Iryna

Iryna Hrynchuk
mail: [відкрити контакти](див. вище в блоці «контактна інформація»)
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Telegram: @Iryna_Hrynchk
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International Marketing Director | GTM & GEO Strategist (B2B, Logistics, PropTech)
PROFESSIONAL PROFILE

Strategic Marketing Director and GTM expert with over 8 years of experience scaling B2B,
PropTech, and international logistics companies in the U.S. and European markets. I specialize in
complex, high-pressure verticals where traditional marketing solutions don’t work.
A pioneer in Generative Engine Optimization (GEO) and AI Visibility. I build structured data
ecosystems that provide top-priority brand recommendations using LLM models (ChatGPT,
Perplexity, Gemini). I manage marketing based on financial business metrics (P&L, CAC, LTV,
ROI), rather than “likes or reach.”

ДОСВІД:

Chief Marketing Officer (CMO) | Universe Carrier and a group of 5 companies

I have a proven track record of successfully launching an international IT project in the Spanish
market.

I managed the marketing strategy for the Spanish PropTech marketplace Portaltop.com: I
implemented an AI-powered lead scoring system that reduced non-targeted traffic by 52% and
increased the conversion rate from 3.2% to 14.8%.

March 2025 – present

Go-To-Market (GTM) and Scaling
AI and GEO (Generative Engine Optimization)
Performance Marketing
PR and Strategic Partnerships
Team and Operations Management

Expert Recognition and PR in the Premium Media Segment

Published in MILLENNIUM CLUB: I was recognized as an expert and featured in an article in
the prestigious glossy magazine MILLENNIUM CLUB, which strengthened my personal brand and
positioned me as a leading marketing strategist for B2B and international business.
https://lnkd.in/p/d76Eupmg

Here’s what I did in my role as Marketing Director (at Universe Carrier and five other companies
within the corporation):

• Restructured driver recruitment to eliminate operational chaos for recruiters

o The Problem: Standard US recruitment involves hundreds of unqualified calls and team
burnout.
o Action Taken: Completely rebuilt the marketing funnel, scaled the budget, and implemented
automated pre-qualification (quizzes, chatbots).
o Result: Reduced the routine workload for recruiters by 60%. Unqualified calls dropped to
zero—the call center now works exclusively with warm candidates who fully meet the
requirements.

• Engineered AI-driven brand recommendations (GEO & AI Positioning)

o Action Taken: Trained algorithms (ChatGPT, Perplexity, and AI search engines) to
recognize Universe Carrier as a trusted carrier in the US.
o Result: When clients or drivers ask AI for logistics advice in the US, the system
recommends our company among the top choices.

• Generated a 3000% ROI on an advertising campaign

o How: Through deep hyper-segmentation of the audience (by state, language, and equipment
type).
o Result in Numbers: Invested $280 in ads and generated $15,000 in net revenue.

• Expanded the brand to US radio and media

o Launched multi-channel PR campaigns across American radio stations and industry-
specific media outlets.
o This enabled a systematic entry into both the English-speaking and Ukrainian-speaking
communities in the US, establishing a high level of brand trust.

• Launched an omni-channel SMM strategy (Top-of-Mind effect)

o Revamped content across all social media platforms to position the company not just as
"another carrier," but as a technological, stable, and modern partner that clients can safely
trust with their cargo.

• Unified marketing operations across 5 group companies

o Built and synchronized the workflow of internal teams (SMM, content, targeters) and
external contractors.

o Implemented strict KPIs tied directly to actual revenue and sales rather than vanity metrics
like post likes.

Head of Marketing and PR Manager | GEO (Property Management and Commercial Real Estate)

2019 – February 2025

• Market Leader Positioning: Elevated the brand to a #1 Top-of-Mind solution status within the
regional property management sector.

• PR Strategy & B2B Events: Designed and executed large-scale PR initiatives (HOA forums, job
fairs, community activities), securing high levels of local trust and customer retention.

• Multi-Channel Lead Generation: Built sophisticated marketing funnels combining targeted
advertising, Viber/SMS automation, Telegram bots, and landing pages (Tilda/Wix).

• Digitalization of the customer experience (Mobile App): Initiated and oversaw the
development of a mobile app for the property management company, aimed at resolving systemic
customer pain points (enabling instant communication, transparent tracking of service request
statuses, and rapid feedback loops):

Result: A 30% increase in customer satisfaction (CSAT/NPS).

Service cycle optimization: Reduced incident response times and established an effective channel
for cross-selling and up-selling the company’s new services.

Freelance: Marketing and Brand Design | Optika Ochi, Hotel “France,” Studiovin

2017 – 2018

• Development of visual identities, advertising concepts, illustrations for animations, and support for
advertising campaigns for commercial products.

Pharmacist (Lead Specialist) | “Doctor Gashe” Pharmacy / “Konex” Private Enterprise

2006 – 2016

• Developed analytical methodologies to increase the turnover of a pharmacy chain (Awarded the
2nd qualification category).

• Strategic value: I have developed a deep understanding of systems thinking, an analytical
approach, and scientific discipline, which I now apply to build complex B2B marketing systems.

TECHNOLOGY STACK AND AI TOOLS

• AI та автоматизація: ChatGPT, Claude, Perplexity, Make.com, AI Chatbots, Prompt
Engineering.
• Рекламні платформи: Meta Business Suite, Google Ads, GroundTruth.com.
• Аналітика та CRM: Google Analytics (GA4), Bitrix24, Calendly.
• Веб та графічний дизайн: Adobe Photoshop, Adobe Illustrator, графічний планшет,
Canva, Wix, Tilda.

EDUCATION AND PROFESSIONAL DEVELOPMENT

• Master of Pharmacy / Analytical Chemistry | M.I. Pirogov Vinnitsa National Medical University

• Graphic Design and Visual Communications | “SHAG” Computer Academy (2016–2018)

Key certifications and courses:

AI Спеціаліст та автоматизація маркетингу
Marketing Analytics 9.0
AI-СИСТЕМА: Маркетинг Google Search i-Formula 2025
Клієнти з AI: продвижение в выдаче 2026
Прибутковий Performance-маркетолог 2022)
Комплексний інтернет-маркетинг та веб-аналітика (2022)
SMM та стратегії таргетованої реклами (Курс Артема Мазура)

Веб-архітектура та UI/UX: Системи Tilda, Wix
Ділова англійська мова: Рівень B2 (Upper-Intermediate)

LANGUAGES

• Ukrainian: Native

• Russian: Native

• English: B2 (Upper-Intermediate / professional business level)