top of page
Some brands and companies I’ve worked with
incl. short-term projects
#Strategic Marketing & Branding #Campaign Development #Team Leadership #Digital Marketing & Advertising #Product Positioning Marketing #Visual Strategy #Retail & Banking #Collaborations #Copywriting & Creative Direction
2000-2005
2005-2006
2007-2009
2016-2018
2018-2021
2021-2022
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Marketing Director | Home Category
Head of Marketing Communications, Advertising & PR
Head of Marketing | Retail & Visual Strategy
Marketing Curator & Brand Development (as part of FCI projects)
Founder & Director FCI (Fast Creative Imagination) | FashionClub — creative & fashion division
Co-Founder & Deputy Director 360° Marketing, ATL/BTL, Events, Brand Strategy, Production
Marketing & Promo Projects | Design, ATL/BTL, Events, Visuals, Production, Creative
I embed into businesses as an external CMO: building strategy, setting up processes, refreshing visual identity, and establishing marketing and communications. I support companies with no in-house marketing, conduct audits, create systems, and manage everything from positioning to sales.
Oversaw full marketing operations for the Home category: from campaign creation and partner coordination to media planning and communications. Managed campaigns for brands. Controlled visuals and processes, and optimized cross-department collaboration.
Led marketing and visual strategy for the retail chain. Introduced a boutique-style display system (notably in Ganjlik Mall flagship), setting a market trend. Oversaw creative, advertising, design, and campaigns with a focus on credit systems and digital electronics.
Built a complete marketing management system: promo calendars, creative direction, and media planning. Supervised teams and departments, led negotiations with banks, brands, and agencies. Managed up to 50 campaigns monthly — from idea to approval, launch, and control.
Oversaw the full marketing lifecycle of an energy drink brand — from selection to market launch. Managed creative, design, events, merchandising, and placement. Executed unique strategies: flash banners, mobile splash screens, signage swaps. Ran this alongside FCI agency.
Founded an agency uniting advertising, design, events, and promo. Personally led projects from concept to delivery. Organized numerous activations, led negotiations, worked with brands and retail. FCI handled BTL, production, and highly creative campaigns.
Helped launch a full-service agency. Managed BTL, ATL, events, design, and production. Oversaw teams and projects. Developed brand strategies, visual concepts, and ad campaigns — from idea to public launch across media and venues.
Worked in marketing before the field became structured. Organized events, crafted signage, shot commercials, ran activations, and built promo teams. Self-taught in everything from outdoor ads and TV to point-of-sale and creative campaigns.
Responsible for marketing across 24 fashion franchise brands. Handled store launches, visual merchandising, advertising, PR, and coordination with international head offices. Creator of the RAR Shopping Card — a financing model that became the prototype for Bolkart.
Chief of Marketing & Advertising department | 25+ monobrand boutiques in Azerbaijan
Some brands and companies I’ve worked with
incl. short-term projects
2006-2009
Freelance
How I build ...
CORE
SKILLS
WORK EXPERIENCE
Team system
This is an example of how I structure, manage, and guide teams — not only delegating tasks but also understanding the core responsibilities, workflows, and skillsets of each role across all levels.
I don’t just lead departments — I collaborate closely with other divisions, know how every cog in the machine works, and can step in with guidance or hands-on support when needed.
I am
Who
How
teams
What
I teach
I've
What
Done
I’m a strategic marketing lead and full-cycle project director with 20+ years
of cross-industry experience — including retail, fashion, electronics, FMCG, fintech, healthcare, automotive, tourism, F&B, legal, and B2B services.
I’ve worked with 100+ international and regional brands, localizing global
strategies, adapting campaigns to market realities, and building long-
term brand presence in Azerbaijan.
I help brands grow, evolve, and scale — through smart positioning,
creative leadership, and systems built from the ground up. My work
unites strategy with execution, turning ideas into impact.
I bridge creative, operational, and strategic layers by aligning copywriters,
designers, developers, and C-level teams around a shared direction.
I also coach internal teams to sharpen execution and boost marketing IQ.
Marketing is more than strategy
— it’s about speed, precision,
and bold thinking
20+ years in Branding & Growth
HINISETOMMET
00:00 / 00:01
About
ME
Marketing Country Lead | Strategic Brand Architect | 20+ years in Branding & Growth
Read more ...
Marketing & Promo Projects
Outdoor, Design, ATL/BTL, Events,
Visuals, Production, Creative Strategy
Co-Founder & Deputy Director
360° Marketing, ATL/BTL, Events,
Brand Strategy, Production
Marketing Curator & Brand Development
(as part of FCI projects)
Chief of Marketing & Advertising department
25+ monobrand boutiques
across fashion retail in Azerbaijan
Head of Marketing
Retail & Visual Strategy
Head of Marketing Communications, Advertising & PR
Marketing Director | Home Category
Marketing Director & Brand Strategist
Embedded CMO · Systems Architect
Hi, nice
to meet you!
Sound1
00:00 / 00:00
Sound2
00:00 / 00:01
Marketing it is about
00:00 / 00:05
I’m a strategic marketing lead and full-cycle project director with 20+ years of cross-industry experience — including retail, fashion, electronics, FMCG, fintech, healthcare, automotive, tourism, F&B, legal, and B2B services.
AHMADOV
EMIN
• Marketing Country Lead
• Strategic Brand Architect
I’ve worked with 100+ international and regional brands, localizing global strategies, adapting campaigns to market realities, and building long-term brand presence in Azerbaijan.
I help brands grow, evolve, and scale — through smart positioning, creative leadership, and systems built from the ground up. My work unites strategy with execution, turning ideas into impact.
