Highlight brand lab

Founder

Social Expert digital marketing agency

Exciting news folks – I've hopped aboard the crew at Social Expert - a digital marketing agency, teaming up with Anton Peretyaka and Rostislav Sprinsky as the chief production officer.

Social Expert ain't no small fry; we're top dogs in the biz when it comes to drumming up leads and helping businesses grow, both locally in Ukraine and across the globe. But that's not all we do – we're also in the game of crafting killer landing pages, setting up sales funnels and chatbots, offering expert advice, and running thorough audits.

Real soon, we're rolling out fresh products catered for experts and entrepreneurs. Plus, a bunch of my personal branding and educational gigs will be tag-teamed with the agency.

My job? Making sure our client processes are top-notch, projects keep rolling and expanding, and we keep venturing into new territories. Right now, our crew consists of 7 sharp targetologists, traffic specialists, designers, and more. I'm pumped up for success and seeing the team grow!

Need help with lead generation, whipping up a killer conversion landing page, or checking up on your ad campaigns? Don't hesitate to hit us up. I'll drop a link to our website in the comments, but feel free to shoot me a message.

https://socialexpert.agency/

Chief production officer

UniOne Email API

Head on online events

Selzy

Online event lead 

Skyeng

Content marketing teamlead

Content marketing team lead

MOREMORE SMM

SMM Courses creator and teacher:
● SMM basic manager, 300+ students trained; 
● SMM for entrepreneurs, 30 students studied; 
● Writing marathon, 12 participants;
Courses of producer-methodologist: 
● Advertising in Social Network VKontakte;
● Mobile photo for Instagram.

Main responsibilities:
● Development of training programs
● Configure LMS on system Getcourse
● Conducting training webinars
● Checking homeworks
● Creating promotion of courses using your own personal brand
● Supervising curators and teams (manager, copywriter, editor) 
● Collecting and analysing feedbacks from students
● Conducting personal consultations with students
● Search for new forms of teaching and transformation into teaching methods 
● Creation of articles and publications on the topic of training
● Creating landing-page using Tilda

Achievements:
● Over 300+ students in MME courses
● 9 out of 10 students graduate
● 8 out of 10 students are happy with their studies
● For 2 years, only 3 refunds
● The average bill is 300$
● All sales were made through a personal brand and using organic traffic from social networks (Facebook, Instagram)

Founder & CEO

Fun House Store

Project: https://www.instagram.com/fun_house_store/ 
Main responsibilities:
● Development of brand strategy presence in social media 
● Development a content plan
● Media planning and launch of project promotion
● Reports: weekly and monthly

Achievements:
● Increasing the financial flow from social networks by 4 times using targeted advertising 
● Promoting a store using targeted advertising
● Optimisation and scaling of an advertising campaign

Social Media Marketing Manager

Jewish University Chamesh

Teaching during the one year Social Media Marketing in Machon Campus.

Social Media Marketing Specialist

Elementaree

● Developing a brand presence strategy on social media (Facebook, Instagram, VK)
● Development of internal standards for working in social media
● Setting targeted advertising, monitoring the work of the agency
● Creating a sales funnel from social networks and it's analytics
● Analytics and optimisation of advertising campaigns
● Testing and finding weaknesses in the funnel, creating and transferring cases for their elimination 
● Searching and determination a database with potential buyers, analysing and working with bloggers / opinion leaders
● Organisation of photo shoots and videos contents
● Development of new content formats for social media
● Creating community management, KPI and generating reports 
● Creating a team from a scratch and creating effective work on the project
● Reports: weekly and monthly

Social Media Manager

Freelance

Clients and projects:
Karjala Park, BMW Driving Experience, Driving Experience Moto, KADORR Kids, Les Nereides Ukraine, Aurum Bloom and more
Social Media that were supportated and leaded by me: 
https://www.instagram.com/loftcase.ru/ 
https://www.facebook.com/wannafriends.official/
https://a-flora.ru/

Main responsibilities:
● Developing brand presence strategies on social media
● Development of content plan and visual design
● Live streaming and in-field content creation
● Work with client employees and training them how to work with social services and social networks
● Media planning and launching promotion of projects in social media 
● Creating reports weekly and monthly

I'm from Odesa, Ukraine, and I'm what you might call a multipotentiality. Even while holding managerial roles, I always find myself exploring new ventures. Currently, I work as a webinar funnel manager, mentor projects, lead content marketing, and teach courses. My journey began in 2009 with my first official job.

