Selected Work
Corporate Marketing Strategy for Conwest Developments
Fractional CMO | 6 months
#CorporateMakretingStrategy #Branding #DigitalStrategy #ProjectRollout #VendorManagementChallenge
Conwest is a privately owned Canadian real estate investment and development company specializing in industrial, commercial, and mixed-use projects across Metro Vancouver. Despite a significant market presence in terms of project volume, virtually no strategic work had been done on the corporate brand. Project branding was disjointed. Individual projects, despite their quality, carried no identity connecting them back to Conwest as the developer. The foundation was there, it simply hadn't been brought together into a coherent system yet.
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Market and competitor research, deep audit of the existing marketing and digital ecosystem, strategic work sessions with the COO and marketing team, stakeholder interviews, development of 12 stakeholder personas, creative testing, and close collaboration with external partners including videographers, creative production teams, and a branding agency.
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Extensive Brand Foundations document defining corporate positioning, messaging architecture, brand voice, and visual language guidelines.
Corporate-to-project brand architecture establishing a clear structure connecting the Conwest corporate brand to its project brands.
Comprehensive Corporate Marketing Strategy covering digital ecosystem redesign, content and social media strategy, CRM strategy, and PR development.
A structured five-year rollout roadmap with detailed project and vendor briefs across five workstreams: Brand Elevation, Corporate Website, Digital Leadership, PR Authority, and CRM Enhancement.
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A unified corporate marketing system built on a shared understanding of who the company is and where it is going. Leadership and teams aligned around a clear narrative and strategic direction, creating a common foundation for decision-making across the organization.
The work produced a comprehensive marketing strategy and execution roadmap, supported by an extensive set of ready-to-use operational documents that allowed the team to move immediately from strategy into action.
For the first time, the brand, the business strategy, and market communication are set to work as one system, enabling the company to step forward with clarity, confidence, and authenticity and to claim a distinct position in the market.
Marketing Transformation for UNIT.City
Fractional CMO | 10 months
#MakretingStrategy #Rebrand #TeamHire #RollOut #RedDot #Mentorship #PR #Innovation Challenge
UNIT.City is Eastern Europe’s largest innovation park – a hub for startups, global technology companies, investors, accelerators, a peer-led tech university, and public–private partnerships shaping the region’s innovation ecosystem. UNIT.City was entering a new phase of development following the appointment of a Silicon Valley–recruited CEO and the preparation for a $50M investment round. As the organization restructured, I was brought in to partner with the CEO to build the marketing and communications function from the ground up — establishing strategy, team, processes, and communication platforms while maintaining the organization’s ongoing operational marketing.
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Built the function from the ground up, restructuring the existing team, hiring inhouse digital, PR, content, design, and copywriting talent, while integrating events and community management into one coherent unit.
Teamed up with the CEO to translate corporate strategy into marketing direction. Research went beyond the local market – we studied the world's leading innovation ecosystems, Silicon Valley, Israel, Singapore, Eindhoven, and visited some of them. What worked there informed what we built.
Two parallel mandates: build a marketing function that could operate at world-class level, and build a brand vibrant enough to hold its own globally. That meant going beyond communications into product: launching BOOTCAMP with Silicon Valley mentors and Stanford faculty, organizing pitch nights and large-scale innovation events, launching e-residency, commissioning NEST as a dedicated home for the startup community.
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Five-year strategic marketing roadmap aligned to corporate strategy.
Full rebrand (positioning, visual identity, and brand system) recognized with an international Red Dot Design Award.
Inhouse marketing team of six across digital, social, PR, content, design, and events – hired, onboarded, mentored.
Go-to-market strategy and launch campaigns for BOOTCAMP, UNIT NEST, and eResidence.
Owned media engine – a YouTube show and a multi-platform podcast featuring global startup leaders.
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40+ digital events, pitch nights, and large-scale innovation conferences delivered per month.
75,000+ video views during active campaigns and market-leading engagement across platforms.
8M+ earned media impressions.
Up to 10 national media publications monthly through established agency partnerships.
UNIT.City positioned as a recognized player in the global startup and investment ecosystem, not just Eastern Europe's largest innovation park, but a brand that could stand alongside the world's best.
From Stalled to Sold Out for Avalon
Strategic Facilitation | 1 month | 2-day session
#DesignThinking #CustomerJourney #CommunicationCampaign #RealEstate #SalesChallenge
A37 is a premium residential development by Avalon, one of Ukraine's leading real estate developers. Despite its quality, the project had stalled. Sales were slow and the existing marketing approach wasn't connecting with the right buyers.
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The engagement started with leadership sessions to define the problem and align on success criteria.
I then developed a tailored facilitation methodology, a design thinking framework adjusted to the specific challenge. Preparatory research was assigned to key team members before we began.
Two fully immersed strategy session days with a cross-functional team: marketing, sales, product, leadership, property management, and their agency.
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Detailed buyer personas with mapped pain points, motivations, and customer journeys.
Repositioned messaging architecture aligned to real buyer psychology.
Redefined marketing mix — reach strategy, communications touchpoints, and channel approach.
Strategic presentation and high-level go-to-market roadmap.
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The session unlocked what marketing had previously missed. The team arrived at unexpected solutions, not handed down from outside, but developed together, which meant full alignment and immediate commitment to execution.
