Andrey Belokrylov
I work out how your customer's perception is built, and I lead businesses toward clarity: so that brand, advertising and sales work as one system instead of three separate contractors. Independent, based in Russia, working with companies at home and abroad.
I fill communication with meaning.
How it began
In the first years I "did advertising" like everyone else: creatives, settings, buttons, reports. Then I caught myself on a simple thought. I wasn't really working with advertising. I was working with a person's perception. With what happens in their head in the split second before they say "yes" or walk past.
That changes everything. Advertising that doesn't land in perception is expensive noise. When it lands, the person feels finally understood. After that you don't need to persuade.
Since then I stopped being an "ad setup guy". I started working out how people actually make decisions, and building all the marketing around that. Not by intuition, but by strict methods.
The customer first, then everything else
Most people start with the product: "here's what we sell, work out how to package it." I start with the person who'll be buying it. What worries them, what they want, how they look at your market at all.
Customer first, product second
A person's stress and unsolved task are the foundation of demand. Understand that and I understand what to sell you and how.
One voice everywhere
The site, the ads, the packaging, the copy, the way a manager answers: all of it has to speak in one voice. A mismatch kills trust faster than a weak offer.
Strict methods
No "it feels right to me" mysticism. Neuromarketing, behavioral economics, perception research: tools that give a predictable result.
My principle is short: strict methods, aimed at your business goals. Not art for art's sake, but a system for your sales.
What the expertise stands on
I went from specialist to head of marketing and saw the job from every side: hands-on, strategy and team.
Two degrees
Public administration, Vyatka State University, 2017. Brand strategy, Higher School of Branding, Moscow, 2023.
Practical experience
More than ten years in marketing for real businesses, from local entrepreneurs to international brands. I answered for results and money, not for pretty reports, so I know how decisions look from the owner's side.
Neuromarketing
Four years of systematic study of neuromarketing and the psychology of perception, not a couple of webinars. Advertising is built on how a person really decides.
Speaker and practitioner
Talks and workshops at industry conferences and for a national educational society, on customer behavior, value through communication and advertising without a wasted budget.
It matters to me that behind the word "expert" there's a track record and there's a school. Public administration teaches you to see the business whole; brand strategy, to build meaning; the science of perception, to know instead of guess.
Projects I'm not ashamed of
Results, not just logos
In projects where we rebuilt the communication around the customer's perception, conversion doubled. Not by adding budget, but because the message finally reached the person.
Marriott, EKSMO (Russia's largest book publisher), a research institute at RUDN University, the Russian Business Forum with Robert Kiyosaki, festivals for thousands of people, restaurants, glamping, e-commerce. More than a hundred projects over ten years. About eight in ten reach a measurable result; that's my honest benchmark, not a "guaranteed number one".
See the cases
The rules I work by
Demand is born from a person's stress and unsolved task. That's where I start.
Value = rarity + usefulness
What costs a lot isn't what's pretty but what's rare and actually solves the task.
Function over form
People don't need your drill. They need the hole in the wall. I sell the result, not the specifications.
Resonance of perception
A message works when it matches the customer's picture of the world. I don't persuade; I aim to match.
One meaning, one voice
Everywhere. From the first banner to the last email.
I don't only practice. I explain.
I speak at industry conferences about how perception works and why marketing is about people, not buttons. And I write a blog, plainly and without pomp, about the brain, behavior and marketing you wouldn't be embarrassed to show. If you want to see how I think before we start working, have a look.
So you know who you're dealing with
I live in Sochi, on Russia's Black Sea coast: sea, mountains and a very good rhythm for someone who thinks a lot.
Mornings start with exercise and pull-up bars: a body in shape, a clearer head, tested. I can dig endlessly into how the brain works and why we make the decisions we make; that's where the whole profession comes from. And when I want scale, I look toward space: a useful reminder that almost any "urgent" problem is solvable.
In short, I'm an ordinary person who is genuinely curious about how people work. I just learned to turn that curiosity into your sales.
The best way to know if I'm right for you
Not to read about me, but to see me at work. I'll review your marketing for free: I'll show where customers get lost and where to start. Honestly, even if we never work together.