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October 3, 2023
I returned to my childhood school to discuss career insights with new graduates and ended up learning something profound myself. In this blog post, I explore the impact on my life and career.
Who am I?
Born into a family of doctors in Siberia, I discovered Photoshop at the age of 10, sparking a lifelong passion for design. Two weeks after turning 18, I moved solo to Toronto to study Advertising and Graphic Design, graduating with honours before refining my craft in Florence, Italy.
Recognized by Communication Arts as one of the 15 Most Promising Young Creatives Worldwide↗, I quickly rose to the role of Art Director at Leo Burnett, crafting campaigns for General Motors, AAA, and Metrolinx, among others.
Today, I pursue a world-class Business Degree at Harvard, while applying my industry knowledge as a specialist, creating effective digital advertising for authorized luxury-auto dealers. In an industry facing unprecedented transformation, I live by one motto: learning never stops.
What do I do?
I transform data-supported creative ideas into effective automotive advertising that moves inventory. Specializing in digital retail for authorized luxury-auto dealers in Ontario, I craft on-brand omnichannel campaigns that:
- Convert qualified high-intent shoppers into showroom traffic,
- Lift lead quality while reducing customer acquisition costs,
- Increase advertising ROI by enabling dealers to accelerate inventory turnover.
Through my mastery of Adobe Creative Suite, advanced AI tools, and sharp business acumen, I deliver advertising that drives measurable results, as recognized by The Times, Ad Age and other leading publications.
I am also dedicated to mentoring young creatives, publishing the 'Creative Career Guide'↗, and serving on Humber College’s Industry Board to enhance career outcomes for emerging talent.
Why do I do what I do?
I believe that retail only fulfills its purpose when it moves product. Having worked within the industry, I identified a significant service gap that dealers face:
- National campaigns produce necessary brand-level messaging that, due to inherent business differences at the retail level, often falls short on quality leads, making salespeople's work less effective.
- While brand-approved regional and local agencies aim to close the gap, they frequently fail by largely repurposing national creative and setting up inherently 'average' ads—despite charging ~25% of media buy.
- This leaves dealers, who understand their customers best, without campaigns that attract high-intent local audiences, wasting their marketing resources.
As an Art Director for major auto brands at top ad agencies, I helped develop more than 100 national campaigns that continuously supported over 300 dealers. I now masterfully apply the strategic insights gained from this work to the advertising needs of individual dealers—because when dealers succeed, everyone wins.
What do I offer?
I focus on delivering campaigns that resonate with local nuances and drive metrics that dealerships prioritize. I research and produce content-driven and data-supported digital retail advertising designed to turn inventory for authorized luxury-auto dealers in Ontario, empowering them to improve advertising ROI to sell more effectively and efficiently.
To improve my clients’ sales, I have helped:
- Create GMC’s most successful social campaign ever↗, delivering 19 million organic views and over 10,000 leads within a month,
- Transform Cadillac into Instagram’s best-performing Canadian luxury auto brand subsidiary within a year, in part through a superior understanding of the target audience,
- Launch sustainable shoes for Volvo to celebrate "World Car Free Day"↗, achieving an 80% lower-than-average cost per engagement and a recall lift 50% higher than average.
→ Request a call, and I'll share what I can offer for your dealership
