Experience level:
More than 5 years
Education level:
Bachelor
Languages:
Russian: Native
English: B2
I am a strategic and results-driven Head of Brand Marketing with 25 years of experience across various industries, specializing in brand development, positioning, and multi-channel marketing strategies. My expertise spans end-to-end marketing management, including go-to-market (GTM) strategies, brand storytelling, audience engagement, and lifecycle marketing, leveraging a full spectrum of marketing tools to drive business growth. I excel in crafting and executing integrated brand marketing campaigns, covering brand communication, retail and trade marketing, advertising, events, and live service support. I have a strong track record of successfully launching and scaling brands, building brand equity, and sustaining long-term engagement in competitive markets. With a deep understanding of brand partnerships and market dynamics, I establish and nurture strategic collaborations with key stakeholders, global partners, and agencies to amplify brand impact and visibility. As a proven marketing leader, I build and mentor high-performing teams, fostering innovation and excellence while coaching emerging talent into top-tier marketing professionals. My focus is on driving brand growth, enhancing customer engagement, and delivering measurable business results.
Brand Growth & Market Positioning
• Led the successful worldwide launch of UFL, positioning it as a major competitor in the football gaming industry
• Designed and implemented a global brand strategy, establishing UFL as a player-first, skill-based football experience
• Defined and strengthened UFL’s brand identity, ensuring seamless consistency across all marketing channels and platforms
Marketing & Player Acquisition
• Led multi-channel marketing campaigns, driving significant player acquisition and engagement
• Developed and optimized data-driven performance marketing strategies, improving user acquisition and retention
• Drove significant organic growth through community engagement, social media, and influencer partnerships
Public Relations & Brand Awareness
• Secured major media coverage and industry recognition through PR and communications strategies
• Established strategic partnerships with global football clubs, leagues, and ambassadors to enhance UFL’s credibility and reach
• Orchestrated large-scale launch events, trailers, content campaigns, and brand activations
Community & Engagement Initiatives
• Developed a highly engaged player community, fostering loyalty and advocacy through interactive content and events
• Implemented player feedback loops, improving game perception and brand affinity
• Launched successful engagement campaigns, leveraging esports, live events, and digital activations
Leadership & Business Impact
• Built the marketing department from the ground up, establishing scalable processes and cross-functional team structures
• Led a high-performing team covering brand, digital, PR, creative, influencer, and community marketing
• Championed data-driven decision-making, aligning marketing performance with business goals and maximizing ROI
• Collaborated closely with production, product, partnerships, and executive leadership to ensure business alignment
Key Achievements
• 500,000+ wishlists across PlayStation 5 and Xbox Series X|S
• 3,500,000 registrations in the first month following game reveal
• 1.9M+ community members on owned channels
• 16M+ video views on YouTube content
• Led ambassador and club marketing activations with: Cristiano Ronaldo, Kevin De Bruyne, Roberto Firmino, Romelu Lukaku, Oleksandr Zinchenko, AS Monaco, West Ham United, FC Aris, Bayer 04 Leverkusen, Celtic FC, Rangers, Sporting CP,
Porto, Benfica, PSV, Hashtag United, Colchester United, AC Milan, Besiktas, and brands including adidas, Umbro, Kappa, Joma, and more
Key Responsibilities:
• Established marketing department and operations from scratch
• Built a new market profile and developed an effective go-tomarket (GTM) strategy
• Led product management, tailoring services to local market
specifics
• Designed and executed an effective communication strategy
• Conducted in-depth competitive analysis to identify market
opportunities and refine brand positioning.
• Managed all ad formats: TV, Digital, Print, OOH, Radio, Events
• Conducted high-profile projects with media, influencers, and
celebrities
• Oversaw sponsorships and partnerships, securing strategic
collaborations
Key Achievements:
✓ Successfully launched the product in the EU market
✓ Developed a comprehensive marketing plan and short/long-term
strategies
✓ Achieved +12% monthly growth in business and marketing KPIs
✓ Secured high-profile sponsorships, including Cyprus’ top football
club, local ambassadors, and influencers
✓ Optimized marketing and ad performance, reducing costs while
increasing impact
Key Responsibilities:
• Developed the 2018 brand strategy and marketing plan, including
advertising campaigns
• Led brand voice repositioning and new product R&D
• Managed co-branded partnerships and eSports initiatives
• Oversaw all marketing activities and budget management
Key Achievements:
✓ Achieved Top 3 position in category, Top 5 total market
✓ #1 brand in sales growth (+51%), +73% YoY, brand awareness +5
points
✓ Successfully launched two eSports teams
✓ Developed and executed a comprehensive SMM strategy
✓ Led brand partnerships with Sony Pictures (Venom) and 20th
Century Fox (Deadpool 2)
Key Responsibilities:
• Represented the local market within EA’s global structure.
• Developed short- and long-term marketing strategies for brand
and product launches
• Managed integrated marketing communications (SoCom),
partnerships, and special projects
• Led community-building initiatives and influencer marketing
• Oversaw product lifecycle management and live service
marketing
Key Achievements:
✓ Led #1 sports game (FIFA) and #1 FPS game (Battlefield 3, 4) in
Russia
✓ Achieved record sales: Battlefield 3 became EA Russia’s bestselling title, FIFA sales grew 300%
✓ YOY revenue growth: Battlefield 4 +25% vs. BF3, Battlefield 1
+60% vs. BF4
✓ Secured exclusive Russian Football League licensing for FIFA
✓ Forged and nurtured strategic partnerships with top gaming and
technology brands, including NVIDIA, AMD, DELL, Asus, Acer,
MSI, Razer, Gigabyte, PlayStation, Microsoft, and Twitch, leading
to enhanced product visibility, exclusive marketing
collaborations, and hardware bundling deals
✓ Developed high-impact co-branded campaigns with global
entertainment and consumer brands such as Hasbro, Lego,
Yandex, VKontakte, Instagram, and Tornado Energy, successfully
expanding brand reach and deepening audience engagement
across gaming and lifestyle communities
Leadership & Team Management, Marketing Strategy & Execution, Brand Development & Positioning, Brand Strategy & Identity, Content Marketing & Storytelling, Crisis Management & PR, Budget Management & ROI Optimization, Data-Driven Decision-Making, Creative Direction & Campaign Development, Innovation & Emerging Trends