I’m a marketing and product leader with 10+ years of experience across health, consumer brands and education. I connect the dots between what people need and what a business can become.
Sometimes that means finding a clearer story. Sometimes it means launching a product, opening a market or building the whole thing from scratch. I like being there for all of it.
A few names along the wayBIOPHARMAFROM NORWAYVegaLifeHealthyCo.МИФMANN, IVANOV & FERBERIT–Agency
02 / My own startup · Tell me a story
Small stories. More time together.
Tell me a story is my own startup, built around a simple belief: the time we spend with our children matters.
We’re creating a space for active, involved parenting. Reading together, asking questions and letting a story become a real conversation.
We’re starting with Russian fairy tales, shared in Russian. Next, we plan to welcome stories from other countries, especially across Europe. Each carries a culture’s voice, and we want to help pass those voices on to the next generation.
A little time together. A whole world to discover.
Present parentsShared momentsLiving cultures
03 / Selected work
Different chapters. The same care.
From Scandinavian health brands to something entirely our own.
FROM A SMALL IDEA TO AN EVERYDAY RITUALcare, naturally.VegaLife Plant-based, people-minded.A new brand. A new beginning.
01 / Brand & product launch 2025 — today
Better products. From the very beginning.
Launching our own vegan omega-3 production in Russia brought everything I care about together: a useful product, thoughtful choices and a brand built on trust.
I led VegaLife’s journey from product development to market. Now, the range is growing to include products for children, with the same simple idea: health, care and nothing unnecessary.
Product development
Brand strategy
Go-to-market
The story behind the launch
The starting point. Years of working with Scandinavian supplements gave us a close understanding of the category. The next step was to bring that experience into a brand of our own.
My part. Connecting product development, positioning, packaging and the route to market, so the product and its story made sense together.
Where it is now. VegaLife’s algae-based omega-3 is in production in Russia and available through online marketplaces. Children’s products are the next part of the range.
A whole new chapter.One person. End-to-end ownership.
02 / International expansion
A new market. A very hands-on launch.
Taking Nordic Medical into Kazakhstan meant building a market presence from the ground up. I carried the launch end to end, bringing strategy and the everyday work of getting started into one pair of hands.
Market entry
Business development
Ownership
How I brought it together
A market launch needs someone who can hold the whole picture while keeping the details moving. I took that role, turning the ambition to enter Kazakhstan into a working local presence.
The business brings Scandinavian health and nutrition brands to the market, including Biopharma, HealthyCo and Biosan.
At Nordic Medical, I brought marketing, product and sales closer together. Biopharma’s flagship sales doubled, while we introduced two more Scandinavian brands to Russia: HealthyCo and Biosan.
Growth strategy
E-commerce
Analytics
Beyond the headline number
A connected approach. Brand positioning, customer insight, online sales channels and reporting all needed to work towards the same goal.
My role. Leading marketing and business development, coordinating a team of 10 and moving between strategy and delivery.
A broader product story. Later portfolio work expanded the range from 8 to 20 products. Five new flagship products accounted for 50% of revenue, as recorded in my product leadership CV.
The sales result and two brand launches are also documented in Nordic Medical’s May 2022 recommendation.
“
She knows how to switch from strategic to operational tasks.
That balance is where I feel most at home.
Anton Semenov Commercial Director, Nordic Medical · Recommendation, May 2022
04 / The path here
A curious mind. A connecting thread.
My path hasn’t been a straight line. But it has always been about understanding people, making things happen and finding work that feels worthwhile.
Always learning. Always connecting the dots.
The foundationsFirst, learning to listen.
A journalism degree at the Higher School of Economics, followed by editorial, television and communications work. It taught me to ask better questions, find the real story and make complex things understandable.
2012 — 2017From stories to strategy.
At IT-Agency, I moved into digital marketing and project management: campaigns, analytics, client relationships and teams. Consulting work followed across fashion, home improvement and publishing.
At Mann, Ivanov & Ferber, I led the online bookshop, working on customer journeys, sales funnels and connected reporting. Other projects included Podium Market and Saros Design.
2017 — 2020 / The first chapterThe roots of Tell me a story.
I founded the first version of Tell me a story for parents and children. From the digital library MVP to its subscription model, user testing and team, I experienced the full journey of building a product. The project participated in the IIDF accelerator.
That first chapter laid the groundwork for the startup I’m building today: shared stories, involved parenting and the cultures we pass on to our children. Studying developmental psychology at the Neufeld Institute deepened the way I think about this work.
Nordic Medical brought brand building, product development and commercial growth together. From developing Biopharma in Russia and launching Scandinavian brands to taking the business into Kazakhstan, my role grew with the work.
Alongside this, I have advised businesses including UNU clothing and US real estate company Altro on positioning, marketing and performance.
2022 — onwardsMaking room for lasting impact.
With All Good, I worked on the business model and go-to-market plan for a sustainable farm. I also advised a floating residential development and helped build community and educational initiatives through D.O.M. Montenegro.
Further study included corporate environmental practice with All Good and Introduction to Sustainability at the University of Illinois Urbana-Champaign through Coursera.
The chapter I’m writing nowThoughtful products. Stories without borders.
Building the next chapter of Tell me a story. Today, it brings Russian fairy tales to families in Russian. Next, we plan to include stories from other countries, starting with Europe. Developing VegaLife and extending its range into children’s products. Different projects, connected by care for people and the things we pass on.
I’m also bringing this hands-on experience to new collaborations in Europe, especially in health, well-being, education and responsible consumption.
People. Product. Planet. Part of the same picture.
A principle, not a side project
Growth feels better when it means something.
I’m drawn to businesses that make everyday life a little better. Health and well-being. Thoughtful consumption. Learning and stronger communities.
For me, sustainability starts with the questions we ask: Do people need this? Can we make it more thoughtfully? Will this choice still make sense in the long run?
Those questions belong in the business plan.
05 / How I work
A thinking partner. A doing partner.
I ask questions, make a plan, and stay for the part where we build it.
01 / Understand
Find the real starting point.
Listen to customers. Look at the numbers. Understand what’s working, what’s missing and where the useful opportunities are.
Research · Audits · Customer insight
02 / Shape
Give the idea a clear direction.
Bring the product, positioning and business model together. Make a practical plan that the whole team can understand and use.
Positioning · Product strategy · Go-to-market
03 / Make it happen
Build, learn. Keep getting better.
Launch the work, connect the right people and keep an eye on what matters. Test, learn and make the next decision with confidence.
Team leadership · Launches · Growth analytics
Open to thoughtful collaborations
Europe & beyond
Something good starts with hello.
A new product, a new market, or an idea that’s still taking shape. I’d love to hear what you have in mind.
VegaLife Plant-based, people-minded.
A new brand.