That year, on May 20th, I underwent lung surgery at the age of 18 after battling tuberculosis for three years. Just two months later, on July 20th, I returned to work part-time after the surgery, gradually increasing my hours until I worked full days. Instead of going to university or college, I chose to start working. Spending five years on education that might not be necessary seemed unreasonable to me.

Since then, I've held various positions, often rising through tough competition. Along the way, I discovered a passion for social media marketing, which eventually led me to transition fully into the marketing team at an advertising agency. This decision had a significant impact on my life and career, as I fell in love with marketing and its ability to create fame out of nothing, just by using social networks.

I found joy in competing, pushing boundaries, and being part of a team. My passion for marketing grew stronger with time. Despite facing challenges, including three layoffs in the past three years, I remained determined to succeed. I started thinking about starting my own business, something real and useful.

And so, I started my own business - a personal branding lab. My goal is to help experts, teachers, psychologists, and business owners develop their products using their name and professionalism. I especially want to support women in emerging industries. Everyone has potential and opportunities, they just need the right support and frameworks to succeed.

With my resources, ideas, knowledge, and passion, I'm dedicated to developing my business and creating job opportunities for other women in the IT and marketing fields. I believe in amplifying the voices of talented women worldwide, and that's my mission today.

Julia  Maksymova

Guys, please, don’t spend your last money on marketing. Marketing won’t save you if you’re in urgent need of a job or sales. It’s extremely rare to get instant conversions just because you threw your last 500 euros into promotion.

I see tons of projects where founders hire a marketing specialist with a budget that only covers one month of work. And guess what, in that month, no one, not even the most brilliant marketer, can perform a miracle. Then it’s the same story: no results, no money, and everyone’s disappointed, “the marketer sucks,” “marketing doesn’t work,” “we wasted our budget.”

If you’re down to your last savings and thinking of investing them into promoting your personal brand, project, or product don’t. Instead, invest in tools, learning, and assets: get useful subscriptions, set up an AI agent for your specific tasks, buy a course, or hire a photographer/videographer. But do the marketing part yourself with your own hands.

For those same 500 euros, you can get 2–3 months’ worth of content, valuable knowledge, and hands-on experience. You’re much more likely to discover what actually works on your own in a couple of months of consistent action than a marketer will in one.

And if you really want to spend that money to make yourself feel better, go for a spa weekend, have a few drinks, or buy yourself new bedding (funny but true). Just don’t throw your despair and unrealistic expectations onto a marketer. No one ends up happy that way.

Julia  Maksymova 

Product marketing manager AI-driven projects | Marketing & Personal brand strategist | Product, Content & Growth | Business consulting | Mentorship #marketing #productmanagement #businessconsulting

I’m insanely good at what I do, and I’ve achieved a lot along the way. Let me share some of the most memorable highlights part 1.

When I was recovering from lung surgery, I got an offer to work as a sales department manager at a factory. They asked when I could start. I went back to work exactly two months after surgery — first part-time, then full-time. It was my first official full-time job. I was 18. While my classmates were in college, I was processing tons of orders, building spreadsheets, and handling shipping documents. I stayed in that job for almost two years, and I’m proud of that.

After that, I became a documentation manager. I processed shipment papers, tracked inventory, and managed the flow of documents to accounting. I was so fast and precise that by noon most days, all my work was done. I was promoted to an accountant responsible for invoicing clients and monitoring payments.

But the most interesting part was this: the company participated in tenders. I had to collect all the documentation — study requirements, prepare papers, request certificates, numbers, and check everything down to the smallest detail. Sometimes we handled ten tenders at once, and I managed the entire process. During my time there, not a single tender was lost because of documentation issues.

There were many other projects: a 100+ slide marketing strategy for a real estate developer, full-cycle promotion for small brands, ad budget management, and expert consulting. Under my guidance, many SMM specialists started their careers. I’ve trained over 600 people in social media and marketing and helped many find jobs. I’ve also coached dozens of experts who later built personal brands of their own.

