Performance over vanity metrics
clicks and impressions don't matter if they don't turn into leads or revenue.
About
I'm Yelena Shelepova — a marketing analyst with a finance and data-science foundation. Across 18+ years in business, finance and analytics at international companies in the UAE, I learned to make decisions against numbers rather than intuition. For the last two years I've applied that directly to marketing: building the measurement layer — GA4, GTM, Meta Pixel, attribution, unit economics — that shows what's actually working before a budget scales.
How I got here
Finance and operations gave me the commercial grounding — cost structure, margin, payback. A Post Graduate Program in Data Science & Business Analytics (UT Austin / Great Learning) gave me the analytical toolkit — SQL, Python, experimentation, cohort analysis. Performance marketing is where the two meet: I execute Meta and Google Ads, but I plan them from unit economics and read them through clean tracking. The through-line across all of it is measurement.
What I focus on now
Marketing analytics and growth analytics — measurement, experimentation, and unit economics — with paid acquisition execution as applied depth.
Principles behind my work
Data before decisions
every call is guided by tracking and real performance data, not assumptions.
Structure before scaling
tracking, funnels and strategy get built before budgets grow.
Transparency always
you should always know where the budget goes and what it produces. Concept work in my portfolio is labelled as concept, never presented as client results.
Credentials
- ✓Meta Certified Performance Marketing Specialist
- ✓Meta Certified Media Buying Professional
- ✓Google Ads Search Certification
- ✓Post Graduate Program in Data Science & Business Analytics — UT Austin / Great Learning
- ✓MA Marketing Management (in progress)
- ✓UAE Licensed Marketing Consultancy (RAKEZ)
- ✓UAE Social Media Advertiser Permit (National Media Authority)
Open to opportunities
I'm currently exploring remote and international roles in marketing analytics, growth analytics and performance marketing.