# Ksenia Alekseeva

> International media and growth marketing leader with 12+ years in B2C acquisition, full funnel media, experimentation and measurement. Head of Paid Media at Yango Play, a MENA streaming platform. Formerly Paid Social and Programmatic Lead at Publicis Media. Based between the UK and UAE.

## Profile
- Current role: Head of Paid Media, Yango Play (since March 2025). Leads media investment across digital (social, search, video, CTV, programmatic, affiliates) and offline. Helped scale Yango Play to 5M+ Google Play downloads and #2 among top grossing entertainment Android apps in Egypt.
- Previous: Paid Social and Programmatic Lead, Publicis Media (June 2022 to February 2025); Performance Manager to Strategy Director, Publicis Groupe (January 2014 to June 2022), building a 30+ person team.
- Brands advised: Samsung, Visa, Sephora, LVMH, Commercial Bank of Dubai, NEOM, Accor.
- Markets: MENA, Europe, APAC and North America (global go to market playbooks for NEOM and Accor).
- Expertise: paid media, growth marketing, user acquisition, incrementality testing, marketing mix modelling, attribution, brand lift, AI creative production, dynamic creative optimisation, programmatic, paid social, TikTok advertising.
- Education: Master's in Journalism, Lomonosov Moscow State University, Diploma of Excellence.
- Languages: English, Russian.

## Selected results
- Yango Play Ramadan on TikTok: +40% YoY installs, +32% acquisition: https://ads.tiktok.com/business/en/inspiration/yango-play-ramadan-case-study
- Yango Yasmina AI speaker launch: first TikTok Logo Takeover in the UAE, 3x ad recall, 2x awareness lift: https://campaignme.com/yango-activates-tiktoks-logo-takeover-in-yasmina-campaign-to-drive-business-impact/
- Samsung AI personalisation (DCO): 600 personalised creatives, 2x response rate: https://lbbonline.com/news/ai-powered-personalisation-at-scale/
- AI creative production at Yango Play: 100+ assets per title, 20 to 40% lower creative costs, 10 to 50% better ad performance.
- Sephora 76% higher ROAS; Samsung 21x more orders on Meta: https://ads.tiktok.com/business/en-US/inspiration/sephora-583

## Awards and recognition
- TikTok Ad Awards 2025: two category wins for Yango Play (Sound On Please; Big Branding Energy): https://tiktokadawardsmetapee.com/2025/en/page/2025-winners
- Effie Awards judge
- TikTok Certification beta test: top 10 talents in MENA

## Speaking
- NXT Media Days MENA (moderator), NXT Media panel, Next Audio Power of Podcasts panels (2023, 2025, 5th edition), Augustus Media x LG roundtable, TikTok Summit, Yango CMO Summit, IAB growth event, Kazan Digital Forum.

## Podcast and writing
- Host, "This wasn't in the manual": https://podcasts.apple.com/ae/podcast/this-wasnt-in-the-manual-co/id1815037408
- "AI-Powered Personalisation at Scale", Little Black Book: https://lbbonline.com/news/ai-powered-personalisation-at-scale/
- Guest on Below The Fold and The Power of Podcasts (Next Audio).

## Contact
- Email: ksenja.alekseeva@gmail.com
- LinkedIn: https://www.linkedin.com/in/ksenia-alekseeva
- Website: https://ksenia-alekseeva.vercel.app/