Katya Samotoi

Katya Samotoi Coaching

I help entrepreneurs with Bipolar and ADHD, just like you, to unlock their potential using personalised coaching and psychology without struggling with attention and focus.

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In The Room

As the Growth Advisor at In The Room, I play a crucial role in driving the company's growth and success by focusing on innovative strategies that elevate our AI-driven platform, which bridges the gap between AI efficiency and human empathy in customer experiences. Reporting directly to the CEO, I'm an integral part of a team that's revolutionizing customer engagement.

Key responsibilities:

Strategic Vision: Shape the strategic direction of the company by identifying new opportunities, potential partnerships, and innovative ways to expand our market presence.

Data-Driven Decision Making: Analyze data and insights to inform growth strategies, ensuring In The Room continues to deliver exceptional value to our clients and their customers.

Cross-Functional Collaboration: Collaborate with team members across sales, marketing, product development, and customer success to drive growth initiatives and ensure alignment on shared goals.

Mentoring & Coaching: Share expertise and knowledge with the team, fostering a culture of continuous learning, innovation, and professional growth at In The Room.

Market Awareness: Stay up-to-date with the latest industry trends, technology advancements, and competitors to keep In The Room at the cutting edge of customer engagement and AI-driven solutions.

Building a Growth Mindset: Instill a growth mindset within the company, promoting an environment of innovation, adaptability, and continuous improvement.

Friendly and approachable, I bring a unique and energizing perspective to the Growth Advisor role, making a significant impact on In The Room's journey to redefine customer experiences.

Growth Advisor

Magic

As a Growth Advisor, I play a pivotal role in driving Magic's growth strategy, fostering sustainable logistics practices, and enhancing profitability. I am committed to bridging the gap between sustainability and business success, leveraging data-driven insights to pioneer a greener future in logistics.

Key Responsibilities:]

Strategic Growth Planning: Develop and execute strategies to expand Magic's market presence, identify new business opportunities, and foster sustainable growth.
Partnership Development: Cultivate strategic partnerships with key industry players, enhancing our ecosystem and driving collective progress towards sustainability.
Data Analytics and Insights: Analyze market trends and logistics data to inform decision-making, optimize operations, and deliver tailored solutions to our clients.
Sustainability Advocacy: Champion the cause of sustainable logistics, demonstrating the tangible benefits of our solutions to the environment and our partners' bottom lines.
Client Engagement and Education: Provide expert advice and consultancy to businesses, guiding them towards more sustainable and profitable logistics practices.

Viceroy Group

As the Managing Director for a group of seven DTC brands, I played a pivotal role in driving growth and overseeing the operations across all departments. With a strong focus on teamwork and collaboration, I helped scale the company's revenue from $1,000 to a whopping $16 million – all while remaining bootstrapped.

Key responsibilities:

Operational Oversight: Ensured seamless functioning across all departments, driving efficiency and effectiveness in every aspect of the business.

Revenue Growth: Spearheaded the company's rapid growth journey, increasing revenue from $1,000 to $16 million, while maintaining a bootstrapped approach.

Team Expansion: Successfully scaled a remote team from just 4 members to a robust group of 42 professionals, fostering a collaborative and results-driven work environment.

Creator Agency Launch: Innovatively launched a creator agency focused on building brands for prominent creators and influencers, further diversifying the company's portfolio.

Cross-Functional Leadership: Led cross-functional teams to achieve shared objectives and drive business growth, establishing a strong culture of communication and collaboration.

Strategic Planning: Developed and executed strategic plans to ensure continued success and growth for the company and its brands.

As a dynamic and hands-on Managing Director, I was instrumental in the company's expansion and success, fostering a culture of innovation, collaboration, and high performance across all departments.

Managing Director

As the Head of Growth for a group of seven brands, I successfully led the development and execution of omnichannel marketing strategies, branding, and content initiatives. My strategic vision and data-driven approach resulted in impressive revenue growth and customer retention rates.

Key responsibilities:

Omnichannel Marketing Strategy: Developed and implemented comprehensive marketing strategies across channels such as Pinterest, Meta, Quora, Native, and Google, driving brand awareness and growth.

Revenue Growth: Played a crucial role in increasing the company's revenue to $16 million through cold acquisitions across multiple channels, showcasing the effectiveness of our marketing efforts.

Branding and Content: Oversaw the branding and content creation for all seven brands, ensuring a consistent and engaging brand identity that resonated with our target audience.

Retention Initiatives: Successfully implemented retention initiatives, leading to a remarkable 40% return rate, demonstrating our commitment to building lasting customer relationships.

Performance Analysis: Continuously monitored and analyzed marketing performance metrics, optimizing campaigns and strategies to maximize ROI and drive sustainable growth.

Cross-Functional Collaboration: Collaborated closely with other departments to align marketing efforts with broader business objectives, fostering a culture of teamwork and shared success.

As an experienced and results-driven Head of Growth, I was dedicated to optimizing our marketing strategy, branding, and content efforts, ultimately leading to impressive revenue growth and customer retention rates for the group of seven brands.

