Olga Baturina

I lead consumer insights, qualitative research, and brand strategy projects for branding agencies and direct clients across Europe and Central Asia.
I combine hands-on qualitative research with research management and analysis of market and business data, competitors, trends, and cultural context to develop insights and strategy.
Clients include GreenGo, Millgri (Soyuzsnab), Venetto (X5 Retail Gro

I developed locally relevant media, digital, and creative strategies for international and local clients, combining global frameworks with local market evidence.
Clients included L'Oréal Luxe and Boiron Laboratories France.

I led and coordinated the development of creative strategies for local and international clients, working with the strategy team across multiple accounts.
For MegaFon, one of Russia’s three largest mobile operators, I set the creative direction through market analysis and strategic briefs carried through to execution.

I led the strategy function, developing positioning and communication strategies for B2B and B2C brands and managing a team of analysts and strategists.
I embedded research into the agency’s strategic process, making it a standard part of strategy development, and trained analysts and strategists with no prior research background.
For Rusagro, I led the research and strategy behind Slovo Myasnika,

I managed the strategy team, developing advertising, PR, and brand strategies for the agency’s clients.
For NPK Protect, a large industrial plastics manufacturer, I developed the corporate brand strategy based on market and competitor analysis, employee interviews and workshops, and research into customers and their needs.

I managed a team of strategists and analysts, developing strategies for leading Russian brands across different industries.
For Metalloinvest, one of Russia’s largest mining and steel groups, we developed the corporate brand strategy.

I developed brand and communication strategies for B2B and B2C brands and managed a team of strategists and analysts.

For ZEO, an innovative soft drink launched in the UK, I developed the brand positioning, defining the target consumer, consumption occasions, and category positioning through research across four markets. The brand is still on sale under the same name 14 years later.

For EC Power

I built and managed the office market research programme and led a team of 10+ analysts and database specialists.
I also represented the company at industry conferences and in press interviews.

I designed and led qualitative research across approximately 100 projects, primarily for British American Tobacco.
I conducted in-depth interviews and moderated focus groups, managing studies end-to-end - from research design and discussion guide development to fieldwork, analysis, and stakeholder debriefs.

I developed and presented media strategies for Burda and pharmaceutical brands, including Maalox and Essentiale Forte.
I also conducted my first focus groups in this role, working independently from the start.

Oct 2024