DN / 2026 Crafted for Platform Calgary

The ops lead
you're looking for.

This portfolio was built specifically for the Marketing Operations Lead role at Platform Calgary. Enter the access code to view the work.

Hello,

Platform Calgary.

Let's build something.

Available for the right opportunity

Calgary, Alberta · Canada

I DESIGN HOW MARKETING WORKS.

Marketing Operations · CRM · Automation · Analytics · AI

I'm the person who understands how the whole marketing system fits together — intake frameworks, CRM governance, cross-functional workflows, measurement infrastructure and AI-enabled automation. I don't just run campaigns. I build the operational architecture that makes everything work.

10+ Years
Experience

450MG Daily
Caffeine Intake

100% Problem
Solving

Scroll

How I work

Not a generalist. A systems architect.

I started in digital marketing operations before it had that name. At Sletat.ru — Russia's largest travel-tech platform, serving 80% of Russian travel agencies — I built reporting infrastructure, email automation systems and paid media programs, and was promoted from Specialist to Manager within 18 months.

At Cian, a 20M+ monthly user real estate platform, I worked within a high-functioning team of data analysts, ML specialists and developers to design a predictive retention system — identifying behavioral signals that indicated cancellation risk and building the automated workflows that responded before users made their decision.

At NBCom Group, I led a full CRM platform migration — including data architecture, workflow redesign and team enablement — and built a behavioral lifecycle program integrated with real purchase data, in collaboration with Apple's team directly.

At ECO Canada, I designed the digital operations infrastructure across 8 properties, coordinated cross-functional delivery across IT, finance, design and marketing, and built systems that grew organic search 11×. I've built my career in mission-driven organizations — and what Platform Calgary does, connecting Calgary's tech community and making knowledge accessible, is exactly where I want to apply this work.

Where I
do my best work.

I'm most useful when a project sits between teams, tools and processes — and someone needs to figure out how everything should work together.

Operational Architecture

Intake systems, workflow design, capacity planning, handoff protocols and SLAs. Building the structure that lets teams move fast without losing alignment.

HubSpot & CRM Governance

CRM architecture, lifecycle design, automation governance and reporting infrastructure. Building systems that produce clean data and reliable insight.

Cross-functional Operations

Connecting Marketing, Partnerships, Events and Programs. Coordinating delivery across teams that don't share a reporting line but need to share a workflow.

AI-Enabled Operations

Practical AI integration — workflow automation, content operations, productivity systems and AI-assisted decision-making. Claude is a daily tool, not a novelty.

Documentation & Enablement

SOPs, templates and systems designed to survive staff changes. If a process lives only in someone's head, it's a risk. I turn tribal knowledge into infrastructure.

Career

Different teams.
Same question.

Ten years across enterprise platforms, mission-driven organizations and cross-functional teams — always asking the same question: how can the operational system work better?

May 2025
— Present

Digital Marketing Specialist

ECO Canada · Calgary, AB

Designed and operated marketing infrastructure across 8 digital properties. Defined intake frameworks, campaign workflows and cross-departmental coordination processes across marketing, IT, finance and partnerships. Led the operational delivery of ECOWorks Job Board — coordinating five teams through vendor evaluation, platform build, content architecture and launch — resulting in 4,000+ listings and Canada's largest green job board. Built the SEO system that drove 11× organic growth and deployed an AI chatbot from requirements through live operation.

Ops Architecture Intake Frameworks Cross-functional Ops SEO Systems AI Deployment GA4 + GTM HubSpot CMS

May 2021
— Apr 2022

CRM Marketing Manager

Cian · Russia · 20M+ monthly users

Embedded within a high-functioning team of data analysts, ML specialists, developers and designers. Owned CRM governance, automation architecture and lifecycle campaign operations at platform scale. Partnered with the ML team to design a predictive retention system — identifying behavioral risk signals and building the automated workflows that responded before users reached a cancellation decision. Operated SQL against production databases daily for segmentation and reporting.

CRM Governance Lifecycle Architecture SQL ML Partnership Behavioral Automation B2B Ops

May 2020
— Apr 2021

Direct Marketing Manager

NBCom Group · Apple Premium Reseller

Led a full CRM platform migration — data architecture redesign, workflow migration and team enablement — ensuring the system could be operated and maintained independently after handoff. Built a 50+ email behavioral lifecycle program integrated with real purchase data, developed in direct collaboration with Apple's team on content governance and brand alignment.

CRM Migration Platform Architecture Team Enablement Lifecycle Design Apple Partnership Documentation

Apr 2016
— Mar 2020

Digital Marketing Manager

Sletat.ru · Travel Technology

Promoted from Specialist → Manager in 18 months

My first major marketing operations role. Started as a Specialist and was promoted to Manager within 18 months. Built and ran digital operations end-to-end — SEO governance, email automation programs, paid media management, reporting infrastructure and A/B testing frameworks — for a B2B platform serving 80% of Russian travel agencies.

B2B SEO Email Paid Media A/B Testing

Selected work

Systems
built to last.

A selection of operational systems, platforms and infrastructure — each one designed to run without depending on the person who built it.

Marketing Operations · Platform Launch

ECOWorks Job Board

Operational delivery of Canada's largest green job board — from vendor evaluation through cross-functional coordination to launch governance.

4K+ Listings

2mo Launch

↗

CRM · Predictive Retention

ML Churn Prevention

Behavioral signals + machine learning + CRM automation for a 20M+ user platform.

~18% Churn reduction

20M+ Users

↗

SEO · Organic Growth

ECO Academy SEO

Built an SEO system from zero: architecture, content, tracking and iteration.