I bridge creative, operational, and strategic layers by aligning copywriters, designers, developers, and C-level teams around a shared direction. I also coach internal teams to sharpen execution and boost marketing IQ.
WORK EXPERIENCE
About
ME
About
ME
AHMADOV
EMIN
WORK EXPERIENCE
WORK EXPERIENCE
#Strategic Marketing & Branding #Campaign Development #Team Leadership #Digital Marketing & Advertising #Product Positioning Marketing #Visual Strategy #Retail & Banking #Collaborations #Copywriting & Creative Direction
I embed into businesses as an external CMO: building strategy, setting up processes, refreshing visual identity, and establishing marketing and communications. I support companies with no in-house marketing, conduct audits, create systems, and manage everything from positioning to sales.
CORE
SKILLS
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
I embed into businesses as a temporary or full-time marketing director.
•Where marketing is missing — I build it from zero.
•Where it exists — I improve, scale, and lead it with clarity and results.
▪With 20+ years of hands-on experience across B2B and B2C, I:
•Build systems from scratch
•Stay involved at every step
•Take full ownership of outcomes
▪Worked with 100+ international and local companies:
•Brands – Samsung, Bosch, Apple, Kenzo, Moschino, Trussardi
•Retailers – Baku Electronics, Maxi.az, R.A.R., Integral
•Organizations – GRATA International, Nine Senses, HS Solutions
•Banks – Bank of Baku, KapitalBank, Unibank, ABB
▪Built on “sixth sense”
•Strategy, brand, identity
•Team setup (designers, copywriters, media buyers)
•Digital + offline marketing
•Communications, PR, content
•KPI-driven campaigns
+Intuition
▪Key Projects
•National Electronics Retail (B2C / FMCG) – full 360° rebuild: team structure, visual system, campaigns, reporting. Replaced in-house marketing department.
•International Legal & Accounting Group (B2B) – led local office marketing in 20+ country firm: strategy, communications, visual identity, replacing internal systems to match HQ standards.
•Educational & Creativity Center – built marketing from zero: brand, positioning, team, digital + offline system.
•International Cultural Festival – refined brand, developed content, launched full-scale PR & ad campaigns (online/offline).
•HoReCa & Lifestyle (FMCG) – brand concept, logo, product positioning, long-term content strategy.
•Medical Brand – naming, identity, interior branding, creative execution.
•Automotive Sector (B2C) – repositioning, communication audit, ad system, lead optimization.
•Coaching / Wellness Startups – full packaging: positioning, creative, campaigns, tracking.
▪Negotiated with marketing/sales teams, launched joint campaigns, and ensured measurable performance.
I give brands direction, energy, and clarity.
Open to roles needing a brain — and a motor — behind the brand.
Intuition as Strategy
2022-Present
Marketing Director | Home Category
Oversaw full marketing operations for the Home category: from campaign creation and partner coordination to media planning and communications. Managed campaigns for brands. Controlled visuals and processes, and optimized cross-department collaboration.
Promoted to head of marketing for Baku Electronics’ Home category — a non-core segment with strong growth potential, focused on furniture, kitchenware, and home décor.
After creating a scalable, self-sufficient campaign system for the electronics division — including structured workflows like promo calendar & registry — I was entrusted by leadership to replicate that model in a more complex segment. Tasked to develop Home as a distinct vertical within a brand known for electronics, with a mission to grow visibility, audience relevance, and commercial performance.
After a team change, I took full ownership of strategy, planning, budgeting, and execution — building it nearly from scratch with a compact, agile team.
• Took charge post team departure — managing the category with a lean core team (copywriter & designer), and minimal cross-team support
• Revitalized the category’s marketing with a new creative direction — enhancing visuals & messaging, giving it a “second life” through bolder identity and storytelling
• Built a distinct content/media strategy for Home — adding new channels and a tailored calendar separate from the electronics stream
• Adapted product messaging and visuals to overcome audience bias (electronics brand selling home goods), building associations via consistent campaigns
• Collaborated with the commercial team — influencing assortment, campaign timing, and prioritization to match marketing insights and seasonal demand
• Led vendor talks, defined budgets, and oversaw creative production end-to-end — ensuring brand consistency, timely rollout, and commercial alignment
• Launched regular campaign tracking — improving reporting, enabling data-driven changes, and tightening alignment with leadership goals
Key achievement:
Successfully elevated the visibility and value of the Home category — driving higher engagement and revenue with a minimal team, improved creative strategy, and smarter media use.
Grew a Category from Scratch
2022-Present
Head of Marketing Communications, Advertising & PR
Built a complete marketing management system: promo calendars, creative direction, and media planning. Supervised teams and departments, led negotiations with banks, brands, and agencies. Managed up to 50 campaigns monthly — from idea to approval, launch, and control.
After proving my ability to build fast-moving, design-forward campaigns in a smaller retail ecosystem, I was invited by an international executive team to join Baku Electronics — Azerbaijan’s largest electronics retailer. They had previously collaborated with me and appreciated my data-grounded approach and strategic clarity, even in high-pressure discussions. This move marked a new chapter: larger scale, more complex structures, stronger integration with banking partners, and the region’s biggest flagship store. It was both a professional challenge and a strategic leap — and I was ready to bring structure, speed, and impact.
Led the full spectrum of marketing communications, PR, and advertising for Baku Electronics. Restructured a multifunctional team across PR, ATL/BTL, digital, and creative units — overseeing strategy, content, media planning, and execution across 40–50 monthly campaigns.
