They say B2B = boring2boring. I believe it’s wrong. I proved that B2B brand marketing can be as entertaining as a Nike ad.

I am a strategy leader with a focus on change. As a B2B Brand Marketing executive with over 15 years of experience leading global projects, I execute brand identity campaigns and promote product growth. I am a storyteller who aims to create bold work that strikes a chord with people and turns tech products into popular brands. I’m always driven by creativity but firmly rooted in strategy.

I have a unique experience working with hypergrowth companies, taking them to the next level and promoting tech products globally. I am especially strong in communicating complex, cutting-edge technologies (such as fintech and AI) to wider audiences using simple human insights.

Vast international experience: USA, Western Europe (UK, the Netherlands), Asia (China, Singapore).

My top collaborations:
•	Transformed brand identities for over 30 products across 15 categories in collaboration with top global communication giants, such as McCann, Leo Burnett, and Grey Group.
•	Synthesized marketing strategies for Mastercard, Microsoft, and Samsung.
•	Relaunched the Unlimint brand, introducing an innovative identity while executing the brand’s first global awareness campaign across eight markets (APAC, EMEA, LATAM, North America).
•	Launched Roundtrip, an online booking tool for business travel, including brand positioning, identity development, and video content creation.

Core skills:
•	Strategic thinking, ability to plan and execute marketing vision
•	Huge experience in the development of marketing campaigns from scratch/orchestrating brand launches
•	Strong experience managing company budgets and relationships with multiple suppliers (external creative agencies, production companies, etc.)
•	Experience in building in-house creative and production teams 
•	Proven ability to develop a creative and collaborative culture
•	Demonstrated success in a matrix organization by building and leveraging relationships across the company
•	The ability to attract, inspire, and nourish diverse talent
•	A strong storyteller and creative thinker
•	Highly skilled in consumer research, audience identification, segmentation studies, insights generation

More about me and my projects: http://sergeydenisov.tilda.ws

In my everyday life, outside of my professional career, I'm an avid movie enthusiast, a dedicated follower of MUBI and Netflix, and a music lover who enjoys walking with my  AirPods.

Sergey Denisov

PwC is one of the leading professional services businesses in the world, offering consulting, tax and assurance services. I lead on brand strategy,  demand, pipeline and loyalty campaigns and client experience as well as leading marketing & sales technology platforms.

-  Own brand strategy, messaging, naming and governance for one of the world's most trusted companies.  Design brand campaigns to drive awareness, consideration and preference for a $50bn revenue business.  

-  Run PwC’s flagship global campaigns on climate, transformation and risk.  Asset rich, activated through digital channels including the Metaverse, marquee events including Davos and COP, global paid media programs and in-country teams to drive multi-billion dollar pipeline.

-  Deliver world leading thought leadership, including strategy+business (one of the world’s most prestigious management publications with a readership of 1m+ professionals), PwC's CEO survey, Global Media Outlook, Global Investors Survey and Hopes and Fears - the world’s largest annual employee study.

-  Run an integrated client facing technology stack, including pwc.com, the single largest global instance of Salesforce (sales cloud, marketing cloud, analytics, datarama), client data platforms and client listening tools, deployed across 158 countries.

-  Created Account Based Marketing capabilities to support the largest global 200 clients in the firm 

-  Provide marketing and sales best practice including a CMO Marketing Academy which upskills 1,000+ marketers around the world, a sales enablement, framework and coaching program to drive up demand generation performance around the world.

In this role, I lead a diverse, successful global team, coordinating high impact activity in an extremely complex matrixed organization.

