Kristina Istomina
@kristinaistomina
I build content marketing systems that move real business numbers — subscriber growth, cost per lead, brand citations, — not just impressions
United Arab EmiratesWhat I'm looking for
Over 7+ years in content marketing, SMM strategy and reputation management, I've worked across strategy consulting, banking, global advertising and PR agencies, and FMCG — running content for both global brands (P&G) and market leaders (Gazprombank, and Yakov and Partners, formerly McKinsey & Company CIS). Moving between industries and audiences fast is one of my core strengths: the fundamentals — audience insight, content systems, measurement — transfer, and I get to context quickly.
Experience
Work history, roles, and key accomplishments
- Relaunched social media channels and built a content marketing process from scratch: 9,500+ new Telegram subscribers, 3x growth in media citations, CPL down 34%
- Led a series of company website updates and systemized SEO work; unique visitors +28%, page depth +4.9%
- Built a content marketing system from scratch and launched a VKontakte community, which became the key platform for audience communication; average query handling time down 1.5x
- Set up systematic reputation management across key review platforms and app stores; average rating across platforms rose from 3.7 to 4.3
- Launched 5 branded special projects, including a Dota 2 tournament for Head & Shoulders and Magnit Kosmetik (1.5x registration target)
- Launched and led the promo campaign for Old Spice's new product line, Tigerclaw: 18M+ unique users reached, 4,000+ unique promo codes activated, 116% ROI
- Working across P&G brands (Head & Shoulders, Pantene, Herbal Essences, Aussie), shifted social strategy toward marketplace traffic: CPL down 17%, 12,000+ new subscribers with no added ad spend
- Refreshed brand content on marketplaces (video, infographics, rich content); updated product listings drove a 12% increase in add-to-cart conversion
Junior SMM Specialist → SMM Manager → Senior SMM Manager
Feb 2019 - Jul 2021 (2 years 5 months)
- Brought in 10+ new enterprise clients, adding 7–10% to the agency's monthly revenue
- Grew the agency's SMM team from 3 to 10 people, expanding capabilities beyond SMM into reputation management, paid search, and video production
Education
Degrees, certifications, and relevant coursework
Russian State University for the Humanities
Bachelor's Degree, Public Relations, Advertising, and Applied Communication
2016 - 2022
Tech stack
Software and tools used professionally
Availability
Location
United Arab EmiratesAuthorized to work in
ZimbabweSocial media
Job categories
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