•Designed and implemented a custom end-to-end campaign workflow (“promo calendar” and “registry”) — streamlining collaboration between commercial, creative, and digital teams
•Aligned commercial sales targets with campaign strategy and budgets across product categories
•Led concepts, slogans, messaging, and visual styles for national campaigns — coordinating design, copy, and asset production
•Built and maintained strong relationships with global vendors (Samsung, LG, Bosch, etc.) and banks — co-developing joint campaigns and credit-based promotional initiatives
•Negotiated and optimized vendor budgets — ensuring high-impact output under tight deadlines
•Acted as liaison between marketing and commercial — aligning inventory, pricing, and strategy
•Delivered large-scale campaigns under pressure — including seasonal launches, COVID-era pivots, and digital acceleration
Key achievement:
Transformed a reactive department into a lean and structured campaign engine — enabling a small team to deliver 2–3× more campaigns with faster turnaround, stronger alignment, and better results.
"50 Campaigns a Month Was the Norm"
2022-Present
Head of Marketing | Retail & Visual Strategy
Led marketing and visual strategy for the retail chain. Introduced a boutique-style display system (notably in Ganjlik Mall flagship), setting a market trend. Oversaw creative, advertising, design, and campaigns with a focus on credit systems and digital electronics.
After years in fashion marketing, I felt a strong desire to enter a more dynamic, high-turnover industry — one where marketing connects deeply with financial systems, credit programs, and rapid audience behavior shifts. Electronics retail offered exactly that.
What drove me wasn’t just the scale — it was the mechanics of momentum: the pace, the partnerships, and the opportunity to craft marketing with real leverage. I’ve long been energized by ecosystems where banking, credit systems, retail, and customer strategy converge — it sparks my commercial instinct and gives me the space to move fast and think big.
At Maxi.az, I played a key role during the transformation of Integral Plus into one of the country’s first fully branded consumer electronics retail chains. I introduced boutique-style visual merchandising to a traditionally functional environment. Seasonal window displays, immersive campaign décor, and enhanced in-store branding — especially in the flagship at Ganjlik Mall — helped ignite an industry-wide shift in presentation standards.
Alongside this, I managed 30–40 campaigns per month, supervised full-cycle retail marketing — from in-store visuals and promotional narratives to budgeting, media placement, and cross-departmental execution. I coordinated with suppliers, designers, and vendors to meet tight deadlines, oversaw production of all POS assets, ensured navigation consistency, and collaborated with banks on joint credit promotions.
Key Contributions:
• Led visual shift from basic retail to boutique-style presentation
• Managed 30–40 campaigns monthly across stores, media, and retail partners
• Oversaw branding, signage, and merchandising across Maxi.az stores and 100+ Integral dealer & partner locations
• Built credit-based promo offers with banking partners and vendors
• Co-led brand transition from Integral Plus to Maxi.az retail ecosystem
"A Showcase That Speaks Without Words"
Chief of Marketing & Advertising department | 25+ monobrand boutiques in Azerbaijan
2022-Present
Responsible for marketing across 24 fashion franchise brands. Handled store launches, visual merchandising, advertising, PR, and coordination with international head offices. Creator of the RAR Shopping Card — a financing model that became the prototype for Bolkart.
After leading successful fashion-focused campaigns through my agency FCI and its division Fashion Club, I was invited to join RAR Group — a strategic move to scale my impact by working with 25+ global fashion and lifestyle brands.
Spearheaded marketing strategy for a national network of 25+ mono-brand boutiques, each representing a major international fashion or lifestyle label.
Brands included:
Fashion & Premium — Calvin Klein Jeans, GANT, Trussardi, Caractère, Daniel Hechter, Damat, Tween, Fiorella Rubino, Love Moschino, Moschino, Paul & Shark Yachting, Lacoste, Energie, Kenzo.
Youth, Street & Casual — Miss Sixty, DKNY, Quiksilver, Roxy, Mötivi, MEXX, Women’secret, Springfield.
Maintained communication with HQs across Italy, France, Spain, USA, Turkey, and the Netherlands. Localized global campaigns, aligning with brand guidelines and international standards.
Managed marketing budgets and led strategic planning, supplier negotiations, and media placement. Supervised seasonal campaigns, in-store branding, retail activations, window displays, uniforms, PR, and store openings — from concept to rollout.
Built an in-house marketing department from scratch, set internal workflows, and ensured cohesive brand messaging and visual merchandising across all locations.
Bolkart originated as RAR Shopping Card — an idea ahead of its time
In 2010, I initiated and co-developed Azerbaijan’s first loyalty + installment tool — the RAR Shopping Card — in close partnership with banks. It became the foundation for Bolkart, launched by Bank of Baku in 2011.
The card served as:
• A flexible loyalty and financing model
• A sales driver in mid-to-premium retail
• A bridge between retail and financial ecosystems
Impact:
• I laid the groundwork for B2C retail financing in Azerbaijan
• I pioneered partnerships between retail and banking
• I inspired Albalı, Tamkart and similar tools
• I was positioned at the intersection of fintech innovation, omnichannel retail, and loyalty strategy
“A Taksit Card That Was Ahead of Its Time”
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Oversaw the full marketing lifecycle of an energy drink brand — from selection to market launch. Managed creative, design, events, merchandising, and placement. Executed unique strategies: flash banners, mobile splash screens, signage swaps. Ran this alongside FCI agency.
Invited as an external strategist and later became hands-on curator of the full brand journey of Trojka Energy in Azerbaijan — from product selection to market growth. Operated in parallel with my agency FCI, ensuring full-cycle brand development through agile, creative, and resourceful solutions.
