"It's well established now that the way you put a question often determines not only the answer you'll get, but the type of answer possible.”
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I’m an accidental immigrant obsessed with human behavior, creative storytelling and figuring out what’s next.
I’m an award-winning strategist currently consulting on brand, creative and product strategy across a diverse variety of categories from startups, tech, entertainment, climatech to CPG. 👉 Email me or message me on LinkedIn.
I also run a startup called donut - the first global network for donors, volunteers and nonprofits. 👉 Download donut on iOS or Android.
Learn more about donut on www.donutsocial.com
If you’re a nonprofit, fill out this simple form to join.
Experience
Co-Founder and CMO of donut donutsocial.com // Jul’22 - now
Co-founded donut — the first social network connecting donors and volunteers with nonprofits to enable solving problems they’re passionate about.
donut breaks the barriers to complex international giving and makes donations simple and social both in the U.S. and internationally. We are a community for problem-solvers who care about fixing issues ranging from “backyard” problems in their neighborhoods to national and international ones.
Freelance Strategy Director (Los Angeles-based) // Aug’18 - now
Award-winning creative problem solver for agencies, startups and brands with extensive category experience in both US and global markets. Launched new brands and re-positioned old, launched fun creative campaigns and created cultural moments, won new business pitches and a few awards along the way.
Agency partners: the community, Mojo Supermarket, Young Hero, OLIVER, RxM, BLOOD, R/GA, Fred & Farid NY, Havas, McKinney, ACE content, We are social.
Select clients: Netflix, VW, Diageo, OREO, Lobos 1707 Tequila, method, S.C. Johnson (corp), Tandem Pictures, Citi Bike, Quadio, Air Wick, Unilever, Melinda Gates / Pivotal Ventures, Autograph Collection Hotels, Uber Eats.
👉Netflix, GM Tap Will Ferrell for Super Bowl Ad Featuring EVs // OREO Thins Protection Program: Creative Strategy Bronze Cannes Lion; Gold, Silver + Bronze CLIO // OREO Makes Alines an "Offering" // Lobos 1707 Tequila Launch: #BuildABiggerTable // Not Another Second: NYT // Not Another Second: AR exhibit // Citi Bike #ReservedForHeroes // Melinda Gates Equality Can’t Wait // United Airlines Her Art Here // UA Her Art Here Winners
Strategy Director @ Omelet LA // Oct’21 - Apr’22
Clients: Google One, YouTube, Google Play Games, Warner Brothers Interactive, Princess Cruises
Best-selling children’s book author
Co-wrote and illustrated a best-selling interactive children’s book “Knitty Kitty and the Magic Ball of Yarn” (Barnes & Noble Best-seller, 2013-2014, currently pending re-publishing)
Senior Strategist @ 360i // Feb’18 — Aug’18
Helped evolve Kashi master brand positioning + helped take GoLean from outdated name to Kashi GO.
Creative digital strategy for MINI USA + developed a blueprint to reclaim brand’s cultural relevance.
Crafted an emotional campaign about a very functional matter for MINI - cargo space.
👉 Created in a Countryman AdAge Creativity / MINI Countryman Quirky Stop Motion Films / Kashi GoLean rebranding / MINI Garage
Strategist @ 360i // Jun’16 — Feb’18
Ubisoft / Watch Dogs 2: launched 360i’s first ever national TV ad.
Fossil: created first ever cohesive brand strategy campaign + multicultural consumer research.
Perrier: helped launch flavored Perrier in the U.S.
Lead innovation-focused internal team that distilled and presented trends at all-hands meetings.
Other clients: National Geographic, Target, AB In-Bev, Budweiser, new business pitches.
👉Ubisoft “Everything is a weapon” TV Spot / Fossil Firsts Campaign / Perrier Flavors U.S. Launch
Strategy & social creative hybrid @ 360i // May’13 — Apr’16
Unique hybrid role on OREO US & Global business that included both creative work and strategy work
Responsible for strategy and content for OREO Instagram (growth from 80K to 1.1M followers).
Helped launch multiple successful campaigns for OREO including cultural, seasonal and holiday.
Launched global recipe series for OREO x Mike Perry (idea & creative direction).
Social strategy and war room for Toyota’s Super Bowl activation for Highlander.
👉 OREO Mini Deliveries / First ever Cyber Monday Pop-up / OREO Halloween Stop Motion Homages to Horror Films / Toyota Super Bowl
Digital Strategy Lead @ Mammalfish // Jun’10 — Apr’13
Focused on the first-to-market innovative ideas in emerging tech and media.
Select clients: Rachel Ray Show, HiT Entertainment, L Magazine, Sesame Street, True Lemon.
SKILLS
Qualitative & quantitative brain experienced in primary and secondary research. Excellent communicator and presenter. Fluent in most required software and a natural learner with any new one.
Fluent in English, Ukrainian, Russian; quickly improving French.
I’m suspicious of strategists who don’t like poker and only read “strategy books”.
EDUCATION
Certificate courses: Gamification, Social Network Analysis
Continuing ed: Advertising // School of Visual Arts, 2009
Bachelor of Science: Economics // Odessa National 'I.I. Mechnikov' University // 2003-2007