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Deployed an email marketing strategy for B2B nurturing

Created a semantic core and implemented an SEO structure for the website

Built the digital foundation: improved the website, created Instagram, Facebook, and LinkedIn pages

Conducted 27 in-depth interviews with executive chefs in Dubai – these insights formed the foundation of the marketing and communication strategy

Tested lead generation hypotheses: driving to site, DMs, sample request forms

Launched targeted ad campaigns segmented into three audience groups

06

05

03

04

02

01

What we did

SEO improvements led to a noticeable increase in website traffic; by Q2, site visits had grown by 5.5×

In the first quarter: steady growth in reach and engagement

Generated a database of 185 qualified B2B leads

Email marketing channel activated – now used for consistent communication and lead management

27 chef interviews laid the groundwork for precise audience positioning and messaging

Built and launched full digital infrastructure: website, CRM, social media, paid ads

First major clients onboarded – including Radisson

By Q2: social media audience grew by 3.5×

Results

Strong local competition with well-established supplier relationships

Product requires trust, tasting, and recommendations

Complex and narrow audience: chefs, procurement managers, restaurant leads

Limited digital presence in the market: the website required improvement; no social media or CRM in place

Challenges and barriers

Build a digital infrastructure to support sales and communication

Form an initial base of corporate clients

Build brand awareness within the HoReCa professional community

Enter the UAE market with a niche B2B product

Context and objectives

Greeneration is a high-tech agritech farm and innovation lab for professional chefs. The team aimed to enter the UAE market and become a trusted supplier of microgreens and edible flowers for fine dining restaurants. But how do you break into a niche where trust is built slowly – through personal recommendations and reputation?

HoReCa

Marketing

Partner’s Feedback

Deployed an email marketing strategy for B2B nurturing

Created a semantic core and implemented an SEO structure for the website

Built the digital foundation: improved the website, created Instagram, Facebook, and LinkedIn pages

Conducted 27 in-depth interviews with executive chefs in Dubai – these insights formed the foundation of the marketing and communication strategy

Tested lead generation hypotheses: driving to site, DMs, sample request forms

Launched targeted ad campaigns segmented into three audience groups

06

05

03

04

02

01

What we did

SEO improvements led to a noticeable increase in website traffic; by Q2, site visits had grown by 5.5×

In the first quarter: steady growth in reach and engagement

Generated a database of 185 qualified B2B leads

Email marketing channel activated – now used for consistent communication and lead management

27 chef interviews laid the groundwork for precise audience positioning and messaging

Built and launched full digital infrastructure: website, CRM, social media, paid ads

First major clients onboarded – including Radisson

By Q2: social media audience grew by 3.5×

Results

Strong local competition with well-established supplier relationships

Product requires trust, tasting, and recommendations

Complex and narrow audience: chefs, procurement managers, restaurant leads

Limited digital presence in the market: the website required improvement; no social media or CRM in place

Challenges and barriers

Set up a scalable digital sales funnel

Goals:

Target audience: restaurants, hotels, cleaning services, procurement teams

Entering the UAE market with a professional product line for B2B

Generate qualified leads and create a base of regular clients

Build brand awareness among the local B2B audience

Context and objectives

Metapack is a manufacturer and distributor of professional cleaning and packaging products. The company set an ambitious goal: to enter the Dubai market and build a client base among HoReCa and Facility Management businesses. With no local website, digital channels, or CRM in place, we helped the team go from zero infrastructure to a working lead generation system - and secured the first wave of corporate clients.

