Katya Samotoi

8-12 cross-functional meetings daily. Insights scattered across Slack, Notion, and endless email threads. Product roadmap decisions buried somewhere between the morning standup and afternoon retrospective.

At Sembly AI, we help professional teams transform meeting chaos into revenue clarity. The data tells the story:
✅ Customer feedback → Product features in 2 weeks (not 2 months)
✅ Every meeting becomes a searchable decision log
✅ Meeting prep drops from 20 hours to 2 hours
✅ Strategic decisions - 100% retention vs typical 60% loss

From London to Berlin to Rome, we’re helping professional teams stay aligned, move faster, and protect their pipeline from information loss.

Open to quick chat? I'd love to show you how other teams are saving 15+ hours monthly while keeping every revenue-critical decision visible.

Managing Director

As the managing director my role was to oversee the operations of all departments for the 7 DTC brands.

Together with the team we grew from 1000 to 16m in revenue bootstrapped.

Scaled a team from 4 to 42 people remotely. 

I also launched the creator agency, where we build brands for large creators and influencers.

e-Governance Agency Moldova

Director

Trow Services

Trow Services is an on-demand service-based agency offering InfoSec, Product Marketing & Branding services, as well as IT outsourcing.

Actively managing clients, talent & operations.

Co-Founder, Product, Brand & Marketing Consultant

Ministerul Dezvoltării Economice și Digitalizării al Republicii Moldova

- Representing the Ministry in partnership with the Electronic Governance Agency for EVO development.  
- Coordinating inter-institutional teams to align strategic objectives and ensure an efficient development and launch process.  
- Advocating for user-centered design principles and user experience (UX) in planning and development processes.  
- Overseeing branding, user experience design, and app asset creation, from concept to launch.  
- Setting the launch and promotion strategy for the app and managing public communication.  
- Providing expertise in analyzing citizen needs to adapt digital public services to their requirements.  
- Establishing the vision for EVO 2.0, including initiating the strategic redesign process and creating an easily replicable and manageable component system.  
- Organizing the UX4Gov Designathon, an innovative product design event for public services.  
- Managing the organization of the Moldova Digital Summit 2024 and setting the trajectory for the 2025 event.  
- Coordinating other digital transformation and strategic communication activities.  
- Architecting internal digital operational systems for the Ministry of Digital Economy and Development.

Outstaff advisor in the minister Dumitru Alaiba's Cabinet, as part of the Reform Office project implemented by IPIS and supported by UMAEF.

Digital Transformation Advisor to the Minister

MIA Plăți Instant

- Developing and establishing the brand strategy for the MIA Instant Payments system.  
- Organizing strategic workshops for brand identity and positioning development.  
- Defining the brand vision.  
- Shaping the identity and tone of voice for the system.  
- Setting strategic criteria for naming and identity development.  
- Creating the go-to-market strategy for MIA Instant Payments.  
- Developing core concepts for communication and variations of initial messaging.  
- Establishing strategies for advertising, digital communication, and video content.  
- Coordinating the implementation of strategies and providing strategic support.  
- Offering strategic guidance for the system's launch for individuals and businesses.  
- Developing a glossary and communication guide for banks and financial institutions.  
- Contributing to the development of the website and user experience.  
- Designing the internal system for planning, communication, and brand management activities for MIA Instant Payments.  

External consultant hired by the USAID MISRA project, implemented by Nathan Associates Inc.

Brand & Marketing Consultant

Laboratory of Initiatives for Development (LID)

- Policy building
- Workshop facilitation
- Publishing articles, case studies & expertise relevant research

Product UX Management & Creative Strategy & Marketing Expert

Aftershoot 

Some of the visible things I'm proud of:
- Pushing the company rebrand, complete with partner kits & assets, and driving brand recognition with growing organic clicks month on month 
- Managing the deployment of a revamped website and improved experience
- Planning, executing, and supporting the launch of EDITS, leading to a massive increase in lead numbers 
- Planning, executing, and supporting 2 massively successful Founder Deals, leading to explosive ARR growth. 
-->Instagram: 25% subscriber growth & +46% growth in external link taps just in the past 3 months. 
-->YouTube: 65% subscriber growth; 326,587 views. 
-->TikTok: from 0 to 30.6K followers 
- Launching and supporting 3 massive seasonal campaigns
- Supporting 4 product release communication campaigns
- Deploying Aftershoot Life, brand awareness video campaigns, which became a massive hit 

The invisible things, however, are even more rewarding:
- Onboarding as part of a completely new marketing team and fostering a culture of trust and collaboration, building the team up
Learning a completely new product from scratch, with little industry experience - that's how we came up with the idea for Aftershoot Academy
- Taking on the de-facto Marketing Executive role, guiding and supporting the team beyond brand marketing needs
- Designing and building Marketing HUBs - a (nearly) complete suite of operational marketing processes to guide social media, campaign planning and development, product marketing communication, content planning and deployment, video content management, design asset management, website planning, as well as communication channels across brand, content, social, and product marketing
- Developing content and repurposing strategies for video and written content 
- Reviewing tens of articles and lines of copy, hundreds of videos, and thousands of designs
- Designing and building a System Emails management process to account for different localization sets

Head of Brand Marketing

Granat

Consulted the Moldova eGovernance Agency on communication, product marketing and general product-related needs, as part of an expert group contracted by Granat. 

