In the world of email marketing, some specialists run campaigns, while others transform businesses. Kirill Timofeev firmly belongs to the latter. Over the last few years, he has helped the American fintech platform GFS Group grow from a few thousand dollars in monthly turnover to eight-figure annual revenues. He has rehabilitated the email reputation of dozens of damaged domains and built an agency that boasts a 45% open rate for B2B campaigns — where competitors often struggle to reach even 20%.
Today, from his office in Belgrade, he oversees projects from Silicon Valley to London, serves as a judge for international marketing awards, and holds membership in professional associations. Yet his journey to the top of international consulting began with servers and corporate domains — Kirill came into marketing from an IT background, and it is precisely this technical mindset that has become his key competitive advantage.
In an interview with CEO Today, he shares how a Russian expert can break into Western markets, why the future lies with entrepreneurial marketers, and how the industry is evolving in the age of AI and stringent privacy regulations.
Kirill, you’ve said that “the market has already sided with strategic marketers.” What’s changed in the industry over recent years, and how is this affecting careers in marketing?
Kirill: Expectations from businesses have changed fundamentally. Previously, it was enough to fulfil a briefб set up a campaign, report on CTRs and conversions. Now, clients expect marketers to think like business owners, to offer strategic insight and influence product development.
This shift is particularly clear with my American clients. There, entrepreneurial thinking isn’t just welcomed — it’s the default expectation. Companies are looking not for contractors, but for growth partners.
Modern firms are increasingly seeking a new breed of professionals — those who combine deep subject-matter expertise with entrepreneurial vision. Demand for simple executors is waning; what’s needed now are individuals who can devise a strategy, assume responsibility, and deliver on high-level business outcomes.
Your success story began at GetResponse, and now you're an international expert based in Belgrade. How can a Russian specialist break into the Western market?
Kirill: The turning point came when I signed up to international freelance platforms after leaving my agency role. Suddenly, I discovered a completely different world — the range of tools Western companies use is much broader, and their approach to marketing is vastly more mature.
The first thing that struck me was how little I actually knew about email marketing, despite considering myself an expert. I had to re-learn a lot of things — study new CRM systems, experiment with platforms and approaches that simply didn’t exist in Russia.
It felt a bit like starting from scratch, which was humbling — but also incredibly energizing.
My main advice? Don’t be afraid to acknowledge the gaps in your knowledge. The Western market is far more technologically advanced, and innovation is adopted much faster. But the big upside is that expertise is truly valued — and paid for. In Russia, when promoting a product, you’re often competing with people’s more basic needs. In Western markets, people and companies are more open to spending.
You’ve got an IT background, work with SQL and APIs, and understand the technical layer. How important is that for the modern marketer?
Kirill: It’s been my secret weapon. When colleagues say, “That’s technically not possible,” I tend to respond, “Let’s find out.” Understanding how systems operate beneath the surface offers a tremendous advantage.
Take this example: many ESPs support SQL-based relational tables. With them, you can build highly complex personalisation mechanics that most marketers don’t even realise are possible.
Sounds nerdy, I know — but it works like magic when done right.
Or look at APIs — they’re everyday tools for me. I don’t normally write code from scratch, but I can structure and test a RESTful API call in minutes. That saves weeks during integrations and automation.
Data is now the deciding factor in marketing. Those who can structure, analyse, and apply data correctly will win. And that requires knowing how databases function, how algorithms behave, and how to unify scattered systems into a cohesive infrastructure.
What’s been your most impactful project in terms of business results? Any specific figures you can share?
Kirill: Let me give you a concrete example from 2021. A client came to us during a post-COVID downturn when their industry was hit hard by market changes. Competitors had started aggressive price dumping, and our client was losing market share despite having superior product quality.
We were initially brought in to optimize their email campaigns, but the real challenge wasn't in the campaigns themselves — it was in their entire business model. After analyzing their data, I proposed a complete overhaul: new pricing formulas based on individual product parameters, a volume-based loyalty program with automatic discount tiers from 5% to 20%, and operational automation to handle the expected surge in orders.
The transformation was remarkable. Within six months, order volume increased fourfold, while revenue doubled year-over-year. More importantly, we retained 95% of their key wholesale clients by making it economically sensible for them to stay loyal rather than chase competitors' rock-bottom prices.
This case perfectly illustrates what I mean about strategic thinking — we started with email, but ended up restructuring their entire commercial strategy.