Global Chief Marketing Officer

https://www.koganpage.com/product/transforming-the-b2b-customer-journey-9781398606807

Author: Transforming the B2B buyer journey

Capita

In 2019, Capita was a fragmented, low performing set of 42 marketing teams - with 147 brands, 185 websites and 1800+ vendors. Under my leadership we have a refreshed brand, new partnerships, a thought leadership program, are delivering target-beating pipeline numbers and are an award winning team where people want to grow their careers.  Specifically:

•	I led the refresh of Capita’s brand to build trust and position as differentiated and innovative – particularly with the C-suite. Launched new partnerships (e.g. TED), thought leadership program and advertising:

•	Online negative sentiment dropped by 50%
•	12% increase in employees saying they were proud to work for Capita 
•	Gap in C-suite consideration between us and competitors reduced by 15 points 
•	71% increase in awareness, likelihood to consider increased by 2% compared to -5% industry decline
•	Highest NPS score in three years

•	In 2020 the team  delivered over £5.6bn unweighted pipeline - significantly beating target of £3.6bn whilst handing back 35% of budget. 

•	Launched capita.com, closed 140+ sites, drove over £2m in lead generation by digital alone - people now spend 17% longer on the site and looking at 24% more information enabling us to learn how they are using our information to inform their buying decisions

•	Created central marketing function to bring professionalism, commercial rigor and accountability. The team won seven awards last year

o	Introduced account based marketing and research into the marketing team
o	Implemented marketing automation platform and Salesforce
o	Marketing budgets brought together to bring transparency into ROI
o	Reduced agency roster from 1,800 to 35 and negotiated favourable rates

Chief Marketing Officer

Thomson Reuters

Transformed under-performing function into multi-award winning, productive and happy team producing high impact content marketing - 22% year on year increase in leads, 21% lead to opportunity conversion 

Demonstrated strong business acumen - focused on customer relevance and driving meaningful results:

•	Set strategic direction and campaign execution model aligned to commercial goals – supporting retention and delivering leads for complex $6bn global business with 190+ products.

•	Created differentiated, powerful stories by developing messaging which better articulated our advantage in a highly competitive market.  Nominated for five content and digital awards in 2017.

•	Defined buyer journeys and campaign frameworks to deliver message with impact across all tactics, channels, regions and functions - driving awareness, purchase and adoption of products. 

•	Embedded customer insight to create compelling marketing materials. Established metrics and tracked to refine approach, building a culture of continuous improvement across all channels. 

•	Owned marketing P&L and delivered results within tight budget and resourcing constraints. Renegotiated global vendor contracts leading to $1.5m savings.

Challenged status quo, embraced new technology and built strong relationships to drive performance:

•	Improved efficiency and productivity by establishing new marketing automation system. 

•	Focused marketing efforts into the world's largest financial institutions by introducing Account Based Marketing so that our messaging landed in a more relevant and timely way.

•	Motivated, led and inspired global team of global marketing professionals – implemented capability framework to drive performance and develop skills based on current and future needs

•	Confidently built strong relationships and networks. Used influencing skills to achieve results in complex matrix structure, operated effectively on global boards at executive leadership level.

Global Marketing Director

Grew the team from non-strategic, non-revenue generating events function to contributors of 17% of gross sales and 34% of pipeline –made $14 for every $1 invested in marketing programs 

•	Devised overall marketing strategy and multi-channel, outcome led marketing plans aligned to commercial goals - delivering leads and driving gross sales for the European business

•	Introduced new way of thinking about digital channels – used online diagnostics, improved alignment between face to face and digital channels, and social media to extend customer reach, streamline customer experience of the brand and provide opportunities for better engagement.

•	Developed programs to engage industry bodies, partners and customers to deliver joint webinars, events, thought leadership that resonated with a broader range of prospects

•	Managed pre-sales and marketing function ensuring alignment between activities to drive stronger customer experience.

