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

DZYUBA Retail Atelier 

Imagine a customer who’s in love with your retail brand.
They come back — again and again.
They bring friends and family.
They recommend.
They post stories.
They write words of love.

This is retail with heart. This is what we create. Lovestores.
Not just stores that sell. Stores that are loved.

At Dzyuba Retail Atelier, we craft spaces that become magnets for emotions and loyalty. Every project begins with a bold idea and ends in the hearts of your customers. We create environments that attract, inspire, and connect.

What we do:

1. Concept Floor Layout and Technology Planning
We design smart, efficient spaces that align with your operations and assortment, transforming complex needs into precise, functional solutions:

-Product Standout points
-Customer journey and zoning
-Sales Floor Layout
-Concept equipment direction
-General Store Layout incl. produce areas, admin and storage areas
-Equipment specification for retail, refrigeration, and technology
-Connection points for all store systems

2. Concept Design
Design is not just about aesthetics. For us, it’s a marketing tool that draws guests in, makes them fall in love with your store, and inspires them to share their experience.

-Inspiration moodboards and concept sketches
-3D visualisation 
We start with a Big Idea, grounded in consumer insights or unique local context, and draw inspiration from your products and services to carve out a niche that sets you apart from the competition.

3. Complete Design and Documentation
Once the floor plan and concept are approved, we develop a full set of working drawings, ready for execution.

4. In-store Communication and Storytelling
We transform interiors into emotional stories.
Brand identity and crafted posters and storytelling elements bring your store concept to life, guiding guests through the space while evoking the spirit and soul of your brand.

Chief Creative Strategist & Founder

EBRD

Retail Strategy, Retail marketing and Design, Processes for retail marketing teams

EBRD International Adviser in Retail

Сільпо

My Key Achievements in SILPO: 
✔ Silpo in TOP-25 Europe’s Finest 2017,2018,2019 most impressive innovative design concepts 
✔ 2 Best Retail Design Awards in Ukraine 
✔ Best supermarket design concept 2016 and 2017 
✔ LeSilpo in short list of Euroshop Best Design 2017
✔ Restaurant Positano in top-50 best pizzerias in the world 2018 design is among all criteria
✔ 250 supermarkets in management 
✔ 105 rebranded supermarkets
✔ 87 new supermarkets 
✔ 42 different visual concepts
✔ 35 discounters Trash!
✔ 21 design concepts of restaurants zones
✔ 6 design concepts shop-in-shop 
✔ 1 office 9000 m2

Head of In-Store Design and Brand Communication (Retail Design)

COMFY consumer electronics retail

Accountabilities:

 Responsible for brand image communication:

➢ Participation in positioning strategy and communications platform and media mix development
➢ Development of 360 integrated campaigns (TV, OOH, Internet, SMM, POSM, In-store, BTL, CRM, non-standard)
➢  Coordination of all creative materials​ ​produced by all departments to comply with brand general strategy, visual identity, tone of voice, delivery of strategic messages and accents
➢ Strategic and creative agencies coordination (tenders, finance and agreement coordination, evaluation, tasks setting, day-to-day communication)
➢ Store opening coordination (product offer and message, integrated advertising campaign development, event)
➢ Leaded co-projects with partners (vendors and product chains), vendor’s brands promotion: analysis, planning, idea and media mix, budget, realization, effectiveness evaluation
➢ Developed and implemented new department structure – regional marketing, research, analysis, development and implementation of individual plans for the chain on local basis
➢ Development and monetization of new communications channel – video review project Comfy LAB
➢ Participated in comfy.ua relaunch (usability, content, categorization, communication)

Brand Communications Manager

Leo Burnett Ukraine

Accountabilities:

•  Agency fee calculation and reconciliation, team allocation development
•  Contract signing process coordination
•  Budget planning and control
•  Brand communication strategy development in cooperation with strategic department
•  Communication materials development (Press, OOH, Internet, Radio, POS)

Senior Account Manager (i.e. Account Director)

