Launching something new
You have an idea, product or market opportunity and need to decide how to approach it.
what challenge are you working through?
Katya Berezkina · Marketing & growth strategist
RUStrong products don’t grow on their own
I help founders and leadership teams find the next source of growth, then design the strategy and marketing system to reach it. From sharper positioning to a new market.
Selected clients and partners
Leica Camera, BMW, Jaguar, Land Rover, Magnum Photos, Garage Museum, MAMM, Kartell, Alessi, Broncolor, Zwilling, Sia Home, Odyssey.
Where I step in
Looking for the next stage of growth
The business is moving, but the current approach is no longer enough.
Bringing more clarity to the team
You have several directions, competing priorities or disconnected initiatives.
What we’ll work on
Direction
Set goals and choose priorities
Goals, priorities and the metrics that show progress.
Context
Understand the market
A map of the market, competitors and where the room to grow is.
People
Understand your audience
Who buys, what drives the decision and what stops it.
Meaning
Build the brand
Positioning, value proposition and a brand platform the team can use.
Growth
Design the marketing system
Channels, funnel and budget, backed by unit economics.
Execution
Strengthen the team and processes
Roles, processes, KPIs and a roadmap the team can run.
A few results
In-house, 2014–2024
+20%Leica Camera
Sales growth during the 2014 economic crisis, on a zero media budget.
180%A&K Education
ROI on a $120K annual budget while paid channels were closing one by one.
<9 moOdyssey
To break-even for a concept store I co-founded, with no separate marketing budget.
×3Pavlovo School
Brand awareness on a rebuilt brand strategy. The school filled up in its first year, then built a waiting list.
Are we a good fit?
Since 2011, I’ve been leading projects and teams, launching products and building marketing systems that helped businesses grow and adapt through major market shifts.
Along the way, I’ve worked across education, wellbeing and healthtech, retail and e-commerce, travel, and the creative industries, in-house and independently with founders and leadership teams.
BIRCH is my independent strategy practice. I lead every engagement personally and bring in trusted specialists when a project requires additional research, creative or technical expertise.
How we’ll work together
- 01 Strategic consultation One important business decision, considered with the time and attention it deserves.You leave with a clear point of view, the reasoning behind it and practical next steps.
- 02 Marketing & growth diagnostics A close, independent view of your product, marketing system, customer journey and the way the team works.You get a clear assessment of what limits growth and where your attention and resources will have the greatest effect.
- 03 Strategy development A strategy grounded in a deep understanding of your business, audience, ambitions and available resources.You get a clear direction, a set of strategic choices and a realistic roadmap across product, brand and marketing.
- 04 Implementation & tracking Ongoing strategic attention as your team turns decisions into action and learns from the results.Regular guidance on priorities, progress and course corrections, with the level of involvement shaped around your needs.
Where do we start?
Tell me what is happening in the business, what decision or result you need and which format you are considering. I’ll review the context and suggest the most useful way to work together.