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Yurii Shumak

About

I started in editorial systems. The work kept moving closer to product, growth, and revenue.

Today I work across technical B2B growth and product marketing: positioning, organic discovery, content systems, lifecycle, conversion, and measurement.

The arc runs in one direction. Five years in a newsroom, where quality and throughput were a standards and team problem rather than a writing one. Then into product and search, where the same page has to rank, teach, and convert. Then into B2B SaaS, where content has to carry launches, onboarding, and activation instead of just traffic. Now in complex technical B2B, where the audience is an engineer, evaluation takes quarters, and positioning, discovery, content operations, lifecycle, and measurement only work if they are designed as one system. Based in Gijón, Spain; working across the EU.

10+
Years of professional experience
Editorial systems → technical B2B growth
+134%
YoY organic search sessions
2024 vs. 2023 · GA4 · SDC Verifier program
+38.6%
YoY Google Search clicks
2025 vs. 2024 · Google Search Console · SDC Verifier
18.9%
Lead-to-qualified conversion rate
2025 · Marketing analytics · SDC Verifier
+137.8%
YoY trial growth
2025 vs. 2024 · Product data · SDC Verifier
+137%
Email subscriber growth
Program to date · Email platform · SDC Verifier
10+
Journalists and contributors managed
Dyvys.info newsroom

10+ years of professional experience, from newsroom editorial systems to technical B2B growth and product marketing. Every stop below is documented. The SDC Verifier figures are program-level outcomes over a period of work, reported from GA4, Google Search Console, marketing analytics, product data, and the email platform — not causal proof from a single action.

Professional arc

Where the method came from

Select a stop to see the context, what I was responsible for, and what it changed about how I work. Only documented stops appear here.

Content Revenue OSLab · 2026

Engineering software for structural verification and standards compliance

SDC Verifier

Senior Content Marketing Manager

Context

Engineering software for structural verification and standards compliance. The audience is technical, the categories are standards-heavy, and evaluation cycles are long.

Responsibility

  • Content strategy across organic acquisition, website conversion, lifecycle, product education, and GTM content
  • A repeatable content operating system: topical architecture, briefs, SME interviews, production, distribution, internal linking, reporting, refreshes
  • Co-led the company website rebuild from marketing — IA, messaging, CTA logic, SEO requirements, agency briefs, final QA
  • Lifecycle programs across newsletters, trial nurture, product updates, and webinar follow-ups (61 campaigns)
  • Vertical assets for offshore, mining, rail, energy, and heavy lifting supporting ABM, sales, events, and partner enablement
  • Webinar and industry-event content motion across 25+ events, including €33.7K of coordinated participation spend
  • Delivery through one in-house writer, freelancers, an SEO agency, and dev/design vendors, with product, sales, engineering SMEs, and leadership

What changed in how I work

This is where the parts stopped being separate jobs: complex technical evaluation, content operations, product and GTM, lifecycle, and measurement only work when they are designed as one system.

Inspect the work

Lab / current experiment

Content Revenue OS Own product experiment · 2026

A personal Lab project, not an employer or client engagement: an operating layer turning search, analytics, CRM, and task signals into prioritized action.

See the experiment

Selected project work

Range, without pretending it is one specialty

Projects and engagements rather than employment. One project in a category does not make me an expert in that category — it does mean the problem shapes are familiar.

Inboxroad
Email infrastructure
GTM foundation: ICPs and positioning, a reusable product-page system, and an initial proof and measurement layer.
Centrifuge
Leadership content
A leadership content system: channel roles, content streams, ghostwriting workflows, editorial guardrails.
Zeely
AI advertising platform
Mobile-first homepage: messaging, wireframe logic, content hierarchy, CTA flow.
Railsware / Mailtrap
Email infrastructure, developer audience
Technical SEO content for developer readers.
Empeek
Healthcare software
Conversion-focused copy for 11 service pages.
Rocque System
B2B services
Landing pages and messaging tests that contributed to a 15% conversion uplift.
The Cultural Heritage Foundation
Nonprofit, multilingual
Standardized content and information architecture across five websites.

Operating perspective

How decisions get made

  1. 01

    Design from the business backward

    Stage, business model, category, product, sales motion, and available evidence decide what marketing should be. Channels are the last question, not the first.

  2. 02

    Diagnose before proposing

    Most marketing plans fail on the wrong problem rather than poor execution. A plateau is a shape in a chart, not a diagnosis.

  3. 03

    Measure on the cycle you actually have

    Short-horizon reporting punishes the work that compounds. Getting the measurement model wrong is more expensive than moving slowly.

  4. 04

    Build systems, not deliverables

    If it stops when I leave, it was a project. The test is whether the next person can run it without me.

  5. 05

    Say what the evidence does not support

    There are states where the honest answer is that there is not enough evidence to recommend a channel, a hire, or a restructure.

Overlapping domains

What the work draws on

These are not separate services. In practice a single engagement moves across most of them, because the constraint rarely sits where the job title says it should.

Content strategy & operations
Architecture, editorial systems, SME workflows, refresh loops.
SEO & search visibility
Technical structure, topical depth, query modeling.
Product marketing
Positioning, messaging, launches, evaluation material.
Lifecycle & email
Segmentation, trial and evaluation sequences, release communication.
Demand generation
Funnel design, conversion paths, campaign structure.
Analytics & measurement
Event design, reporting models for long cycles.
Business & economics
Business models, unit economics, category constraints.
Product & behavior
How evaluation actually happens, and what it costs the buyer.

Work has included

  • Engineering / CAE / standards-heavy software
  • Email deliverability and email infrastructure
  • AdTech and AI advertising
  • PropTech and commercial real estate
  • Healthcare software
  • Editorial, media, and civic-tech roots

Background

  • HubSpot Revenue Operations CertificationJuly 2026
  • Google Analytics Certification
  • Kyiv School of Economics — Economics, Markets & Data Analysis
  • Ukrainian Academy of Printing — Publishing & Editing2014 – 2019
  • Lviv Polygraphic College (UAD) — Publishing & Editing2010 – 2014
  • NICE Awards — shortlist nominee, Best Financial Journalist of Regional Publications2020

Education and certifications are supporting proof, not the argument. The cases are the evidence.

Most of what I think is on this site. If a problem here looks like one you’re sitting with, that’s a reasonable place to start.

Inspect the workHow I work