I lead growth, influencer and brand communications for global fashion, beauty and EdTech brands — turning creators into predictable acquisition channels, building teams from zero, and running $400K+ monthly budgets at 200%+ ROAS.
Impact
About
I build influencer marketing functions that scale.
For nearly four years, I led Influencer Marketing at Yandex Practicum, where I built the function from the ground up — creating the strategy, processes, team, analytics, and creator ecosystem that turned influencer marketing into a measurable growth channel.
At the same time, I consulted for a beauty brand, helping scale its influencer program and test new acquisition opportunities.
I'm at my best where strategy meets execution: building systems from scratch, turning creative ideas into repeatable processes, and using data to make better marketing decisions. I love diving into analytics, spotting patterns, and optimizing what actually moves the business — not vanity metrics.
I'm currently Head of Amazon Influencer Marketing & Affiliate Partnerships at MAREE Beauty. Over the past decade, I've worked with brands including adidas, Farfetch, ECCO, Sporty & Rich, Kappa, and Uniqlo.
Selected case studies
2019 — 2026
Built the influencer function from scratch and scaled it across 100+ educational products, reaching 35M+ users and cutting CPL by 81% YoY.
Built the influencer and affiliate department from scratch — team, systems, KPIs and a predictable revenue channel driving 3–7% of company revenue at 200%+ ROAS.
Led the influencer and entertainment marketing for a gaming-first collection launch — livestream house, streamer integrations, PR and 60-hero seeding.
Six months of barter-only, taste-driven partnerships — Sporty & Rich became the best-selling brand at its reseller retailer.
3.5 years of barter-first partnerships with the local creative scene — art, music, styling and running — plus 360 launches, NFT collabs and Ultraboost storytelling.
18 months of community building around ECCO's core focuses, four press days, four events and the ECCO Squad video series.
Adapted Farfetch's global playbook for CIS with a CPA-based creator model — 130+ KOLs, 615 stories and $250K GTV in one month.
Experience
Skills
Full-funnel growth systems that own CAC, LTV and payback.
360° positioning, campaigns and cultural narrative work.
Building teams, KPI frameworks and marketing orgs from scratch.
ROAS-first thinking, attribution and A/B experimentation.
Creator + partner ecosystems as predictable revenue lines.
Amazon Influencer Program, storefront and affiliate motion.
Cohort, retention and channel P&L modelling.
Sourcing, negotiating and scaling with 4,000+ creators.
AI-native workflows for creator ops, briefs and reporting.
Go-to-market, org design and cross-functional leadership.
Process
Audit the funnel, unit economics and creator landscape. Find where the money actually is.
Design the org, systems and KPIs. Ship reporting before spend.
Move winning motions into always-on programs with predictable budgets.
Experiment, cut, double down. Every quarter compounds.
Contact
