Portfolio & Cases
Proven GTM and product launch experience across offline & online channels.
Scaling Marketing & Engagement across 10+ countries
EducationUSA— a global network of advising centers funded by the U.S. Department of State, operating in 180+ countries.
Despite existing global brand guidelines, marketing execution was largely manual, weakly targeted, and not data-driven, resulting in inconsistent brand presence and limited student engagement.
Main challenge: as EducationUSA’s first pilot region, the project had to build and scale a unified marketing and engagement model across 11 countries with no prior cross-center coordination and no existing implementation blueprint.
Took full responsibility for CRM technical setup and day-to-day management. Built the data architecture, audience segmentation, automation logic, and lifecycle workflows; created a centralized contact database; and connected CRM with all digital touchpoints to ensure complete lead capture and reliable follow-up. Automated key stages of the engagement funnel, reducing manual effort and allowing advisers to focus on student advising and partnerships.
- Implemented CRM & lifecycle marketing in a previously non-automated environment (50,000+ prospective students/ parents and 5,500+ local & global partners)
- Built and managed Regional platform, attracting 4.500+ visitors monthly with conversion rate ~18%.
- Increased inbound lead volume by 33% through multi-channel marketing activities
- Reached 117,000+ event participants across 10+ countries, achieving ~26% year-over-year growth
Private Label
Re-Launch — End-to-End Ownership
Azbuka Vkusa — a leading premium grocery retail chain with 170 stores; $1.3B EBITDA (2022).
The portfolio consisted of 9 private-label brands and 2,000+ SKUs, with overlapping positioning, unclear brand logic, and frequent product duplication that created customer confusion and diluted brand equity.
My Role: during the rebranding, took end-to-end ownership of the PL transformation, acting as a portfolio-level product owner and central coordination point across teams.
Owned the end-to-end private-label portfolio transformation, acting as the central product owner and program manager across commercial, design, packaging, quality, and supplier teams. Led the audit and restructuring of 2,000+ SKUs, defined flagship assortment strategy, and prioritized new product launches to support long-term portfolio growth. Managed cross-functional delivery, including supplier sourcing, category expansion, shelf planning, and go-to-market sequencing, ensuring alignment between commercial strategy and brand positioning.Owned the development and rollout of a new private-label visual and marketing system across 15+ product categories, overseeing category narratives, SKU-level storytelling, and in-store communication. Directed timelines, approvals, inventory transitions, and packaging rollouts with a strong focus on revenue protection and shelf continuity, avoiding stock gaps during the transition.
Led stakeholder alignment and decision-making with marketing and commercial leadership, translating strategic objectives into executable launch plans.
- 30%+ of the flagship private-label line SKU delivered in stores within the first year
- NEW Private Label Azbuka Vkusa generated 3.6% of total company turnover in 2022
- Delivered a scalable private-label strategy enabling long-term portfolio growth and category expansion
Brand Localization & Digital Growth for American Spaces
American Spaces — a public diplomacy initiative of the U.S. Department of State operating in 80+ countries.
American Spaces needed to relaunch and grow its brand in the Russian market while maintaining full alignment with global brand standards and operating in a politically sensitive environment.
Main challenge: project was executed under unusually restrictive conditions: political and regulatory restrictions made paid media, influencer marketing, and sponsored placements unavailable. All growth had to be organic. Brand operated under the U.S. Embassy, every piece of content required strict compliance, review, and institutional approval. Team had to build credibility and engagement while avoiding reputational and political risk.
Social Media Marketing and Communication Coordinator, PH International (2 years)
Relaunched the website to reflect the localized brand identity across all digital touchpoints. Managed daily social media operations, including content planning, copywriting, visual production, and community engagement. Produced and distributed email campaigns. Later took responsibility for the events function, supporting the planning and execution of online events with international speakers.
- Localized international brand for local offline and online channels
- Attracted 15,000+ followers and reached 45,000+ users monthly
- Increased event attendance by 26% YoY
- Raised email open rate from 23% to 38%
* Applied in selected case studies.
* Applied in selected case studies.
* Applied in selected case studies.
* Applied in selected case studies.
In my free time, I love traveling, learning new skills, building healthy habits, reading books, and co-hosting book clubs. For over three years, I’ve been sharing these moments and reflections in a personal Telegram blog. It started as a small space where I kept friends updated on my life after moving abroad, and over time it naturally grew and evolved into Zlata On The Move— a blog with 650+ readers that continues to grow alongside me.
Zlata On The Move | Записки кочевницы 🇪🇸🇰🇬