Key Achievements & Responsibilities:
• Product Discovery & Brand Fit: Selected Trojka among 400+ energy drinks, recognizing its design, naming appeal (“Trojka”/“Тройка”), and cultural fit.
• Market Entry & Positioning: Tested the product via club activations and sampling; expanded gradually based on audience response.
• Low-budget, High-impact Branding: Created cost-effective visibility strategy — redesigned storefronts, enhanced signage, and retrofitted displays for unified street-level presence.
• Field Sales & Merchandising: Oversaw shelf placement; audited retail points; worked with sales teams; resolved display issues on-site.
• Creative & Promo Campaigns:
• Orchestrated events — nightclub takeovers, campus activations, mall campaigns, large shows (e.g. 4000+ guests at Hand Games Palace).
• Produced visuals, slogans, posters, uniforms, and promo kits in-house.
• Launched Flash banners, mobile wallpapers, and interactive tools — rare at the time.
• Influencer & Staff Engagement: Trained brand ambassadors (incl. pro models); equipped retail/event staff with branded kits.
• Budgeting & Partnerships: Managed budgets; cut costs; built partnerships with clubs, retailers, and promo agents.
• PR & Communications: Shaped brand voice; wrote promo texts/scripts; handled reports and partner liaison.
Impact:
Trojka Energy became one of the most visible and desired youth brands in Azerbaijan — rivaling leaders despite modest budgets. After our team exited, the brand lost momentum and eventually exited the market — showing the value of strategic consistency and dedicated execution.
"Marketing Charged at 220 Volts — Powered by Triple Energy"
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Founded an agency uniting advertising, design, events, and promo. Personally led projects from concept to delivery. Organized numerous activations, led negotiations, worked with brands and retail. FCI handled BTL, production, and highly creative campaigns.
FCI (Fast Creative Imagination) was born as a response to urgent creative demands — a platform where bold ideas came to life quickly and precisely. I founded the agency to deliver full-spectrum marketing solutions with speed, originality, and impact. From concept to production, I led campaigns across branding, storytelling, copywriting, and live events. With hands-on experience since 2000, I built a reputation for solving challenges under extreme deadlines while delivering high-quality results.
As part of FCI, I developed Fashion Club — a creative division focused on casting, fashion marketing, and branded content. With a background in modeling and a deep understanding of the industry’s gaps, I shaped Fashion Club as a production-oriented unit with a unique angle. We organized castings, built a professional model database, partnered with foreign talent, and launched fashion shows, store openings, collection presentations, and image shoots that often went far beyond fashion — becoming full-blown multi-channel campaigns.
Some of these projects were aired on national television, received media coverage, and earned industry-wide recognition. Fashion Club quickly became a standout player — not only by setting new creative standards, but also by inspiring others. Our approach sparked a wave of new modeling schools and agencies that mirrored the concept, helping shape a new ecosystem in a previously underdeveloped market.
I personally directed advertising content, oversaw video and print productions, and coordinated with local and international clients. Our work often included BTL activations, POS materials, and integrated campaign strategies across media channels. This chapter marked a pivotal stage in my journey — where creativity, leadership, and entrepreneurial instinct came together to leave a lasting impact.
"Creativity, Assembled by Hand"
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Helped launch a full-service agency. Managed BTL, ATL, events, design, and production. Oversaw teams and projects. Developed brand strategies, visual concepts, and ad campaigns — from idea to public launch across media and venues.
At OMedia, I co-founded and co-led a new-generation marketing agency that operated in two core directions — media placement (TV, radio, press) and BTL marketing (events, promo, print). I was fully in charge of the BTL division — from strategic planning and operations to client relations and execution.
This stage marked not only my transition to a leadership role but also the acceptance of greater responsibility — managing larger budgets, representing the agency in high-level client meetings, and making critical decisions that shaped the agency’s services and reputation.
Key Responsibilities & Achievements:
• Took part in launching the agency and building its operational structure from scratch.
• Led the BTL division: organized openings, promo campaigns, POS production, and direct activations.
• Personally initiated and maintained relationships with major local and regional clients.
• Consulted clients on advertising strategy, target audience analysis, and creative planning.
• Developed 360° campaign concepts and guided them from briefing and budgeting to final rollout.
• Created presentation decks, proposals, and media plans for strategic pitches.
• Oversaw production of print materials, radio ads, and video content for placement in various channels.
• Collaborated with the media buying team to ensure cross-channel integration.
• Participated in early-stage business development and contributed to internal workflows and coordination across teams.
This period became a breakthrough moment in my career — expanding my vision, sharpening my skills, and opening the door to a broader world of established brands, high-level negotiations, and complex campaign strategy.
"BTL as the Art of Engagement"
2022-Present
Freelance
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Worked in marketing before the field became structured. Organized events, crafted signage, shot commercials, ran activations, and built promo teams. Self-taught in everything from outdoor ads and TV to point-of-sale and creative campaigns.
In the early 2000s, when “marketing” and “PR” were still unfamiliar concepts in Azerbaijan, I was already working as a freelance creative producer — shaping my strategic thinking through hands-on experience. I didn’t just execute tasks — I created them, tested hypotheses, and built systems from scratch.
Key skills and responsibilities:
• Concept development, planning and execution of advertising campaigns & promo actions
• Supervision and management of BTL and promotional projects
• Branding: logos, naming, identity concepts
• Copywriting: slogans, headlines, media texts
• Media placement: Outdoor, TV, radio
• Advertising production: printing, signage, POS materials, in-store design
• Promo events and corporate activations
• Participation in fashion shows and advertising shoots as model and creative lead
• Casting organization for ads, expos, promotional teams (with recruitment & onboarding)
• In-house production of custom signage and small-scale advertising tools
• Intuitive use of guerrilla and viral marketing tactics — long before these terms became mainstream
This was more than just early experience — it was my practical school.