Head of Growth

BrandRanx Media

As the COO of a leading advertising and marketing agency, I played a pivotal role in managing multi-million-dollar budgets and driving exceptional results for a diverse portfolio of clients. My strategic vision and operational expertise facilitated the growth of our remote team and contributed to the success of well-known brands.

Key responsibilities:

Budget Management: Oversaw the management of advertising budgets ranging between 8 and 9 figures, ensuring the efficient allocation of resources and maximizing ROI for clients.

Client Success: Worked closely with high-profile clients such as SNOW, STRONGER, OODIE, GOODIEANDCO, and others, delivering outstanding results that fueled their growth and brand recognition.

Team Building: Successfully expanded the agency from a 2-person operation to a full-time remote team of 20 professionals, fostering a collaborative and results-driven work environment.

Operational Excellence: Streamlined agency operations, implementing best practices and optimizing processes to deliver exceptional service and results for clients.

Cross-Functional Leadership: Collaborated with various departments to align efforts and ensure seamless execution of marketing and advertising strategies for our clients.

Agency Growth: Played a key role in the growth and development of the agency, establishing it as a trusted partner for a diverse range of clients and driving business expansion.

As a highly effective COO, I took pride in guiding the agency to new heights by managing substantial budgets, delivering outstanding results for clients, and fostering a collaborative and high-performing remote team.

Hi there!

I'm Katya, a growth-focused professional with a diverse background and over seven years of experience in managing and scaling businesses.

My journey has led me to some amazing accomplishments, such as:

* Driven revenue growth for 7 DTC brands that I managed from 0 to $16 million bootstrapped.
* Founded a ecom digital marketing agency and a brand management agency for 8 figures brands
* Have raised over $150K in 2 weeks for charity, led a network of 100 volunteers in Ukraine.
* Worked with clients like SNOW, STRONGER, OODIE, managing budgets up to 7 figures.

Throughout my career, I've had the privilege of working with fantastic clients like SNOW, STRONGER, OODIE, GOODIEANDCO, and more, managing budgets up to 9 figures and building remote teams from the ground up. I'm always eager to take on new challenges and find innovative ways to help businesses grow.

But my passion doesn't stop with business growth. In response to the war in Ukraine, I co-founded DIDO, a non-profit organization aimed at reinventing and decentralizing charity systems. By leveraging my expertise in e-commerce and fundraising, I've been able to support a network of volunteers and create a new model of charity that benefits small businesses and the communities they serve.

My unique background, including finishing medical college and later transitioning to dancing, has given me a wide range of skills and experiences that I bring to my work. I believe that embracing our diverse interests and passions is what makes us truly unique and capable of driving positive change in the world.

In my spare time, I enjoy engaging in conversations about #mentalhealth, #impactdrivencommerce, #purpose, and #impact. I believe that sharing our thoughts, feelings, and emotions is crucial to fostering meaningful connections and driving positive change in the world.

#As I continue to embrace new challenges and opportunities, I remain committed to helping businesses evolve into impactful, purpose-driven organizations that make a real difference. Let's make the world a better place, together!

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.

Nicoleta Colomeeț

Bringing the Moldovan eGov experience, lessons and ways of moving forward to Bucharest this week! 

In this day and age it is not enough for a system to work, it needs to be usable, that's why are obsessed with building seamless experiences for our citizens. 

If you're around Palatul Cotroceni - drop me a message and let's meet 🙌

Leading eGovernance Agency Moldova | CPPM | Leadership, Strategy, Human Centered Digital Transformation

View company: e-Governance Agency Moldova

🗓️ Nicoleta Colomeeț, Director of e-Governance Agency Moldova, will represent the Republic of Moldova at the #Digital_Governance_Summit 2025, organized on November 25th at the Cotroceni Palace, under the high patronage of the President of Romania, Nicușor Dan.

During the event, Nicoleta Colomeeț will present Moldova's digital journey over the past 15 years— a success story that inspires other countries in the region. Our country is recognized as a model for digital transformation, built on a robust infrastructure, a modern governmental ecosystem, and reusable digital solutions that can be shared with Romania and other interested nations.

🌐 In the panel "Towards Citizen-Centered Digital Public Services: Examples from Romania and Moldova," Nicoleta Colomeeț will share the experience of our country and our strategic vision of building the most citizen-friendly digital state.

The summit will bring together international leaders, European decision-makers, technology experts, and architects of digital transformation from Moldova, Romania, Estonia, Poland, and the United Kingdom. Discussions will focus on how to build a digital state that is modern, transparent, secure, and accessible to all citizens.

📍 The Digital Governance Summit 2025 is a collaborative space for the public sector, private industry, academia, and civil society, aimed at developing a shared vision for the region's digital future. The event is organized by Edge Institute Romania.

See event details: http://bit.ly/4iavtfD

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Katya Samotoi

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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);}Nicoleta Colomeeț's LinkedIn Performance

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