Key contributions:
- Developed a communication strategy and connected collateral needed as part of an effort to promote individual services, as part of a wider umbrella brand
- Developed a Social Media communication guide, complete with criteria by channel
- Contributed to Social Media & communication planning 
- Defined requirements and oversaw design execution for assets to launch the MobiSign app on app stores
- Outlined a launch communication framework for MobiSign 
- Developed briefs for informative videos for: MSign, MCabinet, MPower, MPay & more
- Defined & ensured execution of assets required to present the National Annual Survey 2022 on Perception, Assimilation, and Support of e-Governance and Government Service Modernization

Communication Expert

Pixieset

Onboarded as the company was integrating FloThemes into their operations, and my role spread across managing custom implementations for FloThemes customers, as well as contributing to the establishment of the design operations architecture & product research, before going off on maternity leave in November 2021. 

Key achievements:
- Architected & established a Design Operations framework for the onboarded remote design team
- Architected & set-up Product & Release management spaces and operations
- Contributed to the initial management of the efforts to update the Client Gallery product
- Conducted secondary competitor & localized pricing research 
- Oversaw and managed custom set-ups under the FloThemes brand
- Developed a roadmap for the updated website

DesignOps & Strategy

Agile Partners

Built a high performing department covering 3 key areas of services the company provided to its clients as part of the product lifecycle management: Product Design; Digital Marketing; Concept Delivery and Investment Support. Our main goals were to work with clients, stakeholders and established product delivery teams within the company or on the client’s side to execute on business objectives, while developing world class quality assets and deliverables. Acted as de facto head of communications, marketing, creative strategy and proxy product manager for clients. 

Key achievements: 
- Built and managed a team of 13 designers, marketing managers and developers, creating a strong and cohesive culture
- Established a successful agile marketing delivery framework, as well as a UX delivery framework 
- Increased x3 the digital reach of a client through a calibrated execution on a content marketing strategy, developing visibility and brand reputation 
- Tearsheet 2021 Acquire Awards Finalists for Best Content Series (B2B) and Campaign of the Year 
- Coordinated the design execution of AP, AR and embedded payment solutions
- Oversaw design and contributed to the product development of US prepaid issuing physical and virtual solutions
- Managed productisation of pilot programs for debit card issuing out of south Africa, complete with Business payer, Individual and back-office operation systems
- Played an active role in the productisation of the Mastercard Send solution in the US, leading the UX design aspect of it, acting as co product manager 
- Acted as Product Owner for a Funding platform for Nonprofits in the US, developing the features backlog, working with the team to develop the MVP version (sans payment) 
- Managed the Coming Soon, teasing campaign for the Funding platform for Nonprofits, with our team managing to gather 2k+ early subscribers with close to no budget
- Managed several versions of creative execution of enterprise grade back office operation systems

Marketing and Strategy Director

Working closely with UX designers to design and then implement the needed creative assets for clients, ranging from branding elements, to websites, to fully functioning product prototypes. My goal was to lead and manage the design teams, while acting as a bridge between clients and the team, and ensuring the quality of the final deliverables. 

Main activities and responsibilities:
- Working with stakeholders and clients to assess and evaluate business and product needs
- Translating business requirements into tasks and goals for designers
- Overseeing information architecture, UX and UI development
- UX copywriting and proofreading 
- Developing marketing assets, toolkits and guides for clients and teams to use
- Collaborating with clients on building sales and investment decks and materials
- Overseeing design implementation in development
- Evaluating and hiring designers as needed

Creative Team Lead

PayAll Payment Systems, Inc.

Covered Areas:
•	Branding & brand asset management
•	Product Design (UX / UI)
•	Concept Delivery
•	Creative Direction
•	Copywriting
•	Editorial Direction and Oversight
•	Digital Marketing
•	Sales & Investment Support 

Key Responsibilities: 
-	Guide and oversee product design and content 
-	Reviewing design to ensure scalability, and that it fits the business vision
-	Develop and oversee branding and branding requirements
-	Guide development of product related assets (card designs / carriers / info materials, etc)
-	Managing all messaging and copy on websites, platforms, and collateral materials – ensuring continuity 
-	Setting strategies and plans to develop the company’s digital marketing activities, positioning and target reach
-	Maintaining the backlog and versioning of investment materials, company overviews, sales collateral
-	Establishing the framework and guide execution of sales, client facing and investment collateral
-	Guiding concept building (eye-candy) 
-	Work with other department heads and team to execute on priorities
-	Acting PO for @myway2help (frozen)

Team:
Product Designers
Digital & Growth Marketers 
Concept Delivery and Sales Support Designers
(as part of Agile Partners)

Marketing & Communications Director

CPPM | Digital Transformation Advisor to the Deputy Prime Minister, Minister of Economic Development & Digitalization | Leadership, Brand, Strategy & Product Marketing

I architect systems, products and launches for digital products that benefit and bring value to users. I'm a certified expert in product development and marketing, specializing in digital transformation, product marketing, and branding, with over 7 years of experience managing and promoting complex digital products for both B2B and B2C segments across local and international markets.

Played a pivotal role in launching and promoting impactful digital products such as EVO and MIA Instant Payments, driving digital transformation in Moldova, as well as international products that achieved sustainable growth and visibility in competitive markets. Was a key contributor to the team that defined and launched Paynet, the first e-wallet on the local market.

Demonstrated expertise in building, strengthening, and managing multidisciplinary teams. Through clear goal-setting, strategic coordination, and results-driven execution, consistently exceeded stakeholder expectations. 

With a proven experience of taking on ambiguous projects and products and leading them to clarity and execution, through clear definition of objectives - I've successfully delivered and surpassed stakeholder expectations, while developing cohesive teams and result oriented delivery frameworks. I've sought out to design, develop, and optimize complex operational systems to ensure the long-term success of the products and teams under management.

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Katya Samotoi

Nicoleta Colomeeț

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