But let me share a few more examples of how deep email expertise translates into business impact. One of the most impressive outcomes came from making the email channel a central growth driver for a fintech project. We achieved the result where email accounted for over 20% of total revenue — based on last-click attribution, which is quite a serious indicator.
At the same time, we dramatically reduced the cost of customer acquisition through paid channels — from $1,700 down to $850. How? We implemented a comprehensive lead generation system using cold email outreach and LinkedIn prospecting, which brought in large-scale B2B clients. These channels yielded highly valuable wholesale buyers who had a tangible impact on overall turnover.
I’m particularly proud of our email deliverability restoration cases — over ten full recoveries from zero to 100%. One client had been sending cold campaigns to a list of 150,000 for over a year — their sender reputation was completely destroyed. Within a few months, we revived the domain, and their open rate for regular campaigns rose to 25-30%.
Of course, we had to sacrifice a large part of the list by running bulk validations and excluding disengaged segments, but in the end the client got a list of loyal and active subscribers to deliver their weekly newsletter to.
You judge international awards and are part of professional associations. How does one build a reputation as a global expert?
Kirill: Reputation is built over time — through real results and active participation in the professional community. I’m a member of the E-Commerce and Digital Marketing Association (ECDMA) and the Russian Guild of Marketers. These give me access to cutting-edge research and opportunities to collaborate with peers from around the world.
This year, I was invited to join the jury of the Armenia Digital Awards 2024 — which was a real honour and responsibility. I’ve had to assess IT projects and marketing campaigns from across the region, review innovative solutions and digital strategies. It’s not only prestigious — it’s incredibly enriching. You get to see industry best practices up close.
Recognition began with activity on professional platforms. I shared case studies, joined debates, and wasn’t afraid to voice unconventional opinions. When your predictions come true and your advice proves effective, the community takes note.
The key is to be useful — not just visible. I regularly speak at international conferences, offer peer consultations, and support startup development. Expertise isn’t about titles — it’s about solving problems others can’t.
The most important thing is to speak with international clients as equals. I understand their businesses from the inside, because I’m an entrepreneur myself. That builds an entirely different level of trust — and allows me to influence strategic decisions.
AI, privacy shifts, new regulations — how is email marketing evolving? What lies ahead?
Kirill: AI is reshaping the rules — but not necessarily in the way most expect. Yes, we now have content generation tools, but genuine value still lies in strategic thinking and audience insight. AI can draft copy, but it can’t explain why one customer segment brings in triple the LTV of another.
Privacy changes present a huge challenge. Since iOS 14.5 and the upcoming deprecation of third-party cookies by Google, email has become even more critical. It’s now the only channel offering a direct, stable connection with your audience — free from platform algorithm changes.
There’s a clear trend towards data consolidation and the development of first-party strategies. Many businesses that once relied on the Facebook Pixel or Google Analytics have suddenly realised the importance of their own email lists and CRM platforms.
Technical competence is becoming essential. Marketers of the future must know how to set up server-side tracking, work with CDPs (Customer Data Platforms), and link disparate data sources. Those who fail to upskill will be left behind.
Another major shift is that automation is no longer a luxury — it’s a necessity. Paradoxically, the more advanced the tools become, the more human expertise is required to configure and utilise them effectively.
What are your plans over the next few years? Agency growth, new ventures — where is Kirill Timofeev heading?
Kirill: I’m currently focused on three main directions. First, the Mad Lead Printer agency. I aim to scale it tenfold by 2027 in both revenue and team size. My ambition is to make it a recognisable brand in the outbound email outreach niche — setting the benchmark for quality.
Second, GFS Group is progressing rapidly with automation through AI, and we’re working on new products. There’s vast potential in using machine learning to personalise financial solutions.
Third — new ventures. I’ve long wanted to create a freelance platform focused on marketing and product roles. Having worked as both freelancer and client, I have a precise vision of what an ideal marketplace in our field should look like.
I’m also planning to explore ecommerce — testing international marketplaces like Amazon, and potentially launching proprietary brands. It’s a completely different level of marketing where product and positioning play a decisive role.
If I could give one piece of advice to those just starting out, it would be this: don’t chase trends — chase understanding. The tools will keep changing, but the ability to truly grasp a business problem and solve it with creativity and precision will always be rare and valued. That’s the difference between running campaigns and driving change.
Written by Isabel Modano
