The Russian digital, media and telecom provider MTS has appointed Elena Melnikova director of advertising technologies.
In her new role she will manage the Digital Advertising and Information Product Centre, as well as the MTS Agent Support Product Centre, which is responsible for monetising AdTech and MarTech products based on Big Data. As the head of Stream, she will expand the portfolio of advertising products and improve the quality of customer support in the field of advertising and omnichannel communications.
Commenting on the appointment, MTS president Vyacheslav Nikolaev said: “MTS has ambitious plans to change the Russian advertising market. Our technological capabilities – cross-channel analytics and Big Data tools – combined with a deep understanding of the specifics of this market will allow us to introduce new approaches to the planning, implementation and evaluation of the effectiveness of advertising campaigns. We plan not only to develop our own capabilities in this area, but also open to partnerships that will help bring to a new level the success of advertising in Russia. Such large-scale plans require us to make organisational changes, the key to which will be the creation of the position of director of advertising technologies and the appointment of Elena Melnikova to this position. Last year alone, under Elena’s management, MTS’s advertising revenue grew fivefold, and we look forward to further growth in this segment in the coming years. Its purpose will allow to improve seamless work with clients who use both a traditional portfolio of services of MTS, and new products”.
Prior to assuming her new role, Melnikova was the head of the MTS Digital Advertising and Information Products Centre since 2018.