In 2023, I took on the challenge of reviving Flora Expo Astana after a five-year hiatus. Expectations were sky-high—exhibitors, attendees, and international partners anticipated the event’s return as Central Asia’s leading platform for floriculture. With just three months to prepare, I faced significant challenges to deliver results that not only met but exceeded expectations.The first step was crafting a strategic marketing campaign centered on social media engagement and strong partnerships. My team and I created over 30 co-authored Instagram Reels with exhibitors and sponsors, achieving a peak reach of 630,000 users per month. We also developed visually engaging brochures, email newsletters, and promotional videos, reconnecting with a shifted audience and igniting new interest in the event.The campaign required expertise in marketing strategy, email marketing with Mailchimp and Selzy, video editing with CapCut and VN, and design using Adobe Illustrator and Canva. Leading a cross-functional team, I ensured flawless execution under tight deadlines, and my strategies became a benchmark for colleagues seeking advice on driving engagement.A turning point was the launch of Netherlands Day, a groundbreaking collaboration with Dutch flower and plant growers. This initiative introduced Kazakhstan’s first Netherlands Pavilion, showcasing Dutch innovation and establishing Flora Expo as the largest floriculture event in Central Asia. These efforts attracted over 100 exhibitors and 3,430 visitors from 10 countries and earned the prestigious "UFI-recognized International Event" status, solidifying the expo’s reputation on the global stage.This milestone is part of my 4 years in marketing and 3 years in event management, during which I’ve delivered campaigns for 8+ international exhibitions and related conferences, including the annual Forum of Machine Builders, the biggest in the region.My connection to the Netherlands deepened through my study abroad program at Radboud University Nijmegen and my role as a mediator between Dutch and Kazakhstani companies at Flora Expo Astana. These experiences have fueled my passion for creating impactful, cross-cultural collaborations.Now, I am seeking opportunities in digital marketing and event management in the Netherlands, where I aim to bring my expertise to projects that bridge cultures, foster innovation, and connect global audiences.Schedule a call with me via https://calendly.com/darinasembay
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Event Marketing ManagerAstana ExpoKazakhstan -
Event Marketing ManagerAstana Expo Jul 2022 - PresentRemoteAstana Expo - an organizer of key industry-specific exhibitions and conferences in Kazakhstan and Central Asia.Key Qualifications & Responsibilities:• Planned and executed marketing campaigns for trade shows, conferences, and exhibitions, ensuring alignment with the company’s brand strategy and objectives. Delivered successful campaigns for 8+ international B2B exhibitions, hosting up to 250 exhibitors and 5,000 attendees per event.• Supported event promotion through digital and physical marketing materials, such as flyers, banners, email campaigns, and social media content, contributing to a 25% increase in pre-event registrations and a 23% boost in event visibility.• Developed marketing content for digital campaigns and social media, adhering to branding guidelines and utilizing tools like Mailchimp, Canva, and Capcut to drive a 22% growth in website traffic during campaign periods.• Managed on-site event logistics, including venue coordination, vendor management, and on-site operations, resulting in seamless execution and high attendee satisfaction.• Tracked and reported on the success of marketing campaigns, using data-driven insights to optimize strategies and align efforts with broader organizational goals.• Led a cross-functional team, including designers, social media professionals, and targeted ad specialists, while coordinating with external vendors to produce high-quality branding materials, including brochures, social media visuals, and videos.• Built strategic partnerships with 30+ media outlets and influencers, driving higher engagement among participants and amplifying brand visibility.• Successfully managed multiple projects simultaneously, maintaining high-quality deliverables and meeting tight deadlines.Key Events: international specialized trade shows in construction, machinery, floriculture, landscaping, mechanical engineering, and security; conferences such as Netherlands Day, Forum of Machinery Engineering, Marketing Tech, etc. -
Freelance Marketing ProfessionalSelf Employed Sep 2021 - PresentSince I love getting involved in new projects, I work with small businesses to boost their sales and brand awareness through marketing - building brand, SEO, social media management, website management, design, and more.Among marketing projects: Waste Labs AI-driven waste management startup, Photobar coffeebar, Astana Expo Exhibition company. -
Marketing SpecialistWaste Labs Sep 2021 - Dec 2021SingaporeKey Qualifications & Responsibilities:• Assisted the CEO with content-related assignments, document cleanup, management, and improvement of key platforms (Confluence, Slack, Drive);• Managed internal wikis, knowledge base articles, brand toolkit in Confluence and Drive;• Drafted and edited content such as technical articles, brochures, and posts on topics of smart waste management, deeptech, circular economies on LinkedIn and Medium;• Took initiative to set up the entire business development space in Confluence so team could navigate information effortlessly. -
Project ManagerHellomove Aug 2020 - Jan 2021The Hague, South Holland, NetherlandsKey Qualifications & Responsibilities:• Managed a portfolio of up to 11 immigration projects simultaneously, while adhering to established deadlines and resolving ongoing issues in internal CRM • Led a diverse team of web developers, business plan writers, assistants, freelancers of up to 15 people.• Developed and sustained professional relationships with partners across Asia and Europe• Facilitated weekly reporting to project stakeholders, internally to the CEO and externally to the clients.• Provided timely administrative and research support to startup co-founders and team. Key Achievements:• Refocused KPIs to increase speed of project completion by 24%• 22 out of 22 clients have received long-term visa to move to desired foreign country. -
Content CreatorPusan National University Feb 2017 - Jan 2018Busan, South KoreaKey Qualifications & Responsibilities: • Wrote short informative audience-oriented articles on topics of modern technologies, university events, and expat life in South Korea for student newspaper.Key Achievement: • Awarded a Certificate of Appreciation at 2018 International Essay Contest. -
Event Project ManagerPusan Jan 2017 - May 2017Busan, South KoreaKey Qualifications & Responsibilities: • Directed students team who planned an annual festival for 500+ attendees and 13 participating international teams; • Coordinated event planning with 4 event preparation committees in charge of recruitment, advertisement, planning, and photography. Key Achievement: • Awarded Certificate of Contribution by main festival organizer for leading organizing committee and effectively completing an intensive internship in international event planning.
Darina Sembay Education Details
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Business/Managerial Economics -
4.10/4.50, Dean'S List
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Cultural Exchange Program -
High School Diploma With Honors
Frequently Asked Questions about Darina Sembay
What company does Darina Sembay work for?
Darina Sembay works for Astana Expo
What is Darina Sembay's role at the current company?
Darina Sembay's current role is Event Marketing Manager.
What schools did Darina Sembay attend?
Darina Sembay attended Radboud University, Pusan National University, Temasek Polytechnic, Nazarbayev Intellectual Schools.
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