Description

I help health, supplement, and performance founder-led brands clarify their positioning and build scalable go-to-market systems.

Many early-stage and growing wellness companies have strong products but unclear narratives, inconsistent messaging, and fragmented growth execution. This leads to weak conversion logic and inefficient marketing spend.

My work focuses on:

• Strategic positioning & brand architecture

• Decision logic & conversion narrative

• Go-to-market strategy

• Lifecycle & retention systems

• Founder-led brand storytelling

I work best with Seed-to-Pre-Series A brands in health, nutrition, biohacking, and consumer wellness/health.

Background in strategic communications and consumer health markets. Structured, data-informed, and commercially focused.

Industry field of expertise

Languages

English
Fluent
Russian
Native or bilingual
Spanish
Conversational
Kazakh
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Consultancy
Brand and GTM Strategist for Health & Wellness brands
HEALTH AND WELLNESS
March 2025 - Today (1 year and 3 months)
Madrid, Spain
I’ve worked with early-stage and scaling health & supplement brands across the EU, US, and AU markets, delivering positioning clarity, ICP validation, and structured GTM frameworks. My focus is on identifying structural bottlenecks before scale to ensure sustainable, data-informed growth. Link to portfolio:
Go-to-Market (GTM) Strategy Brand Strategy Branding
SAP APJ Transformation office
Campaign Lead, "Customer Value Journey"
DIGITAL AND IT
June 2023 - November 2023 (5 months)
Singapore
Led a regional "Customer Value Journey" initiative as part of SAP's Customer Success Transformation across APJ. Owned campaign concept, structure, and rollout, working across multiple customer-facing teams. Focused on translating customer value narratives into scalable engagement frameworks and internal adoption. This role strengthened my ability to connect strategy, storytelling, and execution across complex, cross-functional environments.
Customer Segmentation and Analysis Campaign
SAP
Senior Strategic Alliances Manager, Public Sector
PUBLIC SECTOR
June 2016 - August 2024 (8 years and 2 months)
Astana, Kazakhstan
In this role, I supported SAP Market Units in 8 countries (Kazakhstan, Tajikistan, Uzbekistan, Turkmenistan, Kyrgyzstan, Azerbaijan, Georgia, and Armenia).
Responsible for creating thought leadership narratives in the region and communicating them through different channels in a constant alignment with SAP regional C-level executives. I evaluate partnership/collaboration opportunities with third parties, making recommendations to senior leadership for current and future engagement possibilities.
Communication strategy Customer Journey Negotiation