Facility Management

Marketing

Launching Metapack in the UAE: building a digital funnel and driving B2B sales

Launched a system of career tracks and regular skill assessments

Created individual development plans and selected external training providers

Developed a competency framework and role-by-role matrix

Assessed current team competencies and identified growth areas

Learning & development

Also hired:

Closed key roles for the new strategy – including a Head of Marketing with experience in HNWI audiences, strategic thinking, and digital expertise

Recruiting

Analyzed competitors and identified best practices

Conducted a full strategic audit of marketing and delivered clear recommendations for restructuring the model, roles, and team

Audit & strategy

03

02

01

What we did

The collaboration continues in a long-term support and advisory format

Introduced a full-scale internal development system

Increased engagement and established a culture of trust and growth

Rebuilt the marketing function to fully align with business strategy

Assembled a team of key experts with strong fit across tasks, values, and pace

Results

Profiles were complex: a rare mix of strategic thinking, investment fluency, digital expertise, and strong cultural fit was essential

Hiring required looking beyond familiar markets and standard candidate pools

No unified marketing model; unclear role of marketing within the business

Challenges and barriers

Set up an internal development and training system to support long-term growth

Build a new operating model: roles, structure, communications

Identify barriers to growth: within the function, positioning, and team

Conduct a strategic audit of the marketing function and its role in the business

Find and hire key specialists aligned with the new model

Context and objectives

Movchan’s Group is an international investment company managing funds and individual portfolios for high-net-worth clients. The company approached us with a request to restructure its entire marketing function – from strategy and team to internal development systems. We guided them from deep audit to building a new team and launching a training system that supports long-term quality and performance.

Investment

Hybrid Approach

How we restructured marketing at Movchan’s Group and built a high-performing team

Tested lead forms and landing pages to identify top-performing formats

Built 5 distinct audiences with minimal overlap and crafted custom creatives for each

Updated the website and social media presence; launched Meta Business ad account

Designed and launched an email nurturing funnel to improve lead quality and conversion

Set up analytics and reallocated budgets toward highest-converting campaigns

05

03

04

02

01

What we did

Created a warm lead base and launched email communications to continue audience engagement

1,124 registrations for webinars and events, with 65% attendance rate

Built a scalable acquisition model that served as a foundation for future campaigns

849 leads generated for programs priced at $3,000+

CTR increased 5.5× - from 0.44% to 2.53%

Results

Objective: generate lead flow, test acquisition hypotheses, and build a foundational marketing funnel

Geography: multinational audience, predominantly B2B

Promote educational programs for business owners and C-level executives

Context and objectives

An international business school offering executive programs for business owners and senior managers approached us with a clear goal: generate a flow of qualified B2B leads for high-ticket educational products priced at $3,000+. We took on the full scope – from funnel and content to creatives in three languages and an email strategy.

Business Education

Marketing

How we generated nearly 1,000 leads for a $3,000+ premium product in a niche B2B segment

Partner’s Feedback

Need to work in multiple languages and adapt messaging for each audience

Multi-step approval process for advertising materials with international partners

High price point and long decision-making cycle

Low brand awareness and no existing funnel in target markets

Challenges

The team now has a clear, scalable identity aligned with the company’s ambitions and values

A complete brand identity created from scratch: strategy, naming, visual system, and brandbook

The brand narrative and visuals are structured for practical use – in meetings, negotiations, and materials

Results

Delivered templates and a brandbook – easy to use both internally and externally

Created the brand style: color palette, typography, signature elements, photography direction

Designed the logo and full graphic system

Visual identity

Developed the name WeVed

Naming

Set the tone of voice and brand personality

Captured brand values: responsibility, initiative, precision, team spirit

Defined the positioning: a team that handles complex deals and delivers results

Brand platform

Defined the core brand goals: reliability, transparency, growth, precision, and proactivity

Identified a gap between the company’s maturity and how it looked and communicated

Immersed in the business: interviewed the team, studied the market and competitors

Audit & strategy

04

03

02

01

What we did

It was critical to maintain trust among existing clients while shifting perception – from “narrow and invisible” to open, modern, and future-ready

The goal was to develop a complete identity from scratch: name, brand strategy, visual system

An established company with a strong market position was launching a new brand

Context and objectives

WeVed is a company operating in international trade, specializing in complex equipment and component supply. Their strong expertise, rapid growth, and reputation as a reliable market partner called for a new brand identity – one that’s modern, transparent, and scalable. We guided the team through the entire process: from strategic audit and brand platform to naming, visual system, and brandbook – and delivered a brand that builds trust and unites the team.

