Initiated and guided overall RCG's Corporate Strategic Transformation throughout a 12 month project, to optimize operational spendings, reimagine new business opportunities, form creative environment for disruptive creative mind to foster corporate innovation throughout all segments of old fashioned organization, with 6 offices around Russia, 250 people in total. Delivered a 3-year Business Plan, supported by policy development, providing good understanding of current Russian market trends and technology awareness, understanding of specific-context as well as sector policies to enable change, including use of digital, analytics, MarTech and sustainable tools, including detailed executional tools: Strategic Map and Operational tool kit. • Shifted business focus from communication services to product development acceleration. • Restructured management approach to creative leadership by increasing the level of love and trust, empowerment and flexibility, by bringing transparency to information, positive supervisor relations, involvement and credibility, positive interpersonal exchange and social entrepreneurship. • First AdAgency to speak out about Corporate Transformation in Marketing Industries and the ways to adopt through number of publications, workshops and talks. ( https://zen.yandex.ru/media/id/5ddba6246e457f443424533b/chetvertaia-promyshlennaia-revoliuciia-transformaciia-i-adaptaciia-5ddbdf230c408a20fc3f48f9?fbclid=IwAR3l1yuAJn95EJsfAokF64tzAnjxgyPJfioxPVdSCnL1sqcxrbTU2KMKdd4 ) Evaluation & Analysis • Conducted a Synergetic Organizational Diagnosis (Syndag™). A team-based managerial self-audit of the key internal issues that must be resolved to dramatically improve overall performance. • Conducted thorough environmental and business analysis, techno trends • Evaluated current economical, political, cultural and environmental implications • Evaluated current company situation through out 4 dimensions – market, finance, process and personnel • Formed Future scenarios on the basis of Business vs Technology Forecast • Defined industry vulnerabilities and opportunities through SWOT • Developed «A Radar for Business Opportunities» beyond advertising industry, involving the use of Trend watching canvas. Optimization, Value Creation, Launch • Formed Plan of Optimization by restructuring the current ad-agency model, reducing costs in HR, creative talent in house, office space, working hours. • Created new value by re-positioning current agencies and launching new business projects: 1. Influencer marketing eco-system - Punk Blogger community https://www.sostav.ru/publication/r-avokadus-v-rossii-zapushcheno-pervoe-punk-bloggers-community-40224.html 2. Story-making PR agency 3. Vladivostok Digital Hub – new office with a focus on a unique Asian client 4. The Agency of Sustainable Events (concept for event sharing platform) Implementation • Created a Synerteam of 15 people ( as a volunteer job) • Customized and Launched multifunctional HR platform, that aggregated recruitment, HR , motivation, appraisal, learning and training process in one unique system. • Reinvented «Employee Development & Appraisal System», Employee Motivation Scheme. • Developed new policies, standards and guidelines to ensure that a consistent framework is applied across the organization • Developed RCG brand book, new website and merchandise • LSM - developed a customized Coaching System to enhance disruptive innovation mentality and entrepreneurial spirit among employees. • Introduced business development techniques and canvases: Future lab: vision canvas, growth canvas, strategy canvas6 Disruption canvas Creative lab: insights canvas, creation canvas, innovation canvas and business canvas Brand lab: brand canvas/ proposition canvas/ engagement canvas/ relationship canvas Performance lab: leadership canvas/ culture map / sustainability canvas /performance • Set up an innovation culture index measurement on quarterly bases (Matrix of Innovation) • Developed the Code of Conduct • Introduced Corporate Eco Etiquette (eco-bot / information/navigation codes) • Launched Happy Culture Management Department (training, induction, probation, celebration) • Launched corporate calendar of unique corporate events and celebrations. https://www.sostav.ru/publication/elena-kalinina-vozglavila-novoe-napravlenie-v-gruppe-kompanij-rcg-na-pozitsii-direktora-po-upravleniyu-strategicheskimi-izmeneniyami-36607.html https://www.sostav.ru/publication/kak-poyavlenie-tekhnologii-ai-izmenit-put-pokupatelya-k-tovaru-41154.html

