Projects

Projects and case studies

Over the years, I have worked on more than two hundred projects — from small websites and local campaigns to federal promotional programmes, loyalty ecosystems, digital platforms and omnichannel work for international brands.

This is not a complete archive. The selected cases show the scale of the challenges, my own role, the management logic and the parts of the result that can be discussed publicly.

Where a project formed part of a wider campaign, I describe only my confirmed area of responsibility — without claiming other people’s work or adding results that cannot be supported.

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Selected projects

Project 01

Educational programme20222 cohorts · 500 hours

Marketing professional retraining: 500 hours from foundations to an integrated project

Two consecutive cohorts of a professional retraining programme delivered within the federal Employment Promotion project of Russia’s Federal Service for Labour and Employment.

A few days before the first class, a thematic outline had to be turned into a coherent, practice-led learning system for participants with little or no previous marketing background.

Project context

The starting materials contained a list of topics, but no presentations, learning materials or practical assignments.

The challenge was to connect the curriculum into a clear journey from marketing foundations to research, analytics, creative work, communications and an integrated team project.

What the work included

developing presentations and learning materials
building the learning sequence from foundations to applied work
designing practical assignments and role-based formats
working with briefs, changing inputs and debriefs
organising the final integrated team project

My role

Lecturer, author of the learning materials and designer of the programme’s practical methodology.

I worked within the approved curriculum while independently developing the sessions, exercises and learning logic.

Approach

The practical work modelled real professional situations. Participants learned to:

work in client and agency roles
write, question and refine briefs
rebuild solutions when inputs changed
present ideas and critically assess other teams’ work
combine separate tasks into one coherent solution

Programme design and delivery partly ran in parallel, so exercises were refined in response to each cohort’s pace and difficulties.

What can be discussed publicly

In 2022, two consecutive cohorts received 250 hours of in-person teaching each — 500 hours in total.

The programme was delivered by Synergy University within the federal Employment Promotion project.

Practice included role formats, briefs, changing inputs, debriefs and a final integrated team project.

Related areas

educational programme design
marketing and digital
practice-led learning
project-based education

View full case study Discuss an educational programme

Project 02

Digital platform2023–202489 regions

YID: one digital platform for the Young Traffic Inspector Movement

A portal designed from the ground up for five user groups: young traffic inspectors, unit leaders, municipal and regional representatives, and YID headquarters.

The platform brought together participant profiles, event calendars, digital portfolios, individual IDs and reporting workflows.

Project context

The project began as an idea that had to become a product concept, functional architecture and working digital environment.

The central tasks were to standardise communication, create a shared place for activity data and establish consistent reporting processes.

What the work included

developing the portal concept and user scenarios
forming requirements for structure and functionality
designing roles and access rights
selecting contractors and supervising development
testing the platform and training users
presenting the project publicly

My role

Project lead from the initial idea through launch and implementation.

I was responsible for the product concept, contractor selection, development supervision and user training.

Approach

For every level of the Movement, the product logic defined:

which data the user creates and receives
which actions the user performs
who they interact with and in what sequence
which access rights they require
how information moves between levels

The main challenge was not separate pages, but an interconnected system of roles, data flows and approvals.

What can be discussed publicly

The platform was designed for 89 regions, more than 35,000 units and over 500,000 participants.

It included five profile types, digital portfolios, event calendars, individual IDs and reporting workflows.

After launch, I trained users and presented the project at the YID Forum and during Road Safety Week broadcasts.

Related areas

digital product management
user journey design
distributed audiences
user training

View full case study Discuss a digital or educational project

Project 03

Loyalty programmeDigital and CRMAward · 2014

Royal Canin: a promotional website and visual concept for a loyalty programme

An engagement-led promotional website that brought new kitten owners into the customer base and initiated further CRM communication.

Within strict brand guidelines, the client saw two concepts: a safe brand-led option and a warmer domestic scene. The second was selected.

Project context

Users completed owner and pet profiles and could order a free starter set with food and kitten-care materials.

Around two weeks after delivery, a triggered email offered a repeat order with a 30% discount.

What the work included

framing the website task
briefing designers
developing two visual directions
presenting both concepts
supporting the digital workstream

My role

Head of Digital at PosterOne, part of the Russia Direct group.

My confirmed responsibility was the digital workstream and promotional website, not the complete CRM programme.

Approach

The creative hypothesis reflected the audience’s emotional context. The work needed to:

retain brand recognition
offer a warmer domestic scene
show care and a new family member
explain where the alternative moved beyond normal conventions

The intention was not to break rules for effect, but to test a solution that better matched the audience’s emotional state.

What can be discussed publicly

The Moscow promotion was planned for three months and ended after two months when the gift stock was exhausted.

The project later scaled nationally, and the visual concept continued to be used for around seven years.

In 2014, the project received a Silver Mercury award as the best loyalty programme.

Related areas

loyalty programmes
digital and CRM
promotional websites
brand-guideline work

View full case study Discuss a loyalty or digital project

Project 04

B2B loyalty programmeDigital and integrationsAwards · 2014–2015

EFES Club: an integrated Ozon rewards catalogue for a B2B loyalty programme

The EFES Club platform combined a participant account, a balance in the programme’s internal currency — “caps” — and a rewards catalogue.

Ozon products appeared inside EFES Club, rouble prices were converted into “caps”, and the assortment reflected delivery economics.

Project context

The initial estimate did not reflect the real technical scope, and the standard cost proved several times higher.

To preserve the approved mechanic, the production model was rebuilt and the technology partner Inostudio was engaged.

What the work included

leading website development
clarifying the integration scope
rebuilding the production model
engaging Inostudio
producing the integration

My role

Head of Digital at PosterOne, part of the Russia Direct group.

My responsibility covered the EFES Club website and production of the digital integration, not the full loyalty programme.

Approach

The integration behaved as part of EFES Club’s own product logic. It included:

Ozon products inside the platform
rouble-to-caps conversion
catalogue filtering for delivery economics
one journey from balance to reward selection

A different production model was used after the gap between the approved budget and the real integration cost became clear.

What can be discussed publicly

EFES Club launched at the end of 2013.

The overall project received a Silver Mercury award in 2014 and a Loyalty Awards Russia award in 2015.

After delivery, Ozon representatives proposed cooperation on similar integrations.

Related areas

loyalty programmes
digital production
systems integration
e-commerce mechanics

View full case study Discuss a digital project or integration

Shared logic

What connects these projects

An educational programme, a national digital portal and two loyalty mechanics may look very different. The working logic is not.

understand a complex context
recognise several user or stakeholder groups
turn disconnected elements into a system
define a clear logic of movement
connect content with real actions
make the result usable in practice

These are the projects I find most interesting: complex enough to require structure, but practical enough to change how people work.

Public description

How I describe project work

I do not use unsupported outcomes or reconstruct a project’s effect after the fact.

When internal data, organisation names or working materials cannot be published, I focus on the parts that can be stated accurately.

This protects confidentiality while still showing the professional judgement, scope and method behind the work.

the context
the type of challenge
my own role
the structure of the work
the methodological or analytical approach
the part of the result that can be discussed openly

A new project

Start with the real context

The first useful step is usually to understand the situation, the people involved and the constraints — before selecting a format or tool.

Discuss a project