Import & Logistics

Branding & Communication

Partner’s Feedback

Developed a roadmap for scaling activities in the following year

Set up reporting templates and the first version of the digital funnel

Integrated a CRM system to track leads and inbound requests

Funnel & Operations

Designed campaign scenarios tailored to each funnel stage

Drafted messaging hypotheses and email nurturing sequences

Launched initial advertising tests: Telegram targeting, lead magnets

Created a PR plan: targeted media, influencers, and Telegram communities

Communications & Ads

Produced assets for YouTube, email campaigns, and landing pages

Built a visual grid, content plan, and publication schedule

Created content templates and led a professional photoshoot of the product

Styled and structured Instagram and Pinterest in line with VIMAR’s aesthetics

Developed brand positioning and emotional messaging framework

Mapped out the customer journey: from first discovery to repeat purchase

Identified key motivations, pain points, and decision-making triggers

Conducted in-depth interviews with designers and installation professionals

Strategy & Research

04

03

02

01

What we did

Delivered a clear scaling strategy: communications, PR, content, and lead generation planning

Designed and launched the full visual ecosystem: Instagram, Pinterest, branded templates, product shoots

Implemented a CRM system for internal lead and request management

Built brand positioning and customer journey based on real audience insights

Tested digital hypotheses and set up a lead acquisition process targeting designers and installers

Results

The audience is narrow and highly professional – messaging had to speak their language

Aesthetics are as important as function – the product must be visually aspirational

No marketing infrastructure in place: no CRM, strategy, or visual framework

Local initiatives needed alignment with global brand guidelines

Challenges

Strong emphasis on visuals: the product requires aesthetic storytelling to reflect its quality and status

The goal was to increase brand awareness among designers and architects through packaging, social media, professional platforms, and PR

Despite global presence, VIMAR’s local office lacked a structured marketing function

The task: build a foundational marketing layer and test initial hypotheses across digital channels

Context & Goals

VIMAR is an Italian premium brand of electrical fittings, known globally for its high-quality, design-driven products. While the brand has long been present on the international market, the local office operated without a dedicated marketing function – all communications were managed through the sales department. We helped the team rethink their marketing approach: ran a strategic session, crafted a clear brand positioning, built a consistent visual communication system, and tested digital hypotheses focused on the design-driven B2B community.

Premium Interiors

Marketing

VIMAR’s Market Expansion: From Strategy to First Leads in a New Region

NutritionPro received a strategic roadmap for international expansion – complete with a ranked market shortlist, analysis, and actionable insights

The research formed the foundation for future marketing planning and scaling the operational team

Results

Outlined key go-to-market channels and product localization considerations

Prepared a detailed report and presentation with justifications, SWOT analysis, and tailored recommendations for each market

Evaluated each country using a scoring system and compiled a ranked shortlist with the top 5 most promising markets

Analyzed 15 countries

Defined key evaluation criteria:

• Basic market indicators and high-level potential
• Presence and market share of competitors
• Relevance of search semantics and interest in the product category

05

04

03

02

01

What we did

The client needed a team that could deliver a structured and product-specific market assessment quickly and efficiently

The goal was to identify countries with the highest potential in terms of demand, competition, and consumer behavior

NutritionPro had successfully launched in the Czech Republic – the next step was scaling to international markets

Context and objectives

NutritionPro is a foodtech startup based in the Czech Republic. The company offers ready-to-eat meal plans delivered by subscription. After gaining traction in its home market, the team began preparing for international expansion and approached us with a task: conduct research and identify the most promising countries for scaling.

