About

I came into engineering from performance marketing. For several years I bought traffic and owned the revenue outcome, including at Yandex, so I know advertising from both sides — the platform's and the advertiser's.

At some point it became clear that the valuable part of that job isn't campaign setup but the systems around it: the data, the automation, and knowing what is actually worth measuring. That's what I do now.

Marketing is a domain I understand, not a profession I'm attached to. I build the tools rather than run the campaigns.