I joined Beru, a fast-growing marketplace, as a copywriter — and lived through every stage of its life up to its sudden death. The most interesting part though started right after the funeral: Beru had to take on the name of a brand the entire country had known for 15+ years. I led the tone of voice and brand positioning for the relaunched Yandex Market, ran the first campaigns under the new name, talked a change-averse country through it — in newsletters, posts, and banners — and gave that same treatment to three private label brands born under the new name.

Full multichannel rebrand including positioning and TOV creation

0private label brands developed under the new brand

Next stop — Yango, a ride-hailing service. When I joined, it was essentially an African brand; by the time I left, it was moving millions of passengers across Lahore, Lima, and Baku alike. We launched a new country every 1–2 months — running research, building creative strategy and launch materials, adapting to local culture, and doing it all with minimum resources. The results: wins in new markets (like beating Careem in Pakistan, or hailing rides by hand in Ethiopia), and a full portfolio of multilingual creative work — from Spanish and Arabic to Azerbaijani and Amharic.

Ownership of all brand communications

0+countries in scope at peak

0subbrand positionings developed and implemented

Where I am now — Yandex Plus subscription in Central Asia and all the services within it. The creative team started with me: as the business grew, it became clear that recycling ready-made creative wouldn't cut it, and there was no getting by without a creative head. My head came in and built a team of 14 — well-rounded fighters who handle everything from push notifications to full 360 campaigns, across every service in our markets, and who feed new solutions back into the brand systems used by our parent brands. Now creative doesn't just have a head — it has hands, and a heart, too.

0people on the team

0services led end-to-end

0+integrated campaigns in 2 years