Do we need a contract?

Yes. I work as a self-employed individual (Russian NPD status), issue receipts through the 'Moy Nalog' app, and sign a simple offer-contract under the Russian Civil Code. We do not start without it.

How often will I get reports?

Weekly, on Monday. Three paragraphs: done, in progress, blocked. No glossy decks, no fluff.

What if I need an urgent call?

Call any time - I answer the phone. We discuss and decide as long as needed, until the task is closed. The one thing I do not do is video conferences with slide decks and hour-long status meetings.

Do you take on small projects?

Yes, if the task is concrete (an audit, a one-off consultation, analytics setup). Ongoing retainer engagements start at 50,000 rubles per month.

How I work - no fluff, no 40-slide proposals

This is the first entry on the blog. I am not writing it for SEO and not because I felt like writing something. I am writing it so you can read it and decide whether I am a fit for you.

Below: my work process and the filters for who I work with - and who I do not.

What you will not get if you work with me

An hour-long call about “values” and “synergy”
A 40-slide deck on “our approach to the task”
A promise of “top 1 in Yandex in two weeks”
Reports that are 80% fluff and 20% numbers

What you get instead

A short chat at the start. 15 minutes, clarifying questions, I say “I take it” or “I do not” with a reason.
Tasks in Telegram or a shared task tracker. No surprise phone calls.
A weekly three-paragraph report. Done, in progress, stuck on.
A direct answer. If I see that your current contractor is burning the budget, I will say so, with evidence.

Why

I have 5 years in marketing and 10 years before that in cleaning services, where I ran a department of up to 100 people per shift. Both taught me one thing: results come from focusing on what matters, not from long discussions.

Status meetings are the illusion of work. Work is when the number in the report has gone up.

If a project is going well, there is nothing to discuss on a call. If it is going badly, a call will not fix it - a decision will.

A typical week on a project

A week is the basic unit of work. Inside it I have three modes, depending on what matters more right now: traffic, analytics, or strategy.

Monday - report on last week and plan for this one. I open Yandex Metrika, GA4, the Yandex Direct and VK ad cabinets, look at the client’s CRM (if I have access). 30-60 minutes. I write three paragraphs: “done”, “in progress”, “blockers”. The report goes into the project’s Telegram chat - no decks, just numbers and facts.

Tuesday through Thursday - operations. For a Yandex Direct project that means: reviewing search queries, killing waste, adjusting bids, shifting budget to what works, adding negatives. For SEO - briefs to the copywriter, checking new page templates, working with indexation in Search Console and Yandex Webmaster. If I work as fractional CMO - syncing contractors: the SEO agency, the designer, the developer, the content manager. Each one knows their weekly task; I unblock the issues between them.

Friday - deep work. No meetings, no client messages: I read analytics, hunt anomalies, build hypotheses, look at competitors. Once a month Friday is a full audit: I review the whole funnel from traffic to deal and write down 5-7 growth points for the next month.

The tools I actually use every week: Yandex Metrika, Google Analytics 4, Yandex Direct, Yandex Webmaster, Google Search Console, amoCRM or Bitrix24 (whichever the client has), Telegram, Obsidian (personal project notes). No Jira, no “Notion for everything”, no 50-message Slack threads - they eat time and give nothing back.

What a weekly report looks like (anonymised example)

A cleaning project, a week in March. Verbatim (names and numbers swapped):

Done. Launched a new Yandex Direct campaign on “post-renovation cleaning” queries - 3,000 rubles per day budget, CPL on start 1,280 rubles (plan: under 1,500). In SEO we published three new district pages: Vsevolozhsk, Murino, Kudrovo. Got your sign-off on the Yandex Maps card edit - added the “office cleaning” category.

In progress. Building a landing page for the B2B segment (first version goes to you for review on Thursday). Waiting on the developer to fix the form - the lead magnet downloads but the lead does not write to CRM, we will figure it out in 2-3 days. Looking into why mobile conversion dropped from 4.2% to 3.1% last week.

Blockers. I need access to the Yandex Business account from your previous contractor - without it I cannot take over the listing. Client, this is my third ping on this - let us close it by Wednesday.

Three paragraphs, 15 minutes to write, the client reads in 2. Everyone knows what is happening. If the owner has questions, they message the chat, I answer within the day. No call.

Who I am not a fit for

If you like big proposals and “let us discuss over coffee” - we will not work together.
If you expect me to agree with everything - also no. I argue with the client when I see a wrong call.
If you do not have access to real business numbers (revenue, margin, lifetime value per client) - I cannot work blind.
If the goal is “to look like something is happening” - this is not for me.

Three real cases when I refused

Case 1. A small online shop owner came in asking to “do SEO”. I looked at the site - 12 pages, fresh domain (under a year), product descriptions copied from the supplier. I said straight: “SEO is not your tool for the next 6-9 months.” I recommended starting with Yandex Direct on the hottest queries and working the Yandex Maps card. Took no money, sent him off with a short roadmap.

Case 2. A construction company near Moscow wanted to “get some leads as a one-off”, no CRM access, pay only per call. I refused: in construction the deal cycle is 3-12 months, you cannot judge from one call, I would just be spending my money and yours. Offered either to work on outcomes (lead → measurement → contract) with full transparency, or not at all.

Case 3. A client wanted to launch ads but flatly refused to share data on average lifetime value per client. The reasoning: “we do not want anyone to know our numbers.” Without LTV I cannot say whether the lead price is sane. Refused - explained that I cannot manage budget honestly while flying blind.

In each case I could have taken the money and worked “as best I could”. I did not - because three months later the project would end in a fight and a burned budget. Reputation is worth more than one-off cash.

Who I am a fit for

Business owners in cleaning, retail goods, construction, who want to understand where the money goes.
Managers who have a contractor but are not sure they are doing a good job - I will audit.
Teams with no in-house marketer, who need an adult eye on strategy once a week.

How to reach out - a mini-brief before contact

No form, no “leave a request”. But also not just “hi, how much?”. Before you write, prepare answers to four questions:

Niche and product. What you do, what you sell.
Budget. Minimum 50,000 rubles per month for work, with the ad budget separate. If less - not me yet, but I can recommend where to start on your own.
What you have tried. SEO, Direct, agency, freelancer - and what did not work.
Goal. Leads, sales, calls - in numbers. “I want more clients” is not a goal.

This is not bureaucracy. It is a filter that saves both of us time. If you have the answers, message me on Telegram, I will look at the situation and tell you straight: yes or no.

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