In this conversation, Yana Sirenko reflects on the pivotal moments that shaped her international career and shares insights on modern marketing leadership, data strategy, and building brands in a fast-changing landscape.
 

Your Career

What pivotal moments shaped your journey from Ukraine to EU level?
 

We have never had only one pivotal moment in our careers, have we? 

For example, working abroad was always an exciting opportunity, but the full-scale invasion of Ukraine in 2022 forced me to relocate to the UK and fast-track that decision. Back then it was a necessary pivot which reshaped my career and personal path.

But at the same time I can highlight another turning point in my career - when my role changed from Brand Marketing & Communications to Data driven initiatives & co-op campaigns with channel partners. Fast track from PR & Events  to Data clean rooms & Cookies-based retargeting. And I genuinely enjoy being part of this new era of marketing. 

Was your cross-functional career evolution intentional or opportunity-led?
 

I don't believe that progress can happen without intention and action. And my professional growth wasn’t a coincidence, but a long journey of hard work and challenges I was willing to take to succeed. I always say if i dont know something - I will learn it, and be a better professional. 

Sounds a bit like a motivational speech, but it’s true. I must say that a bit of luck was still present there - I had a great team to work with, and line managers who were more of a mentors to me.

I now also support young marketers as a mentor myself, giving back to the business community that taught me so much. In fact, I’ll be sharing some of these lessons — around data-driven decision making, CRM, and customer insights — in my session at eCommerce Expo on 24th September.

What changes when you move from local market leadership to regional responsibility?
 

Moving from local market regional responsibility first means greater visibility and a higher level of accountability in everything you do. 

You also need to quickly understand the differences across all 17 markets, including cultural nuances, business priorities, and the communication styles that work best in each.

You need to build your connections with trust and respect, while being the one local markets can always turn to with any requests.

What did relocating internationally teach you, professionally and personally?
 

That is a good question I must say!

Professionally - stay openminded, learn fast, don't be afraid to make mistakes. Only those who don’t do anything have no mistakes. 

Personally - be patient, kind and keep going. This too shall pass. 

For marketers building international careers, what mindset shifts are non-negotiable?
 

Building an international career will require resilience and patience.

It can take anywhere from a few months to over a year to land the right opportunity. Understanding that it won’t happen passively must be your mindset.

You need to proactively network, seek mentorship, and consistently put yourself forward. International growth rewards action,and this will not happen in a day. 
 

From Omnichannel to Ecosystems: Rethinking Modern Marketing Leadership

What do brands still get wrong about omnichannel?
 

Brands often take omnichannel too literally, trying to be everywhere instead of being strategic. True omnichannel starts with understanding your customer and prioritizing the channels that drive real impact, not just visibility.

Omnichannel isn’t about having accounts on TikTok, Instagram, Facebook, podcasts, and blogs all at once - especially for smaller brands where focus and sales should come first.

My always and forever recommendation is to learn your client and be present where they are ready to buy from you.

How do you create a cohesive customer experience across retail, digital and partners?

Cohesive customer experience starts with a strong brand and its value which is broadcasted at every opportunity. 

The first and the main rule you need to stand out and be clearly differentiated from competitions. 

Second stands for aligning messaging, offers, and service so that each interaction feels seamless and consistent. Data-driven audience insights will be your best friend for making the right decisions and creating a unified brand experience.

Where does data truly influence strategy and where does intuition still matter?
 

The world is moving further away from intuition based decisions and we live in a time where data is a new gold - it drives strategies, giving brands deep visibility into who to target and how, enabling highly personalized offers without spamming customers. 

Millions of data sets & signals are now guiding decisions that were once based on intuition. However, it is still up to humans to interpret campaign results, spot patterns, and make bold creative choices that data alone can’t predict.

How has modern go-to-market strategy changed in the past five years?
 

The past 5 years weren't the easiest one for marketers and the shift is hard not to notice - strategies now prioritize social engagement, hands-on experiences, and user-generated content to attract new customers. Genuine recommendations and authentic reviews often drive more impact than traditional advertising. This approach helps brands build loyalty and deep connection with customers.

Brands that integrate these elements into every touchpoint see stronger loyalty and faster growth.

Where is AI genuinely creating marketing value and where is it overhyped?
 

AI is a great helper when it comes to productivity, performance optimizations and personalization -  it helps generate ideas faster, analyze data more effectively, and scale content with precision.

For example I use it when there is a need to create new audiences for data co-op campaigns in Data clean rooms. Thus instead of working with data scientists who have their limitations I leverage Al Look-a-like modeling. 

 In fact, in my upcoming session at eCommerce Expo, I’ll be sharing more on how brands use first-party data and clean rooms to deliver relevant experiences without losing control over their data.

Where AI  overhyped is in the assumption that it can replace human influence. 

AI lacks lived experience, imperfection, and emotional nuance - the very elements that drive connection online. AI won’t replace human influence - but AI-empowered brands will outperform those who resist it.
 

Quick-Fire Questions

One marketing trend you’re genuinely excited about?
 

Hyper-personalized marketing, because brands don't compete with budgets, but with their own deep knowledge of their customers. 

One buzzword you’d retire?
 

I’d retire “AI transformation” - it’s no longer a transformation, it’s the baseline.

A campaign you wish you’d been part of?
 

I love fashion marketing campaigns, for it’s creativity and deep connection with customers, and for sure my favourite would be the one  with Charlotte Le Bon.

Your go-to way to reset during intense periods?
 

Good sleep, good food & good people to talk it all through. 

One resource every marketer should read or listen to?
 

One is not enough, but I would recommend starting with The Campaign Podcast or Nudge.