I created solutions, ran experiments, studied real outcomes.
Each step shaped my mindset, and each result became part of my system.
While others studied marketing from textbooks, I validated their theories in the field —
because I was already writing my own.
"Marketing Fueled by Pure Enthusiasm"
Some brands and companies
I’ve worked with
incl. short-term projects
#Strategic Marketing & Branding #Campaign Development #Team Leadership #Digital Marketing & Advertising #Product Positioning Marketing #Visual Strategy #Retail & Banking #Collaborations #Copywriting & Creative Direction
WORK EXPERIENCE
20+ years in
Branding & Growth
Marketing Director & Brand Strategist Embedded CMO | Systems Architect
2022-present
I embed into businesses as a temporary or full-time marketing director.
•Where marketing is missing — I build it from zero.
•Where it exists — I improve, scale, and lead it with clarity and results.
▪With 20+ years of hands-on experience across B2B
and B2C, I:
•Build systems from scratch
•Stay involved at every step
•Take full ownership of outcomes
▪Worked with 100+ international and local companies:
•Brands – Samsung, Bosch, Apple, Kenzo, Moschino, Trussardi
•Retailers – Baku Electronics, Maxi.az, R.A.R., Integral
•Organizations – GRATA International, Nine Senses, HS Solutions
•Banks – Bank of Baku, KapitalBank, Unibank, ABB
▪Built on “sixth sense”
•Strategy, brand, identity
•Team setup (designers, copywriters, media buyers)
•Digital + offline marketing
•Communications, PR, content
•KPI-driven campaigns
+Intuition
▪Key Projects
•National Electronics Retail (B2C / FMCG) – full 360° rebuild: team structure, visual system, campaigns, reporting. Replaced in-house marketing department.
•International Legal & Accounting Group (B2B) – led local office marketing in 20+ country firm: strategy, communications, visual identity, replacing internal systems to match HQ standards.
•Educational & Creativity Center – built marketing from zero: brand, positioning, team, digital + offline system.
•International Cultural Festival – refined brand, developed content, launched full-scale PR & ad campaigns (online/offline).
•HoReCa & Lifestyle (FMCG) – brand concept, logo, product positioning, long-term content strategy.
•Medical Brand – naming, identity, interior branding, creative execution.
•Automotive Sector (B2C) – repositioning, communication audit, ad system, lead optimization.
•Coaching / Wellness Startups – full packaging: positioning, creative, campaigns, tracking.
▪Negotiated with marketing/sales teams, launched joint campaigns, and ensured measurable performance.
I give brands direction, energy, and clarity.
Open to roles needing a brain — and a motor — behind the brand.
Marketing Director | Home Category
2021-2022
Promoted to head of marketing for Baku Electronics’ Home category — a non-core segment with strong growth potential, focused on furniture, kitchenware, and home décor.
After creating a scalable, self-sufficient campaign system for the electronics division — including structured workflows like promo calendar & registry — I was entrusted by leadership to replicate that model in a more complex segment. Tasked to develop Home as a distinct vertical within a brand known for electronics, with a mission to grow visibility, audience relevance, and commercial performance.
After a team change, I took full ownership of strategy, planning, budgeting, and execution — building it nearly from scratch with a compact, agile team.
• Took charge post team departure — managing the category with a lean core team (copywriter & designer), and minimal cross-team support
• Revitalized the category’s marketing with a new creative direction — enhancing visuals & messaging, giving it a “second life” through bolder identity and storytelling
• Built a distinct content/media strategy for Home — adding new channels and a tailored calendar separate from the electronics stream
• Adapted product messaging and visuals to overcome audience bias (electronics brand selling home goods), building associations via consistent campaigns
• Collaborated with the commercial team — influencing assortment, campaign timing, and prioritization to match marketing insights and seasonal demand
• Led vendor talks, defined budgets, and oversaw creative production end-to-end — ensuring brand consistency, timely rollout, and commercial alignment
• Launched regular campaign tracking — improving reporting, enabling data-driven changes, and tightening alignment with leadership goals
Key achievement:
Successfully elevated the visibility and value of the Home category — driving higher engagement and revenue with a minimal team, improved creative strategy, and smarter media use.
Head of Marketing Communications, Advertising & PR
2018-2021
After proving my ability to build fast-moving, design-forward campaigns in a smaller retail ecosystem, I was invited by an international executive team to join Baku Electronics — Azerbaijan’s largest electronics retailer. They had previously collaborated with me and appreciated my data-grounded approach and strategic clarity, even in high-pressure discussions. This move marked a new chapter: larger scale, more complex structures, stronger integration with banking partners, and the region’s biggest flagship store. It was both a professional challenge and a strategic leap — and I was ready to bring structure, speed, and impact.
Led the full spectrum of marketing communications, PR, and advertising for Baku Electronics. Restructured a multifunctional team across PR, ATL/BTL, digital, and creative units — overseeing strategy, content, media planning, and execution across 40–50 monthly campaigns.
