digital products across international landscapes, makes him a standout leader in the field. Today, we delve into his experiences, challenges, and insights that have contributed to his proven track record of delivering impactful, data-driven results.
1. Can you describe your approach to developing and implementing product strategies that drive growth in both e-commerce and B2B markets?
Answer here: My approach to developing and implementing product strategies that drive growth in both e-commerce and B2B markets centers around understanding customer needs, data-driven decision-making, and continuous optimization. I begin by conducting thorough market research to identify trends, customer pain points, and competitive landscapes. This helps in defining clear product objectives and aligning them with both short- and long-term business goals. For e-commerce, I focus on user experience, personalization, and scalable digital marketing tactics to drive conversions. In B2B, the emphasis is on building strong relationships, offering value-driven solutions, and leveraging partnerships to expand reach. I regularly track key performance indicators (KPIs) to ensure alignment with goals and iterate on strategies based on real-time feedback, ensuring sustained growth and market adaptation.
2. How have you successfully blended user-centric design with profitability metrics in your role at Wildberries?
At Wildberries, I successfully blended user-centric design with profitability metrics by focusing on creating an intuitive, seamless shopping experience while ensuring strong financial performance. First, I collaborated closely with design and UX teams to ensure that the customer journey was optimized, making navigation and purchasing as simple as possible. We integrated user feedback through surveys and usability tests to refine our platform. Simultaneously, I worked with data teams to track key profitability metrics such as conversion rates, average order value, and customer acquisition cost. By analyzing this data, I made data-driven adjustments to the design and user flow that increased both engagement and revenue. I also ensured that every design decision aligned with our broader business goals, balancing user satisfaction with cost-efficiency. Additionally, A/B testing allowed us to fine-tune designs to maximize ROI while enhancing the overall user experience. Through this approach, I ensured Wildberries could grow its user base without compromising on profitability.
3. Can you share a specific example of a data-driven decision you made that had a significant impact on product development or business outcomes?
Answer here: One specific example of a data-driven decision I made at Rabota.ru involved optimizing our product recommendation engine. We noticed a drop in repeat leads, and through analyzing user behavior data, we identified that our recommendations were not as relevant to returning customers. Using this insight, we worked with the data team to refine the algorithm, incorporating more granular customer segmentation and past purchase history. After implementing this change, we saw a 15% increase in repeat purchase rates and a 10% boost in overall sales within the first two months. This decision directly linked data insights to improving the user experience and driving business growth. Additionally, we continued monitoring the data post-implementation, which allowed us to make ongoing adjustments that further improved the impact.
4. What strategies have you employed to scale digital products across international markets, and what challenges did you encounter?
Answer here: To scale digital products across international markets, I employed a multi-faceted strategy focusing on localization, data analysis, and strategic partnerships. First, I ensured that the product was fully localized, not just in terms of language, but also cultural preferences, payment methods, and legal requirements. We used data analytics to understand regional differences in user behavior and tailored the user experience accordingly. Additionally, I partnered with local influencers and businesses to increase brand awareness and trust in new markets. One of the biggest challenges we encountered was managing logistical complexities and ensuring consistent product availability across regions. We also had to adapt to varying regulations in each market, which required flexibility and close collaboration with legal teams. Despite these challenges, focusing on customer-centric strategies and continuous testing and iteration allowed us to effectively scale and improve market penetration.
5. In your experience managing teams of product managers, what key practices do you use to recruit, motivate, and develop your team effectively?
Answer here: In managing teams of product managers, I focus on a few key practices to recruit, motivate, and develop the team effectively.
- Recruitment: I prioritize finding candidates with strong problem-solving abilities, adaptability, and a passion for innovation. I look for a mix of technical expertise and soft skills, such as communication and collaboration. During interviews, I focus on behavioral questions to assess how candidates handle challenges and work in cross-functional teams.
- Motivation: I foster an open and transparent environment where team members feel empowered to contribute ideas and take ownership of projects. I ensure regular check-ins, provide constructive feedback, and celebrate team successes, big and small. I also make sure to align personal growth goals with business objectives, giving team members opportunities to take on new challenges and expand their skill sets.
