I am a Senior Content and Creative Lead with over 7 years of experience building high-performing content ecosystems at the intersection of strategy and hands-on execution. My career began in journalism and SEO editing, providing me with a deep editorial foundation that I now apply to full-scale creative production, branding, and quality assurance for brand product channels. I specialize in translating product USPs into an authentic visual language. Most recently, I ran the Instagram presence for the fashion-tech brand LUMI (800k followers). My focus was on driving organic growth through intentional content that consistently achieved an average ERR of over 2%, with viral publications reaching an ERR of over 10%. By aligning every asset with the brand’s unique tone of voice, I generated millions of organic views and built deep community trust. My experience also includes successful market entries for brands like Joom, as well as various freelance projects in the e-commerce and tech sectors. I am a "full-stack" creator: I define the strategy, curate the aesthetic, and personally execute assets using Figma, Canva, and CapCut. I bridge the gap between a Creative Director’s vision and a Producer’s execution, ensuring every piece of content is data-backed, pixel-perfect, and strategically sound.

Anna Makrentsova

I am a Senior Content and Creative Lead with over 7 years of experience building high-performing content ecosystems at the intersection of strategy and hands-on execution. My career began in journalism and SEO editing, providing me with a deep editorial foundation that I now apply to full-scale creative production, branding, and quality assurance for brand product channels. I specialize in translating product USPs into an authentic visual language. Most recently, I ran the Instagram presence for the fashion-tech brand LUMI (800k followers). My focus was on driving organic growth through intentional content that consistently achieved an average ERR of over 2%, with viral publications reaching an ERR of over 10%. By aligning every asset with the brand’s unique tone of voice, I generated millions of organic views and built deep community trust. My experience also includes successful market entries for brands like Joom, as well as various freelance projects in the e-commerce and tech sectors. I am a "full-stack" creator: I define the strategy, curate the aesthetic, and personally execute assets using Figma, Canva, and CapCut. I bridge the gap between a Creative Director’s vision and a Producer’s execution, ensuring every piece of content is data-backed, pixel-perfect, and strategically sound.

Available to hire

I am a Senior Content and Creative Lead with over 7 years of experience building high-performing content ecosystems at the intersection of strategy and hands-on execution. My career began in journalism and SEO editing, providing me with a deep editorial foundation that I now apply to full-scale creative production, branding, and quality assurance for brand product channels.

I specialize in translating product USPs into an authentic visual language. Most recently, I ran the Instagram presence for the fashion-tech brand LUMI (800k followers). My focus was on driving organic growth through intentional content that consistently achieved an average ERR of over 2%, with viral publications reaching an ERR of over 10%. By aligning every asset with the brand’s unique tone of voice, I generated millions of organic views and built deep community trust. My experience also includes successful market entries for brands like Joom, as well as various freelance projects in the e-commerce and tech sectors.

I am a “full-stack” creator: I define the strategy, curate the aesthetic, and personally execute assets using Figma, Canva, and CapCut. I bridge the gap between a Creative Director’s vision and a Producer’s execution, ensuring every piece of content is data-backed, pixel-perfect, and strategically sound.

See more

Language

Ukrainian
Fluent
Russian
Advanced
English
Fluent
Swedish
Advanced

Work Experience

Senior Content & Creative Lead at LUMI
January 1, 2024 - March 1, 2026
Managed end-to-end content for LUMI’s Instagram (~800k followers), a fashion-tech product. Built tailored content strategies for different demographics and product features, maintaining a stable 2%+ ERR. Led creative direction and oversaw video production from storyboard to music selection. Created high-performing formats (e.g., how-to carousels) that boosted saves and shares. Delivered a viral Reels with over 1M views and developed content systems that stay consistent across platforms. Built a network of micro-influencers and oversaw UGC programs, translating brand identity into cohesive visuals.
Senior Instagram Market Entry & Social Content Lead at Joom Sweden
January 1, 2021 - December 31, 2022
Launched and managed the brand’s Instagram presence in Sweden, tailoring content for the local audience. Executed crisis communications in Ukrainian and Swedish; created time-sensitive social media content, guides, and reports. Built a micro-influencer network and wrote briefs to integrate products organically. Drove community growth from 0 to 2k+ organic followers and established content frameworks for ongoing campaigns.
Creative Entrepreneur & Content Specialist at Freelance & Entrepreneurial Projects
April 13, 2016 - May 7, 2021
Brand & Content Strategy (Personal Project): Conceptualized and launched a vintage e-commerce project, growing an organic community from 0 to 2.5k+ followers through curated products, visual storytelling, and hands-on creative direction. Content & Editorial: Managed full editorial workflows and wrote SEO copy for a variety of commercial projects.
Communications & Content Lead at Ukrainska Föreningen Östergötland Sweden, Non-Profit
February 25, 2022 - March 31, 2023
Zero-to-One Community Building: Founded and managed a digital support network (1.5k+ members), sharing important information and coordinating support for the displaced Ukrainian community Government Relations: Initiated and led negotiations with Linköping Municipality (Sweden), securing official registration & local support. Crisis Communications: Created time-sensitive social media content, guides, and reports in Ukrainian and Swedish to keep the community informed and engaged.

Education

Master of Journalism at Karazin Kharkiv National University
January 1, 2015 - January 1, 2016
Bachelor of Editing at Taras Shevchenko National University
January 1, 2010 - January 1, 2014

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Software & Internet, Professional Services, Education, Consumer Goods, Non-Profit Organization, Retail
    paper LUMI Styling fashion & styling app

    https://www.instagram.com/lumi_styling/ The LUMI Instagram account serves as my primary portfolio from the past two years, representing my work as Content Lead, where I took full ownership of the creative lifecycle from strategic planning to final execution. I was responsible for the entire content engine of this 800k-follower account, personally managing everything from high-level content planning and visual curation to hands-on design and video production. My approach focused on aligning product USPs with a premium aesthetic, consistently delivering an average ERR of 2%+, with viral publications peaking at over 10% ERR.