Inside Albert - Daria Sofina

Hello! My name is Daria Sofina and I am a Digital Marketing Coordinator at Albert. I am part of an amazing marketing team and am responsible for a variety of tasks, all related to external and internal communication on the Albert brand.

The most exciting and enjoyable part of the position for me lies in the coordinating nature of the role. My position can be seen as the glue which connects not only the marketing team members but the marketing department with other departments – the web team, product team, animators, digital educators, business and customer analysts. I make sure that there is synergy between the efforts of the different teams and that the result is a clear and valuable communication aimed at our customers.

At Albert, I am responsible for one of our most powerful engagement tools - CRM marketing. We use it to navigate and engage our customers with the help of various communication channels, for example, emails and push notifications. By using this tool and the expertise of several departments, we engage customers by highlighting exercises, games, storytelling, characters and daily adventures which can inspire kids to learn and show that the learning process can be really fun. We discuss with parents exactly how they can help their kids on Albert’s world journey and how, together, we can increase childrens’ independence when using the app.

This communication is very important for us because we can explain the educational value of our product to parents. Our goal is to make the whole experience in Albert’s fantasy world easier, smoother and more enjoyable for our users and their parents. This is why it is vital for us to be partners and align with parents to work on their children’s learning. With the help of email marketing, we don’t just communicate, we also get feedback from our customers via surveys. We analyse this feedback and it gives us a deeper understanding of our users and their needs. It is especially rewarding to learn from the surveys and communication how Albert products help kids adapt to the learning process, calm down before going to sleep and meet digital friends – Albert’s characters in particular.

In addition to internal collaborations, I am involved in coordinating work with some of our external partners. An important part of this is creating social media content. For this purpose, we regularly collaborate with Nordic influencers who contribute to brand awareness for Albert.