Beyond Borders: Viauty Global’s Marketing Maestro

Steering the reputation of Viauty Global from afar wasn’t just a challenge—it was an odyssey. As Marketing Director and Strategist, alongside my partner, I grappled with the intricacies of managing our Amazon account and digital channels while straddling time zones and overcoming logistical hurdles like location-based account blocks. Yet, with resilience and innovation as our compass, we charted a course to success.

As a Marketing Director, what were some of the most significant challenges you faced in maintaining and improving Viauty Global’s reputation, and how did you overcome them?

As Marketing Director of Viauty Global, one of the significant challenges I faced was maintaining and improving our reputation while operating the business from a different country. Managing the Amazon account and various digital channels remotely posed logistical challenges, compounded by issues such as account blocks due to location discrepancies. To overcome these challenges, we focused on developing a premium product with standout design and characteristics. Additionally, we prioritized transparent communication with customers, addressing concerns promptly, and ensuring consistent branding across all channels.

You’ve transitioned from being a CEO at Nova PR & Marketing Limited to a marketing director role. How do you adapt your leadership style when moving between such significant, yet distinct positions?

Transitioning from the CEO role at Nova PR & Marketing Limited to a marketing director position required adaptability in leadership style. At Nova PR, as a founder, I had to navigate challenges such as managing a diverse team and overcoming unforeseen obstacles, especially during times of crisis like the onset of the conflict in Ukraine. In contrast, as a marketing director at Viauty Global, my focus shifted towards strategic planning, collaboration, and product innovation. Despite the differences, both roles demanded resilience, creativity, and a strong commitment to achieving organizational goals.

During your tenure as CEO of Nova PR & Marketing Limited, you established foundational processes for business operations. Could you give us an example of such a process and its contribution to your company’s growth?

At Nova PR & Marketing Limited, I established a streamlined client onboarding process aimed at ensuring consistency and efficiency in project management. This involved developing standardized templates for client communication, project timelines, and deliverables. By implementing this process, we were able to enhance client satisfaction, improve project outcomes, and facilitate scalability as the company grew.

You’ve worked on a global scale, cultivating partnerships and spearheading initiatives. In your experience, what are the keys to successfully managing and negotiating international business relationships?

Successfully managing and negotiating international business relationships requires cultural competence, clear communication, and a collaborative mindset. Building trust, understanding cultural nuances, and demonstrating flexibility are essential components of effective international relationship management. Additionally, conducting thorough research, fostering open dialogue, and prioritizing mutual benefit can contribute to successful negotiations and long-term partnerships.

When you worked as a Consultant to the Vice-Rector for Research at Saint Petersburg State University, you engaged in notable international collaborative projects. Can you discuss the importance of such international cooperation in research and academia?

International cooperation in research and academia fosters knowledge exchange, promotes diversity of perspectives, and accelerates scientific progress. Collaborative projects enable researchers to leverage complementary expertise, access resources, and tackle complex challenges with global relevance. Moreover, such partnerships contribute to cultural understanding, promote academic diplomacy, and cultivate a collaborative spirit essential for addressing global issues.

With an impressive background in languages and linguistics, how has this expertise played a role in your marketing and communication strategies across diverse cultural markets?

From my digital marketing studies at the University of Oxford, I found that leveraging emerging technologies such as artificial intelligence and digital strategic planning can be highly effective in today’s marketing landscape. These disruptive strategies enable brands to personalize experiences, enhance engagement, and differentiate themselves in competitive markets. Additionally, prioritizing data-driven decision-making and embracing agile methodologies can help businesses adapt to evolving consumer preferences and market dynamics.

What “disruptive strategies” from your digital marketing studies at the University of Oxford have you found most effective in today’s rapidly evolving marketing landscape?

To ensure a cohesive brand message across digital and traditional marketing channels, it’s essential to develop an integrated marketing strategy that aligns with the brand’s core values and objectives. This involves maintaining consistency in brand voice, visual identity, and messaging while tailoring content and delivery methods to suit each channel’s unique characteristics and audience preferences. Regular cross-channel coordination, brand audits, and feedback loops can help mitigate inconsistencies and strengthen brand coherence.

In today’s digital-centric world, how do you ensure that the blend of digital strategies and traditional marketing maintains a cohesive brand message?

Reflecting on my career journey, I am most proud of my experience at Nova PR, where I built a successful company from the ground up and navigated challenges with resilience and determination. Additionally, co-founding Viauty Skincare has been a rewarding experience, despite the inevitable challenges and mistakes along the way. Looking ahead, the next big challenge in digital marketing lies in harnessing emerging technologies, navigating evolving consumer behaviors, and staying ahead of the curve in an increasingly competitive landscape. Embracing innovation, staying agile, and prioritizing customer-centricity will be key to overcoming these challenges and driving continued growth and success.