Creative work that proves itself.

I lead campaigns and product stories from insight to launch: strategy, message, creative direction, testing, analytics and iteration.

Insight -> message Creative -> test Launch -> learn

Key achievements

Microsoft Windows Microsoft HQ benchmark

Value of Genuine Windows became a launch-method benchmark.

Open case
Microsoft Windows Target hit at 60% budget

Laptop-sales plan reached with much less spend than planned.

Open case
2GIS Brand recall grew

+14 pp spontaneous awareness; +10 pp top-of-mind.

Open case
2GIS Organic idea took off

816K views, 3K+ comments, no paid promotion.

Open case
McDonald's 1:40 film held attention

89% hook, 42% completion, +80% reach vs plan.

Open case

Selected projects

2GIS

Changed perception through creative operations

In-house / Brand Manager / 2024-current

+14 pp awareness, icon redesign, city activations.
Microsoft Windows

Made genuine Windows a purchase reason

Agency work / Microsoft Windows / 2020-2021

HQ benchmark; sales target hit at about 60% budget.
McDonald's

Won social with an occasion-led platform

Agency work / McDonald's / 2021-early 2022

Tender-winning platform; 89% hook, 42% completion.
Yandex Maps

Turned maps into local discovery

Agency work / Yandex Maps / 2019-2022

5M+ MAU feature growth; city culture activations.
XBOX

Turned audience language into a launch idea

Agency work / Xbox / 2020

100K comments -> 3,500 insight signals.
Microsoft Azure

Reframed Azure for software vendors

Agency work / Microsoft Azure / 2021

HQ-approved positioning aligned with global Azure strategy.
EY

Built a brand-performance CRM strategy

Consulting partnership / EY / 2021

C-level approved brand-performance CRM model.