I was born in Ashgabat and at the age of eight moved to Moscow. At this time the USSR broke apart and entrepreneurship started growing. Its growth and the boost of the Internet inspired me to dive into digital marketing.
A couple of years working in the industry was enough to understand that I have a different vision of marketing, so I started my own agency TWICE. I believe that marketing can do much more than driving sales and that with the marketing budgets a positive change can be brought into people's life and society. And with digital technologies it is easier to experiment, measure and roll out.
The agency became a playground to experiment and discover the value of digital marketing products that actually make a difference. We work closely with purpose-oriented companies in several areas: pharma, education, sustainable food. Our focus is on how to change the mindset of people to make conscious decisions and finally to have more time for joy.
Since 2018 I moved to Amsterdam to be closer to several of our clients and to discover new solutions and meet new people who also think that marketing can be a powerful lever arm to solve many social challenges and to bring more joy into our life.
Apart from TWICE, I like to challenge myself to live in a more sustainable way: finding ways to reduce plastic consumption, trying to reuse the broken things, traveling by the less impactful transport.