Room485 is a millennial-minded adgency, focusing on creative consulting, omnichannel content and experience. Founded in 2016 as a internal creative department of RCG. in 2017 launched office in Miami, Florida on the basis of Miami Ad School, providing creative and digital services. Since 2017 relocated to Moscow HQ at Flacon. In 2018 Room485 reinvented its brand and expertise to become an independent agency, providing brand solutions to millennial minded audience. Services: Creative consulting, Communication Strategy, Transmedia Content Production, Communication & Experiential Campaigns, Digital Solutions, Design and Animation. Brand DNA: Experiential Disruption, Phygital Gamification, Transmedia Storytelling, Social Good https://www.sostav.ru/publication/kak-upravlyat-neupravlyaemym-pokoleniem-room485-menyaet-svoyo-pozitsionirovanie-34525.html Total Number of employees 34 My Responsibilities included: Managing the launch, development and strategic positioning of the Digital Content Studio both in Moscow and Miami. Provided creative strategic vision and execution of the company’s business strategies. Examined the most efficient ways to implement a firm’s ultimate objective: maximising shareholder value. Recruited and trained professionals,  creative teams, producers, digital strategists, planners and buyers. Prepared and implemented efficient financial plans by planning cost-effective operations and market development activities. Managed all creative process from concept to completion: • Translated marketing objectives into clear creative strategies • Worked closely with multidisciplinary project teams, including IT • Lead and direct creative teams in the production of all marketing collateral • Oversaw client pitches and proposals, as well as developed self-promo activations • Created all visual representation of the brand Clients' Experience: Burger King, PepsiCo, Unilever, Mondelez, Audi, PhilipMorris, Samsung, P&G, Alfabank, Мegafon, VDNH, Bacardi Rus,Toyota Motors, Swatch, Heineken, MEGA IKEA, Effes Rus, Tele2, Bridgestone, Yandex, Baltika, PUIG, Rosbank, NMGK, KFC, Adidas, H&M, LV Group, Simple, Nestle. Awards ~ 50 ( international and local recognition)

As a Creative Leader of RCG i was responsible for : Envision strategic future scenarios by tackling global technological and generational changes by unleashing creative courage, collaboration, critical analysis, experimentation , bold and fast action, risk taking, agility, inclusivity and hard work to serve the triple bottom line (planet, people, profit). • Apply group's unique DNA – Innovation, Transformation & Sustainability to develop and implement marketing and communication campaigns for external clients and all creative assets of the RCG ( 6 companies , managing 56 people, 300 people in total ). • Develop innovative ideas through the shared ambition of improving the world by remodeling organizational structure, cross-functional teams approach, shape shifting culture & talent and constantly seeking for opportunities beyond markets. • Promote innovative thinking, entrepreneurial spirit and disruptive approach to campaign architecture. • Maintain flexibility and initiate changes that will create a viable future changes resonating clients and enterprise needs , embrace technology, provide opportunities and give feedback, foster innovation and reward people, maintain diversity, but share similar values among employees. • Provided professional guidance to an array of industries and businesses, through a variety of PR, Marketing and Strategy tools. • Executing campaigns among all dimensions 360 : Trade Promotions, Digital Campaigns, Corporate Events, Communication Strategies, Employee Brand Development, Social Cause Marketing and Influencer Marketing, Innovations, Digital Solutions, Content production and management . Strategic Creative Solutions , not just Ideas. • Focusing on providing disruptive creative solutions to Group's clients and partners • Creating unique brand products for internal use and external ( corporate, cultural, business tools, new territories,HR ) • Directing overall advertising management, marketing and communication functionalities of concept development to create outstanding client experience, networking and value. My focus: Creative Talent Management • Head hunting the best talents beyond the industry • Recruiting, training and maintaining high level of curiosity and motivation within the creative teams • Responsible for creating an inspiring work environment boosting unique culture of innovation. • Collaborating with the creative and non creative teams to provide disruptive and meaningful cross-functional solutions, exceeding expectations and personal capabilities. • Leading educational programs to go beyond professional development and have the ability to best self-reflect. • Directing the team to achieve company's objectives, but contributing very personal values and super powers, that can not be replicated. • Business coaching teams to open up unique talents for best self reflection, enabling to reboot personal system of values and achievements, capabilities and opportunities, giving the entrepreneurial power and courage to turn it into business objective. Client's Experience:7 key industries, 8 multinational corporations, 32 major brands, more than 1000 executed projects. -Speaker at International Advertising Festivals and Events: Red Apple Moscow, Ploschadka Sochi, Silver Mercury Moscow, KIAF -Jury at Advertising Festivals including Silver Mercury 2015, 2016, KIAF -Lector at Wordshop School BBDO - PR http://wacademy.ru/prepodavateli/elena-kalinina/ -Analytical Partner at Trendwatching.com , London - A member of "+Imagepartners" Independent Creative Agencies Association