What ties all these stories together is my unique mindset is a mix of creativity, entrepreneurial drive, and analytical thinking. I dive deep into projects, find weak spots, test hypotheses, and launch things that didn’t exist before. My processes aren’t sterile, but they work. Even with limited resources, my teams and I have delivered top-level projects and exceeded KPIs.

I’m a professional with an entrepreneur’s mindset. In the right project and environment, I make things happen that others wouldn’t even dare to plan.

When new projects or people come my way, I instantly see potential, blind spots, and opportunities. Sometimes I go straight into the pain points, that’s where real growth happens. Analytics, positioning, sales, new channels I see the patterns and help fix or launch what’s missing.

I come in at a certain stage, under a specific request and my unconventional approach blends with the client’s product and resources to create synergy.

Not everything works out every time, but the only people who never fail are the ones who don’t try. And I keep trying. Always.

Here is the weekend. Don’t forget to:
Sleep
Eat balanced food
Hug and spend quality time with your beloved ones
Walk or at least stay outside and breathe

You body, mentality and brain needs this.
 #weekend #mentalhealth #worklifebalance

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To run a promotion successfully, the main goal should be to build a process, not chase quick wins.

Your marketing activities need to become part of your daily routine, your workflow, and your system. There are no real-life stories where it’s “boom-boom and millions in sales.” Sustainable growth, whether for a personal brand or a project, requires repeatable processes, data tracking, and analytics.

When there’s no system, burnout hits everyone: the client, the team, and even the marketing lead. Expectations get distorted, results are judged unfairly, and disappointment follows.

Here are a few examples 👇

Case 1
A promo campaign is launched for an existing landing page. Analytics show leads coming in, but all of them end up in a chatbot, and no one tracks what happens next. The ad campaign is declared a failure. Why? There’s no system connecting the marketing funnel to sales follow-up.

Case 2
A client wants to promote their YouTube channel and delegate everything. But there’s no structure: videos aren’t edited or stored properly, no shared spreadsheet with links, and assets are buried in chats and random notes. As a result, most of the time goes to organizing chaos instead of creating content. The client gets frustrated, “What have you even done?” while the marketer ends up firefighting, not promoting. Why? No operational system to support delegation and scaling.

Case 3
A mentorship program for personal brand promotion begins with three-month commitment (because shorter ones always crash). There’s a clear plan, and the first two weeks are full of energy. By week three, motivation drops, priorities shift toward “Why isn’t it working?” By the end of the first month, the mentee burns out, shuts down, and disappears. The mentor tries to help, but it’s too late. Payment for month two doesn’t come, and the mentee labels the whole experience a failure. Why? No system for managing energy, expectations, and accountability.

It’s like target shooting: You load, choose a position, aim, and fire. Then reload, aim again, adjust, shoot, evaluate. To hit the target, you must perform a series of actions before and after every shot. The key isn’t in the bullet; it’s in the process. Regular practice helps you stay focused on both the process and the goal. And that skill becomes part of how you operate in life and business.

So whenever you face a long-term marketing goal, treat it systemically. A system is a living organism. It needs constant updates, care, and optimization.

And the responsibility for keeping it alive always lies with the one who needs the result the most.

Why staying trendy matters the most for classic companies and events, or how the Rome Film Festival helped me understand it.

With the rise of the internet, new online platforms, and AI-generated content, companies with a long history are losing their audiences. When the audience leaves, so do sponsors, advertisers, and budgets. Recently, I had a chance to go behind the scenes at the Rome Film Festival, and it helped me draw some conclusions.

Before Netflix and other streaming platforms appeared, festivals showcased brand-new films. People eagerly awaited premieres, releases, and awards. The industry looks very different now. I am not a film expert, but I do know how to attract attention and build large-scale marketing campaigns.

The Rome Film Festival today is nothing like it used to be. In the past, there were sponsor parties, many guests and actors, producers, directors, and journalists. Now, it’s mainly film delegations, no side-events around the festival, and plenty of pseudo-influencers who just want photos on the red carpet.

In my humble opinion, the world has changed. Cinema is now split between traditional formats and new players. Audience numbers are falling, and people are losing interest in the festival itself.

