Recently, I decided to dedicate some time on driving thought leadership and further business implementation of my PhD research, which I finished 2 years ago at Warwick Business School. This includes four priority areas:• Keynote Speaking at the largest industry and corporate conferences: 1) Delivered an opening keynote at the Rakuten Advertising flagship event in Europe for an audience of 700+ of seasoned marketing professionals with a lot of positive feedback from the Rakuten Senior Leadership and industry experts; 2) Shared my data leadership experience at the C-Suite Roundtable organized by Valona Intelligence; 3) Inspired the market research industry to start reconsidering the existing approach to omnichannel and shopper path to purchase research with a keynote at Quirk’s London. •Scale to define different types of purchases: 1) Established a specific product proposition for brand, retail, media, and market research clients on how they can benefit from the scale that I developed during my PhD research, and which has already enabled strong business results for Internet and Beauty Care companies; 2) Published an academic paper in the International Journal of Market Research.• Individual and team coaching, training, and workshops: 1) Delivered a series of virtual workshops to senior marketing and analytics leaders on ‘How to encourage data-driven culture within an organization’; 2) Provided virtual group trainings on the topics: ‘How to effectively partner with business stakeholders’ and ‘How to build research learning agendas that unlock strategic impact’; 3) Led tailor-made seminars for postgraduate students at Condé Nast College of Fashion and Design on the topics of mixed methods research and data visualization.• Community for data, analytics, and insights professionals: Created a community for data, analytics, and insights professionals with the objective to promote diversity, technical training, and business acumen.

Recruited to Global Senior Leadership to transform Measurement & Insights function to drive business decision-making. • Established team transformation strategy with clear vision, identity, operational and governance model, and measurement framework across all communication channels. Increased team efficiency by 4.5 times in terms of speed and number of delivered projects with implementation of defined roles & responsibilities, competency cards, and career progression paths for 18 team members (including data engineers and a data architect). Addressed the most critical missing capabilities with bespoke trainings (e.g. how to evaluate the quality of machine learning models and AI solutions). • Enabled marketing plans for 16 top priority campaigns with actionable recommendations for effective marketing mix with potential to improve campaign ROI by up to 30%. Initiated development of the first global toolkit with creative best practices to connect brand gaps with specific creative tactics based on clear taxonomy and data infrastructure mapping for campaign performance data from media agencies, first party Adobe Analytics data, and ad-hoc research. Deployed external machine learning-based solutions to achieve 20% improvement in data quality and full automation of the standardized reporting of key campaign performance indicators. • Empowered global digital strategy with specific recommendations on ey.com customer journey optimization, enhancement of ‘global – local’ content strategy and templates for article pages with potential to increase the site conversions by 2.5x times. Created benchmarking dashboard with real time data for article page performance that provided guidance on potential of the content optimization and enabled increase of campaign lead generation by 80%.

Recruited to Europe Senior Leadership Team and established the function of 15 team members from scratch. • Built, led, and developed a high performing team responsible for all audience and advertiser research & insights in Europe. Established team structure, individual career development & pathing, ways of working, team identity & values, key stakeholders mapping & governance, and highly collaborative team culture.• Developed and delivered research & analytics long-term strategy, vision, and plans for European advertiser solutions organization ($5.5M research budget, largest at TikTok). Achieved strong team visibility and impact, ensuring presence of team members in leadership meetings, implementing ad-hoc analytical & research toolkits (e.g. research claims database, consumer empathy), training programmes and organizational deployments with 1000+ participants. Improved efficiency of data & research requests management by 3x times in terms of speed and impact. • Created data-driven organizational culture within TikTok’s European advertiser solutions organization, guiding development of highly impactful data products (e.g. 10+ dashboards with specifically defined data APIs) and deploying two large external AI-based products that empowered business narratives with in-depth understanding of performance of different advertising video components and their potential to attract consumers’ attention. • Unlocked budgets and secured global partnership deals for ~$1.5bln with WPP, P&G, L'Oreal, Disney, Samsung, Publicis Groupe, and IPG via bespoke research offerings. Delivered 10 thought leadership projects (e.g. Community Commerce with WARC and Publicis Groupe with ~100M article views; Authenticity, Happiness and Joy with ~23M article & sizzle reel views) and 50+ research projects. Enabled & amplified ~100 business narratives, which were presented at the biggest industry and TikTok-specific events (e.g. AdWeek, Cannes, DMEXCO).

• Built expertise in consumer decision-making in Digital & e-commerce – realized PhD project from scratch at WARWICK BUSINESS SCHOOL & UNIVERSITY COLLEGE LONDON, using the cutting-edge methodologies in consumer neuroscience and statistical modelling, raised £200K funding, provided product recommendations to the Leadership Team at PINTEREST with the potential to increase e-commerce conversion by 40%. • Created an offer for start-up acceleration – developed an agile toolkit on how to address business challenges with consumer research that enabled 4x growth in site conversion in one month, won ESOMAR Award for outstanding contributions to a start-up, granted Mentor positions at TECHSTARS and STARTUPBOOTCAMP accelerators. • Established an expert Insights brand. Published 47 posts on various Insights domains that received appreciation from the industry leaders. The biggest business cases were shared in the iconic Marketing Research conferences (e.g. 70th World ESOMAR Congress – Sep’17; MRS Summit - May'18).