FoodTech

Market Research

Articulated the brand’s core: philosophy, mission, and value proposition

Defined pain points, emotional triggers, and meta-messages for each segment

Mapped six detailed audience profiles

Designed a visual identity that reflects the brand’s speed, reliability, and tech-forward character

Developed a communication framework to ensure consistency across all touchpoints

05

03

04

02

01

What we did

The strategy established a strong positioning and visual language that sets Autostels apart from competitors

A unified and actionable communication platform now supports all audience segments

The visual identity created during the project is still in use and recognized in the market

Results

Use the strategy as a foundation to build a visual identity – bold, tech-forward, and recognizable

Identify a common core and language that would resonate with procurement leads, mechanics, service center owners, and end customers alike

Consolidate six different audience segments into a single communication platform

Context and objectives

Autostels is one of the largest service and logistics platforms in the auto parts segment, with over 20 branches and a catalog of 30 million unique SKUs. The platform serves both B2B and B2C audiences – from mechanics and procurement managers to auto service owners and retail customers. The company approached us to develop a communication strategy that would unite all audience segments under one positioning, and to create a visual identity that reflects the brand’s philosophy. The solutions developed in this project are still actively used today.

Auto Components & Distribution

Branding & Communication

As the business grew, it became crucial for new touchpoints to communicate the right values – a combination of stability, a tech-forward image, and a modern approach

No prior communication strategy or brand identity in place

The need to speak each audience’s language while maintaining brand consistency

Radically different pain points and motivations across segments

The visual identity didn’t match the company’s scale: outdated logo and no cohesive system

Challenges

Organized placements with bloggers and Telegram channels

Built a pipeline of relevant partners for integrations

Set up ad accounts and launched contextual and targeted ads in Yandex and Facebook

Launched and managed SMM with regular posting and increasing engagement

Developed a visual identity and content plan for social media

05

03

04

02

01

What we did

Telegram integrations generated a CTR of 3% and 1% conversion, boosting awareness and driving additional traffic

+40% organic audience growth in social media over 2 months thanks to structured content strategy

Yandex Ads: precise targeting and segmentation achieved a CTR of 3.8% and 12% conversion to desired action

Facebook Ads: CTR of 4% and 3% conversion

Results

The goal: test acquisition channels, build a funnel, and acquire first users

Full operational support required: from paid advertising to social media

The need for a fast and large-scale go-to-market launch

A new B2C product within a major holding company

Context and objectives

Hotelbook is an online hotel booking platform under the UTS Group umbrella. The team approached us with a request to launch their B2C direction and fully outsource operational marketing. We joined as an external marketing department and set up structured work across all major channels – from advertising to content and partnership integrations.

TravelTech

Marketing

The product had no funnel, CRM, or analytics in place – everything had to be built from scratch, under time pressure

Highly competitive hotel booking market with a high trust barrier

A brand-new product with no existing user base or recognition

Challenges

Set up and activated social media channels with a consistent content plan

Designed and launched a new website with a convenient booking system

Developed a commercial strategy and introduced a system for regular performance reporting

Launched acquisition channels and tested audience hypotheses

Engaged local bloggers to increase awareness and reach

05

03

04

02

01

What we did

A transparent commercial model established: reporting, funnel tracking, performance metrics

The resort gained a solid digital infrastructure and improved visibility among the local audience

+30% increase in inquiries via social media

From zero to 150 inquiries per month through the website after launch

Results

Key tasks: launch a booking-enabled website, set up acquisition channels, and increase inbound inquiries

Objective: build a working commercial strategy and strengthen digital presence

A resort project with accommodation and on-site activities

Context and objectives

The client – a premium resort project offering nature-based activities – approached us with a request to build a commercial strategy, strengthen their digital presence, and increase the flow of inquiries from online channels. As part of the project, we not only developed the strategy but also completely rebuilt the user journey – from first touch to booking.

