Bio
I consider my main mission as one of the leaders of marketing in Russia to develop the culture of strategic approach to marketing system management via integration of brand management and customer loyalty management, to create new instruments for this purpose and to assist companies to create additional business value by forming business assets.
Academic interests
- Author of scientific articles on brand management and customer loyalty management, including research on Russian companies and their principles of marketing management ORCID 0009-0003-1183-1520
- Author of scientific research on corporate happiness management included in creation and development of HR and techno-brands
- Author of scientific monograph on brand management and customer loyalty management (currently in progress) (Centre of strategic marketing and innovations at Higher School of Management at Saint Petersburg State University)
Professional achievements
- Successfully built brands LOVE REPUBLIC, Zarina, Urbantiger (mass market fashion retail)
- Developed the brand DLT. TSUM Saint Petersburg (luxury fashion retail)
- Developed personal brands for Renata Litvinova, Alexander Yemelyanenko
- Worked with celebrities Naomi Campbell, Irina Shayk, Alessandra Ambrosio, Renata Litvinova, Vera Brezhneva, Nadezhda Granovskaya, Gosha Kutsenko and others, held collaborations with Roberto Cavalli, Barbie and others
- Having worked 20 years in strategic marketing and branding, I have brought up loyal audiences with the most consistently growing NPS ratings on the market in their segment
- I have built Cloud.ru value as an employer (ENPS from 44,5 to 75 within 1 year) based on customer loyalty chain
- Developed and implemented private strategy of creating and managing Society of Higher School of Marketing of Saint Petersburg State University (8000+) (educational cluster of Bank VTB PAO) within brand development for Higher School of Marketing of Saint Petersburg State University
- Developed strategy of corporate culture changes and corporate code of employees within digital transformation of business for company АО “Stroitransgas”
Education
- 2024 - Strategic marketing, INSEAD
- 22019-2022, Executive MBA, High School of Management, Saint Petersburg State University
- 2021, General management, SDA Bocconi School
- 2020, Neurolinguistics, Saint Petersburg State University
- 2020, Games Theory, High School of Economics
- 2017, Viral Marketing, Warton, University of Pennsylvania
- 2002-2008, International Marketing, specialist course, Saint Petersburg State University of Economics
- 2001-2007, Public Relations, specialist course, Saint Petersburg State University of Economics
Hobbies
- Horseback riding (dressing-out)
- Lawn tennis
- Diving