Professional Profile
Sergey Belov is the Founder and CEO of Adv.Cake, a Dubai-based company specializing in intelligent antifraud and brand bidding monitoring solutions for affiliate marketing. He holds full professional proficiency in English and native proficiency in Russian. Sergey graduated from Lomonosov Moscow State University (MSU) with a Specialist degree in Mathematics and Computer Science, completed between 2007 and 2012.
Current Role and Responsibilities
Since February 2015, Sergey has led Adv.Cake in delivering advanced antifraud technology targeting prevalent affiliate marketing issues such as:
- Cookie-Stuffing: Affiliates substituting cookies to illegitimately collect commissions on unsold goods.
- Brand Bidding: Unauthorized use of branded keywords by affiliates infringing on brand integrity.
The company's solutions provide clients with:
- Prevention of budget wastage by disallowing payments to fraudulent affiliates.
- Access to only high-quality, transparent traffic sources.
- Detailed performance analytics of various traffic channels.
- Reduction of internal competition by affiliates through lower auction bids.
- Ensured brand safety.
Sergey actively promotes Adv.Cake’s value proposition by emphasizing budget savings of approximately 30% for agency partners and offering tailored automation and fraud elimination tools for digital, traffic, and affiliate marketing agencies.
Career Experience
Marketing & Leadership Roles Prior to Adv.Cake
- Marketing Manager, La Redoute (Nov 2014 – Jan 2016, Russia)
- Oversaw internet traffic analytics using Google Analytics, Yandex Metrika, Adobe Marketing Cloud.
- Managed comprehensive advertisement campaigns across channels including SEO, CPA (networks such as Admitad, TradeTracker, Zanox), contextual ads (Google, Yandex), CPC (Facebook, VK), CPM, retargeting (Criteo, Sociomantic), SMM (Facebook, VK, Instagram), and email marketing.
- Coordinated advertising agencies and implemented Agile project management.
- Achieved significant growth with up to 3.5x increase in orders via CPA and retargeting (from 4,000 to 15,000 monthly CPA orders, and 800 to 3,000 retargeting orders).
- Negotiated improved partner agreements, reducing commission fees.
- Chief Marketing Officer, Sosedi.ru (Russian Ventures) (Dec 2013 – Nov 2014, Moscow)
- Developed product concepts, managed projects using Agile methods.
- Optimized services, improved UI/UX.
- Managed advertising campaigns and agency coordination.
- Led landing page development and A/B testing.
- Increased traffic to 100,000 unique daily users.
- Supported successful sale of the project to Moscow City Administration.
- Commercial Director, LOOKSIMA (May 2013 – Dec 2013, Russia)
- Directed advertising campaigns including context, partnerships (notably Rambler), CPA, and display.
- Coordinated agencies and marketing strategy improvements.
- Led website redesign projects and developer coordination.
- Reversed company losses to profitability.
- Secured a notable info partnership agreement with Rambler, bringing 20,000-30,000 daily unique users.
- Enhanced email marketing to generate 300+ sales per month.
- Project Manager, Yandex.Market (Nov 2012 – May 2013)
- Managed development and maintenance of Yandex.Market Content API.
- Led cross-functional teams of developers, testers, and sysadmins.
- Improved Content API to operational status.
- Launched Yandex.Market mobile app backend.
- Secured multiple partner agreements.
- Conducted international marketplace research, influencing new Yandex.Market projects.
- CEO and Owner Roles in Various Online Stores and Platforms (2009 – 2014)
- Ran multiple niche online stores (headphones, shoes, perfume, flower shop).
- Focused on competitor analysis, demand forecasting, and team management.
- Executed Google Adwords and Yandex.Direct campaigns.
- Leveraged coupon and CPA services, SMM, supplier negotiations, and logistics management.
- Achieved a peak order volume of 50 orders per day.
- CEO and Owner, Vktarget.ru (May 2012 – Feb 2013)
- Founded and developed the social network advertising platform.
- Designed the project and led marketing efforts.
- Achieved over 2 million unique monthly users, over 2,000 daily registrations, and more than 50,000 daily completed user tasks.
Professional Skills and Competencies
- Expertise in affiliate marketing strategies, fraud detection, and prevention.
- Proficiency with traffic analytics tools and platforms including Google Analytics, Yandex Metrika, Adobe Marketing Cloud.
- Extensive hands-on experience managing multi-channel advertisement campaigns across SEO, CPA, CPC, CPM, retargeting, and SMM.
- Agile project management and team leadership.
- Coordination of advertising agencies and developers to align marketing technology with business goals.
- Skilled in contract negotiations securing favorable partnerships and commission terms.
- UI/UX improvement initiatives enhancing user experience and conversion rates.
Digital Presence & Recognition
- LinkedIn profile: [https://ae.linkedin.com/in/sergey-belov-423b8968](https://ae.linkedin.com/in/sergey-belov-423b8968)
- Over 2,000 LinkedIn followers and 500+ professional connections.
- Actively shares industry insights on affiliate marketing trends, GDPR investigations, advanced TV advertising, and fraud prevention.
- Recommended by colleagues for efficiency and expertise in marketing project execution.
- Advocates for affiliate marketing as a cost-effective sales channel while emphasizing careful fraud mitigation.
Geographic and Cultural Context
- Based in Dubai, United Arab Emirates.
- Fluent in Russian and English.
- Has demonstrated capability adapting and managing marketing efforts within Russia and international markets.
Sergey Belov’s profile shows a blend of deep domain expertise in digital and affiliate marketing, leadership in antifraud innovation at Adv.Cake, and a track record of driving growth and operational excellence across complex projects and diverse markets. His technical background in mathematics and computer science from MSU underpins his analytical approach to marketing challenges, positioning him as a key strategic partner for agencies seeking to optimize affiliate network performance and eliminate waste caused by fraud.
