Yekaterina Zhukova
Baku
Summary
A results-driven brand strategist with 17 years of experience in communications, offering expertise in creating and managing brand strategies. Skilled in employee and customer brand alignment in B2B and B2C segments, internal and external communications, and reputational activities. Adept at developing loyalty programs, managing brand reputation, spearheading impactful initiatives, forming strategic partnerships, and orchestrating high-profile reputational events. Proficient in project and budget planning, focusing on achieving business and brand strategy alignment.
Overview
17
17
years of professional experience
Work History
Senior Brand Governance Expert
PASHA Bank
01.2019 - Current
- Identifying the core brand business challenges and opportunities, defining potential solutions and implementing various projects
- Developing strategies that communicate a brand's message through creative storytelling and strategic communications planning - to enhance brand recognition and engage customers
- Creating consumer-centric creative strategies and branding for B2C and B2B target audience
- Producing integrated campaigns: broadcast, video, digital, social, OOH and radio based on deep research of market trends and consumer behaviour – to guide brand management decisions
- Leading cross-functional creative teams of 3-20 people
- Architecting experiences that deliver actual value for both businesses and users by researching to define opportunities for brand growth and advancement
- Mentoring and advisory with various departments and creative teams to ensure consistent brand messaging and positioning
- Developing and supervising the execution of comprehensive marketing and public relations strategies
- Managing budgets and resources allocated for brand management and marketing activities
- Evaluation the effectiveness of brand management and marketing efforts and propose recommendations for further enhancement
- Conducting surveys to consistently monitor brand metrics and strength to ensure consistent brand growth
- Working with the C-level management regarding their branding and creating tailored communication strategies.
Branding and Advertising Specialist
PASHA Bank
01.2017 - 01.2019
- Collaborating with the internal communication teams and contractors to generate fresh concepts for company branding, promotional campaigns, and marketing communications
- Examining trends, analyzing new data, and staying up-to-date with marketing techniques
- Assist internal clients in resolving inquiries promptly and professionally
- Devise and implement customized marketing strategies based on individual client needs
- Leading brainstorming meetings and creative sessions
- Defining brand guidelines and establishing procedures to ensure all products align with the brand identity
- Supervising the creative contractors' daily operations, assigning project workloads, and overseeing deadlines and budgets.
Graphic Designer
PASHA Bank
01.2014 - 01.2017
- Conceptualizing and producing marketing and sales materials, including 360 campaigns, printing materials, presentations, etc
- Work closely with internal requestors to understand the client's business needs
- Formulating forward-thinking concepts and designs aligned with brand strategy
- Designing diverse graphic, print, and digital media to support business needs
- Identifying fresh and innovative design solutions that push the boundaries of the brand and explore more effective formats and channels
- Ensuring brand consistency via design, artwork, and digital and print output approach
- Ensuring that all work produced is to a suitably high standard and within brand guidelines and specifications.
Art Director
Fatiyev Advertising Company
01.2011 - 01.2014
- Assessing clients' requirements to develop project strategies and generate visual elements for advertising campaigns
- Communicating with clients to establish objectives, provide progress updates, obtain feedback, and deliver the final campaign
- Researching to understand better brand goals, target markets, and industry trends
- Recruiting, training, and supervising design personnel
- Coordinating resources and collaborating with other departments to create a unified and impactful campaign
- Setting and adhering to budgets and timelines, ensuring the campaign's successful completion within these parameters
- Addressing design, staffing, or process issues as they arise
- Ensuring that all aspects of the campaign align with the client's requirements
- Seeking opportunities to enhance the processes within the design department.
Photographer
AzMagazine
01.2010 - 01.2014
- Seeking out appropriate models and settings
- Carrying out research and pre-shoot preparations
- Working in various locations and circumstances to get the needed results
- Communicating with the model to set the correct mood
- Arranging still-life photo sets
- Collaborating with graphic designers, writers, clients, and editors to set up the shooting criteria
- Post-producing the images to meet the client's and team's expectations and brief.
Graphic Designer
Fatiyev Advertising Company
01.2010 - 01.2011
- Guiding and internally assisting clients and collaborators in developing and creating marketing and communication materials for internal and external use
- Managing multiple projects concurrently, overseeing them from start to finish and ensuring timely delivery
- Utilizing extensive knowledge of the company's services, clients, and objectives to ensure that each project contributes to revenue opportunities
- Updating and maintaining project status, facilitating team coordination and knowledge sharing
- Creating documents across various platforms according to the specific requirements and needs
- Supervising and enforcing consistent usage standards for the client's logo in all communication materials, both internal and external.
Photographer
InBaku magazine
01.2007 - 01.2010
- Creating and modifying visual content for multiple platforms
- Produce photography for printed and digital media
- Providing the final product to diverse recipients, including internal and external customers, media outlets, and graphic designers
- Conduct retouching and make necessary image adjustments after photo shoots.
Education
Bachelor with honours - Transportation and storage of oil and gas
Azerbaijan State Oil and Industry Academy
12.2010
face-to-face mentorship program
BBDO Branding Moscow
Skills
- Reputational risk management
- Brand strategy creation and management
- Brand audit
- Employee brand creation and management
- Internal and external communication
- Reputational activities crafting and implementing
- Client's brand lifecycle creation
- Customer journey creation and management
- Loyalty programs creation and management
- Business and brand strategy alignment
- Transition management
- Change management
- Risk management
- Creative marketing
- Art direction
- Digital Marketing
- Critical Thinking
- Design Thinking
- Cyber Security
- Negotiation's skills
- Project management
- Vendor management
- Storytelling
- Leadership communication strategy
- Leadership personal branding
- Leadership
- Analytical and Critical Thinking
- Problem-Solving
- Public Speaking
- Marketing Communications
- Social Media Strategy
- Strategic Thinking
- Integrated Marketing
- Content Strategy
- Product positioning
- Customer Segmentation
- Competitive Analysis
- Advertising Strategy
- Corporate Branding
- Creative Direction
- Internal Communications
- Employee engagement
- Communications management
- Branding
- Business Needs Analysis
- Client Relationship Management
- Vendor Relationship Management
- Campaign Implementation
- Survey coordination
- Data Collection
- Survey Design and Development
- Campaign Development
- Strategic Planning
- Consumer trend analysis
- Team Leadership
- Brand Promotion
- Public and Media Relations
Mentorship
- Mentorship of junior employees, Helping them grow expertise and professionalism in marketing, branding, and advertisement. All my mentees were promoted during the year after we started working on empowering their professional capacity.
- Educational course about photography basics, Created and conducted an educational course about photography basics for English-speaking adults, working with models and post-production basics. The duration of the study was three months.
Leadership Experience
Deputy Head of PASHA Bank Social Club, PASHA Bank, 2019-01-01, 2021-12-31, An internal volunteer club dedicated to building corporate culture, employee engagement, and motivational activities.
Timeline
Senior Brand Governance Expert
PASHA Bank
01.2019 - Current
Branding and Advertising Specialist
PASHA Bank
01.2017 - 01.2019
Graphic Designer
PASHA Bank
01.2014 - 01.2017
Art Director
Fatiyev Advertising Company
01.2011 - 01.2014
Photographer
AzMagazine
01.2010 - 01.2014
Graphic Designer
Fatiyev Advertising Company
01.2010 - 01.2011
Photographer
InBaku magazine
01.2007 - 01.2010
Bachelor with honours - Transportation and storage of oil and gas
Azerbaijan State Oil and Industry Academy
face-to-face mentorship program
BBDO Branding Moscow
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