SQL and databases
Advanced SQL: JOINs, CTEs, subqueries, aggregations, window functions and query optimisation. I work with Microsoft SQL Server / T-SQL, ClickHouse, PostgreSQL and BigQuery, and build analytical data marts.
Business analytics and BI
I help businesses make informed decisions with data
I’m Viktoria Lenkova. I build BI reports, analyse customer behaviour and develop analytical tools to support commercial, marketing and operational decisions. My experience spans retail chains, affiliate marketing, logistics and medical diagnostics.
Connecting analytics, marketing and commercial strategy
Viktoria LenkovaProduct and commercial analyst
About me
I care about how analysis is used in practice
I prefer a specialist role in which I can investigate problems in depth and influence business decisions. I discuss findings with managers and the people involved in each process, validate calculations and support the implementation of analytical solutions.
I live in Tbilisi, Georgia. I am available for remote collaboration only and am not open to relocation.
Tools I use
Unit economics · RFM · LTV · Cohort analysis · Business performance driver analysis · A/B testing
Explore technical expertiseDownload CVTools and technical expertise
I combine data from different systems, build analytical models and reports, and automate recurring calculations. I select tools to suit business needs and the existing infrastructure.
Business intelligence and data modelling
I develop reports and data models in Power BI using DAX and Power Query. I also work with DataLens and Apache Superset. I gather requirements, agree on metric definitions, validate calculations and train users.
I am ready to transition to other BI platforms.
Python and automation
I use Python 3.12, pandas, NumPy, Matplotlib and openpyxl to process, analyse and visualise data, automate tasks and work with APIs. I develop Telegram bots and other Python applications.
Integrations and data ingestion
I work with Apache Airflow, configure data ingestion from external APIs and build CRM → API → database integrations. I use the Yandex Metrica and Yandex Direct APIs.
Spreadsheets and data preparation
Excel, pivot tables, Power Query, Power Pivot, Google Sheets and Google Apps Script.
Web and marketing analytics
Yandex Metrica, Yandex Direct, Google Analytics 4 (GA4), Adobe Analytics and Google Tag Manager. I analyse acquisition channel performance and marketing funnels.
Analytical methods
Business performance driver analysis, trend analysis, plan-versus-actual analysis, forecasting, cohort analysis, RFM segmentation, LTV, ABC/XYZ analysis, funnel analysis, A/B testing and hypothesis testing, unit economics, analysis of revenue, sales, margins and costs, evaluation of promotional and marketing activity effectiveness, customer and product analytics.
Experience across industries
Areas of expertise
I connect analysis to business priorities
I work with commercial, marketing, operations and HR teams. Together with stakeholders, I define the business problem, develop an evaluation method and bring the solution into regular use through reporting, KPIs and business processes.
01Commercial analytics and pricing
I develop P&L and unit economics models, allocating costs to individual products or transactions. I assess profitability across product ranges, sales channels and marketplaces. I develop pricing strategies informed by costs, demand, competition and brand positioning, and assess their effect on average order value and margins.
02Customer and marketing analytics
I build end-to-end analytics linking acquisition sources to commercial outcomes. I analyse customer journeys, funnels and cohorts, segment customers using RFM and assess LTV. I use these findings to develop loyalty programmes and personalised customer and partner incentives, and evaluate communications through A/B tests and control groups.
03Operations and people analytics
I develop methods to assess inventory turnover and adequacy, capacity utilisation and staff workload. These inform recommendations on purchasing, stock replenishment and resource allocation. In HR projects, I organise headcount, turnover and workforce cost analysis, alongside monitoring of employee retention programmes.
04BI implementation and analytical methodologies
I implement BI reporting from requirements gathering and business analysis through to data marts, dashboards and user training. I create reports for executives and managers, monitoring dashboards and tools for in-depth analysis. I agree metric definitions and calculation rules, contribute to metric trees and KPI frameworks, and configure data refreshes, access permissions and ongoing reporting support.
05Business process automation
I automate data collection, approvals and notifications. I first define the workflow, participant roles, deadlines and controls, then implement the solution and its integrations. For implementation in internal systems, I prepare requirements and work with IT. I use the resulting structured process data for further analysis.
Selected work
My analytics projects
All case studiesA new loyalty programme mechanism
A programme to encourage repeat purchases, increase order frequency among regular customers and reactivate inactive customer segments.
Read the case studyPersonalised incentive programme
Personalised tasks to grow partner traffic: setting targets and bonuses for each partner–product combination and allocating the budget across the full programme period.
Read the case studyImplementing BI reporting for commercial and marketing teams
End-to-end BI implementation: business analysis, data marts, reports for executives and managers, access configuration and ongoing support.
