Personal portfolio · Brand strategy · Marketing · Interactive media
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My story
I'm a marketer and brand strategist trained at NYU across Shanghai, New York and Abu Dhabi. I turn research into campaigns, content and brand identities that land with the people they're meant for.
But how did I end up here?
I want to tell my story through the process of making a traditional Uzbek textile, ikat. Its pattern is made by tying and dyeing threads before they are woven, rather than dyeing a finished fabric. The design is there all along, but no one can see it until the threads are lined up and woven together.
Every place I've lived dyed a different thread.
Here's how the fabric of my life was made. Skip to work
I grew up dreaming of two things: becoming a pop star and seeing the world. I learned English by memorizing the lyrics to my favorite songs and pretending I was Hannah Montana. The pop-star plan didn't quite work out, but the instinct behind it led me to my future career path: I wanted an audience and I wanted to be heard.
At 16, I won a full scholarship to attend Tashkent International School and study in its IB Diploma Programme. The switch to an all-English, IB-level workload was a shock at first, but it taught me discipline and a habit I still keep: do the hard, unseen work first, so I can shine later. That habit got me into my dream university.
I should have been over the moon when I got into NYU on a $246K scholarship, with Shanghai as my home campus, right? Instead, I arrived during COVID restrictions and hit the hardest culture shock of my life.
Slowly, a city that felt completely foreign became my second home. Living there let me experience China firsthand and study its market from the inside, and NYU taught me to think across borders, not just cross them.
The pop-star dream wasn't finished with me yet. I was selected for a fully funded program in New York for the whole summer, studying acting, singing and scriptwriting. It ended with a performance in front of 500+ people, and it taught me, faster than any textbook, how to capture people's attention and keep them engaged.
Two semesters in Abu Dhabi gave me a chance to work on both sides of communication. As a research assistant on an ethnographic project, I learned how to study people's behavior properly, a mindset I still bring to market research. Later, as an ambassador for NYUAD, I turned my own experience into content that reached 800K+ views and helped 500+ students imagine studying there. One role taught me to listen. The other taught me to be heard.
When I received my diploma with honors, every thread finally came together: the experiences and places that shaped me, the fears I carried, and the hopes that outran them.
In ikat, the most prized part of the cloth is where one color blends into the next. That's where I do my best work: at the intersection of cultures, languages and markets.
Looking for someone who can turn cross-cultural perspective into brand stories people remember? See the featured work.
Featured work
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国潮
A playbook for cultural branding in modern Chinese market
Recognition
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My mission
My mission is to change that. I line up the loose threads of scattered attention into a pattern that's eye-catching and clear.
Have an idea, a brand or a cause the world should know about?
For enquiries, collaboration or job opportunities, don't hesitate to reach out!