•Designed and implemented a custom end-to-end campaign workflow (“promo calendar” and “registry”) — streamlining collaboration between commercial, creative, and digital teams
•Aligned commercial sales targets with campaign strategy and budgets across product categories
•Led concepts, slogans, messaging, and visual styles for national campaigns — coordinating design, copy, and asset production
•Built and maintained strong relationships with global vendors (Samsung, LG, Bosch, etc.) and banks — co-developing joint campaigns and credit-based promotional initiatives
•Negotiated and optimized vendor budgets — ensuring high-impact output under tight deadlines
•Acted as liaison between marketing and commercial — aligning inventory, pricing, and strategy
•Delivered large-scale campaigns under pressure — including seasonal launches, COVID-era pivots, and digital acceleration
Key achievement:
Transformed a reactive department into a lean and structured campaign engine — enabling a small team to deliver 2–3× more campaigns with faster turnaround, stronger alignment, and better results.
Head of Marketing | Retail & Visual Strategy
2016-2018
After years in fashion marketing, I felt a strong desire to enter a more dynamic, high-turnover industry — one where marketing connects deeply with financial systems, credit programs, and rapid audience behavior shifts. Electronics retail offered exactly that.
What drove me wasn’t just the scale — it was the mechanics of momentum: the pace, the partnerships, and the opportunity to craft marketing with real leverage. I’ve long been energized by ecosystems where banking, credit systems, retail, and customer strategy converge — it sparks my commercial instinct and gives me the space to move fast and think big.
At Maxi.az, I played a key role during the transformation of Integral Plus into one of the country’s first fully branded consumer electronics retail chains. I introduced boutique-style visual merchandising to a traditionally functional environment. Seasonal window displays, immersive campaign décor, and enhanced in-store branding — especially in the flagship at Ganjlik Mall — helped ignite an industry-wide shift in presentation standards.
Alongside this, I managed 30–40 campaigns per month, supervised full-cycle retail marketing — from in-store visuals and promotional narratives to budgeting, media placement, and cross-departmental execution. I coordinated with suppliers, designers, and vendors to meet tight deadlines, oversaw production of all POS assets, ensured navigation consistency, and collaborated with banks on joint credit promotions.
Key Contributions:
• Led visual shift from basic retail to boutique-style presentation
• Managed 30–40 campaigns monthly across stores, media, and retail partners
• Oversaw branding, signage, and merchandising across Maxi.az stores and 100+ Integral dealer & partner locations
• Built credit-based promo offers with banking partners and vendors
• Co-led brand transition from Integral Plus to Maxi.az retail ecosystem
Chief of Marketing & Advertising department 25+ monobrand boutiques in Azerbaijan
2009-2016
After leading successful fashion-focused campaigns through my agency FCI and its division Fashion Club, I was invited to join RAR Group — a strategic move to scale my impact by working with 25+ global fashion and lifestyle brands.
Spearheaded marketing strategy for a national network of 25+ mono-brand boutiques, each representing a major international fashion or lifestyle label.
Brands included:
Fashion & Premium — Calvin Klein Jeans, GANT, Trussardi, Caractère, Daniel Hechter, Damat, Tween, Fiorella Rubino, Love Moschino, Moschino, Paul & Shark Yachting, Lacoste, Energie, Kenzo.
Youth, Street & Casual — Miss Sixty, DKNY, Quiksilver, Roxy, Mötivi, MEXX, Women’secret, Springfield.
Maintained communication with HQs across Italy, France, Spain, USA, Turkey, and the Netherlands. Localized global campaigns, aligning with brand guidelines and international standards.
Managed marketing budgets and led strategic planning, supplier negotiations, and media placement. Supervised seasonal campaigns, in-store branding, retail activations, window displays, uniforms, PR, and store openings — from concept to rollout.
Built an in-house marketing department from scratch, set internal workflows, and ensured cohesive brand messaging and visual merchandising across all locations.
Bolkart originated as RAR Shopping Card — an idea ahead of its time
In 2010, I initiated and co-developed Azerbaijan’s first loyalty + installment tool — the RAR Shopping Card — in close partnership with banks. It became the foundation for Bolkart, launched by Bank of Baku in 2011.
The card served as:
• A flexible loyalty and financing model
• A sales driver in mid-to-premium retail
• A bridge between retail and financial ecosystems
Impact:
• I laid the groundwork for B2C retail financing in Azerbaijan
• I pioneered partnerships between retail and banking
• I inspired Albalı, Tamkart and similar tools
• I was positioned at the intersection of fintech innovation, omnichannel retail, and loyalty strategy
Marketing Curator & Brand Development
(as part of FCI projects)
2007-2009
FCI (Fast Creative Imagination) was born as a response to urgent creative demands — a platform where bold ideas came to life quickly and precisely. I founded the agency to deliver full-spectrum marketing solutions with speed, originality, and impact. From concept to production, I led campaigns across branding, storytelling, copywriting, and live events. With hands-on experience since 2000, I built a reputation for solving challenges under extreme deadlines while delivering high-quality results.
As part of FCI, I developed Fashion Club — a creative division focused on casting, fashion marketing, and branded content. With a background in modeling and a deep understanding of the industry’s gaps, I shaped Fashion Club as a production-oriented unit with a unique angle. We organized castings, built a professional model database, partnered with foreign talent, and launched fashion shows, store openings, collection presentations, and image shoots that often went far beyond fashion — becoming full-blown multi-channel campaigns.
Some of these projects were aired on national television, received media coverage, and earned industry-wide recognition. Fashion Club quickly became a standout player — not only by setting new creative standards, but also by inspiring others. Our approach sparked a wave of new modeling schools and agencies that mirrored the concept, helping shape a new ecosystem in a previously underdeveloped market.
I personally directed advertising content, oversaw video and print productions, and coordinated with local and international clients. Our work often included BTL activations, POS materials, and integrated campaign strategies across media channels. This chapter marked a pivotal stage in my journey — where creativity, leadership, and entrepreneurial instinct came together to leave a lasting impact.