What can be done? Use modern marketing tools to attract attention and create buzz. Stars are still important, but today bloggers and online celebrities also have a strong influence. Their participation can bring a wide reach and more discussion about the festival.

This shows that industries, events, and businesses that have been around for years must wake up and adapt to modern realities. They need to collaborate with online platforms and create integrated offline-online activities.

Events like film festivals, the Met Gala, product launches, and conferences generate massive interest among regular people and aspiring celebrities. These people want to feel connected to such events, to be part of them, and they are ready to share their experiences online.

So why not use this opportunity?

#marketing #businessawerness #eventmanagement #buzzeffect

Who’s really in charge > the entrepreneur, the producer, or the marketer?

These three roles often overlap, especially in small projects where one person does it all. I call this mode “sing, dance, and juggle everything.” If it’s a solo project, all three roles merge into one person but they still represent different areas of responsibility that require constant switching between mindsets.

In a business context, though, it’s crucial to understand who’s responsible for what.

The Entrepreneur creates systems and opportunities, spots trends, markets, and money. They develop the product, take risks, and decide where the business is heading. They’re responsible for strategy, the business model, resource management, growth, and profitability in short, for answering the big questions: “Where are we going and why?”
Focus: systems, money, sustainability.
KPI: profit and business growth.

The Producer brings an idea to life and makes it profitable. They connect meaning, people, and execution. They take an idea (their own or the entrepreneur’s) and turn it into a working process: planning, building a team, implementing, and monetizing. They’re responsible for packaging, product format, content or program creation, workflows, deadlines, and profit of a specific project.
Focus: execution, energy, revenue from a particular product.
KPI: margin and successful launch.

The Marketer makes the product visible and desirable. They know who to sell to and how, research the market, build communication strategies, and design the customer journey from curiosity to purchase. They’re responsible for positioning, promotion strategy, demand generation, sales growth, and customer loyalty.
Focus: audience, reach, perceived value.
KPI: ROMI (Return on Marketing Investment) and conversion rates.

Together, these three roles form a complete ecosystem:
The entrepreneur builds the system.
The producer brings the idea to life and turns it into profit.
The marketer helps the world discover and fall in love with the product.

Each role matters and owns its share of success. Without the entrepreneur, there’s no business. Without the producer, no execution. Without the marketer, no customers.

When these roles work in sync, the project grows and everyone enjoys the process. But when responsibilities blur, chaos starts — and no one ends up happy.

#peoplemanagement #businessroles #strategy #hiring

The biggest problem with this whole AI boom is the life cycle of AI-driven / AI-based services. The story usually goes like this:

You see something cool on Product Hunt or get a recommendation in your feed.
You sign up.
You upload your data, content, or notes.
You start using it.
You even buy a subscription.
You find bugs, report them.
And then, after a while — the service dies.
No data export. No backups. Just gone.
And you’re like… f**k.

I don’t chase new tools anymore. I test them, sure but I don’t move my actual work there unless the company has been around for at least a year (ideally more).

Because let’s be honest, I don’t have time to learn a new platform every other week. And I definitely don’t want to start from scratch. Every. Damn. Time.

Once, a livestreaming tool I used just stopped working overnight, and all recordings disappeared.

So no matter how exciting this new AI world looks, sometimes it’s better to stick with the old, non-AI-driven products that won’t die tomorrow.

I honestly think right now it’s way smarter to wait and see which tools survive and turn into stable products, rather than chasing every new shiny thing.

👉 What was your most epic fail with a new AI service?

Do you have a work-life balance? What if I find it?
#worklifebalance #humor #workhard

Content, content, content. How much to make, who’s going to post it, how to shoot it, and so on. Then AI showed up and handed you a list of post ideas—dull text with zero soul—and wrapped it all up nicely in a PDF “for your convenience.”

Now everyone’s talking about content automation: here’s an AI for short Reels, another one for voiceovers without even opening your mouth, another that turns audio into text.

It sounds like magic, but here’s the catch: you’ve got this massive toolbox where every tool lives in its own little box. You open one, do something, put it back, grab another, tweak a bit more, switch again... and voilà the illusion of automation.

But that’s not where the real magic happens. The real secret isn’t in creating content fast.

