EPAM embarked on a transformative journey to attract remote engineers across the globe and small and medium-sized clients through a self-service model rather than the traditional acquisition approach. At the end of 2020, the platform faced significant challenges in generating acquisition, with minimal candidates and leads through the website.
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VABÉNÉ’s founder, Nik, played a pivotal role in this transformation, first as an independent contractor and later as an in-house marketing leader.

Leading the marketing strategy through content marketing, Nik prioritized content development and organic traffic growth, revamping buyer personas and restructuring the website to align with their needs. Under his leadership, the team continuously enhanced SEO, developed high-converting commercial web pages, and introduced personalized lead capture tools.

In 2023, Nik drove further innovation by refining the content marketing strategy to target audience, implementing a data-driven sales and marketing process via HubSpot. At the end of 2024, EPAM Anywhere was merged into the EPAM ecosystem.