What I did and what it changed
Real projects, from a one-off task like "raise the conversion" to the brand of a scientific institute. No "10× sales in a week". Only what was actually done.
An honest frame
Some projects are under NDA, so I don't show names and exact numbers everywhere. The full picture with metrics I go through personally on a call.
Pick what's closest to your task
100+ projects over 10+ years, from zero-budget to budgets above $10,000 a month. The niches I work in:
Twice the inquiries from the website in the first month, on the same ad budget
Niche
B2B, services. A long sales cycle; every inquiry is worth its weight in gold.
Problem
Ads were running, traffic was coming, inquiries were few. The budget wasn't paying back: the money went "into traffic", not into customers.
Action
I didn't add budget. I took apart the customer's path from click to inquiry and found where the site lost people: a weak offer on the first screen, an unclear next step, extra friction in the form. I rebuilt the meaning and structure of the page around the real logic of the decision.
Result
Conversion from visit to inquiry doubled in the first month. Same budget. The change came from the offer and the page, not from bids.
A brand concept for a research institute at RUDN University
Niche
Science, a government institution. The audience is academic, where precision and status matter, not "selling" tricks.
Problem
The research institute had no coherent brand: how it looks, what it says about itself, what makes it different. It needed a concept that would be accepted inside a state structure.
Action
I developed the institute's brand concept: the core of meaning, positioning, the logic of the visual image. Built so it would pass approval and live inside a government institution rather than stay a nice presentation.
Result
The concept was adopted and is in use. A telling case: expert and public institutions need brand work as much as products on a shelf do.
The brand of an imprint at EKSMO, Russia's largest book publisher
Niche
Book publishing. A highly competitive market where a brand is a promise to the reader.
Problem
An imprint (a separate book line inside EKSMO) needed its own meaning: an idea the whole line and the conversation with the reader are built around, rather than a logo.
Action
I formulated the brand essence: "Helping readers find answers to life's hard questions." One sentence that set the logic of the line, from choosing titles to covers and promotion.
Result
The imprint got a clear core of meaning that both the selection of books and the conversation with the reader rest on. The line got its own face and promise, what sets it apart on the shelf and in communication.
A restaurant project: from word of mouth to a managed system
Niche
A restaurant / gastro project. Fierce competition for the guest; the decision to visit is fast and emotional. Name and details under NDA.
Problem
Marketing ran on word of mouth and one-off promotions: the flow came and went, and nobody knew what actually drove it. Guest acquisition had to become manageable, independent of luck and the mood of the market.
Action
I didn't start from "launch ads" but from the question "why does a guest choose this place". I took apart the occasion for a visit, the audience and its expectations, and built a chain of actions: positioning, then channels, then measurement.
Result
Marketing stopped being a set of scattered attempts and became a managed system: it's clear what guests choose the place for, which channels carry that and where the growth is. Exact numbers under NDA; I go through them on a call.
The level of tasks I work at
Not every project can be disclosed, but here's the scale I'm used to thinking in:
Marriott
Marketing within the system of an international hotel brand.
The forum with Robert Kiyosaki
The Russian Business Forum: a national-level business event.
Festivals for thousands
Entertainment festivals: events with real pressure on organization and promotion.
These are reference points for complexity and responsibility, not a list of "clients for everything". Details on a call.
What I count as a result
A result isn't "the ads are set up". It's one of four things:
More inquiries from the same budget
As in the conversion case: we don't add money, we remove the losses.
A clear brand
The company understands who it is and what it's chosen for (the RUDN institute, EKSMO).
Manageable marketing
Not "lucky / unlucky" but a system you can see and scale.
An honest picture
Sometimes the best result of a review is: "this is where you're losing money, start here."
100+ projects over 10+ years. About eight in ten reach a result. That's my honest benchmark, not a "guaranteed number one".
What clients say
Feedback by area of work, from owners and managers in different niches. Translated from Russian.
"We came with the request 'we need ads' and got an understanding of what people choose us for at all. Andrey didn't rush to burn the budget; first he took apart the guest and the occasion for the visit. After that both the positioning and the ads started working differently: weekday traffic became steady instead of 'feast or famine'."
Restaurant owner, hospitality
"We had a pretty picture and zero clear meaning: why come to us of all places. Andrey built the glamping brand from the idea of what people come back for. It became easier to sell, guests retell our story themselves, and we stopped competing on price alone."
Glamping owner, hospitality / services
"Before, a 'setup guy' ran our Yandex: there were clicks, no inquiries. Andrey came in as a strategist: rewrote the meaning on the site and removed the losses in the funnel. Same budget, noticeably more inquiries, and, most importantly, real ones the sales team can actually work with."
Head of an online store, e-commerce
"We were promoting a festival with no time to spare. What was valuable is that Andrey thinks in systems: not 'let's run social ads' but who our audience is, what hooks them and how to take them from the ad to the ticket. The campaign came together logically, without chaos and without a budget burned in the last week."
Festival organizer, events
The feedback reflects typical results by area. Names and projects on request and with the clients' consent.
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I'll show, on your project, where customers and budget get lost and where to start. Free, even if we never work together.