Tourism & Leisure

Marketing

The product targeted a local market with limited capacity and competitive leisure offerings

No structured analytics or manageable commercial model

Low reach and engagement on social media

No digital infrastructure: no website with booking functionality

Challenges

Conducted 12 in-depth external interviews, analyzed the results, and compiled a full strategic report

Built a custom benchmarking sample: 12 companies across education, marketing services, and corporate segments

Conducted interviews with the internal marketing team to understand current structure and responsibilities

Created a SWOT analysis of the current setup and delivered tailored recommendations for structure, roles, hiring priorities, and compensation

Reviewed public data on roles, salary bands, KPIs, and performance evaluation practices

05

03

04

02

01

What we did

The project served as a foundation for rethinking team architecture and motivation systems

Based on these findings, we moved forward to hire 8 key team members under the new structure (see full case in the Recruiting section)

Delivered a comprehensive report on market benchmarks: team structures, compensation, roles, and responsibilities

Presented clear recommendations, including:

• restructuring the team model
• differentiating functions (e.g., strategic vs. product marketing)
• adjusting KPIs and role scopes
• creating grading systems and salary bands

Results

Go beyond benchmarking – provide actionable recommendations for how to rebuild the team to better meet business needs

Audit the current marketing function and understand how structure, roles, and salaries align with market standards

Context and objectives

Skolkovo Business School approached us with a request to audit their marketing function and assess how their structure, roles, responsibilities, and compensation compared to the market and supported business goals. We conducted a full analytical study – from internal interviews to external benchmarking through deep-dive interviews – and delivered strategic recommendations on how to restructure the team. These insights later formed the foundation for a recruitment project in which we filled 8 key roles under the new strategy and team structure.

Business Education

Hybrid Approach

Needed to maintain full confidentiality while collecting enough meaningful data

Complex scope – the project combined elements of HR, marketing, and organizational design

Comparing across multiple company types: from edtech and consulting to large corporate structures

Challenges

Built a digital and performance marketing strategy

Developed CJM and a detailed media plan

Conducted market research, audience interviews, and competitive analysis

Tested creatives and messaging across targeting, search, Telegram, and email

Set up end-to-end analytics and call tracking

Launched and optimized 40+ ad campaigns

Set up and populated social media accounts

Created a content plan for webinars and email campaigns

Designed and launched a new website and landing pages

09

08

07

06

05

04

03

02

01

What we did

Email open rate reached up to 55%

Generated consistent application and sales growth thanks to a structured digital funnel and precise audience targeting

44 campaigns launched as part of A/B testing in contextual advertising

Conversion rate: 3.36% from banner ads, 12.96% from Telegram placements

Results

Support sales of a premium B2C product

Build digital marketing from scratch: from strategy to campaign launch

Research the audience and test acquisition channels

Repackage the coaching product and reach a new sales level

Context and objectives

An executive coaching school founded by a recognized expert in the field approached us with a task to scale: repackage the product, build marketing from the ground up, and generate a consistent flow of clients for a program with an average check of $10,000+. We went through the full journey – from deep research to hands-on execution – and delivered systemic growth over the course of a year.

Coaching & Education

Marketing

Funnel had to be built from scratch: website, communications, and promotion

No existing digital marketing system

High average price – required precise alignment with audience insights

Niche product with a highly specific target audience

Challenges

Expanded communication channels: social media, PR placements, email campaigns

Built CJMs (Customer Journey Maps) for key segments

Conducted market and competitor research to identify growth opportunities

Audited the growth strategy, marketing activities, and sales funnel

Relaunched paid search campaigns with audience segmentation and A/B testing

Led a website redesign and implemented end-to-end analytics

06

05

03

04

02

01

What we did

CJMs and hypotheses developed to increase LTV

New website developed and launched

Acquisition and nurturing channels systematized

Number of qualified leads increased 5×

Cost per qualified lead reduced by 24%

Results

No cohesive digital foundation (website, analytics, content)

Limited reach within the relevant target audience

High customer acquisition cost

Lack of a clear picture of acquisition and retention channels

Challenges and barriers

Reach new audience segments and scale the funnel

Increase user engagement and extend client lifecycle

Identify product development directions aligned with market trends

Audit of marketing and growth strategy

Context and objectives

Domopult is a digital platform for automating the management of residential and commercial real estate. The client approached us with a request for a strategic audit, increased user loyalty, and longer LTV. Together, we rethought their growth model and brought structure to their marketing: from positioning to a scalable lead generation funnel.

