The Change Marketing Team. We work with people in projects of change. Clients, teams, partners, market players, entrepreneurs, and stakeholders who face changing markets, breaking trends, transforming businesses, and entering new spaces. We are bringing together our expertise in marketing, communications, product and sales management, working with human capital and team development to make change happen.https://vinden.one

• Strategic Oversight & Budget Governance: Defined the marketing vision and strategic roadmap for 2022-2023, optimizing budget allocations to align with growth targets and operational efficiency.• Rebranding & Change Management Leadership: Directed a swift rebranding from SberCloud to Cloud, reconfiguring multiple brand touchpoints amid divestiture. Launched a full-scale rebranding as a strategic project.• Data-Driven Results: Led integrated campaigns across segments that, even with restricted ad channels, resulted in a 22% rise in brand searches and a 32% increase in site traffic. Lead generation through digital channels by 3.4x, and qualified digital leads by 2.4x in 1H 2022 over 2H 2021• Governance & Team Leadership: Reshaped a marketing team of up to 60 to support high-level business goals. Oversaw cross-functional initiatives, including account-based marketing, brand expansion, and KPI analysis.• Client-Centric Transformation: Contributed to the shift from product-centric to client-centric marketing, collaborating cross-departmentally on market segmentation, user research, and industry solutions.• Risk & Crisis Management: Designed and implemented a crisis communications plan for 1H 2022, successfully mitigating business risks and maintaining workforce productivity.

• Brand Strategy & Rebranding Leadership: Led ATOL’s comprehensive rebranding initiative, developing a new brand strategy, identity, and visual guidelines for digital and physical touchpoints. The rebrand’s impact on media ad campaigns was significant, increasing conversion rates by 9x within targeted product campaigns.• Client-Centric Transformation: Pioneered a shift from product-focused to client-centric marketing. Conducted in-depth market and user research, and customer development initiatives across four business units, encompassing customer journey mapping, pain-point analysis, and client segmentation, ensuring the brand’s alignment with customer needs.• Building High-Impact Marketing Teams: Established ATOL’s marketing team from the ground up to support the company’s strategic goals. Developed the organizational structure, onboarded talent, and created foundational processes with clear KPIs. Led a cross-functional team of 20 covering brand strategy, product and content marketing, events, digital campaigns, research, communications, and sales support.• Integrated Campaign Management: Orchestrated campaigns to drive product sales and awareness of new tech standards (e.g., Fiscal Data Format 1.2, cash registers, data terminals, payment solutions, cloud systems). Positioned ATOL as the market leader in these categories, reinforcing its reputation as the go-to authority on industry standards.• Partner Engagement & Loyalty Programs: Designed and executed strategic events for ATOL’s distribution network to drive loyalty and sales, including high-impact product sessions, a Product Day, a top-tier business strategy session, and multiple webinars, fostering stronger partnerships and engagement.• Strategic Vision & Budgeting: Defined ATOL’s marketing roadmap and budgetary framework for 2021-2023, aligning marketing investments with strategic growth priorities.

Transitioning to the role of Business Unit Leader, I conceived a new B2C service leveraging the Evotor B2B ecosystem. Conducted extensive qualitative and quantitative research to validate market needs and crafted a comprehensive business model to support growth and operational success.

• Category Creation & Market Leadership: Launched the “smart terminal” category—cloud-based cash registers with business apps—securing Evotor’s 75% market share by 2019. The category itself reached over 20% of the market, and by mid-2019, nearly half of all sales were smart terminals.• Brand Launch & Competitive Positioning: Established Evotor as a leading brand in a competitive SME market, achieving #2 in national brand awareness by 2019 (Top of Mind 25%, Brand Awareness 61%), standing out against established brands.• Sales & Revenue Growth: Grew sales to 600,000 smart terminals in three years, exceeding initial targets by 20%. SaaS revenue tripled from 2018 to 2019, with one in four Russian retail companies adopting Evotor’s solutions.• Transformational Partner Marketing: Built a strong partner network as a marketing channel, changing partner mindsets and, in some cases, business models. Led about 100 events, drawing 30 to 600 attendees and boosting partner loyalty and engagement.• Media Leadership: Achieved industry dominance in media presence, with Evotor capturing approximately 41% of the market share in brand mentions over three years.• Ecosystem & Product Branding: Developed brands for new platforms and services (e.g., “na_polke,” Evotor Pay, Zhiza), expanding Evotor’s ecosystem and reinforcing brand reach.• B2B2C Marketing Innovation: Introduced a B2B2C approach, redefining the marketing strategy for cash registers and broadening customer engagement and loyalty.• Team Development & Leadership: Built and structured a 25-member team across seven functional areas—brand/product marketing, communications, digital, events, and partner support—aligning them with Evotor’s strategic goals.• Strategic Contributions: Played a important role in Evotor’s corporate strategy, ecosystem planning, and product and sales strategy, fostering cross-functional alignment and business growth.

