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Malt Strategy
Malt Strategy
Irina Vilklish-GolovinaIV

Irina Vilklish-Golovina

digital media lead

150 €/día
Lisbon, PT
8-15 años
media strategy
data-driven decisions
media planning
team leadership
Pitch

Tiempo medio de respuesta: 1h

Acerca de Irina

Media Strategy Consultant | Digital & Integrated Media | Channel Mix, KPI Logic, Measurement

I help companies strengthen media planning and make better investment decisions.

My focus is media strategy: channel roles, audience priorities, KPI logic, measurement approach, and planning frameworks across brand and performance activity.

With 14+ years in digital and integrated media, I bring senior strategic support to teams working on large budgets, complex markets, or high-stakes planning projects. This includes pitch support, media audits, strategic recommendations, and helping teams challenge assumptions that weaken planning quality.

Typical projects:
- media strategy development
- pitch strategy and recommendation decks
- channel mix and audience prioritization
- KPI and measurement logic
- market and competitor analysis
- senior strategic review of media plans
Comercio electrónico
Moda y cosmética
Ocio y entretenimiento
Telecomunicaciones
Electrónica de consumo y electrodomésticos

  • Ruso

    Bilingüe o nativo

  • Inglés

    Competencia profesional completa

Acepta trabajo presencial
Lisbon (hasta 50 km)

Experiencia

  • inDrive
    Media Strategist
    octubre de 2025 - enero de 2026 (3 meses)
    •Led FY2026 media strategy development and Q1 360 campaign planning for a priority LATAM market.
    •Conducted a full strategic audit using BHT insights, historical performance, media market dynamics, audience segmentation, and competitive context.
    •Applied MMM logic to define media presence, seasonal weighting, and channel and format split in response to uneven brand presence and regional competitive pressure.
    •Briefed in-house digital and Big 6 agency teams, challenged proposed solutions, and aligned the final cross channel plan with strategy and business KPIs.
    media strategy media planning
  • Independant Consultant
    MEDIA STRATEGY & PITCH CONSULTANT
    mayo de 2024 - Hoy (2 años y 1 mes)
    •Provide senior consulting support on media strategy, pitch development, and planning frameworks for clients and partners across brand- and performance-led briefs.
    •Help teams turn business goals into media plans with clearer channel roles, stronger KPI logic, and an actionable measurement approach.
    •Lead strategic input for pitch and planning projects across multiple categories and markets, including Russia, MENA, and LATAM.
    •Deliver market and consumer analysis, competitive reviews, media market mapping, and recommendations on channels, formats, and deployment strategy.
    •Present and defend strategic recommendations to senior stakeholders, challenge weak assumptions, and push teams toward better planning decisions.
    media planning media strategy Team management
  • Carat
    Digital Media Group Head
    agosto de 2019 - mayo de 2024 (4 años y 9 meses)
    •Co-led a 15-person media team for Russia's leading telecom brand, overseeing a digital media budget of $100M+.
    •Improved client satisfaction (360-degree feedback) through team leadership, operational improvements, and stronger delivery standards.
    •Led end-to-end digital planning and campaign delivery across a complex ecosystem, supervising 15 to 20 campaigns per month across multiple business verticals.
    •Designed planning and execution frameworks that strengthened KPI logic, reporting quality, optimization standards, and decision-making across brand and conversion campaigns.
    •Developed playbooks for testing new channels, targeting approaches, and media technology features, and drove the implementation of automated Excel reporting solutions (delivered by analytics team using Python/Anaconda).
    •Managed cross-functional relationships with legal, procurement, creative, suppliers, media owners, and technology partners; negotiated custom advertising solutions with Google, Meta, TikTok, Yandex, and other major platforms.
    •Led workshops for agency teams, the client, and strategy partners to strengthen paid media capability and adoption of best practices.
    media strategy media planning Team management
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Formación

  • Specialist Degree in Journalism
    Lomonosov Moscow State University
    2013
    Specialist Degree in Journalism
  • Postgraduate program
    Nova Information Management School
    2024
    Postgraduate program

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