Client
Independent seller (self‑launched Ormco brand)
Year
2023–2025
Role
Full‑cycle lead — from market research, GTM and positioning to SEO, listing design, infographics optimization, and performance analytics.
Results overview
Research, SKU strategy & unit economics
I started with marketplace and category research to see how orthodontic consumables were searched and bought on Ozon, analysing demand, search terms and competitor listings.
From there I focused the launch on elastic ligatures and built a compact 25‑SKU matrix with repeat‑purchase potential and unit economics that could sustain platform fees, promotion and scaling.
Marketplace setup
I registered and configured the Ormco store, aligned products and documentation with marketplace requirements, and designed a fulfillment strategy that reached a 91% localisation index and maximised delivery economics.
GTIN labelling, packaging and box dimensions were optimised to comply with platform rules, reduce shipping costs and ensure the first shipment could start sales without operational friction.
Product cards & listing system
I set up the initial listing system by turning the raw SKU matrix into structured, clinically clear product cards with consistent titles, specifications, categories and visuals, giving the brand a professional presence and a stable foundation for further testing and optimisation.
Organic optimisation
I improved organic performance by optimising assortment, product pages, pricing and delivery, which increased conversion, reduced storage costs and strengthened regional search visibility.
Paid traffic
I scaled paid traffic through SKU-level budget allocation, funnel analysis and continuous campaign optimisation, improving traffic quality and advertising efficiency.[abacum]
Gradually increased traffic using a mix of advertising tools and campaign formats.
Analysed funnel performance using internal marketplace data and third-party analytics tools.
Controlled overspend at SKU level, paused underperforming campaigns, improved product pages and pricing, and relaunched ads with stronger conversion metrics.
Conclusion
This case shows a systematic go‑to‑market approach on Ozon: end‑to‑end analytics, product page SEO and content optimisation, logistics and pricing improvements, and controlled scaling of paid traffic. As a result, the brand moved beyond the professional segment, built awareness among end customers, opened a new sales channel, and drove multiple‑X growth in marketplace sales.