Marketing Strategist

E-commerce, Tech, Retail, Fashion, Education, Well-being

Experienced brand and marketing strategist with a background spanning education, photography, fashion, premium consumer goods, and the well-being sector. I’ve led omnichannel marketing and communications for companies in retail, e-commerce, and services — combining strategic depth, creative direction, and operational clarity to help brands grow intentionally and connect meaningfully with their audiences.

Currently consulting as an independent strategist — helping founders and teams launch products, reposition brands, and build the marketing systems they need to reach ambitious goals.

Open to international collaborations with companies tackling culturally or socially meaningful challenges.

Experience

Independent Marketing Strategist

Birch Marketing

Jan 2023 – Present | Remote, International

Since January 2025, I’ve been consulting across education, wellness, architecture, and creative industries — supporting teams in building clearer brand structures, stronger marketing systems, and more confident launches.

What I do:

• Develop brand and marketing strategies
• Facilitate strategic workshops for teams
• Help companies reposition and rebuild their brands
• Support go-to-market planning and product launches
• Act as a fractional CMO or strategic partner during transitions and high-growth phases

My focus is always on helping companies align their communication with their ambition — and build the marketing systems they need to grow with confidence.

Marketing Director

A&K American Educational Consulting

A leading platform for affordable US-based education.

Jan 2022 – Dec 2024 | Remote, Georgia

• Managed 3 cross-functional teams (acquisition, content, social media), improving campaign output by 50%
• Transformed the entire product ecosystem — restructured all existing offerings and launched 6 new non-educational products, contributing to a 35% traffic increase and +226% conversion growth
• Built full-funnel analytics and forecasting system — reduced reporting time by 60%
• Automated sales funnels, decreasing manual workload by 40% and cutting lead response time by 35%
• Annual traffic +35%, СR+226.2%, ROI 180

**Marketing Director

Pavlovo** school

Sep 2018 – Jan 2022 | Moscow, Russia

• Built in-house creative agency covering 8 departments, reducing outsourcing costs by 60%
• Created and executed brand strategy, tripling awareness and increasing admissions by 23% annually
• Co-led HR strategy that improved employee loyalty by 18% retention shift YoY
• Introduced a community development program that led to a 35% increase in family engagement and satisfaction

**Managing Partner

Odyssey**

May 2016 – Jun 2018 | Moscow, Russia

A concept store for photography and travel culture.

• Developed business concept and CX strategy, achieving break-even in under 9 months
• Hired and managed a 7-person launch team, overseeing product, branding, and customer success
• Secured partnerships with Leica, Fuji, Sony, Broncolor, BMW and many others driving 20+ co-branded events
• Launched photo studio and print bureau, generating 20% of revenue in year one
• Achieved 30% increase in repeat purchase rate through loyalty-driven programming

**Marketing Director

Leica Camera**

Feb 2014 – May 2016 | Moscow, Russia

Official Leica Camera representation in Russia.

• Built brand strategy that led to a 20% sales increase during the 2014 economic crisis
• Opened 2 flagship stores and launched e-commerce channel, contributing 18% to total sales
• Drove the successful growth of the Leica Academy, a consistent revenue-generating unit providing practical workshops and intensives. Enrolled 400+ users, leading to a 16% uplift in brand engagement and increased sales.
• Led campaigns with Magnum Photos, BMW, Jaguar — increased earned media reach by 200K impressions

**Marketing Director

Eurodom**

Oct 2012 – Jan 2014 | Moscow, Russia

Premium e-commerce and retail chain for home design and furniture.

• Created marketing department from the ground up, reducing external agency reliance by 70%
• Developed brand book and store design guidelines, used across 12 retail locations
• Launched e-commerce platform — online revenue reached 22% of total sales within 12 months
• Offline sales grew by 18% YoY due to revised brand strategy and expanded media mix

**Marketing Manager

Leica Camera**

Legendary camera brand’s representative office in Russia.

• Managed 28 events and exhibitions, contributing to 25% YoY growth in foot traffic
• Built influencer and ambassador relations strategy, leading to 2x engagement rates
• Introduced brand guidelines, creating the first consistent visual and communication framework across all Russian brand channels
• Initiated Leica Academy with a two-week public launch at Garage Museum, featuring 7 Magnum photographers and attracting over 5,000 participants
• Launched the company’s first corporate blog and initiated early-stage social media presence, laying the foundation for future digital engagement strategy
• Launched CRM and email campaigns, improving retention by 21%

Contact

(+995) 599 56 50 35 [email protected] https://www.linkedin.com/in/katiaberezkina/

https://birch.marketing

Location

Tbilisi, Georgia

Languages

• Russian - Native • English - C1

Education

Foundation Art and Design, 2016. British Higher School of Art and Design.

New Media Art, 2012. Rodchenko Art School.

Bachelor of Civil law, 2010. HSE University.

Courses

Brand strategy, 2023. Eyes platform.

End-to-end analytics, 2022. Netology.

Brand Management, 2021. Skillbox.

Skills

• Marketing Strategy & Communications
• Brand Development
• Creative Direction
• Market & Data Analysis
• Product Management
• Community Building & Engagement
• Digital & Performance Marketing (SEO/SEM, Paid Media)
• Social Media & Influencer Strategy
• CRM & Lifecycle Marketing (Email, Automation)
• Go-to-Market Planning & Execution
• Content Strategy & Storytelling
• Omnichannel Campaign Management
• Marketing Technology & Automation (MarTech Stack)
• Customer Journey & UX Optimization
• Growth Hacking & A/B Testing
• Budgeting, Forecasting & P&L Management
• Stakeholder & Partnership Management
• Team Leadership & Talent Development
• Cross-functional Collaboration & Agile PM
• Data Visualization & Reporting (Dashboards, BI)
• Trend Forecasting & Innovation
• Change Management & Organizational Agility

Tools

• Google Ads & Analytics
• Meta Business Suite (Facebook & Instagram Ads)
• Mixpanel / Amplitude
• Hyros
• LeadsRx
• HubSpot Marketing Hub