Світлана

Liubchenko Svitlana
Ukrainian
[open contact info](look above in the "contact info" section) [open contact info](look above in the "contact info" section), Barcelona, Spain
[open contact info](look above in the "contact info" section) — WhatsApp, Viber)
[open contact info](look above in the "contact info" section)
[open contact info](look above in the "contact info" section)

Looking for a job – PR, Communication (remote position)
• 25 years of experience working with international companies, including those in financial services, insurance, etc
• Ability to operate effectively in an international and multicultural environment, quick self-starting skills, experience in teamwork, project management
• Expertise in raising awareness among target audiences by creating both offline and online communication materials (success stories, news articles, videos, reports, leaflets, roll-ups, backdrops, etc.), organizing promotional activities and managing media and public relations were among key performance indicators (KPIs).
• Fluency in Ukrainian, English, and Russian provides a multicultural perspective and the ability to connect with audiences across linguistic and cultural boundaries, ensuring accessibility of communication programs for the population.

PROFESSIONAL EXPERIENCE

ARX Insurance Company (former French AXA) - online
PR Manager (2019-2024)

• Development and execution of key strategic PR initiatives, including media relations, press events, and corporate/internal communications.
• Creation and distribution of press materials, including press releases, interviews, and op-eds in leading national and regional media, as well as the development and publication of news on the company website and blog.
• SEO optimization for content on the company blog to improve visibility and engagement.
• Coordination and oversight of PR and SMM agency operations, ensuring alignment with company goals and effective execution of campaigns.
• Social media promotion across platforms such as Facebook and Instagram, enhancing the company's online presence and engagement with target audiences.
• Project and activity reporting on communication and visibility, performance indicators, including measurement and analytics of all communication actions, tools and channels within the projects

Trade House Inkerman (winery)
PR Manager (2017-2019)
• Ensure maximum publicity through strategic media placement, securing high-impact, free media coverage to elevate the company’s visibility and reputation across key markets.
• Development, execution, and management of comprehensive advertising campaigns across various media channels, with a focus on achieving measurable results, brand awareness, and market positioning.
• Promotion of the company’s brand and services across key social media platforms (Facebook, Instagram), utilizing tailored strategies to increase engagement, expand the audience, and strengthen brand presence in both local and global markets.
• Organization and coordination of events for the media, including press conferences, roundtable discussions, and media briefings, ensuring effective communication of key company messages and fostering positive relationships with journalists and industry influencers.
• Coordination and oversight of PR and SMM agencies, ensuring the alignment of campaigns with business objectives, maintaining high standards of execution, and ensuring timely delivery of results across all media channels.
• Strategic collaboration with bloggers and influencers, building partnerships to create authentic and engaging content that resonates with target audiences, drives brand awareness, and supports overall marketing goals.

Platinum Bank
PR Director (2014 – 2016)
Team: 3 people in subordination
• Strategic planning and budget management for PR activities, ensuring alignment with corporate objectives and measurable outcomes.
• Development and execution of strategic PR initiatives, including media relations, press events, corporate and internal communications, enhancing brand visibility and reputation.
• Content creation and copywriting for all types of media materials (press releases, articles, internal communications, etc.) to effectively communicate key messages.
• Securing free media placements and maximizing publicity through proactive media outreach and relationship building.
• Social media promotion on platforms like Facebook to enhance the company’s online presence and engage with target audiences.
• Coordination and oversight of PR and SMM agencies, ensuring that campaigns align with business goals and maintaining high-quality execution.
• Management of Corporate Social Responsibility (CSR) projects, ensuring alignment with company values and contributing to the community.
• Coordination of corporate media and newsletters, ensuring consistent and engaging communication with both internal and external stakeholders.
• Training and development programs for employees, fostering a culture of effective communication and PR best practices within the organization.

Inkerman International Group of Companies (winery)
PR Manager (2012 — 2014)
• Content creation and copywriting for all types of media materials, including press releases, articles, and internal documents.
• Securing publicity through proactive media outreach and free media placement strategies.
• Development, implementation, and monitoring of advertising campaigns across various media, driving brand recognition and company positioning.
• Promotion of the company on social media platforms such as Facebook, increasing visibility and engagement.
• Sponsorship project organization (in press, TV, and the arts) to enhance brand association and market presence.
• Coordination and management of PR and SMM agencies, ensuring successful and integrated campaigns across all platforms.
• Corporate website administration and content management, ensuring it aligns with the company's image and goals.
• Organization of the company’s participation in national and international exhibitions, showcasing products and services to broader audiences.
• Creation and management of corporate media to foster internal communication and promote the company culture.

PJSC Chumak (manufacturing company)
PR Manager (2009 – 2012)
• Strategic and budget planning for PR activities to support company growth and reputation management.
• Development and implementation of an information policy aimed at building a positive corporate image and strengthening brand identity.
• Copywriting for internal and external PR materials, ensuring consistent messaging across all communications.
• Collaboration with the marketing department and product managers to ensure integrated PR efforts and alignment with overall marketing goals.
• Corporate website management, ensuring content is up-to-date and aligned with corporate goals.
• Event organization for the press, ranging from press breakfasts to press conferences, to build media relationships and promote company initiatives.

UniCredit Bank
PR Director (2006 — 2007)
• Creation of the PR service "from scratch", establishing a strong PR function within the organization.
• Development of a comprehensive PR strategy for Ukraine, ensuring alignment with UniCredit Group’s global strategy.
• Media relations management, including the creation of a journalist pool and organizing various press events to enhance the bank’s media presence.
• Promotion of key executives’ personal brands, positioning them as thought leaders and enhancing the bank’s reputation.
• Creation of all types of written materials (articles, press releases, interviews, comments, etc.), ensuring consistent and impactful communication.
• Corporate social responsibility (CSR) initiatives, working with charitable organizations and facilitating the donation of medical equipment to support the community.

Avon Cosmetics Ukraine
PR-specialist (2003-2006)

Copywriting, social responsibility, event marketing, in house PR, editing of corporate newspapers
EDUCATION

National Academy of Leaders of Culture and Arts, Kyiv — 2012
Faculty of Art, Degree in Art Criticism, Graduated with honors
University of Economics and Law — 2005
Specialization: Project Management, Management of PR Projects
Kyiv Higher School of PR Technologies — 2003
Specialization: Public Relations, PR Manager Certification
National Pedagogical Dragomanov University, Kyiv — 1997
Faculty of Philology, Degree in Russian Language and Literature and English Teaching, Graduated with honors
• Volunteer and Social Projects
Founder and Lecturer, "University of the Third Age" Charity Program (2018–2019)
Designed and delivered an art history lecture series for elderly learners (60+), as part of a non-profit educational initiative. The project aimed to promote lifelong learning and ensure accessible, inclusive cultural education for seniors.
• Personal Qualities
Result-oriented, highly organized with strong analytical and communication skills. Creative, adaptable, and effective in both independent and team environments.
• Hobbies
Art history