Founder & Director FCI | FashionClub
Creative & fashion division
2006-2009
FCI (Fast Creative Imagination) was born as a response to urgent creative demands — a platform where bold ideas came to life quickly and precisely. I founded the agency to deliver full-spectrum marketing solutions with speed, originality, and impact. From concept to production, I led campaigns across branding, storytelling, copywriting, and live events. With hands-on experience since 2000, I built a reputation for solving challenges under extreme deadlines while delivering high-quality results.
As part of FCI, I developed Fashion Club — a creative division focused on casting, fashion marketing, and branded content. With a background in modeling and a deep understanding of the industry’s gaps, I shaped Fashion Club as a production-oriented unit with a unique angle. We organized castings, built a professional model database, partnered with foreign talent, and launched fashion shows, store openings, collection presentations, and image shoots that often went far beyond fashion — becoming full-blown multi-channel campaigns.
Some of these projects were aired on national television, received media coverage, and earned industry-wide recognition. Fashion Club quickly became a standout player — not only by setting new creative standards, but also by inspiring others. Our approach sparked a wave of new modeling schools and agencies that mirrored the concept, helping shape a new ecosystem in a previously underdeveloped market.
I personally directed advertising content, oversaw video and print productions, and coordinated with local and international clients. Our work often included BTL activations, POS materials, and integrated campaign strategies across media channels. This chapter marked a pivotal stage in my journey — where creativity, leadership, and entrepreneurial instinct came together to leave a lasting impact.
Co-Founder & Deputy Director 360° Marketing, ATL/BTL, Events, Brand Strategy, Production
2005-2006
At OMedia, I co-founded and co-led a new-generation marketing agency that operated in two core directions — media placement (TV, radio, press) and BTL marketing (events, promo, print). I was fully in charge of the BTL division — from strategic planning and operations to client relations and execution.
This stage marked not only my transition to a leadership role but also the acceptance of greater responsibility — managing larger budgets, representing the agency in high-level client meetings, and making critical decisions that shaped the agency’s services and reputation.
Key Responsibilities & Achievements:
• Took part in launching the agency and building its operational structure from scratch.
• Led the BTL division: organized openings, promo campaigns, POS production, and direct activations.
• Personally initiated and maintained relationships with major local and regional clients.
• Consulted clients on advertising strategy, target audience analysis, and creative planning.
• Developed 360° campaign concepts and guided them from briefing and budgeting to final rollout.
• Created presentation decks, proposals, and media plans for strategic pitches.
• Oversaw production of print materials, radio ads, and video content for placement in various channels.
• Collaborated with the media buying team to ensure cross-channel integration.
• Participated in early-stage business development and contributed to internal workflows and coordination across teams.
This period became a breakthrough moment in my career — expanding my vision, sharpening my skills, and opening the door to a broader world of established brands, high-level negotiations, and complex campaign strategy.
Marketing & Promo Projects | Design, ATL/BTL, Events, Production, Creative
2000-2005
Freelance
In the early 2000s, when “marketing” and “PR” were still unfamiliar concepts in Azerbaijan, I was already working as a freelance creative producer — shaping my strategic thinking through hands-on experience. I didn’t just execute tasks — I created them, tested hypotheses, and built systems from scratch.
Key skills and responsibilities:
• Concept development, planning and execution of advertising campaigns & promo actions
• Supervision and management of BTL and promotional projects
• Branding: logos, naming, identity concepts
• Copywriting: slogans, headlines, media texts
• Media placement: Outdoor, TV, radio
• Advertising production: printing, signage, POS materials, in-store design
• Promo events and corporate activations
• Participation in fashion shows and advertising shoots as model and creative lead
• Casting organization for ads, expos, promotional teams (with recruitment & onboarding)
• In-house production of custom signage and small-scale advertising tools
• Intuitive use of guerrilla and viral marketing tactics — long before these terms became mainstream
This was more than just early experience — it was my practical school.
I created solutions, ran experiments, studied real outcomes.
Each step shaped my mindset, and each result became part of my system.
While others studied marketing from textbooks, I validated their theories in the field —
because I was already writing my own.
CORE
SKILLS
WORK EXPERIENCE
TEAM SYSTEM
#Strategic Marketing & Branding #Campaign Development #Team Leadership #Digital Marketing & Advertising #Product Positioning Marketing #Visual Strategy #Retail & Banking #Collaborations #Copywriting & Creative Direction
2000-2005
2005-2006
2007-2009
2009-2016
2016-2018
2018-2021
2021-2022
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Marketing Director | Home Category
Head of Marketing Communications, Advertising & PR
Head of Marketing | Retail & Visual Strategy
Marketing Curator & Brand Development (as part of FCI projects)
Founder & Director FCI (Fast Creative Imagination) | FashionClub — creative & fashion division
Co-Founder & Deputy Director 360° Marketing, ATL/BTL, Events, Brand Strategy, Production
Marketing & Promo Projects | Design, ATL/BTL, Events, Visuals, Production, Creative
I embed into businesses as an external CMO: building strategy, setting up processes, refreshing visual identity, and establishing marketing and communications. I support companies with no in-house marketing, conduct audits, create systems, and manage everything from positioning to sales.
Oversaw full marketing operations for the Home category: from campaign creation and partner coordination to media planning and communications. Managed campaigns for brands. Controlled visuals and processes, and optimized cross-department collaboration.
Led marketing and visual strategy for the retail chain. Introduced a boutique-style display system (notably in Ganjlik Mall flagship), setting a market trend. Oversaw creative, advertising, design, and campaigns with a focus on credit systems and digital electronics.