PropTech

Marketing

Partner’s Feedback

Client noted that the process helped them rethink the product and how it was presented

Developed the communication strategy and key messaging for digital channels

Defined brand positioning and tone of voice

A tech-driven training studio with a focus on biohacking.

Bodyhacker – strategic brand development for a wellness studio

Acted as a flexible external resource working alongside the in-house team

Helped boost awareness and increase sign-up flow

Supported the team during launch phases with ad campaigns, email marketing, and creative production

A modern studio positioned in the lifestyle fitness segment.

Booster Workout – targeted support for a boutique studio

For nearly 3 years, acted as the client’s in-house marketing team – fully responsible for business growth and tightly aligned with the internal team

Ran PR campaigns with influencers and featured in niche fitness media

Integrated marketing and sales processes, delivering a stable flow of 150+ new clients per month

Developed the full marketing strategy, created a lead-generating website, and launched paid and organic acquisition channels

Launched the project from the ground up: no strategy, no website, no digital channels

One of the largest martial arts and fitness clubs in Moscow.

We worked across various formats of the fitness industry – from large athletic clubs to boutique studios. Our role varied from launching marketing from scratch to providing strategic reinforcement and building systems that consistently brought in clients and drove results. Below are several examples where our work delivered measurable impact:

Fitness & Wellness

Marketing

As a result of integrated marketing efforts and growing brand awareness, sales increased by 53% in just 3 months

A structured marketing strategy and process were implemented

Lead generation from digital channels was launched and systematized

Social media presence was aligned with the brand and strategy

Results

Recruited and onboarded a full-time in-house marketer

Built a lead generation system from scratch and implemented end-to-end analytics

Launched thought leadership content across relevant media platforms

Built an internal event calendar and integrated it into the team's workflow

Segmented the target audience and defined key product messages for each group

Developed marketing and communication strategies

06

05

04

03

02

01

What we did

Parallel objective: build internal marketing capability – strategy, processes, and team

Goal: enter the B2B market and create demand from business clients

Product: EV charging stations

Context and objectives

TOUCH is a manufacturer of EV charging stations. The team approached us with two key tasks: launching B2B sales and building an internal marketing function from the ground up. We covered everything from strategy and positioning to hiring and revenue growth.

How we helped TOUCH launch B2B marketing and hire an in-house marketer

Identified churn drivers and developed a retention improvement plan

Built a communication strategy and customer journey maps for key segments

Ran CustDev and in-depth interviews to surface insights

Conducted a full market, funnel, and competitor analysis

Oversaw the implementation of CRM and end-to-end analytics

Developed a 5-year growth strategy including ROI breakeven point

06

05

03

04

02

01

What we did

Lead generation processes structured and optimized

Monthly profit margins increased 2.5× within 7 months

A 5-year marketing strategy developed with ROI benchmarks built-in

Customer profiles and CJMs created to strengthen positioning and messaging

Results

Unclear audience segments and purchase decision factors

No CRM system; churn reasons were poorly tracked and analyzed

No existing strategy or structured analytics

Complex B2B product with a long sales cycle

Challenges and barriers

Reduce churn and increase LTV

Set up a structured funnel and systemized digital marketing

Research audience, competitors, and acquisition channels

Build a long-term growth and scaling strategy

Context and objectives

Tahoban is a company specializing in the sale and installation of tachographs for commercial freight transport. The client approached us with a request to develop a long-term marketing strategy and support its execution – with the goal of scaling the business several times over.

B2B & Logistics

Strategy

Performed competitive analysis: how offerings are presented, how personal brands are built, and which formats work

Identified key barriers, triggers, and real needs – both from the client side and the therapist side

Conducted more than 10 in-depth interviews with potential clients and relocants abroad

Audited existing products and the website: content was overloaded with professional terminology and lacked the right emphasis

Prepared the core product packaging: messaging, emphasis, benefits, and audience-facing presentation

Delivered a full-year promotion strategy: channels, focus areas, and priorities

Developed two tailored marketing scenarios: one for in-person groups in London, another for online supervision programs

Shaped the positioning, key focus areas, and communication principles

08

07

06

05

04

03

02

01

What we did

Products were packaged not “by template,” but in a way that resonates with the audience – emphasizing meaning, outcomes, and participation format

Thanks to interviews, analysis, and consistent brand language, we created a foundation to support program launches across Europe and the U.S.

