Brand & GTM Strategist for Health & Wellness DTC I help founder-led brands turn complex science into clear narratives, credible positioning, and growth-ready GTM systems. I work with early-stage and scaling health & wellness DTC brands at the most fragile point of growth, when demand exists, but the brand, narrative, and GTM system aren’t ready yet. My focus is on helping founders translate: - complex science - regulated products - nuanced claims into clear positioning, trustworthy messaging, and validation-driven GTM systems — before aggressive scaling. I hold a Diploma in Functional Nutrition, which allows me to work confidently in sensitive health categories and ensure brand communication is clinically credible, compliant, and consumer-ready.…

Ainur Mukhanbetzhanova

Brand & GTM Strategist for Health & Wellness DTC I help founder-led brands turn complex science into clear narratives, credible positioning, and growth-ready GTM systems. I work with early-stage and scaling health & wellness DTC brands at the most fragile point of growth, when demand exists, but the brand, narrative, and GTM system aren’t ready yet. My focus is on helping founders translate: - complex science - regulated products - nuanced claims into clear positioning, trustworthy messaging, and validation-driven GTM systems — before aggressive scaling. I hold a Diploma in Functional Nutrition, which allows me to work confidently in sensitive health categories and ensure brand communication is clinically credible, compliant, and consumer-ready.…

Available to hire

Brand & GTM Strategist for Health & Wellness DTC

I help founder-led brands turn complex science into clear narratives, credible positioning, and growth-ready GTM systems.

I work with early-stage and scaling health & wellness DTC brands at the most fragile point of growth, when demand exists, but the brand, narrative, and GTM system aren’t ready yet.

My focus is on helping founders translate:

  • complex science
  • regulated products
  • nuanced claims
    into clear positioning, trustworthy messaging, and validation-driven GTM systems — before aggressive scaling.
    I hold a Diploma in Functional Nutrition, which allows me to work confidently in sensitive health categories and ensure brand communication is clinically credible, compliant, and consumer-ready.
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Language

English
Fluent
Russian
Fluent
Kazakh
Fluent
Italian
Intermediate
Spanish; Castilian
Beginner
German
Beginner

Work Experience

Growth & Product Marketing Consultant (Health & Wellness)
January 1, 2024 - Present
Partnered with founders on growth strategy, narrative clarity and GTM validation. Led brand-led validation sprints (paid + organic) before scale. Delivered messaging, campaign frameworks and early GTM signals. Built and grew a private wellness community (40+ members, 82% retention). Produced and hosted a health podcast (12+ episodes, end-to-end ownership).
Brand & Communications Lead — US Market Launch (Part-time / Contract) at Greespi
July 1, 2025 - September 1, 2025
Built brand positioning and education-led narrative from zero for US entry. Translated complex product logic into consumer-ready messaging. Designed repeatable UGC education system (10+ creators). Aligned founders, creative and science teams around a unified GTM story.
Strategic Alliances Regional Lead, Business Development Team at SAP SE
June 1, 2016 - August 1, 2024
Developed executive-level narratives and positioning for global leadership. Supported high-impact partnerships through strategic storytelling. Facilitated 100+ senior-level engagements with governments and institutions.
Campaign Lead, Customer Value Journey at SAP APJ
January 1, 2023 - December 31, 2023
Led cross-market internal campaign (100+ participants, 5 countries). Owned narrative alignment with regional leadership. Campaign received Customer Success Award from SAP board leadership.
Business Development / Communications Lead for DACH and CEE regions, SAP.iO Startup Accelerator at SAP SE
June 1, 2020 - February 1, 2021
Designed and implemented internal and external communication plans to promote SAP.iO acceleration program alumni. Organized and managed 'Meet the Founder' interview series, one-to-many solution presentation webinars, and three startup demo days. Secured participation for startups in 4 major SAP events.

Education

MA at University of Leeds
January 11, 2030 - February 7, 2026
BA at Eurasian National University
January 11, 2030 - February 7, 2026
Diploma at Functional Nutrition
January 11, 2030 - February 7, 2026

Qualifications

Functional Nutrition Diploma
January 11, 2030 - February 7, 2026

Industry Experience

Healthcare, Software & Internet, Professional Services, Media & Entertainment, Life Sciences