It’s in managing what you’ve already created and squeezing the maximum value out of it.

That’s why I believe the future of content marketing in the age of AI is all about repurposing, reusing, and reposting. Your content should work 360 degrees, and you need a system to organize it.

Here are a few ideas on how to adapt existing content across different channels 👇

♡ You hosted a webinar now turn it into:
1. A blog post. Transcribe the video, highlight key points, and embed the recording in the article.
2. An email digest. Summarize the main insights and add a link to the replay.
3. Reels or Shorts. Cut your long video into short clips (15 seconds–3 minutes) and post on Reels, TikTok, or YouTube Shorts.
4. A social media post. Upload the full recording to YouTube or LinkedIn, add timestamps and a clear call to action.
5. A lead magnet. Offer access to the video in exchange for an email or user data.

♡ Other repurposing options:
Turn a research report into an article with visuals and key takeaways.
Break a long-form post into a series of short social media updates.
Make visual cards from data and charts.
Turn a quote from an interview or client testimonial into a standalone post.
Compile a series of webinars into an eBook.

The key is to build a repeatable process.

For example: every webinar automatically turns into a blog post + a series of short videos. To make that work, you need clear workflows and a smart storage system so you can always return to your existing content and reuse it efficiently.

Before AI, transcribing and repackaging one webinar was expensive and time-consuming. Now, you can easily revisit old recordings, feed them to AI, and get 5–20 pieces of new content from something you created 2–5 years ago. We’re living in an incredible time.

AI won’t replace content managers, not yet, but it has forever changed how we work with content. So don't waste time ;)

This is how you loose followers and clients. Digital menu of the restaurant 📵 and link to socials not working. Links which are the first what you see when you open menu. Go now and check you website and digital pages for this mistake.

Q: «How often should systems undergo updates?»

Here, I recommend using the retro-demo method, when you schedule both a retro (to analyze what went wrong or broke) and a demo (to showcase what worked). The process should be updated regularly in two directions: 

Situationally — adapting to trends, new tools, and real-time marketing opportunities. 
Systematically — once a month, conduct a retro-demo review and dedicate one organizational day to cleaning up documentation; once a quarter, compile a list of hypotheses and improvements.

You also need a red-flag system, a way to quickly detect when your activities are either ineffective or destructive, so you can adjust your strategy without delay.

I believe growth isn’t just about numbers. It’s about connecting people with products that genuinely make their lives better. Over the past 14 years I’ve worked with pre-seed AI-driven SaaS and global TravelTech and EdTech enterprises across Europe, North America and Southeast Asia.

What I love most about my job is uncovering customer insight and turning it into strategies that spark both revenue and long-term brand love.

Recent highlights:

Scaled a B2B customer base 400× in one year (2 → 900+ b2b clients)

Cut CAC from $10,000 → $90 while expanding into 7 markets

Drove +18,000% monthly growth in first-time purchases

Boosted lead-to-purchase conversion by 3,000%

Launched high-performing media including a #1 business Apple podcast and an SMM strategy reaching 2.5M+

I’m a certified ballet dancer and an enthusiast of art and theatre. I’m also curious about blending career growth with parenting and I love to share thoughts on women’s support, emotional intelligence and bringing more heart into management.

Always open to exchanging ideas and exploring meaningful collaborations - feel free to reach out!

Sofia Shtepo

How many leads did marketing bring this month?
This question has ruined marketing processes quite a few times. Because it's the wrong question. Every month it's asked, companies waste budgets on leads that will never convert.

It usually looks like this. marketing gets pressure: bring us more leads! So they optimize for volume. Making low bid campaigns with low barriers, broad targeting and overpromising. Marketing hits their target of 5000 leads.
Sales gets them -> conversion is 0.2%. 
Everyone blames everyone else:) Or worse, sales artificially lowers what counts as a "qualified" lead to hide that they couldn't close prospects. It's not lying, it's just creative accounting. 
Meanwhile, revenue stays flat. I ll show you why

Scenario 1 we optimize for lead volume. 5000 leads × 0.3% conversion = 15 customers. But high spend, high CAC with thin margin
Scenario 2 we optimize for qualified leads. 1000 leads × 5% conversion = 50 customers. Lower spend, lower CAC, better margins.
Obvious which one is better. But many startups (and not only they) go for scenario 1.