11× Growth

6mo Timeline

↗

Lifecycle · Automation

Apple Customer Lifecycle

A 12-month behavioral journey with 50+ personalized emails.

40% Open rate

20% Accessory conv.

↗

Email · B2B · SQL

Cian Real Estate Digest

SQL-segmented B2B newsletter with a repeatable editorial and measurement system.

35% Open rate

16% CTR

↗

Web · Digital Infrastructure

ECO Digital Rebuild

Unified design governance, measurement infrastructure and operational standards across 8+ properties — a system, not a collection of sites.

77% Signup growth

↓40% Build time

↗

Web · AI · Logic · Rapid Build

This Portfolio

Designed, structured and built from scratch in two hours, combining AI tools with my own logic and implementation.

2h Build time

100% Implemented

↗

Capabilities

The full
ops stack.

30+ capabilities

Marketing Operations

CRM Architecture Marketing Automation Workflow Design SOPs Process Design Cross-functional Alignment

Data & Analytics

SQL GA4 GTM Looker Studio Attribution A/B Testing Heatmaps

Platforms & CRM

HubSpot WordPress Klaviyo Brevo Mailchimp Webflow Postscript

AI & Emerging Tech

Claude ChatGPT AI Chatbots Prompt Engineering AI Workflows ML-informed Campaigns

Paid Media & SEO

Google Ads Performance Max Meta Ads LinkedIn Ads Reddit Ads TikTok Ads SEO Strategy

Technical

HTML CSS SQL Python Basics Figma Jira Agile

Credentials

Always
learning.

Formal training across marketing, analytics, advertising, project management, automation and emerging technology.

Google Ads Search Certification

Google Digital Academy · 2025

AI-Powered Performance Ads

Google Digital Academy · 2025

Reddit Ads Boost Certification

Reddit for Business · 2026

Excel: Intermediate to Advanced

University of Calgary · 2026

Project Management

SAIT · 2026

Operations Management Professional

Jack Welch Management Institute

Public Speaking Skills

Toastmasters International

AI Integration Strategies

ECO Academy

Google Analytics Certification

Google Digital Academy · 2024

HubSpot CMS for Marketers

HubSpot Academy

Marketing Analytics Foundation

Meta · 2023

Marketing Automation

Brevo · 2025

Webflow CMS Certification

Webflow University · 2024

Agile with Atlassian Jira

Atlassian · 2022

SQL Intermediate

HackerRank · 2021

Klaviyo Product & SMS Strategy

Klaviyo · 2022

Google Digital Marketing & E-commerce

Google · 2023

Growth Marketing Bootcamp

OnRamp · 2023

Let's talk.

If you need someone who understands how the whole marketing system fits together — not just one channel or one tool, but the architecture that connects strategy, technology, data and people — I'd like to be part of building that at Platform Calgary.

Email me

For the Platform Calgary hiring team

Why you should
interview Darina.

I've operated at this intersection for 10+ years.

CRM governance, intake frameworks, workflow architecture, cross-functional coordination, HubSpot, SQL, automation — applied in real organizations with measurable outcomes. Not aspirationally.

I build AI-enabled operations, not AI experiments.

At Cian, I worked with ML engineers to design a predictive retention system. At ECO Canada, I deployed an AI chatbot and built AI-assisted workflows as operational infrastructure. Your job description mentions Claude — I use it as a daily ops tool.

I coordinate cross-functional delivery without losing the thread.

At ECO Canada, I aligned IT, finance, design and marketing on a shared delivery plan — different teams, different priorities, one outcome. That's the cross-functional ops work this role describes: Marketing ↔ Partnerships ↔ Events ↔ Programs.

Platform Calgary's mission matters to me — genuinely.

I've built my career in mission-driven organizations. What Platform Calgary does — building community and opening access to knowledge in Calgary's tech ecosystem — is work I want to contribute to. I didn't apply everywhere. I built this for you.

I build systems that don't depend on me to run them.

Every system I've built — CRM migrations, automation platforms, SEO frameworks, editorial workflows — I've documented, enabled and handed off. SOPs, templates, governance structures. If it lives only in my head, I haven't finished the job.

Send Interview Invitation →

The ops lead you're looking for.

I DESIGN HOW MARKETING WORKS.

Not a generalist. A systems architect.

Where Ido my best work.

Operational Architecture

HubSpot & CRM Governance

Cross-functional Operations

AI-Enabled Operations

Documentation & Enablement

Different teams. Same question.

Digital Marketing Specialist

CRM Marketing Manager

Direct Marketing Manager

Digital Marketing Manager

Systems built to last.

ECOWorks Job Board

ML Churn Prevention

ECO Academy SEO

Apple Customer Lifecycle

Cian Real Estate Digest

ECO Digital Rebuild

This Portfolio

The full ops stack.

Marketing Operations

Data & Analytics

Platforms & CRM

AI & Emerging Tech

Paid Media & SEO

Technical

Alwayslearning.

Let's talk.

ECOWorks Job Board — Canada's Largest Green Job Board

ML Churn Prevention

ECO Academy SEO — 11× Growth

Apple Customer Lifecycle

Cian Real Estate Digest

ECO Canada Digital Rebuild

This Portfolio — Built in Two Hours

Why you should interview Darina.

I've operated at this intersection for 10+ years.

I build AI-enabled operations, not AI experiments.

I coordinate cross-functional delivery without losing the thread.

Platform Calgary's mission matters to me — genuinely.

I build systems that don't depend on me to run them.

The ops lead
you're looking for.

Where I
do my best work.

Different teams.
Same question.

Systems
built to last.

The full
ops stack.

Always
learning.

Why you should
interview Darina.