Selected Work

Corporate Marketing Strategy For Conwest Developments

Fractional CMO | 6 months

#CorporateMakretingStrategy #Branding #DigitalStrategy #ProjectRollout #Vendors

Challenge

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.

  • 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.

    • 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.

  • 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.

Rebuilding Marketing for UNIT.City

Fractional CMO | 9 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.

  • 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.

    • 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.

  • 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.

Design-thinking strategy session report for real estate developer. Preparation, facilitation, reporting

Led the team of 15 cross-agency researchers, creatives and media professionals to develop USA market entry strategy

Briefing the agency. New website development for PinchukArtCentre and Future Generations Art Prize

Launched skin neutraceutical for an e-commerce startup. Performed market analysis, researched customer preferences, did competitor mapping, studied and budgeted ingredients, worked with formulators, producers, brand designers, packaging companies, compliance lawyers, testers, shipment and storage partners from all over the world. In-house team – 1 chemist. Developed advertising roadmap for the advertising partner.

Three new markets opened in the EU, medical devices — signed partnerships through international networking, co-created marketing activation plans, oversaw local trainings

Financial valuation of UMICORE, a global circular materials company, done on publically available data, togather with two classmates from my MBA program

Research and strategic recommendations for Antwerpen Management School PhD program

Monthly report of my team at UNIT.City – digital, social, event, PR, production, new media

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

Drove digital communications for major international projects at Venice Biennale, WEF in Davos, in collaboration with leading EU cultural institutions (M KHA, Bazar, European Commission). Example of a monthly report