The client now has a clear strategy on how and where to communicate with different audience segments

Promotional formats were selected based on what fits Olga's style and therapeutic approach

Results

Objective: develop a marketing strategy and product packaging to enable consistent group enrollment, support personal brand promotion, and reach an international audience (relocants, psychotherapists living abroad)

Some programs had already been launched, but it was difficult to fill groups on a regular basis

Before our collaboration, promotion was inconsistent and lacked structure

Context and objectives

Olga Movchan is a practicing Gestalt therapist and supervisor, and the author of her own psychological programs. She came to us with a request to shape a clear promotional strategy and approach her product marketing systematically – from supervision groups to broader audience programs. We developed a full marketing foundation: from audience analysis to strategy, product packaging, and a year-long promotion plan.

Signature programs

Marketing

Fully integrated into the team: built a go-to-market strategy and assembled a scalable marketing function

Closed the CMO role in 5 weeks

Candidate brought fintech background, MENA experience, and strong operational expertise

Results

Shortlisted and interviewed candidates with relevant backgrounds

Ran a direct search via closed communities and international recruitment channels

Defined the ideal candidate profile together with the founder

Managed the offer and onboarding process

Assessed market knowledge, motivation, leadership style, and language fluency

05

03

04

02

01

What we did

The search was conducted under NDA and without public job postings

Needed a mix of strategic thinking and operational flexibility

Narrow talent pool with relevant experience in fintech and MENA markets

Challenges

The candidate had to be hands-on: from strategy to execution

Fluent English was a must

Required experience with fintech products and understanding of the regional landscape

Hire a CMO to lead market entry and growth in Dubai

Context and objectives

A fast-growing fintech company entering a scaling phase needed a CMO to build marketing from the ground up – with a focus on English-speaking B2B markets across the MENA region. We helped them find a strong candidate who matched all the key requirements – from fintech expertise to cultural fit.

Placed a CMO for a fintech company in the UAE market

Marketing started functioning as a standalone unit – with a clear focus on growth and performance

The selected candidate adapted successfully and was later promoted to Head of Marketing

A basic KPI and motivation system was implemented

Results

After the hire:

• Helped design the motivation system
• Introduced a performance evaluation model

Found a team lead with relevant background, product understanding, and willingness to take on operational work

Defined a clear candidate profile and ran a targeted direct search

03

02

01

What we did

Important to lay the foundation for a more structured, growth-focused marketing function

Needed a team lead with fashion experience and a hands-on approach

No dedicated marketing lead in place

Context and objectives

STUDIO29 is a well-known fashion brand with a retail network. Before we stepped in, marketing wasn’t a dedicated function – tasks were distributed across the team and managed by the executive director. The company needed someone to bring everything together: a specialist capable of handling both analytics and creative processes.

Hired a marketing team lead for fashion brand STUDIO29

Client: a reproductive health clinic. Initially filled a marketing role, then later performed a replacement.

Result: replacement handled smoothly - the second candidate was a strong fit.

ART ECO – marketing hire with follow-up replacement

Client: Golos Goroda - an immersive urban audio-performance project. The search was for a team lead who could balance creative storytelling with structured marketing.

Result: candidate successfully integrated and now leads project marketing.

Golos Goroda – hiring a marketing lead for a cultural audio guide project

Client: Tower Group, a real estate agency. They needed an independent marketer to build out marketing operations.

Result: position filled, candidate onboarded and performing. Client satisfied with the result.

Tower Group – targeted marketing hire for a real estate agency

Other recruitment cases

Client: international Chinese language school. First, we filled a team lead role in marketing; later, the client returned for a second hire at the mid-level.

The selected candidate adapted successfully and was later promoted to Head of Marketing

China Campus – two successful marketing hires