Katia Tsvetkova

My experience and expertise are quite broad. I’ve shifted careers multiple times, getting into marketing after studying the psychology of decision making. What I love most is the human side of it — understanding the audience, their needs, and creating clearer, more meaningful communication that leads to business success, inside and out. After years at the agency and in-house teams, I now support mission-driven startups and scale-ups through efficient, focused, and people-first growth strategies. Most recently, I led performance marketing for three global brands at Movado Group, managing paid media strategy, multimillion dollar budgets, and agency execution. Before that, I was at MediaCom, where I led paid social campaigns for a range of B2B and B2C clients. Alongside, I advise early-stage climate and wellness companies on go-to-market, growth, and media planning. Outside of work, I’m a dog person, perfumery enthusiast, arts lover, and a recovering New Yorker currently based in Paris. If you’re working on go-to-market strategy, channel mix, audience segmentation, or navigating a career shift, remote work, or a change in mindset, I’d love to help.

• 

  Career guidance

  Happy to share everything I’ve learned from working in media agencies, moving to the brand side, and shifting from execution to strategy. Whether you're exploring a pivot, navigating growth in your current role, or just figuring out what’s next, I’m here to talk it through.

• 

  Demand generation

  I’ve led demand generation initiatives for both consumer and B2B brands, building structured yet simple systems to attract and convert the right audience.

• 

  Growth marketing

  Growth marketing for me starts with understanding where the brand is in its journey and what growth actually means for the business. I’ve worked on both early-stage GTM strategies and scaling efforts for established brands, so I know the difference between scrappy experimentation and structured performance.

• 

  Mindset coaching

  Most mindset blocks in marketing or career come from unclear direction, overload, or working from someone else’s definition of success. I’ve been through multiple career transitions myself and I can help pause, reframe, and reconnect with what matters.

• 

  PPC strategies

  I’ve run thousands of campaigns across Google, Meta, LinkedIn, and TikTok, from early-stage experiments to reliable, high-performing funnels. I can help you structure your campaigns, refine targeting, manage budgets, and develop creative that actually performs.

• 

  Google Ads

  11 years of experience

  Used across various accounts to build everything from simple search campaigns to complex full-funnel strategies. I’m comfortable navigating its many formats and figuring out what mix actually drives results for each business.

• 

  Facebook

  9 years of experience

  I’ve run Facebook campaigns for everything from e-commerce brands with big budgets to B2B startups trying to crack lead gen. I’ve worked with custom audiences, Lookalikes, retargeting, and Advantage+ setups, and tested just about every creative format along the way. Whether it’s selling a product or getting the right leads in the door, I focus on what actually works, not just what looks good in Ads Manager.

• 

  Google Analytics

  9 years of experience

  One of the sources of truth to measure campaign results on the granular level. I’ve mostly used it with D2C clients to understand product performance, user behavior, spot drop-offs, and uncover opportunities across the funnel.

• 

  LinkedIn

  9 years of experience

  I’ve run hundreds of campaigns on LinkedIn for both large enterprise clients with multiple business units and small startups. I can help you navigate targeting, creative, and budgeting, whether you're just getting started or trying to improve performance.

• 

  Digital Marketing

  I’ve worked on both agency and brand sides with B2B, B2C, and D2C companies. I specialize in paid media strategy and execution: running efficient, high-performing campaigns across major platforms, with deep expertise in audience segmentation, optimization, budget allocation, and balancing brand and performance goals.

• 

  E-Commerce

  I’ve worked closely with e-commerce teams and understand the unique rhythm of this industry: drops, seasonality, promo calendars, and margin pressure. At Movado, I led performance marketing specifically for the D2C part of the business, aligning paid media with merchandising, inventory, and site experience.

• 

  B2B

  I’ve worked across the B2B spectrum: from running paid campaigns for large enterprise clients with multiple business units to advising early-stage startups on how to find their first customers.

• 

  B2C

  I've supported B2C growth across a wide range of industries from luxury to lifestyle and food to home improvement. Whether the goal was high-touch storytelling or performance at scale, I focused on connecting brand and conversion through smart media and clear messaging.