Марина

Maryna Zemskova

Kyiv | [открыть контакты](см. выше в блоке «контактная информация») | [открыть контакты](см. выше в блоке «контактная информация»)| LinkedIn

I have been working in marketing for six years and have experience in brand communication,
product implementation, and product marketing. I have also built team and business processes
within marketing teams.

Skills

Customer insights, marketing strategy, brand positioning, brand communications, performance
marketing, content strategy, product marketing, creating video- and audio- podcasts, articles and
blogs, interviewing, creative thinking, marketing planning, social media marketing, test
hypotheses, CJM, digital channels, multiple projects, teamwork, and event management, CRM,
creating new products, conducting marketing interview (JTBD).

Career summary

June 2025 – Present: Deputy Marketing Director, Senior Marketing Manager at Kyiv –
Mohyla Business School

Led the development and execution of integrated brand and performance marketing strategies to
promote products and strengthen brand positioning, balancing performance-driven growth with
long-term brand building. Built marketing teams and established efficient business processes
within the marketing function.

Key Responsibilities:

Strategy & Product Marketing

• Owned brand and product marketing strategy across a multi-product portfolio (20+
products);
• Developed brand communication and performance marketing strategies aligned with
business growth objectives;
• Built annual marketing and communication plans integrating brand positioning, product
development, and performance marketing;
• Analyzed market dynamics and competitors to identify shifts in customer needs and
translated insights into updated value propositions and messaging;
• Shaped product positioning, communication concepts based on audience insights;
• Led cross-channel communication strategy and effectiveness optimization across content
and acquisition channels.

Customer & Growth

• Designed customer journey maps (CJM) to enhance user experience;
• Built marketing roadmaps for product launches, funnels, and hypothesis testing initiatives;
• Tracked and analyzed key performance metrics;
• Conducted research and generated customer insights to inform strategic decisions.
Leadership & Cross-Functional Collaboration

• Led cross-functional execution by delegating responsibilities, aligning teams, and
adapting workflows to evolving business priorities;
• Acted as a connector between product development, marketing, and sales teams to
ensure strategic alignment;
• Led a team of five (content managers, copywriter, videographers, designer, and
manager);

Brand Activation

• Led annual planning and execution of product launches and brand initiatives;
• Designed and delivered high-impact events and integrated marketing activations;
• Produced podcasts, videos, and editorial content as part of an integrated brand
ecosystem.

January 2024 – June 2025: Head of Content at Kyiv – Mohyla Business School

Key Responsibilities:

• Developed communication strategy as a part of brand strategy;
• Gathered and leaded a team of content manager, copywriter, video editors, designer
• Developed brand positioning;
• Developed a general concept for content (podcasts, videos, and articles);
• Edited videos, audios podcasts, and articles to promote educational business programs
and school brand development;
• Hosted video and audio podcasts;
• Provided customer research;
• Created SEO optimization for articles with a digital marketing manager;
• Created content for social media (organic and promotion posts);
• Tracked and analyzed the statistics of content performance.

September 2021 – December 2023: Marketing Manager at Kyiv – Mohyla Business School

I have created and launched a new product — "Radio KMBS" — from scratch, released 140
podcasts, and increased the flow of customers to our programs. We have identified that each
podcast has brought us 1-2 open applications on average.

Key Responsibilities:

• Launched "Radio Kmbs" (new communication channel) from scratch and created
positioning and value proposition for customers;
• Created content based on the KMBS's wider strategy, such as raising awareness on a
national level on topical themes;
• Released more than 100 podcasts about business and humanitarian topics;
• Received an audience of more than 200 000 people on our podcast;
• Written scripts and produced concepts for audio and video podcasts;
• Used analytics digital instruments: Google AdWords, Google Analytics, Hotjar tools;
 • Interviewing skills, created topics for each podcast with professors;
• Monitored podcast performance and application forms for business programs after
podcast;
• Created podcasts section on the website from scratch;
• Estimated the budget for the creation of podcasts.

September 2018 – September 2021: Executive Development Programs Manager at Kyiv –
Mohyla Business School

Key Responsibilities:

• B2B and B2C sales experience;
• Negotiated with corporate clients and participated in the presentation of the value
• proposition;
• Preparation of all organizational points for the program, marketing materials, work with
databases, CRM, program budget;
• Customer service, high client retention, and referral rates: CEOs, founders, and C-
• level managers to continue studying via our other programs;
• Conducted interviews with C-level managers and founders;
• Created new programs and upgraded existing ones.

Projects:

Silpo e-commerce | Content Marketing Manager | August — December 2023
• Creation of a content strategy concept and content management - planning materials
for the website and preparing materials for conducting a/b testing of new functionality
in the application.
• Creating project with creative agency in SMM strategy.

VOLUNTEER EXPERIENCE
Help Ukraine | Humanitarian Aid Center | March — August 2022
• Support manager
Communication with donors in English through emails and phones who wanted to
send humanitarian Aid to Ukraine.

Education
2016 — 2018: MS Finance and Credit from National University "Kyiv-Mohyla
Academy"

2012 — 2016: BA Finance and Credit from National University "Kyiv-Mohyla
Academy"

2024 — 2025: Strategy Course, KAMA