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Denis Frolov

@denisfrolov

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Employer branding & people communications leader. I build systems: EVP → content engine → measurement → hiring impact.

Spain

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What I'm looking for

I’m looking for an international product/tech environment where employer branding is a business lever. I want to build operating rhythms, content engines, and full-funnel measurement with TA, HR, and business leaders—hands-on when needed.

I turn fragmented employer branding efforts into an operating system: EVP → content engine → distribution → measurement → hiring impact. I’m an Employer Branding and People Communications leader who loves turning chaos into a working rhythm—pre-hire → hire → onboard → employ → exit—and I’m data-aware, so we learn what works without chasing vanity metrics.

For the past 9 years, I’ve built and advised across international product/tech environments through my employer branding and people comms advisory bureau (DashDash), helping leaders sharpen positioning and scale execution with messaging frameworks, channel cadence, and stakeholder alignment. Most recently at Playkot, I owned end-to-end employer branding and people comms, grew the recruitment-funnel organically (+70% followers, +80% reach, 2× output in ~11 months), built a full-funnel EB dashboard, mapped the candidate/employee journey (20 interviews), and scaled advocacy via a speaker/advocacy program (from 5 to a 35-person pool).

Experience

Work history, roles, and key accomplishments

Current

Founder & Communications Advisor

Current

DashDash

Mar 2017 - Present (9 years 3 months)

Built employer-brand and people-communications operating rhythms, turning one-off content into scalable systems across the talent lifecycle (pre-hire → exit). Helped leaders define narrative and EVP messaging, set channel cadence and governance, and use measurement feedback loops to improve hiring impact.

Employer Branding Content Strategy Stakeholder Management Messaging Frameworks

Employer Branding & People Comms Lead

Playkot

Jan 2024 - Nov 2025 (1 year 10 months)

Led EB & people comms end-to-end at a gaming scale-up: built strategy, operating model, content engine, and full-funnel measurement from scratch. Grew recruitment funnel organically (+70% followers, +80% reach, 2× output in 11 months). Built EB dashboard, mapped candidate/employee journeys (20 interviews), scaled speaker program from 5 to 35.

EB Content & Communications Specialist

Exness

Nov 2022 - Dec 2023 (1 year 1 month)

Standardised 60+ job descriptions via template, intake brief, and review workflow — cutting cycle from weeks to days. Rebuilt candidate email journey in Greenhouse across funnel stages. Ran the careers blog on a 1–2 week cadence: interviews, long-form stories, SMM-ready assets. Designed internal comms approach for Talent Development. Managed external writers as content PM.

Employer Brand Social & Editorial Lead

McKinsey

Mar 2017 - Oct 2022 (5 years 7 months)

Built McKinsey's EB social editorial team from scratch (up to 5 people) across Instagram, Facebook, VK, and Telegram. Set editorial strategy and end-to-end content system. Shipped 4,000+ posts and 2,200+ stories over 5 years, increasing publishing frequency 5×. Grew audience from 20k to 99k; lifted average reach ~3.5×. Built intake/approval automation.

Public Relations Manager

ABBYY

Oct 2012 - Feb 2017 (4 years 4 months)

Led corporate and product PR for ABBYY LS across EMEA and the US — 6 product brands. Owned media relations end-to-end: story development, pitching, press materials, and journalist relationships across tier-1 business and tech outlets. Supported Xerox Easy Translator launch (200+ publications worldwide). Coordinated 5 external PR agencies. Ran measurement and share-of-voice reporting.

PR & Communications

Smartcat

Dec 2013 - Jan 2017 (3 years 1 month)

Led launch and spin-off communications for Smartcat (ABBYY LS product), securing top-tier coverage: TechCrunch, VentureBeat, The Next Web. Owned media relations end-to-end. Built and ran the Smartcat blog as editor-in-chief (RU/EN): content strategy, editorial calendar, consistent cadence. Owned SMM strategy and community guidelines. Set up measurement and reporting.