As Business Unit Leader (Department Director) at AGT, a leading communications agency in Russia, I led the transformation of a traditional PR-focused business unit into a full-service marketing agency, focused on driving revenue growth and acquiring high-profile clients. Additionally, I provided senior-level marketing and communications consultancy to both international and national brands, including Nokia, Microsoft Devices, LINE, Sika, Egger, 3M, Citibank, LetoBank, Frutonyanya, and SPLAT (BioMio).• Revenue Growth & Business Expansion: Achieved a 2.4x increase in business unit revenue over 2.8 years, positioning the unit as a high-performing, client-driven arm of AGT.• Strategic Business Transformation: Designed and executed the transformation of the business unit into a separate entity with a distinct brand, expanding service offerings to meet the full spectrum of client marketing needs.• Client Acquisition & Service Diversification: Secured new clients by offering comprehensive marketing services, including strategy, creative, digital, media planning, and buying, increasing AGT’s market competitiveness and value proposition.• High-Impact Marketing Strategies: Developed and implemented over 50 client strategies and plans, including market entry strategies, new product launches, crisis communications, and expansion plans aligned with client business goals.• Team Development & Leadership: Built and led a high-performing team of up to 10 marketing and communications professionals, fostering a culture of innovation and strategic excellence.

Founded and led a communications agency focusing on high-impact brand and communications projects across Russia and Kazakhstan. Acted as a strategic advisor, delivering tailored solutions to clients across diverse industries, from social media to hospitality and energy.• Strategic Consultancy & Project Leadership: Spearheaded the development and execution of approximately 50 communications projects, addressing key brand and market positioning challenges.• Notable Client Engagements: Directed high-profile projects, including a brand refresh for Odnoklassniki in Kazakhstan (2012), launch event strategy for VietCafe in Kazakhstan (2012), HR branding concepts for JTI Kazakhstan (2013), the Kashagan Oil Museum concept for NCOC (2012), and exhibition stand design for EXPO (2013).• Brand Development & Market Presence: Enabled clients to achieve greater market reach and brand impact, providing expertise in concept development, brand positioning, and event strategy to support growth in competitive markets.• Cross-Market Experience: Delivered results-oriented campaigns across Russia and Kazakhstan, leveraging regional insights and strategic planning to meet diverse client needs.

As Communications Leader at Tele2 KZ, I played an important role in supporting the brand’s entry into Kazakhstan, driving a successful launch, and contributing to strategic initiatives through optimized interconnect rates. My responsibilities encompassed corporate communications, influence marketing, digital engagement, and social media support.• Successful Market Launch: Led the communications campaign for Tele2 KZ’s launch, achieving significant market penetration (up to 1.4M customers in 8M 2011 and up to 3.4M customers in 2012).• Interconnect Rate Reduction: Advocated for and supported policies leading to a government-approved, gradual 2.3x reduction in interconnect rates over four years, positively impacting profitability.• Team Training & Cultural Integration: Conducted the “Tele2 Way” training for all 350 Tele2 KZ employees within a month, embedding brand values and aligning the team with company objectives.

In Tele2 Russia I built and managed the corporate communications function on the federal and regional level, including media relations, CSR activities, support of GR and IR, and digital communications (website and social media). This comms function supported top-level business tasks including receiving new regions licenses, the launch of operations in 20 new regions, competition for 4G licenses, and others.• Developed and implemented the communication campaign supporting Tele2 launches in 20 new regions for 9 months (resulted in 6M+ new customers in 2H 2009-FY2010);• Changed Tele2 perception among clients, media, and experts: the fastest growing and the most customer-focused mobile operator in Russia, part of BIG4 mobile operators, the ambitious market player with a discounter business model, and the only market player that has a true 4G technology experience – instead of small niche telecom player, number of regional operators. This allowed the company to receive and defend its licenses for new regions. • Built effective communications team on federal, macroregional, and regional levels from scratch (structure, systems & procedures). Hired, coached, and managed the team (approx. 35 FTE) and helped them to grow.

Responsibilities: development and implementation of product / brand / PR campaigns for the agency’ clients. PR team management (up to 3 team members). Development of the PR expertise. Key clients: Panasonic, Remington, VARTA, Suzuki, Actavis etc.

Responsibilities: communications campaigns’ development and implementation (investment groups, banks, asset management companies, pension funds etc.).Key clients: The Federal Commission for Security Markets of the Russian Federation, AVK Group of the Companies, First National Pension Fund and others.