Built a complete marketing management system: promo calendars, creative direction, and media planning. Supervised teams and departments, led negotiations with banks, brands, and agencies. Managed up to 50 campaigns monthly — from idea to approval, launch, and control.
Oversaw the full marketing lifecycle of an energy drink brand — from selection to market launch. Managed creative, design, events, merchandising, and placement. Executed unique strategies: flash banners, mobile splash screens, signage swaps. Ran this alongside FCI agency.
Founded an agency uniting advertising, design, events, and promo. Personally led projects from concept to delivery. Organized numerous activations, led negotiations, worked with brands and retail. FCI handled BTL, production, and highly creative campaigns.
Helped launch a full-service agency. Managed BTL, ATL, events, design, and production. Oversaw teams and projects. Developed brand strategies, visual concepts, and ad campaigns — from idea to public launch across media and venues.
Worked in marketing before the field became structured. Organized events, crafted signage, shot commercials, ran activations, and built promo teams. Self-taught in everything from outdoor ads and TV to point-of-sale and creative campaigns.
Responsible for marketing across 24 fashion franchise brands. Handled store launches, visual merchandising, advertising, PR, and coordination with international head offices. Creator of the RAR Shopping Card — a financing model that became the prototype for Bolkart.
Chief of Marketing & Advertising department | 25+ monobrand boutiques in Azerbaijan
Some brands and companies I’ve worked with
incl. short-term projects
2006-2009
Freelance
TEAM SYSTEM ...
Some brands and companies I’ve worked with
incl. short-term projects
see more ...
read more ...
TEAM SYSTEM
TEAM SYSTEM
OVERSIGHT & ROLE-BASED EXPERTISE
This is an example of how I structure, manage, and guide teams — not only delegating tasks but also understanding the core responsibilities, workflows, and skillsets of each role across all levels. I don’t just lead departments — I collaborate closely with other divisions, know how every cog in the machine works, and can step in with guidance or hands-on support when needed.
• Strategic Planning
• Cross-department Alignment
• Crisis Response & Issue Management
• nnovation & R&D collaboration
• Budget Ownership & Media Planning
• Product Development Supervision
#Strategic Marketing & Branding #Campaign Development #Team Leadership #Digital Marketing & Advertising #Product Positioning Marketing #Visual Strategy #Retail & Banking #Collaborations #Copywriting & Creative Direction
2000-2005
2005-2006
2007-2009
2009-2016
2016-2018
2018-2021
2021-2022
2022-Present
Marketing Director & Brand Strategist | Embedded CMO · Systems Architect
Marketing Director | Home Category
Head of Marketing Communications, Advertising & PR
Head of Marketing | Retail & Visual Strategy
Marketing Curator & Brand Development (as part of FCI projects)
Founder & Director FCI (Fast Creative Imagination) | FashionClub — creative & fashion division
Co-Founder & Deputy Director 360° Marketing, ATL/BTL, Events, Brand Strategy, Production
Marketing & Promo Projects | Design, ATL/BTL, Events, Visuals, Production, Creative
I embed into businesses as an external CMO: building strategy, setting up processes, refreshing visual identity, and establishing marketing and communications. I support companies with no in-house marketing, conduct audits, create systems, and manage everything from positioning to sales.
Oversaw full marketing operations for the Home category: from campaign creation and partner coordination to media planning and communications. Managed campaigns for brands. Controlled visuals and processes, and optimized cross-department collaboration.
Led marketing and visual strategy for the retail chain. Introduced a boutique-style display system (notably in Ganjlik Mall flagship), setting a market trend. Oversaw creative, advertising, design, and campaigns with a focus on credit systems and digital electronics.
Built a complete marketing management system: promo calendars, creative direction, and media planning. Supervised teams and departments, led negotiations with banks, brands, and agencies. Managed up to 50 campaigns monthly — from idea to approval, launch, and control.
Oversaw the full marketing lifecycle of an energy drink brand — from selection to market launch. Managed creative, design, events, merchandising, and placement. Executed unique strategies: flash banners, mobile splash screens, signage swaps. Ran this alongside FCI agency.
Founded an agency uniting advertising, design, events, and promo. Personally led projects from concept to delivery. Organized numerous activations, led negotiations, worked with brands and retail. FCI handled BTL, production, and highly creative campaigns.
Helped launch a full-service agency. Managed BTL, ATL, events, design, and production. Oversaw teams and projects. Developed brand strategies, visual concepts, and ad campaigns — from idea to public launch across media and venues.
Worked in marketing before the field became structured. Organized events, crafted signage, shot commercials, ran activations, and built promo teams. Self-taught in everything from outdoor ads and TV to point-of-sale and creative campaigns.
Responsible for marketing across 24 fashion franchise brands. Handled store launches, visual merchandising, advertising, PR, and coordination with international head offices. Creator of the RAR Shopping Card — a financing model that became the prototype for Bolkart.
Chief of Marketing & Advertising department | 25+ monobrand boutiques in Azerbaijan
Some brands and companies I’ve worked with
incl. short-term projects
2006-2009
Freelance
How I build ...
CORE
SKILLS
WORK EXPERIENCE
Some brands and companies I’ve worked with
Sound_example
00:00 / 00:26
TEAM SYSTEM OVERSIGHT & ROLE-BASED EXPERTISE
Value Chain → Customer Insight → Product Idea → Marketing Strategy → Execution → Feedback Loop
→ Optimization
• Strategic Planning
• Cross-department Alignment
• Crisis Response & Issue Management
• Innovation & R&D collaboration
• Budget Ownership & Media Planning
• Product Development Supervision
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