When you optimize for volume you promise things the product doesn't deliver and let anyone into your CRM. Misalignment kills conversion. 
I walked into this situation not once. Marketing was achieving CPL targets but revenue wasn't growing. Their b2b leads were not the problem, their KPI was.

First, we worked with the sales team to actually define "qualified." Not those who clicked our PMax banner, and not even those who filled out a website form. But answered a few questions: do they fit our ICP? Can they afford us? Are they experiencing the problem we solve? Do they have budget authority? This took time. But foundational.

Second, I added qualification gates in the marketing funnel. Not to reduce volume arbitrarily, but to ensure only businesses matching our criteria counted as marketing leads. Some disqualified themselves. Others dropped because our messaging wasn't resonating. Better now than wasting sales time.

Third, I changed the KPI from CPL to CPSQL (cost per sales-qualified lead). This was crucial. Now we as marketers couldn't just chase volume. We had to hunt for quality.

Within a month lead volume dropped 62%. CPSQL dropped 40%. In 3 next months lead to customer CR went up 250%. Revenue went up, CAC down.

You can't optimize for volume and quality simultaneously. you pick one. And most startups pick volume. The irony is focusing on quality doesn't mean fewer leads. It means the right leads. 

So as a marketing team push back next time and ask your analytics how many qualified leads we brought? What was the actual conversion? What step of the funnel did we lose most people/businesses? What messaging actually made them convert?
These conversations lead to growth.

Tech Marketing Leader | Scaled B2B customer base 700× in 1 year | CAC cut $10K → $90 | Global growth & Ethical marketing | ex-Booking.com

If you are waiting for 80% of leads to convert in month 1, you are building a lead gen treadmill that will exhaust business within a few years.

A few years back it seemed to me more leads = more revenue. But the economics proved me wrong. It's exponentially cheaper to nurture the leads I already have than chasing new ones every month. Across every company I've worked with the realistic month 1 CR is 20% max. The rest convert later.

When we ignore this bad things happen. I watched a BigTech optimize away (a euphemism we use for fire) a whole business unit because it became dependent on a single leadgen channel (infamous Meta of course). After 4 years feeding it leads, Meta ads burned out. Their CAC to purchase ratio fell to 1:1 when it used to be 1:4.

What I now do differently
1. Never plan more than 20% conversion in month one. If it happens - great! Everything beyond 10% is margin. 
2. Segment and subsegment as deep as I can. You'll be suprised how different pains and triggers of the so called 'qualified leds'.
3. Talk to those who didn't buy. If you paid for them through google, SEO, partnerships, they are too valuable to let them go silently. The insight into why a qualified lead didn't buy is worth 10x what we spend acquiring them.

I’ll name four mechanics that move the assisted conversions in months 2 - 6 for me.

Email remains my personal fav even though they say email is dead. If email isn't working your CRM setup is broken, you are mailing the wrong person the wrong message. We've built campaigns that drove 25% of new revenue starting from zero - with right attribution and smart segmentation.

Gamification but not for lead gen as many do. Interactive tools, chatbots, challenges that let a person experience your product without buying. The goal is deepening engagement, not collecting more emails. Giving them more value than they expected.

Freemium with structured onboarding. Leads hesitate because they can't visualize what using our product actually feels like. Functional access with guided setup removes that barrier, they experience value before paying. Calm app converted at 70% with friction removed, value clear in the first week of freemium access. So this works for startups and established brands both.

1:1 expert audits, best for B2B. Qualified leads stuck in CRM for months often haven't articulated their problem or connected it to our solution. A 30minute consultation changes that. You analyze their demand, identify gaps, show what you'd do differently. It's like diagnosis, not sales pitch. 
And every talk reveals gaps in positioning & product. You do customer discovery and sales together.

It's cheaper to convert existing leads than chase new ones monthly. A 6-month nurture cycle would always convert cohorts if you don't give up on them as "not interested." April leads converting through August ans even October, is predictable growth.

taplio

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Sofia Shtepo

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taplio

The Battle

Julia Maksymova

Sofia Shtepo

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Julia Maksymova's LinkedIn Performance

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