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Polina Subbotina

@polina_subbotina

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I build B2B and luxury brand systems, positioning, content operations, and AI-driven marketing channels.

Russian Federation

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What I'm looking for

I'm looking to build and lead brand, content, and digital marketing systems for international B2B or premium brands, ideally in a remote role with relocation flexibility. I value strategic ownership, cross-cultural work, and turning AI-enabled processes into measurable growth.

I've built brand systems and marketing functions for B2B, luxury, and international companies across the UAE, Russia, and China. At Hainago, I reshaped product positioning before launch, presented the strategy to the board in China, and was promoted from Head of SMM to CMO within 2.5 months.

I build positioning, messaging, visual identity, content architecture, and the teams and workflows behind them. For Hainago, I launched nine channels simultaneously and created an AI-driven SEO channel that generated four qualified B2B leads within two weeks with no ad spend.

At MORENDI, I rebuilt the brand platform after a reputational crisis, established the marketing function, and increased organic reach by 67%. I also automated 50–60% of routine production using AI tools.

My work spans PR, influencer marketing, creative production, and cross-cultural campaigns, including a DesignerCon debut and audience growth of 15,000 organic followers across RU/EN/DE markets. I enjoy turning fragmented marketing activity into clear systems that support premium brands and commercial growth.

Experience

Work history, roles, and key accomplishments

Current

Brand Director

Current

MORENDI

May 2026 - Present (4 months)

Built the brand's entire marketing function solo, including brand strategy, visual identity, content systems, PR, and agency management. Grew organic reach by 67% and automated 50-60% of routine tasks using AI tools.

Brand Strategy Visual Identity Content Strategy PR AI Automation Agency Management Organic Growth

Head of SMM → CMO

Hainago

Oct 2025 - Apr 2026 (6 months)

Joined as Head of SMM and was promoted to CMO within 2.5 months. Built the brand platform and product positioning from zero, launched multi-platform presence across 9 channels, and generated 4 qualified B2B leads within 2 weeks of launch with zero ad spend.

Brand Strategy Product Positioning AI Powered SEO Content Production Multi Platform Management B2B Lead Generation

Freelance / Consulting · SMM Strategist & Brand Consultant

Self Employed

Aug 2022 - Sep 2025 (3 years 1 month)

Consulted entrepreneurs and businesses on social media launch and brand strategy development. Implemented AI content pipelines and trained SMM specialists.

Brand Strategy Social Media Strategy AI Automation Consulting Mentorship

CMO / Director of Marketing

Strategic Axis

Dec 2024 - Apr 2025 (4 months)

Developed and executed B2B marketing strategy for a corporate training company serving high-profile clients. Built systematic marketing channels and launched integrated brand awareness campaigns across the UAE.

B2B Marketing Brand Awareness Campaign Management Team Leadership Cross Functional Collaboration

SMM Lead

INFTY ART

Oct 2024 - Dec 2024 (2 months)

Developed the company's first comprehensive SMM strategy and produced an international PR campaign for a collaboration with Japanese designer Tokidoki. Organized the company's PR debut at DesignerCon Las Vegas.

Social Media Strategy PR International Marketing Content Production Event Marketing

Head of SMM

Beauty Systems

Feb 2024 - Jun 2024 (4 months)

Developed SMM strategy for promoting high-value medical equipment in the B2B segment. Built a content marketing system in partnership with medical experts and integrated social media into the lead generation funnel.

Social Media Strategy B2B Marketing Content Marketing Lead Generation Event Organization

SMM Lead / Personal Brand Producer

ANN2B

Oct 2023 - Jan 2024 (3 months)

Built the strategy and positioning for the founder's commercial personal brand from scratch. Organized 3+ full production shoots across multiple cities and launched new social channels with cross-posting and lead magnets.

Personal Branding Content Production Social Media Strategy Lead Magnets Integration Events

Head of SMM

AP GROUP

Apr 2023 - Jan 2024 (9 months)

Joined as SMM Manager and was promoted to Department Head within 6 months, leading a team of 6-7. Designed a scalable content marketing system and drove audience growth of +15,000 organic followers.

Social Media Strategy Team Leadership Influencer Marketing Content Marketing Audience Growth