Read the case studyCareer journey
From marketing to product and commercial analytics
My marketing background helps me understand demand, sales and customer behaviour. I use that context to select metrics and develop analytical solutions.
Download CVNovember 2019 – present
X100 Group
Senior analyst · commercial analytics
I was responsible for commercial analytics across four brands and more than 150 outlets, covering revenue, margins, cost of sales and sales mix. I developed transaction-level unit economics to support sales-channel management and commercial policy. I built a pricing system with six price lists and cost KPIs, taking responsibility for pricing decisions and their economic impact.
I developed reports using Power BI and SQL for commercial and marketing teams, product range management, promotions and customer communications. I analysed customer behaviour using cohorts, RFM, LTV and funnels, and tested growth hypotheses. I designed a new loyalty programme mechanism: the share of active users grew from approximately 12% to 40% of the customer base, and the solution was rolled out across several brands. I automated promotion approvals and other processes, handed solutions over to IT for wider deployment and contributed to a workforce efficiency model.
November 2020 – September 2024
Studio Leads LLC
Marketing analyst
I built BI reporting for marketing, account management, finance and sales, from gathering requirements and creating data marts to training users. I developed an end-to-end marketing model linking acquisition costs to commercial results, which the marketing director used to guide the team. I segmented affiliate publishers to support account managers and provided analytics for an annual partner promotion, including KPI calculations and assessment of participants’ actions. I introduced A/B testing and hypothesis testing methods to support the development of the affiliate network.
March 2018 – June 2019
Krasnodar Tea Association
Marketing specialist
I researched the market, competitors and company sales, conducted SWOT analysis and prepared business recommendations. I managed the product range and new product development, from the initial idea through monitoring trial sales. I developed media plans, organised in-store promotions and evaluated their effectiveness. I coordinated the preparation of advertising materials and worked with designers and suppliers, including international suppliers.
September 2017 – February 2018
DomBytKhim
Trade marketing specialist
I developed local and nationwide trade marketing activities, forecast sales and assessed the economics of promotions. I planned and monitored budgets, analysed campaign results and supported the sales team during promotional launches.
I assessed market size and potential, forecast sales taking seasonality into account, and researched competitors’ product ranges, pricing and marketing activity. I coordinated the provision of point-of-sale materials and retail equipment, and prepared analytical reports and presentations. I trained sales representatives on the company’s product range and participated in field visits and negotiations with retail chains.
December 2016 – August 2017
Talina Trading House
Marketing analyst
I developed product promotion strategies and a trade marketing calendar, organised promotions and assessed their results. I analysed the market, competitors and sales, and contributed to pricing, product range planning and new product launches.
I worked with the sales team on distribution, share of shelf and the number of SKUs stocked: I set targets, tracked performance and prepared analytical reports. I contributed to sales staff incentive programmes and planned and monitored the trade marketing budget.
March 2016 – December 2016
MTS
Marketing specialist
I analysed the subscriber base, churn and sales by channel and tariff. I assessed opportunities for tariff adjustments and the effectiveness of initiatives for existing customers, and developed activities to improve retention and increase service usage. I tested new tariffs and services and audited the quality of service activations.
I supported marketing initiatives, researched competitors and prepared market reports. I analysed performance against budget targets and commercial project results, and contributed to company strategy. I administered customer contracts, issued invoices and monitored accounts receivable.
June 2015 – March 2016
Elis
Marketing specialist
I organised advertising and marketing activities and prepared reports, including photographic documentation. I worked with sales representatives and prepared commercial proposals and informational communications. I created advertising materials using graphic design software.
Project work with Data solution
As part of the Data solution outsourced analytics team, I delivered projects for a steel products distributor, worked with marketplace data and developed reporting for a network of MRI centres.
Steel products distributor
I developed an inventory assessment methodology and management reporting for sales. I linked purchasing and sales recommendations to inventory turnover, delivery lead times and product margins.
More detailsShow less — Steel products distributor
Logistics and inventory management
- I developed a methodology for calculating inventory turnover that accounts for transport distance, delivery lead times, shipment volumes and frequency, current stock levels and inventory requirements.
- I created a framework for assessing inventory management performance and identifying deviations. I classified product groups by low, normal and high inventory turnover.
- I identified dead stock and slow-moving items and analysed the causes of excess inventory. I recommended adjustments to order volumes and frequency, stock levels and warehouse space allocation for the purchasing team.
- I developed dashboards and replenishment alerts for fast-moving products, factoring in delivery lead times. I set up stockout risk monitoring to help prevent shortages of high-demand items and the resulting loss of sales.