Organizational, non profit work for Dutch Alumni Association. Organization of public events for students, top management of Dutch Companies in Russia, assistance in recruitment, business consulting, special event management, networking.

Lionpride ( agency inside MRC) - an advertising agency specializing on providing full range advertising services to Russian and International MOVIE production companies. Movie promotion, product placement, non standard integrations. Responsibilities: strategic  and creative development  of business proposals, generating ideas and visual support to clients briefs and movie release campaigns. Clients: Samsung, Johnson & Johnson, ВСК - страхование , BMW, Bazelevs, Winx.

Fresh is one of the agency inside the Orange Group - a TTL agency, 2009-2010 – Position: New Business Creative Manager. Developing new clients, creating business proposals and generating creative, presenting to clients, executing special projects. Clients: Adidas, Mondelez,Heineken Group, Toyota Motors , Pernod Ricard Rouss, Alfa-bank, Castorama.

Started as an Account Executive moving on to the Account Manager position: Execution of regional and international campaigns , management and communication inside the organization (logistics, production, creative), composing commercial proposals, presentations to clients, budgeting. Clients: Sony, PepsiCo, MTS (main project - Iphone launch in Russia)

Under the direction of the General Manager, performed a variety of administrative, analytical and technical support for the General Manager and the employees within the General Manager's Administration: Performed assignments ranging from routine administrative to more complex and varied professional, confidential and/or specialized areas of expertise. Acted as a receptionist for the Administration ; take and direct calls to appropriate personnel; respond to calls; screen inquiries; take messages; schedule appointments; answer questions requiring a thorough understanding of policies and procedures. Maintained confidentiality of sensitive correspondence and communications. Prepared written correspondence, reports, formal and informal communications from the General Manager to the Board of Directors, outside agencies, or internal staff. Performed duties and responsibilities and procedures that may require independent judgment in the determination of actions to be taken. Processed outgoing mail for the Administration and distribute incoming mail. Coordinated business card orders with outside vendors. Assessed and recommended improvements on workflow and procedures; establish and maintain complex technical filing systems; operate a variety of office equipment including a computer; input and retrieve data; organize and maintain disk storage and filing. Maintained calendars of administrative activities, meetings and various events; coordinate activities between administrations, among District personnel, the public, consultants, officials and attorneys and outside agencies. Managed office support functions; prioritize and coordinate work assignments; review documents for accuracy. Acted as Deputy Secretary to the Board in the absence of the Executive Secretary to the Board. Skills acquired: Excellent time management and organizational skills with the ability to work independently. High standard of confidentiality. Ability to: prioritize a fluctuating workload, work well under pressure, handle frequent interruptions and meet deadlines with a high degree of accuracy; handle multiple projects and effectively set and modify priorities; and handle routine administrative matters by intercepting requests and questions directed to the General Manager.

Internship in Van Straten Medical company ,an assistant of an export manager, focusing on Eastern Europe. Monitoring Russian market, with the aim of finding realistic partners and building bonds for further penetration of the Eastern European market ( Russia, Poland)

Research, analytics.

Research, Monitoring, assistance and projects coordination.