Humans of MacKeeper: Tokhrimets, Product Marketing Manager
Position: Product Marketing Manager
Random fact: Tokhrimets is a real analytics nerd. She checks stats even on weekends and says it is her way to beat stress.
Tell us about your first day at MacKeeper. What was it like?
It's been a year and a half since my first day.
I came to my desk, sat down, and started to look through some documents. In five minutes, a girl rushed up to me and started to talk really fast. She said something like: "So, we're having a team building event tomorrow. You should come too. It's gonna be out of town. We've booked a room for you. You’re gonna sleep there. Any questions?" It was funny that I was still waiting for my corporate laptop, but I already had a room booked in my name.
My first day was mostly about onboarding. The next day there was the team building event, where I had a chance to meet my new team in a casual setting.
Your nickname is Tokhrimets. What does it mean for you?
When our HR team asked me about a nickname, I did not think it would be used everywhere and by everyone. I thought it was only for my corporate email. That's why my nickname is a combination of the first letter of my name plus my surname. If I had a chance to change it now, I guess I'd pick something like “Marketing Jedi.” It's a little too ambitious, I know, but I like the way it sounds.
Let's talk business. What team you are a part of? What role does your team play for MacKeeper?
I am a part of the Consumer Marketing team.
We have a product—MacKeeper—but in order for this product to succeed, we need to communicate its value. In my opinion, it is exactly what Consumer Marketing does.
We guide users through all stages of the user journey. First, we communicate the benefits and value of our software through landing pages. Then we follow our users toward their purchase via our user-friendly Buy Now and Checkout pages. The journey continues inside the software. We decide whether or not there will be any onboarding, will users have to sign up or not, etc. And we make sure the activation process is easy-to-understand. After that, consumer marketing team maintains the dialogue with users by sharing valuable tips and tricks, conducting surveys, etc. We call it retention communication.
Describe your typical day at work.
Checking statistics is what I do first thing in the morning. Always. We have daily meetings and, before that, I check if there are any unusual fluctuations or deviations in analytics. If I notice something, I spend time figuring out what happened. If everything looks stable, I just move to my routine tasks.
What I do next depends on the priorities we have at the moment. Now, for example, we’re looking at a variety of MacKeeper monetization options. To achieve this goal, I work on competitor research, prototypes, and their validation.
Hot fixes are another important part of my job. Sometimes people come over and say "Is it supposed to work this way?" If we realize the answer is "no," we do all it takes to fix the problem ASAP.
What are your most and least favorite tasks?
My favorite part is to create something new—anything from a new screen in our software to a new monetization model or a new scheme of communication. I'm always happy to invent and test something new.
My least favorite part, I guess, is when we realize something needs to be fixed. Of course, it feels good once it’s done, but it takes time to get to this point. First, you need to spend time on the investigation and actual fixing. I know it's a normal part of any working process. Still, I can't help but think that I could have spent this time more productively.
How did you end up working in product marketing?
That's what I always wanted to do. Being a product marketer gives me a chance to work directly with a product but at the same time influence it from a marketing perspective. By communicating with users, I can quickly check if a particular idea is working or not.
When you work on a product, you need to be patient to see the results. But if you're also in marketing, you can communicate with users much faster and more frequently. And this means regular and trustworthy user feedback about everything we do.
Name character traits that are necessary for your job.
Critical thinking. Creativity. Attention-to-detail.
And what about skills?
You need to really know your product A to Z. Otherwise, you won't be able to communicate its value to others.
You need to know how to build a user journey based on metrics and data, not just assumptions or gut feeling.
Also, you need to know how to work with data—both raw data collected from users and reports from our analytics.
If you could choose any superpower to help you with your job, what would it be?
I'd like to be able to stop time. Sometimes, I have so much work to do that I have no idea how to get it all done let alone finding some time to implement cool ideas I have at the back of my mind. If I could stop time whenever I need it, both my life at work and my personal life would be a lot happier.
Describe your job in three words.
Customers. Team. Continuous improvement.
Is there something about your job you're proud of?
The way we're changing the course. It deserves respect. Currently, all the teams are in the process of shifting their mindset and rethinking most of our working processes to make MacKeeper a truly customer-centric company.
A few months ago, we released an improved version of user journey where every step our users take is comfortable and easy-to-understand. Our new focus is not conversion, but rather meeting the needs and exceeding the expectations of our users.
I'm proud that although our new approach is no longer conversion-focused, we've managed to achieve nearly the same KPIs. It means the value we’re proposing is strong enough to overcome the aggressive distribution strategy we used to rely on.
What motivates you to do your best at work?
As I said, I love analytics and data. So whenever I lack motivation for work, I think about how cool it will be to see the positive results of my efforts later on.
What is your personal anti-stress recipe? How do you recharge after a busy week at work?
Home-made pizza plus some cool TV show (now it is Castle) plus quality time spent with family and friends.
Now imagine you've got a job offer of your dreams. It's too good to reject, so you're leaving. What piece of advice would you give the company and your team before you head out?
I would say "No matter what you do, always do it from a user standpoint. Whatever you do—whether it’s a buy now page, checkout, promo campaign, or something within our software—remember it should always be for our user and with our user in mind."