I'm the Growth Lead at WMG, specializing in email marketing, lifecycle flows, and conversion-focused campaign design.

My approach is heuristic first: before I design anything, I analyze how a business actually works — how customers find it, what drives them to buy, and where friction is costing conversions. Only then do I build a curated plan around what I find.

That instinct comes partly from studying astrophysics. Science trains you to look past the surface for underlying structure and to treat every result as data, instead of a guess. I bring that same discipline to marketing — every campaign is a hypothesis I can measure and refine, so I can deliver more than just creative output.

About Me

Albina Shcherbinina - Profile

Disclaimer: All designs shown were created for WMG and are either demo/mock campaigns created to illustrate strategy and design approach, or examples released with client permission for display purposes, with identifying brand details omitted.

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Albina Shcherbinina

Growth Lead, WMG

Open to new clients

Toronto, Canada

CRO LTV ESP SMS

I analyze before I create — I dig into how a business actually earns customers before I design anything, because campaigns work best as hypotheses I can measure, not just things that look nice. I get genuinely excited when I find the one metric that changes everything.

Background

Astrophysics, York University

Currently

Taking a break from astrophysics to see where else these problem-solving instincts fit — turns out marketing was one answer.

Life outside work

Statistics · Project building · Writing · Piano · Animals

‍My Recent Work:

Black Friday campaign
Black Friday campaign email design

A seasonal push designed to create urgency without discounting the whole catalog.

Apparel campaign
Apparel campaign email design

Product-led design built to move a new collection at full price.

Home goods campaign
Home goods campaign email design

Clean, benefit-first layout for a considered, higher-ticket purchase.

Welcome email
Welcome email design

First-touch design that sets the tone for the whole customer relationship.

Returning customer campaign
Returning customer campaign email design

Re-engagement built to bring lapsed customers back without feeling like a generic reminder.

Flash sale campaign
Flash sale campaign email design

Short-window promo designed to spike conversions with minimal lead time.

Contact me for your own custom emails

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