Daria Zolotukhina
Chief Marketing Officer, grown in a tech world. Over 13 years of professional experience in marketing and PR of FMCG and tech consumer brands.
Daria joined Yandex.Taxi in 2011, when the service was just launched, and its development was handled by a small team. During this time, she went from a marketer of an experimental app to a Marketing Director of a group of companies that includes multinational ride-hailing services, foodtech business and the direction of driverless cars. Today Yandex.Taxi operates in 17 countries, has a team of several thousand people, and marketing approaches vary depending on the business challenges in different regions — retention strategies, personalized tactics to attract users using ML models, cross-scenarios of taxi rides and food orders, competing sub-brands.
APAC
Rethinking Your Category and Building a Digital Ecosystem by Daria Zolotukhina @Yandex Taxi
New threats always change and multiply, same as new opportunities. That means that someone is already rethinking your category. It doesn't matter which industry you are in –– transportation, tech, health, hospitality or retail, customers expect seamless transitions from one service to another and their human needs are the same. The boundaries between grocery shopping and readymade food delivery, between offering a workspace for a day or a cab for a day, between online streaming and school education blur. Daria will share how Yandex.Taxi core ridehailing business is now transforming into a logistics platform and a new ecosystem for big, medium and small retail businesses, how the taxi app is growing into a superapp with new scenarios and how our logistics platform serves COVID needs delivering rides for medical workers.
USA/LATAM
Rethinking Your Category and Building a Digital Ecosystem by Daria Zolotukhina @Yandex Taxi
New threats always change and multiply, same as new opportunities. That means that someone is already rethinking your category. It doesn't matter which industry you are in –– transportation, tech, health, hospitality or retail, customers expect seamless transitions from one service to another and their human needs are the same. The boundaries between grocery shopping and readymade food delivery, between offering a workspace for a day or a cab for a day, between online streaming and school education blur. Daria will share how Yandex.Taxi core ridehailing business is now transforming into a logistics platform and a new ecosystem for big, medium and small retail businesses, how the taxi app is growing into a superapp with new scenarios and how our logistics platform serves COVID needs delivering rides for medical workers.
EMEA
Rethinking Your Category and Building a Digital Ecosystem by Daria Zolotukhina @Yandex Taxi
New threats always change and multiply, same as new opportunities. That means that someone is already rethinking your category. It doesn't matter which industry you are in –– transportation, tech, health, hospitality or retail, customers expect seamless transitions from one service to another and their human needs are the same. The boundaries between grocery shopping and readymade food delivery, between offering a workspace for a day or a cab for a day, between online streaming and school education blur. Daria will share how Yandex.Taxi core ridehailing business is now transforming into a logistics platform and a new ecosystem for big, medium and small retail businesses, how the taxi app is growing into a superapp with new scenarios and how our logistics platform serves COVID needs delivering rides for medical workers.