Alexey Lazarev

Urban Beta develops modular construction technology on circular-economy principles; BetaPort Systems is its brand for modular wood buildings.

• Ownership. Sole owner of marketing for both brands, reporting to the CEO — built strategy, brand, partnerships, PR, digital and B2B acquisition from zero in a market with 6–18-month sales cycles and institutional buyers; led the marketing launch around the first completed pilot building.
• Events and fairs. Made events the primary acquisition channel — about 20 in total: ExpoReal 2024 (Messe München) and three further industry fairs, own partner events in Leipzig and Greifswald, and 10+ CEO speaking slots, with booth space and slots secured at little or no cost through partner co-funding.
• Funnel. Built the web funnel from LinkedIn and PR through the BetaPort Systems site (Webflow, built from scratch) to call requests and first meetings arranged for the CEO; wrote ~100 LinkedIn posts and grew the BetaPort Systems audience ~5×.

• Paid acquisition. Ran a seven-figure annual PPC budget across Google Ads, Microsoft Advertising, Meta and LinkedIn in 30+ countries (5 regional clusters), stepping in without handover after a leadership change.
• Performance. Improved monthly acquisition ROI by 9% in four months on an annual budget 30% smaller than the year before — audited spend, switched off unprofitable markets, reallocated to those with headroom, and moved optimisation from registrations to later funnel stages.
• Team. Led 5 PPC specialists, each owning a regional cluster; coordinated external design, landing-page and consulting partners.

• Measurement stack. Owned GA3/GA4, Google Tag Manager, Heap and Hotjar across a multi-locale website; ran GA3 in parallel until GA4 was proven, and cleared legacy tags that slowed the site.
• Data quality. Designed a cross-locale event taxonomy and tracking specifications; traced and fixed untracked desktop traffic, narrowing a more-than-twofold gap between BI and web analytics.
• Reporting. Built weekly, monthly and quarterly performance dashboards from zero (Looker Studio, Heap) with written interpretation for management; wrote requirements for BI reports in Tableau.

• Clients. End-to-end client acquisition for five small businesses across legal services, real estate, retail and local services — from value proposition to website to paid campaigns.
• Paid acquisition. Ran Google Ads, Meta and Yandex.Direct; owned budgets and creative.
• Web and design. Built websites and landing pages; semantic cores and on-page SEO; design and photography.

Certification and regulatory compliance services for industrial manufacturers and importers.

• From sales to marketing. Joined the sales team in 2017 as Customer Service Manager; spotted that the company was losing online leads, proposed fixes to the website, social media and acquisition, and became its first marketer.
• Digital presence from zero. Led the website redesign and established first organic rankings on Google and Yandex, generating the company's first inbound leads from digital channels.
• Operations. Owned strategy and annual budgets across paid, organic, affiliate and partnership channels; implemented AmoCRM for lead tracking; coordinated SEO contractors, content and social media.