Ksenia Sergeeva

About

B2B SaaS product marketer and content/communications leader with 6+ years translating complex workflow products into buyer-actionable messaging. Builds positioning frameworks, product narratives, and cross-functional go-to-market assets used by Sales in deals, with experience conducting customer interviews/research, supporting launches, and collaborating async across distributed teams. Skilled in AI-assisted content production and sales enablement with analytics tools (Amplitude, Hotjar, FullStory, Respondent.io).

Experience

• Product Researcher · ApprovalMax11-01-2024 – 12-01-2025

  • Contributed to the launch of ApprovalMax Payments end-to-end: research, positioning inputs, messaging frameworks, GTM narrative. • Designed and shipped PLG experiments end-to-end. 4 of 10 tests lifted conversion by 15%. • Owned two strategic research projects with 20 customer interviews each, translating insights into product positioning. • Worked weekly with Product, PLG, Sales, Customer Success, Marketing across distributed teams.

• Content Writer · ApprovalMax01-01-2020 – 11-01-2024

  • ApprovalMax is B2B SaaS approval workflow with audit trails and compliance-grade controls for finance teams. • Built positioning frameworks and product narratives across website, product overviews, sales decks, whitepapers, case studies, demo scripts. • Shipped the Accounts Payable Fraud Guide end-to-end (research, structure, designer partnership). 300 leads from a single asset. • Supported product launches and feature releases with launch narratives, sales enablement, and field-facing collateral. • Owned the customer success story pipeline end-to-end: interviewed customers, partnered with Sales for in-deal deployment. • Built sales deck library and competitive narrative inputs.

• Content & Communications Manager · Smart City Lab, Moscow04-01-2017 – 12-01-2019

  • Built the writing function from scratch. Owned the editorial calendar. • Managed an external PR and SMM agency end-to-end, plus freelance writers and designers. • 150 publications in year one. 2 industry awards.

• Internal Communications Manager · Sberbank, Moscow02-01-2015 – 04-01-2017

  • Translated business requirements, exec emails, and slides for the International IT Block. • Wrote and edited content for the corporate newspaper.

Education

• Higher School of Economics, MoscowMA, Comparative Literature
• Chuvash State University, CheboksaryBA, Linguistics

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