A37 sold out within two months of the roll-out.
Product Strategy and Portfolio Expansion for Oxford Biolabs
Project Leadership | 14 month
#ProductStrategy #Nutraceuticals #Cosmeceuticals #GlobalMarketEntry #eCommerceChallenge
Oxford Biolabs is a UK-founded nutraceutical and cosmeceutical company developing science-based products to address unwanted signs of ageing. Having built strong traction with a clinically backed bestselling supplement targeting hormone-induced hair loss in men, the next stage of growth required developing a broader product offer that could leverage the brand's scientific credibility while addressing new customer segments across international markets. This meant identifying viable product opportunities, aligning formulation, regulatory, and commercial considerations across multiple countries and expert teams, and defining how each product would gain necessary resonance and traction with its audiences across different markets.
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Through market and category mapping, identified a whitespace in women's ingestible skincare, shaping the concept for a new nutraceutical product focused on skin improvement, alongside two complementary cosmeceutical products.
Translated these opportunities into product direction, developing high-level formulation concepts based on emerging active ingredients and ensuring alignment with regulatory frameworks across the EU, Central and West Asia, and North America, including permissible ingredients and claims architecture.
Working directly with the founder, coordinated a cross-border ecosystem of experts and vendors in chemical formulation, research, e-commerce, packaging, legal compliance, production, and distribution in order to bring all three products from concept to market.
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Product portfolio expansion strategy, including category identification, whitespace validation, formulation direction, and regulatory frameworks across EU, Central and West Asia, and North America.
End-to-end product development and launch roadmap for three new products.
Three market-ready products across nutraceutical and cosmeceutical lines with clear GTM strategy.
Cross-border team and vendor coordination across R&D, e-commerce, packaging, legal, and production.
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Three new products launched successfully across nutraceutical and cosmeceutical lines.
The women's skin supplement became a bestseller and remains a core revenue driver, validating both the market insight and the formulation direction that initiated the project.
Oxford Biolabs moved from a single-product-line brand to a scalable portfolio with a repeatable model for international product development and market entry.
Digital Strategy and Global Communications for PinchukArtCentre
Fractional CMO | 10 month
#DigitalTransformation #CulturalDiplomacy #ContentStrategy #GlobalCommunications #Brand Challenge
PinchukArtCentre, one of Europe's leading contemporary art institutions and organizer of the globally recognized Future Generation Art Prize, had a clear ambition: to become a leader in digitalization within the contemporary art world. With no unified ecosystem, no structured audience model, and no defined path to get there.
I was brought in to define this frontier, researching global benchmarks, shaping a strategic direction, and establishing how digital could become a core institutional capability.
Within months, the full-scale war in Ukraine transformed the mandate entirely. The institution became a high-visibility international voice across art, diplomacy, and public discourse, requiring an immediate shift from long-term digital innovation to real-time, high-stakes communications at scale.
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Started by defining what digital leadership could mean for a contemporary art institution at this level, researching global benchmarks and mapping how digital could serve content, education, research, and audience engagement.
Translated this into a strategic framework, defining how the institution operates within a global digital and cultural ecosystem, including the role of PinchukArtCentre and Future Generation Art Prize as interconnected platforms of influence.
Established the foundations of the digital ecosystem across website, content, social, and media partnerships, with a people-centric approach focused on relevance and sustained engagement.
With the onset of war, adapted into a resilient hybrid model, coordinating external partners while upskilling internal teams, including junior curatorial staff, to support communications.
Worked closely with leadership, PR, curators, and international partners to help shape how the institution speaks about Ukraine, war, culture, and responsibility on a global stage.
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Institution-wide brand and digital strategy grounded in audience insight and global positioning. Website relaunch strategy with a phased, scalable rollout.
Brand refresh direction and communications approach for Future Generation Art Prize.
End-to-end digital communications system spanning content, SEO, and performance.
Campaign architecture for major international initiatives across Venice Biennale, WEF at Davos, European institutions, and cultural platforms.
A structured measurement and reporting system for digital communications, introducing regular performance tracking, audience analysis, and data-informed decision-making.
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The Centre delivered a volume and complexity of international initiatives far beyond typical programming cycles, operating at a level of intensity never required before.
Audience growth was strong and sustained: over 800,000 accounts reached in a single month on Instagram, more than 1.2 million reach on Facebook, and consistent growth of 1,500–2,000 followers per month, with the majority coming from new, non-follower segments.
Within the first year of the full-scale war, PAC became a reference point in international conversations about Ukraine, present at Venice Biennale, Davos, the European Parliament, Christie’s; engaged in partnerships with major cultural institutions to support women and children displaced by the war. My contribution was ensuring that each initiative landed digitally with the clarity, reach, and coherence it deserved, amplifying the Centre’s work far beyond its existing footprint.
Led the team of 15 cross-agency researchers, creatives and media professionals to develop USA market entry strategy
Three new markets opened in the EU, medical devices — signed partnerships through international networking, co-created marketing activation plans, oversaw local trainings
Hands-on website design and part of copy writing for an urgent project by Pinchuk Foundation, Office of the President of Ukraine, and other partners to showcase russian warcrimes in Ukraine