I'm Irina Vasilkova
a passionate Product and Marketing leader with 14+ years of diverse experience in delivering global product launches and go-to-market strategies at top tech and consumer product goods companies.
I'm proven in building best selling products from ideation to launch. And I'm passionate about consumers and their behavior, I understand the psychology and neuroscience behind impactful product insights.
get inspired!
experience
Managing Director
Product & Marketing Consultant
now
• Leading Product and Marketing consultancy for B2C & B2B businesses: product and brand launch, go-to-market, product growth, product innovation
• Public speaker at a global leading communities in product management and product marketing
Meta
Global Product Marketing
2022-2023
• Led Global Integrity Product Marketing strategy by owning market insights, defining business opportunities, developing product value propositions, defining communication narratives, and delivering Go-To-Market strategies
• Garnering market and industry insights, driving understanding of client needs and insights to advise product strategy
• Co-created product roadmap with cross-functional team
• Built cross-functional partnerships with product, software engineering, legal, data science, user experience research and operations teams
• Delivered product communication that translates product solutions narratives into relevant, compelling internal and external messaging for successful product adoption
• Informed and reported key product launches, business updates and incidents to leadership and sales teams
Avon Natura & Co
Global Product & Marketing
2019-2022
• Led the product category (#1 in revenue) strategy development and implementation across Avon make-up brands in various markets (Europe, Latin America, China, and the Philippines)
• Recreated user-centric product portfolio proposition and architecture based on various sources of quantitative data and consumer insights
• Led product roadmap execution with a wide matrix team (product development, engineering, insights, creative, brand marketing and commercial teams) through the dynamic complex innovation processes
• Led research strategy (analysis of various sources of qualitative and quantitative data, product usage test with consumers and product concept test with consumers)
2014-2019
L'Oreal
• Led and successfully launched a new marketing structure of L’Oréal Mass Market Division (# 1 in sales)
• Built a new team structure, implemented new agile ways of working (RACI, KANBAN), created new processes, and defined new KPIs
• Prepared go-to-market strategy and marketing media campaign for 1st L’Oréal Paris D2C e-commerce website
• Managed business priority product categories: products and brands strategy development (product proposition, integrated advertising marketing campaigns planning and creative materials development, product portfolio planning, product promo, P&L)
• Developed and led advertising integrated campaigns: TV, social media content, influencers strategies, digital consumer journey from ad to e-commerce, SEO
Product Marketing