European Marketing Director

Accenture

Built global marketing and communications plans for $3bn BPO business to accelerate sales, drive customer loyalty and raise Accenture’s profile within the market 

•	Developed messaging and thought leadership to differentiate Accenture’s services from competitors delivered across all marketing channels, industry analysts, PR and sales

•	Delivered customer relationship marketing programs supporting sales on $10m+ deals and renewals, working closely with senior client leadership at Microsoft, BP, Deutsche Bank and Carillion.  Co-marketed value of our offering via awards, joint press and speaking platforms 

•	Devised digital journey for clients to experience offshore delivery centres, using video, interactive tours and interviews to bring to life the expertise in our centres to senior global customers

•	Drove market positioning - worked with industry analysts and journalists to ensure Accenture consistently named leader against competitors 

•	Led marketing for two acquisitions – combined value $425m – managed complex program incorporating media, analyst and post-merger activities, reporting to Accenture’s global board.  

•	Shaped global internal communications strategy for 56,000+ people globally ensuring metrics embedded to track effectiveness of program – 11% increase in employee engagement

Global Marketing & Communications Director

Created and executed highly targeted, multi-dimensional communications plans which significantly enhanced the reputation and perception of Accenture within the UK market: incorporating media outreach, CBI and parliamentary events, showcase film and brochure to improve perception of Accenture UK–resulted in “Best Companies” ranking; “Company that Counts” award from Business in the Community; acknowledgement from The Times and Aurora as a top 50 companies where women want to work

Trusted advisor to UK CEO and his leadership team. Developed creative, strategic programs including targeted national event series, fully interactive micro sites and engaging offline collateral for employees - significant uplift in volunteering and a 12% improvement in employee engagement

Marketing Director, UK and Ireland

Developed complex change communications programs for Barclays, NHS and Jones Lang LaSalle employees transferring into Accenture, working with clients to create marketing tools and processes

Change Management and Communication Consultant

HM Treasury

Programme managed multimillion pound national marketing campaign for financial product, targeted at parents

Co-ordinated production of TV, radio and print adverts as well as brochures and information packs working effectively with multiple partners to identify and achieve key milestones

Actively identified and consulted with stakeholders, developed appropriate messages for targeted audiences based on robust research

Influenced MPs, financial organisations, NGO and Government departments to promote new product

Advised Treasury Management Board on achieving best practice as a high performing organisation

Worked with senior civil servants to drive forward change agenda from strategic conception to implementation, developing metrics to measure success and identifying key risks.  Rigorously project managed communications around change programme including major reforms to core corporate functions.  Commissioned staff attitude survey as a key source of indicators 

Conducted internal communications audit and used results to plug important information gaps- redesigned sections of the intranet and introduced successful newsletter

Marketing, strategy and Change policy advisor

Seasoned CMO, who excels in complex, global matrixed organisations.  Named Marketing Week's Marketer of the Year in 2024, my team is multi-award winning across campaigns, brand and digital. I am a regular speaker on the marketing circuit and authored a formative book on the B2B Buyer Journey.

Currently the Global Chief Marketing Officer for PwC. ($50bn+ revenue, 370,000 people in 140+ countries).  In the last year, I revitalised PwC's brand and rolled it out around the world across all channels. This included visual and verbal refresh, plus a global advertising campaign and sponsorships with TED, Bloomberg and WSJ amongst others. The campaigns the team ran generated $500m+ pipeline and won 70 awards.  I also look after a complex marketing and sales tech stack, our digital strategy and upskilling across sales and marketing.

Before that, I was CMO at Capita, (£4bn revenue, 60k employees).  Transformed 65+ fragmented teams, 147 brands, 185 websites and negative ROI - into single organisation. Launched new brand, ad campaign and partnerships including TED. Generated £5.8bn pipeline, closed the consideration gap by 15 points and got highest NPS score in 3 years.

Prior to that, I led the global marketing team at Thomson Reuters, transforming it from a loss-making function into a happy, productive team, delivering 17% of gross sales and 34% of pipeline –making $14 for every $1 invested in marketing. We also launched a new brand - Refinitiv.  

I spent 10 years at Accenture where I led global marketing strategy for their $3bn technology business to accelerate sales, drive customer loyalty and raise brand within the market – as well as lead internal communications for 50,000 people.

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