Sales analytics and sales team performance
- I developed management reports to assess sales representatives’ performance. I analysed their customer portfolios, customer segments, sales mix and the contribution of individual product groups.
- I mapped the inbound order processing funnel, calculated conversion rates at each stage and identified the causes of lower conversion. I prepared recommendations for individual sales representatives to improve order handling and conversion.
- I identified product groups for additional sales activity based on their margins and excess stock levels. I developed sales recommendations that aligned commercial priorities with inventory optimisation.
Network of MRI centres | BI and analytics
I brought together data from 1C and the internal CRM in PostgreSQL, built analytical data marts and developed BI reporting. I analysed sales, room utilisation and the customer journey, and used segmentation and repeat-visit analysis to develop an approach to a loyalty programme.
More detailsShow less — Network of MRI centres | BI and analytics
Analytics infrastructure
- I established centralised data collection and storage for 1C and the internal CRM. I organised data transfers into PostgreSQL to create a shared source for analytics.
- I built analytical data marts for BI and management reporting, then used them to develop dashboards for day-to-day monitoring of key business metrics.
Sales and operational analytics
- I developed sales dashboards with breakdowns by medical centre, department, sales representative, doctor and room. These supported analysis of sales trends, revenue mix and performance across centres, departments and staff.
- I analysed room utilisation and demand by appointment slot, identifying peak hours and periods of low utilisation. I recommended ways to shift appointments to quieter periods to balance demand and make better use of available rooms.
Customer journey analytics
- I mapped the customer journey from initial enquiry and booking through to attendance and completion of the scan. I calculated conversion rates at each stage and identified the main reasons customers did not proceed to the next stage.
- I categorised the reasons customers did not proceed and developed a dashboard to track conversion and the breakdown of customer losses. I enabled analysis by medical centre, sales representative and other key dimensions to pinpoint where conversion was falling.
Customer analytics and loyalty programme design
- I segmented the customer base and defined cohorts by their interaction with the network, including regular and one-time visitors. I analysed repeat visits and the behavioural patterns of each group.
- I used these findings to develop an approach to identifying regular customers and designing a loyalty programme aimed at encouraging repeat visits.
Sales on Wildberries and Ozon | BI and commercial analytics
I consolidated marketplace data with internal accounting records and MoySklad data to analyse sales, inventory and financial performance. I developed a P&L and unit economics model covering variable and fixed costs, together with reporting on product profitability and promotional effectiveness.
More detailsShow less — Sales on Wildberries and Ozon | BI and commercial analytics
Data integration and analytical models
- I configured data collection and consolidation from Wildberries, Ozon, the internal accounting system and MoySklad inventory management software. I established data flows to support a unified analysis of sales, orders, stock levels, logistics and financial metrics.
- I combined marketplace commission, logistics and storage costs with external logistics and company operating expenses. I prepared analytical data marts and calculation models for management reports and dashboards.
Product and inventory analytics
- I analysed sales and stock levels by marketplace, product group and SKU. I developed a system to monitor inventory turnover and stock coverage, taking account of sales, current stock, incoming deliveries and logistics lead times.
- I monitored goods movements between the company’s warehouse and marketplace warehouses, including deliveries and available stock. I identified risks of stockouts and excess inventory and recommended replenishment quantities and timing.
P&L and unit economics
- I developed a P&L model combining revenue with the main variable and fixed costs. It included marketplace commissions, logistics and storage, cost of goods, external transport to marketplace warehouses, customs clearance, packaging and warehouse expenses.
- I developed a methodology for collecting and allocating fixed costs, including payroll, warehouse rent, utilities and other operating expenses.
- I calculated margins and profitability by marketplace, product group and individual product. I identified low-profitability products and sales segments using the full cost structure.
- I built management reporting to assess the actual profitability of the business and individual product categories.
Marketing and commercial analytics
- I analysed promotional and marketing effectiveness. I assessed how advertising spend affected sales and financial performance, taking account of the full economics of each product.
- I analysed sales trends, revenue mix and each product group’s contribution to financial performance. I identified growth opportunities and changes to the product range, pricing, advertising and stock levels that could improve profitability.
Get in touch
I’d be happy to discuss working together
We can discuss ongoing collaboration, a project or a specific analytical task. Contact me by email or WhatsApp.
I live in Tbilisi, Georgia.
I am available for remote collaboration only and am not open to relocation.
I work under employment contracts governed by the Russian Labour Code, civil-law services contracts (GPH), employment contracts governed by the Georgian Labour Code, or as an individual entrepreneur registered in Georgia.