- Development: I support continuous learning by encouraging attendance at workshops, conferences, and training sessions. I also pair more experienced product managers with junior ones for mentorship, allowing knowledge sharing and skill development. Regular retrospectives and performance reviews help identify areas for improvement, and I work with each team member to create tailored development plans.
By focusing on these practices, I ensure that the team remains motivated, engaged, and continuously improving while delivering high-quality results.
6. During your time at Cian.ru, how did you maximize leads per listing and reduce churn among real estate agents and agencies?
Answer here: At Cian.ru, I focused on both improving the quality of listings and enhancing the overall user experience for real estate agents to maximize leads per listing and reduce churn. First, I worked closely with the data team to analyze which listing features and attributes were most likely to drive engagement and conversions, such as high-quality photos, detailed descriptions, and timely updates. We introduced premium listing options that gave agents increased visibility, while also optimizing the search functionality to match listings more effectively with potential buyers.
To reduce churn, I implemented a robust feedback loop with real estate agents, gathering insights on their pain points and using this data to refine our platform. We introduced new tools that allowed agents to track performance metrics for their listings, helping them better understand ROI and make data-driven adjustments. Additionally, I collaborated with the customer support team to provide agents with personalized onboarding and ongoing support, addressing any concerns swiftly. I also introduced loyalty programs that rewarded agents for maintaining active listings, incentivizing long-term engagement. By combining these initiatives, we saw a notable increase in lead generation and a decrease in churn among agents and agencies over time.
7. Can you discuss a new product you developed from concept to market launch at Rabota.ru, including your role in the GTM strategy and P&L management?
Answer here: At Rabota.ru, I led the development of a new job-matching platform aimed at connecting tech professionals with companies in need of specialized talent. The project began with market research, where I worked closely with data analysts to identify gaps in the existing recruitment space, particularly for high-demand skill sets. After defining the product concept, I collaborated with cross-functional teams to design the platform, ensuring a seamless user experience for both employers and candidates.
In the go-to-market (GTM) strategy, I played a central role in crafting a multi-channel approach, combining targeted digital marketing campaigns, influencer partnerships, and webinars to attract both job seekers and companies. We also focused on personalized onboarding for companies to ensure they could quickly set up and start posting jobs. I worked closely with sales and marketing teams to create tailored messaging for different customer segments, from small startups to large corporations.
In terms of P&L management, I was responsible for setting revenue targets, tracking expenses, and ensuring that the project remained within budget. I also worked on pricing strategies, balancing competitive rates with the need to sustain profitability. Post-launch, I closely monitored KPIs such as user acquisition, customer satisfaction, and platform engagement, adjusting strategies as needed. This product exceeded initial revenue projections by 20% within the first six months, demonstrating the success of the strategy and execution.
8. How do you identify and evaluate growth opportunities and potential product alliances, particularly in collaboration with M&A and business development teams?
Answer here: Identifying and evaluating growth opportunities and potential product alliances involves a structured approach that combines market analysis, strategic fit, and collaboration with key stakeholders, including M&A and business development teams. Here’s how I typically approach it:
- Market Analysis: I start by analyzing market trends, customer needs, and competitor landscapes to identify areas of potential growth. This includes studying emerging technologies, shifting consumer behaviors, and gaps in the current product offering.
- Customer Feedback: I actively gather insights from both customers and sales teams to uncover pain points or unmet needs. This helps pinpoint product opportunities that could drive growth.
- Data-Driven Insights: I rely heavily on analytics to track product performance, usage patterns, and revenue streams. This data highlights areas where products could be expanded or optimized to increase market share.
- Strategic Alignment: When evaluating product alliances, I assess how a potential partner or acquisition aligns with the company’s long-term vision, objectives, and capabilities. This includes a thorough analysis of synergies in technology, customer base, or market presence.
- Collaboration with M&A & BD: In collaboration with the M&A and business development teams, I help identify potential acquisition targets or strategic partners. We look for companies with complementary products, technologies, or customer segments that could create a stronger offering. My role includes assessing the product’s scalability, integration challenges, and potential ROI.
