Social media strategist, creative strategist and content creator with a marketing background and a vision how to build scroll-stopping content across paid and organic media that resonates with motivations, needs and visual preferences of your audience. Over the past few years, I worked with DTC brands across lifestyle, fashion, and consumer goods, including Stanley 1913, Blundstone and Anna + Nina. My approach is based on in-depth research of the industry and the audience, and the social media environment these two operate in. Insights are mixed with brand vision, and fast-paced social trends and are turned into hypothesis for testing and iterations. Resulting in strategies and content that grow your business.…

Polina Ivanova

Social media strategist, creative strategist and content creator with a marketing background and a vision how to build scroll-stopping content across paid and organic media that resonates with motivations, needs and visual preferences of your audience. Over the past few years, I worked with DTC brands across lifestyle, fashion, and consumer goods, including Stanley 1913, Blundstone and Anna + Nina. My approach is based on in-depth research of the industry and the audience, and the social media environment these two operate in. Insights are mixed with brand vision, and fast-paced social trends and are turned into hypothesis for testing and iterations. Resulting in strategies and content that grow your business.…

Available to hire

Social media strategist, creative strategist and content creator with a marketing background and a vision how to build scroll-stopping content across paid and organic media that resonates with motivations, needs and visual preferences of your audience.

Over the past few years, I worked with DTC brands across lifestyle, fashion, and consumer goods, including Stanley 1913, Blundstone and Anna + Nina.

My approach is based on in-depth research of the industry and the audience, and the social media environment these two operate in. Insights are mixed with brand vision, and fast-paced social trends and are turned into hypothesis for testing and iterations. Resulting in strategies and content that grow your business.

See more

Language

English
Fluent
Russian
Fluent
Spanish; Castilian
Intermediate
Dutch
Beginner

Work Experience

Visual Creative & Strategist at GoodKarma Agency
January 1, 2024 - October 1, 2025
• Developed creative strategies for 10+ DTC brands, including Stanley 1913, Blundstone, Anna+Nina, and Love Stories. • Conducted audience and competitor research through review mining, reputation analysis, and performance metrics (CTR, ROAS) to shape data-driven creative decisions. • Collaborated with performance teams to analyze campaign data and iterate concepts based on insights and testing. • Conceptualized and directed scroll-stopping ad campaigns across Meta and TikTok, tailoring content to funnel stages and markets. • Produced top-performing Blundstone ad (6.7% CTR, 25 ROAS), handling end-to-end production, from ideation and scripting to art direction and post-production.
Marketing Specialist at AKT.
October 1, 2023 - March 1, 2024
• Co-developed the brand, working on naming, identity, positioning, and branding. • Built and executed the social media strategy, including content pillars, visual direction, and tone of voice. • Led creative production and art direction for brand shoots, sourcing photographers, models, and locations, developing concepts, and directing on set.
Marketing Specialist at BLOK Solutions
October 1, 2023 - July 1, 2024
• Led marketing and business strategies for 10+ projects, translating complex blockchain solutions into clear brand narratives and growth plans. • Conducted market and competitor analyses to identify business opportunities, audience segments, and positioning strategies for Web3 clients.
Art Director at Patient Z
February 1, 2022 - June 1, 2022
• Developed and executed organic social strategies that grew the audience 1.6× and increased engagement by 36%. • Redefined the brand’s identity, audience, and visual tone to create a cohesive, story-driven organic presence. • Produced and directed 10+ content shoots: managing talent, locations, and creative teams to generate consistent, authentic content for social channels.

Education

Bachelor of Science with honours in Business with Marketing at Bayes (formerly Cass) Business School
September 1, 2018 - May 31, 2021

Qualifications

Graphic Design
January 8, 2023 - November 30, 2023
Adobe Illustrator & Photoshop basics @Crocus-Art

Industry Experience

Media & Entertainment, Professional Services, Retail, Other, Wholesale & Distribution
    uniE608 BLUNDSTONE — Creative strategy and scroll-stopping social media ads
    Blundstone wanted to expand its appeal in Europe and reach a younger audience without losing its outdoor DNA. The challenge was to reposition the boots as a lifestyle choice. My role covered the full creative process: research , strategy , concepting , scripting , shot-listing , art-direction, UGC production, and editing across multiple formats. I built insight-led creative routes and delivered social media ads designed for performance on Meta and TikTok. We tested a wide range of styles — from polished commercial cuts to testimonials and trend-driven UGC. UGC clearly won. It felt more relatable, matched platform behaviour, and allowed us to highlight Blundstone’s core USPs without losing authenticity. One of the strongest concepts was Festival GRWM. Research showed that festival content and GRWM formats were top performers, and that customers cared most about comfort and style. The ad blended seasonal relevance with UGC pacing and clear value props. It quickly became one of the account’s top-performing creatives, hitting 6.7% CTR and 25 ROAS and contributing to lifts in video plays (+44%), link clicks (+45%), and conversion value (+56%). Building on this momentum, I created a second storyline: One Pair for Every Adventure: a travel-focused UGC concept showing the same pair of Blundstones across hikes, festivals, and city walks. It tapped into the brand’s versatility and used fast transitions and lifestyle framing to create emotional connection. Across both campaigns, I combined analytical thinking with hands-on creative execution. The result was a set of high-performing UGC campaigns that helped shift Blundstone’s perception from purely functional boots to a modern, versatile staple for everyday adventures.…