McCann Kyiv 

My Clients: SEB bank, Astelit (BUSINESS life), Microsoft, Altera Finance

Accountabilities
• Management of client’s business from strategic and creative sides
• Development of Brand and positioning strategy for SEB bank and Altera Finance
• Brand communication development (TV, Press, OOH, Internet, Radio)
• Planning and coordination of assigned projects (internal job assignments, creative briefs) according to approved project objectives and timing
•  Management of financial performance
• Monitoring of competitors’ communication activity
• Participation in tenders, development of business proposals and budgets

Аccount Director

BBDO Ukraine

My clients were: Reiffaisen Bank Aval, Gillette (Braun, Duracell), Motorola, Henkel
Accountabilities
•​ Communication strategy​ ​development for RBA
•​ ​Promo mix development, concept and mechanics
• Development and launch of image integrated campaigns for RBA and P&G, focus groups organization
• Brand book development for RBA
• Participation in program “Quality of standards of services” development and launch fro RBA
•  Creative development coordination (print campaigns, POS, TVC)
•  Work with 3rd parties (selection, briefing, coordination, evaluation)
•  TVC and print adaptations
•  TV sponsorship (idea development and implementation)
•  Photo shooting
•  Postproduction works coordination (TV bumpers, animation reels, report reels)
•  POS production coordination
•  PR events development and implementation
•  Financial supervision (contracts, budgets, costs, reports)

Senior Account Manager

Grey Group (British American Tabacco, TM"KENT")

Accountabilities
●     Participation in brand marketing plan development
●     Creative development coordination (POS, Press and OOH)
●     BTL activities concept and mechanics development
●     Selections of BTL suppliers, tendering and performance evaluation 
●     Promo campaigns development and implementation
➢  Retail promotions (37 cities) 
➢  HoReCa promotions (7 cities)
➢   HoReCa special club events and sponsorships (7 cities)
➢   Training of supervisors and promoters, promo activities coordination 
●    Development of loyalty programs for consumers and customer’s
personnel/management (HoReCa)
●     Specific programs with opinion leaders development 
●     Cooperation with client’s trade marketing team
●     Mystery shopper visits and activity reports preparation 
●     CRM coordination
➢       Call center (Telemarketing, Hot-line) 
➢       Home-Office delivery service (DM activities) 
➢       SMS/mobile content interactive activities 
➢       Database handling
➢       Website (launch and creative support) 
●     POS/POP production coordination
●     Reels adaptation
●     Budget planning and control ●     Network

Account Manager

Hello, my name is Yuliya. 

I am the founder of retail-design atelier DZYUBA. 

Since 2003 I’ve been creating and developing retail and FMCG brands: I have total 20 year experience in marketing:

- 9-year experience in marketing communications (brands: KENT/British American Tobacco, Braun/Gillette, Motorola, Microsoft, Raiffeisen Bank Aval, SEB Bank, Kyivstar (mobile operator) 
- 8 years on the side of companies-leaders of Ukrainian retail – Silpo (supermarkets) and Comfy (electronics)
- 3 years as creative head of retail-design atelier DZYUBA and International EBRD Retail Advisor

Being Head of design I together with my team led 5 Silpo supermarkets to the award-winner of TOP Europe’s  Finest innovative designer supermarkets in 2017, 2018, 2019.

My other personal achievements :

✔Launched 90 supermarkets
✔Created more than 70 effective store concepts
✔ 2 Best Retail Design Awards in Ukraine 2016 & 2017 for Silpo
✔ LeSilpo in short list of Euroshop Best Design 2017 
✔ Restaurant Positano in top-50 best pizzerias in the world 2018
✔ Built a department of 12 persons from zero, built all new department processes with in-house development of creative concepts and all Brand communication

In my  Dzyuba retail atelier work I follow the LoveStore philosophy

Imagine a Consumer who is in love with your retail brand.
He comes back again and again, she recommends you to friends, mom and many others, he gives you positive feedback and tells you words of love in social media. And these consumers form a community that grows and turns into brand loyalty.
The more in love your Consumers is  the stronger your brand becomes. 

Retail lovemark I call a LoveStore. How can a retailer become a LoveStore for its Consumers? 

Sell not goods, but create emotional retail space with consumer centric and WOW experience.
This is what DZYUBA retail atelier does. We create retail concepts that help retailers to bring more consumers and sell more.

Let’s create a LoveStore together!

taplio

The Battle

Sergey Denisov

Yuliya Dzyuba

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