Vladimir GorochkinCMO / VP Marketing · Dubai

CMO / VP Marketing · Dubai

More sales.
Better returns.From marketing.

I connect product, positioning and acquisition to sales — with responsibility for the team, budget and commercial priorities.

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Vladimir Gorochkin
2×SalesB2BROKER · Q2 vs Q1 2026
≈40%Lower acquisition costB2BROKER · Q2 vs Q1 2026
293%Marketing ROMIB2BROKER · Q2 2026

Where I can help

When marketing needs to deliver the next business result.

You need a steady flow of the right customers.

My approach

I define the target buyer and why they choose your product, then focus channels and the team on qualified demand and sales.

Leads arrive. Too few become sales.

My approach

With Sales, I examine qualification, handoff and follow-up, then check the offer and pages where buyers lose interest.

Your database should be generating more sales.

My approach

I segment leads by product interest and readiness to buy, then build follow-up with Sales to restart the right conversations.

Marketing spend is hard to connect to returns.

My approach

I connect spending to lead quality and commercial outcomes, so budget decisions and agency reviews follow evidence.

You are launching a product or reaching a new audience.

My approach

I research buyers and competitors and sharpen the offer, then align Product, messaging, sales materials and launch priorities.

Results from my work

What changed.
And the work behind it.

Sales & marketing economics

More sales. Lower acquisition cost.

My contribution

I rebuilt marketing reviews around spending, lead quality and commercial outcomes. With Sales, I aligned qualification and response discipline.

2×SalesB2BROKER · Q2 vs Q1 2026
≈−40%Acquisition costB2BROKER · Q2 vs Q1 2026
293%Marketing ROMIB2BROKER · Q2 2026

Go-to-market strategy

A strategy for each business model.

B2B fintechInstitutional buyers & sales-led acquisition

PaymentsEnterprise positioning

Retail tradingFocused market entry

My contribution

I shaped market choice, positioning, channels and budgets across B2B fintech, payments and retail trading.

With Product, Sales and Legal, I aligned launch priorities and requirements.

Portfolio work within the B2BROKER group: B2BROKER, B2BINPAY and B2PRIME.

Website conversion & lead quality

The website converted more visitors into better leads.

0.5% 1.1%

Visitor-to-lead conversion

My contribution

I brought marketing and the web team together around the customer journey, developing product sections, landing pages and conversion experiments.

Low-quality share of leads48% 34%

Q3 2025 · Visitor-to-enquiry conversion and share of low-quality leads.

Channel strategy & reactivation

SEO and email became core sources of sales.

My contribution

I tested acquisition channels and focused investment on SEO, supported by segmented email follow-up and reactivation.

The approach covered both attracting new buyers and bringing existing prospects back into sales conversations.

+358%SEO return on investmentB2BROKER · Q1 2026
+2113%Email marketing ROMIB2BROKER · Q2 2026

Marketing & Sales

More qualified leads progressed to Sales.

+54%

Growth in MQL-to-SQL conversion

B2BROKER · Q3 2025 → Q1 2026
My contribution

I aligned lead definitions, handoff rules and follow-up between Marketing and Sales.

MQL-to-SQL conversion13% 20%+7 percentage points
Vladimir Gorochkin
Vladimir Gorochkin
CMO / VP Marketing

How I make decisions

“Start with evidence.
Make the decision.
Measure what changed.”

I connect customer insight, acquisition economics and sales outcomes — then use the evidence to decide what the team should do next.

Marketing priorities & economics.

I set priorities for positioning and acquisition, manage the marketing budget and assess returns. I make the case for investment decisions to leadership, then turn agreed goals into the team’s work plan.

A stronger team. More output with AI.

I reassigned responsibility to stronger specialists, changed the team where needed and introduced AI into repeatable research and content work.

−17%Payroll costs
3×Materials produced

Q2–Q3 2026 · Payroll costs and actual materials produced vs the pre-implementation period.

How I changed the way the team works

People own the decisions. AI supports the work.

My decisions
I expanded responsibility for stronger specialists, made staffing changes and introduced AI into the content workflow.
How the work changed
Repeatable research, briefing and writing tasks moved into connected workflows, with fact-checking and editorial review built into the process.
What changed
Payroll costs fell by 17%, while actual materials produced increased threefold after implementation.

Q2–Q3 2026 · Payroll costs and actual materials produced vs the pre-implementation period.

Turn customer insight into sales arguments.

I use customer interviews and sales conversations to clarify who the offer is for, what matters in the buying decision and how Sales should explain the difference.

B2BINPAY positioning

I reframed the offer from a generic crypto payment gateway towards enterprise payment infrastructure, then translated the research into messaging and sales materials.

About me

From product marketing
to leading the function.

My experience spans telecom, trading technology, payments and brokerage — from product marketing and acquisition to responsibility for the marketing function.

Based in Dubai, I work across international markets and regulated categories. Within the B2BROKER group, my experience includes B2BROKER, B2BINPAY and B2PRIME.

Hire me

In development

Notes & a decision simulator.

Practical writing from my work, and my own project for practising marketing decisions. More to come as the work develops.