About me
Evidence-based (marketing geek) strategist with 13 years of experience in-house and agency-side, across tech (Huawei, UnderDefense, Taimi), FMCG (Heineken, Oleina), and challenger brands (UARM, Fanteam).
I use behavioral science and effectiveness principles (Ehrenberg-Bass, IPA, Binet & Field, System1, etc) to build strategies grounded in how people actually behave - not how we wish they would.
I'm comfortable working with any framework, but won't force-fit one just because it's fashionable. My client-side experience means I know what it takes to actually make strategy work: coordinating media & social agencies and freelancers within company constraints, while cutting through in a world dominated by slop and ragebait content.
CAREER HIGHLIGHTS:
Comms, PR & social strategy for UnderDefense: reframed Ukraine's wartime context from perceived risk into proof of real-world security expertise. Secured tier-1 coverage (WSJ, TechCrunch, etc) and grew organic LinkedIn reach 8x.
Gold Effie Award for Oleina: Found an insight around gender cooking roles and repositioned the brand to champion family cooking together. Developed media and comms strategy that reversed sales decline to 30% YoY growth, and received a gold Effie.
Brand platform for UARM: Positioned the brand against US competition as battle-proven gear through 'Battle-hardened' platform. Influencer & PPC campaign delivered 17% YoY revenue growth.
Deep dive research and brand platform for Taimi: Found demographic insight that Gen Z LGBTQ+ growth was driven primarily by lesbians - the app's largest user segment. Validated through A/B testing and developed a data-informed brand platform.
Strategy that doubled HONOR's market share in Ukraine: Working with basic HQ creative materials, identified distinctive brand assets and optimized media strategy to reach all category buyers through cost-effective digital channels. Integrated retailer co-promo with brand advertising for consistent market presence. Grew prompted awareness from 48% to 68% and market share from 3% to 8%.
Sector Experience
Brand Management, Branding, Communications, Consulting Services, FMCG, Market Research, Marketing