- Due Diligence: I participate in the due diligence process, working with legal and finance teams to evaluate the risks and benefits of a partnership or acquisition. This ensures that we make informed, data-driven decisions.
- Pilot Programs: When appropriate, we launch pilot programs or joint ventures with potential partners to test the market fit and evaluate the effectiveness of the alliance before committing to a larger partnership.
- Post-Partnership Integration: Once an alliance or acquisition is secured, I focus on ensuring smooth product integration, cross-team collaboration, and realizing the anticipated growth potential.
This structured approach ensures that growth opportunities and partnerships are aligned with the company’s goals while minimizing risks and maximizing value.
9. At Admitad Global, what were some of the key growth opportunities you identified, and how did your R&D initiatives contribute to business performance?
Answer here: At Admitad Global, I identified several key growth opportunities by focusing on market trends, customer needs, and product innovation. One of the primary growth opportunities I identified was the increasing demand for performance marketing solutions in emerging markets. To capitalize on this, I worked with the R&D team to develop new tools and features that tailored our affiliate marketing platform to better serve the specific needs of regional businesses, particularly in Asia and Latin America.
We focused on improving the platform’s automation capabilities, creating a more personalized experience for both advertisers and affiliates. By enhancing real-time tracking and analytics, we were able to offer more precise campaign performance insights, which led to higher engagement and better ROI for our clients. Additionally, I identified an opportunity to expand our product offerings into new verticals, such as e-commerce and SaaS, and we worked with the R&D team to create customized affiliate solutions for these industries.
To support these initiatives, I led an R&D-driven effort to improve our backend infrastructure, ensuring the platform could scale efficiently as we onboarded more clients. This development improved the platform’s stability and reduced load times, contributing to a better user experience and higher conversion rates.
As a result, these initiatives contributed to a significant increase in revenue, with our expansion into emerging markets leading to a 25% increase in overall affiliate traffic. Additionally, the new features introduced by the R&D team boosted client satisfaction, reduced churn, and helped position Admitad Global as a leader in performance marketing solutions.
10. Reflecting on your diverse experience across different industries and regions, what are the most critical factors for successfully managing and marketing digital products internationally?
Answer here: Reflecting on my experience across different industries and regions, several critical factors stand out for successfully managing and marketing digital products internationally:
- Localization and Cultural Sensitivity: Understanding local cultures, languages, and preferences is crucial. This goes beyond just translating content; it involves adapting the product to fit local customs, payment systems, regulations, and user behaviors. A product that works in one market may need significant adjustments to succeed in another.
- Data-Driven Insights: Leveraging data to understand regional market trends, customer behavior, and preferences is key. Localized data analytics allow for targeted marketing strategies, pricing adjustments, and feature prioritization that resonate with different audiences, leading to higher engagement and conversions.
- Scalability and Flexibility: Digital products must be scalable to handle varying demands across regions. This includes infrastructure, customer support, and product features that can adapt to different market conditions. A flexible architecture allows for easy localization and integration with local partners or systems.
- Strong Partnerships and Alliances: Collaborating with local businesses, influencers, and affiliates can significantly boost product adoption. Strategic partnerships with regional players help build trust and awareness in new markets while offering insights into local market dynamics.
- Regulatory Compliance: Each country has its own set of laws, including data privacy regulations, tax policies, and industry-specific standards. Ensuring compliance with these regulations is vital to avoid legal issues and build trust with users.
- Tailored Go-to-Market (GTM) Strategy: A one-size-fits-all approach rarely works internationally. Each market requires a customized GTM strategy, including targeted marketing campaigns, local influencer partnerships, and region-specific pricing models. Understanding the competitive landscape and differentiating the product is essential for success.
- Customer Support and Education: Providing exceptional localized customer support is key to reducing churn and building long-term relationships. Additionally, educating users about the product through tutorials, FAQs, and support centers can help drive adoption.
- Agility and Adaptation: The ability to pivot quickly based on market feedback is crucial. Testing different approaches, monitoring performance, and iterating on the product and marketing strategies ensures that the product remains relevant and competitive.
By focusing on these factors, companies can effectively navigate the complexities of international markets, ensuring their digital products resonate with diverse audiences while driving growth and profitability.