Recruited to Leadership Team, enabled global brand transformations and product innovation. • Shaped regional long-term & short-term brand strategies – transformed digital brand strategies via shifting Leadership focus from traditional media channels to stronger presence in Digital. Ensured regional prioritization of investments within digital and social media channels and provided guidance on the most relevant communication messages based on the results of Marketing Mix Modelling and media ROI analyses. Achieved $10+ million savings in communication budget and 20% increase in digital spending. • Empowered global marketing strategies – enhanced global brand relaunches (e.g. Fitness, Nesquik) for new consumer targets (e.g. gatekeepers vs kids) and achieved higher focus on equity building campaigns in health & nutrition. Achieved a step change in data harmonization and connectivity, launching the first ever regional automated reporting solution for C-Suite leadership that showcased performance of both upper funnel (i.e. brand health) and lower funnel (i.e. category and market performance) metrics. Secured regional potential of 2% organic growth from a new communication campaign. • Turned around regional Go-to-Market and product innovation strategies – created a strategic regional Go-to-Market plan that addressed $80 million opportunity across 5 building blocks via in-depth market and category performance analyses. Shaped Innovation pipeline (including M&A) in direct collaboration with corporate finance team with a potential of $30 million and new product development to meet underserved consumer needs in cereal bars.• Achieved a step change in analytics & insights capabilities – relaunched best practices for Social Listening and segmentation. Achieved $200K savings in a research budget through research programme optimization.

• Achieved a substantial increase in quality and impact of insights on business cases – delivered insights expertise with excellence for 100+ cases globally from proposals to clients’ Top Management presentations. • Empowered global BCG offerings – shaped corporate expertise in development of Consumer Insights function and Digital Consumer Discoveries in direct collaboration with Senior Partners in Atlanta and Paris. • Mentored 3 Lead Knowledge Analysts – achieved 1.5x increase in impact of research on case recommendations.

Guided regional brand and communication strategies for Baby Care in Europe, Middle East, and Africa. • Amplified Pampers communication strategy – led insights expertise for “all-in digital” transformation of Pampers communication in Nordics and more effective TV commercials for the regional campaigns that enabled a growth in Pampers equity score by 4 pts in a quarter. • Enabled marketing & distribution toolkits for new product launches – secured potential of $47 million for Pampers Premium Care Pants launch driving Shopper Based Design and in-store communication. Achieved a step change in Size of the Price calculation for brand and product initiatives that incorporated various regional and local building blocks and effects of the category initiatives.• Mentored and coached a direct reporter (Summer Intern) and a recruitment team of 3 people.

Won 15 awards for outstanding individual & team business contributions and consumer & market research innovation. • Redesigned approach for Joint Business Planning – brought higher focus on shopper & channel understanding via holistic shopper profiles. Ensured engagement of the whole multifunctional team in the execution of developed business recommendations. Transformed insights into engaging storytelling presented to customers' Top Management. Secured several category captaincy projects and national incremental listing of up to 180 SKUs per retailer. • Turned around relations with strategic retailers in tough & competitive environment – achieved ice-breaking in relations with several strategic P&G customers that resulted in 2x sales growth in a year. Executed with excellence the first ever joint customer research project that promoted P&G research expertise. • Guided development of long-term marketing programmes for several of the biggest retailers in EE with programme revenue potential of up to $9 million per program in a year. Established a series of workshops on communications development (e.g. messages, claims, visuals, TV commercials), bringing marketing, brand, media agencies, and sales team members together that resulted in a 5x times more efficient (based on turnaround) process for communications creation. • Guided Go-to-Market strategies for Digital & e-commerce – enabled local, regional, and global Digital & e-commerce strategies, which led to outstanding business results recognized by Global Platinum Award. Strategic recommendations were based on full-scale landscape assessment, mapping of the customer journey, shopper studies, and included “where to play” (e.g. selection of customers) and “how to win choices” (e.g. investment priorities, planograms). Developed strategy resulted in 2.8x yearly sales growth and P&G shares increase by 140% in e-commerce channel in EE.

Created a unique community in Russia for marketing research professionals - built marketing strategy, managed a passionate team of 3 people and established relationships with the top research agencies and professionals. Organized various kinds of events on innovative research capabilities and the biggest research issues (e.g. data quality).

Being a part of the International Research Group in Behavioral & Experimental Economics (joint Group with London School of Economics), I led a project “Context influence on consumer choices”. Analyzed academic literature and set up research experiment.

I was recruited as a Research Specialist and fast-tracked to Research Executive position within 4 months. Enabled business development strategies, providing guidance for Russian and international companies on the market potential and competitive environment across technology, retail and machinery sectors.

Being a part of the International Research Group on Applied Cross-Cultural Psychological Research, I participated in the international research projects on cross-cultural values, perceptions & attitudes, and was in charge of data input and encoding, database operation and primarily data analysis in SPSS.