My portfolio

Digital Marketing Toolkits

TASK The agency wanted to run LeadGen campaigns on LinkedIn and capture potential clients via a relevant magnet. We decided that a toolkit with useful materials will highlight the agency's expertise.

MY APPROACH My key goal was to give ~enough~ value to make us look like experts but also to emphasise how tricky and laborious marketing tasks can be. I decided to include guides, templates, tips, glossaries, AI prompts, and lots of other things that were supposed to slightly overwhelm the potential client and make them go "I'm not doing this myself, I better hire those folks".

Brand Newsletter Makeover

TASK When I first saw the agency's newsletter, I realised there was a lot of room for improvement. There wasn't a regular circulation, the formatting wasn't adapted to mobile screens, the content was too similar to every other marketing agency newsletter.

APPROACH I approached my boss with a pitch deck outlining a new newsletter format: responsive design with brand elements and colours, unique content (answering actual questions from our clients and subscribers), and regular monthly cadence. I would research and write every issue myself, taking inspiration from internal Slack channels.

Digital Marketing Trends Reports

TASK I was asked to write a newsletter to be sent out in December, so I decided that it would be fun and valuable to make educated guesses about the next year's digital marketing trends. This was the first time the agency did such piece of content.

APPROACH I did a thorough research of similar already-published articles, reached out to our internal experts in SEO, paid marketing, and email, used my own expertise to speculate what key 2022 trends might grow into in 2023 (mind you, that was when ChatGPT had just started to gain traction).

The 2023 report aged really well, so I created another one for 2024 trends.

Instagram 30-Day Challenge

TASK I was responsible for launching a personal growth brand Psy2.0 for the US market on Instagram (originally, a Russian brand) and was researching creative ways to connect and engage with the audience whilst promoting the brand's approach and techniques.

APPROACH I came up with a challenge idea that was executed in Stories - easy daily challenges aimed to bridge mind and body and help tune into yourself. I used the brand's educational materials as well as own expertise to create 24 practical exercises. I also included posts in the calendar to promote the challenge.

Meme Marketing on Twitter

TASK I was looking for ways to achieve higher growth rate on Twitter and soon realised that memes work *really* well, as long as they are relevant, creative, and funny.

APPROACH I used memes for several tech clients, marketing agency, and my own account. I would aim to include at least 1-2 memes weekly and would draw inspiration from trending templates and current events. Some of my memes performed really well, achieving thousands of views and hundreds of likes from <1k followers accounts. They also served as reliable follower count drives and a form of brand humanisation.

Custom Trainings on Copywriting&Communications

TASK I was approached by the CIS Head of Training&Development department (I was working as a copywriter at the time) who asked me to conduct a training for his team on creative writing.

APPROACH I used my own copywriting experience as a foundation for the training's curriculum, including practical exercises, illustrative examples, and important theory and principles. The first session was so well received that I was invited to be a regular guest coach and conduct monthly workshops for adidas employees.

Website Redesign

TASK In 2015, adidas HQ included adidas CIS in the international scope for localisation, meaning the market would be receiving adapted global campaigns to use locally. This massively complicated communication for CIS teams as they had to liaise with dozens of people in 3 different countries.

APPROACH Being an adidas CIS unofficial* Localisation Team Lead, I volunteered to streamline the communications model. I built a deck explaining zones of responsibility, listing key parties, outlining the processes and suggesting ways to optimise them.

*My official role title was "Creative Copywriter" but I was effectively an acting Team Lead for 11 full-time and freelance team members.

Personal Websites Development

TASK I wanted to find a creative and modern way to highlight my experience, so I decided to turn my CV and portfolio into a website.

APPROACH I benefited from using various AI tools (ChatGPT, Claude, Grok) to help me build my websites faster. I combined my own knowledge of front end languages with AI recommendations in VS Code and later deployed both websites manually on a hosting platform.

I also wrote all content and created visual identity for both websites, including colour schemes, typography, logos, icons, and everything else. Finally, I optimised metadata (robots, sitemap) and connected websites to GSC and GA4.

Creative Books Translation

TASK I was approached by a publishing agency in Russia who was looking for a French translator and was familiar with my achievements at the School of Journalism (I was fresh out of Uni). A few years later, they reached out again to translate another book, this time from English.

APPROACH I had to work hard to preserve the original style of both authors, which was challenging due to different stylistic and grammatical aspects of English and French vs Russian. However, both books were accepted with minimal edits and did not require any revisions on my side.