Hi, I’m Victoria Aristova - a marketing and communications professional with over 20 years of experience in creative strategy, digital transformation, and brand development. I was born in Moscow, spent much of my childhood in Germany, which gave me an early appreciation for different cultures and ways of thinking.

In 2023 I have moved to Lille, France, where I am living now with my partner and my two black cats, who also moved with me. I love to travel, learn new things and all what is alive and growing, flowers, squirrels, people or ideas. I speak 4 languages, Russian, English, French and a little Japanese, learning which is a long journey, which I decided to embark during COVID times because of my long-term fascination by the sublime balance of Japanese culture.

I believe in power of connection, and cherish the friendship that I managed to build with my many friends all over the world, from Australia to Canada and from Spain to Vietnam.

I began my career with a degree in Applied Mathematics in the Moscow University of Electronics and Mathematics, now part of the Higher School of Economics.
My early passion for marketing and event management led me to pursue studies in psychology at Moscow State University and kickstart my career by producing electronic music concerts and forming partnerships with international FMCG brands.

My professional journey accelerated when I joined TBWA, a global creative advertising agency, where I worked on 360-degree communication strategies for iconic brands like Danone, Pepsi, Adidas, and Unilever. I led integrated marketing campaigns and participated in global Strategic Disruption sessions within the Omnicom Group (TBWA, OMD, Tequila, Interbrand), further enhancing my expertise in creative and cross-cultural marketing.

After my time at TBWA, I took on the role of Head of Marketing at ENKA TC LLC, a leading retail network headquartered in Istanbul. There, I was responsible for the full spectrum of marketing and advertising activities across a portfolio of 10 major shopping centers in Russia. I led a dynamic in-house team and collaborated with top-tier international branding agencies to develop and execute creative, results-driven communication strategies tailored to each region.
During my time at the company, I implemented dozens of campaigns and large-scale events — including fashion shows, B2B networking formats, sports tournaments, and high-impact promotional partnerships with international brands such as MasterCard, Cirque du Soleil, and Eurovision. These initiatives not only increased customer engagement but also delivered measurable business results, with tenant sales increasing by 100% to 300% in many cases.

I further expanded my expertise by studying Fashion Business at the British Higher School of Art and Design, where I merged my business and branding knowledge with creative fashion insights. Later, as Industry Relations Manager at the school, I launched the Textile Design program, forging a partnership with Roland to establish a state-of-the-art printing academy for students.

Following this, I joined The North Face, a globally recognized outdoor brand, as DigitalPR and Marketing Manager. There, I crafted digital strategies, managed ambassador relationships, and used market insights to enhance brand engagement in the Russian market.

My next role at WildBrain CPLG, a global licensing agency representing brands like Peanuts and Paw Patrol, saw me enhance the positioning of over 20 brands across the CIS market. I utilized AI tools like ChatGPT and MidJourney to optimize content creation, driving brand visibility and market share through targeted campaigns and strategic partnerships.

Now based in Lille, France, I am leveraging my international expertise to explore new opportunities in the European market. With a deep understanding of global marketing and digital transformation, I am focused on creating impactful, data-driven projects that combine creativity and strategy.
In Lille, I have also become a member of La Place de La Communication, an association of marketing professionals and communication specialists, where I actively contribute to the exchange of knowledge and ideas within the industry.

Before moving to France, I launched my own accessory brand, Le Plumage. The brand focused on creating unique pieces made with natural feathers, combining high-end craftsmanship with a deep appreciation for nature. Through this project, I had the opportunity to participate in Fashion Week, designer fairs, exhibitions, and artisan markets, where I showcased my creations.

Alongside my professional work, I have contributed to education and cultural projects. As a guest lecturer at the British Higher School of Art and Design, I taught courses in sustainable marketing, event management, and corporate PR (2019 -2023), mentoring students on real-world case studies.

I am also the executive producer of VeloNotte, an international non-profit cycling event that celebrates urban landscapes and city history. The event takes place in cities such as Rome, London, Berlin, and Moscow, attracting thousands of participants. VeloNotte™ (from Italian bike + night) is a public, guided bike tour featuring expert commentary, music, dance, and theater performances. It offers a unique form of collective exploration, contributing to the valorization of heritage and the promotion of architectural, cultural, and landscape studies. The project aims to inspire citizens, tourists, and decision-makers to appreciate heritage and the genius loci of each city.

The upcoming VeloNotte events include London on May 10, Karl-Marx-Stadt (Chemnitz) on June 7, and Hamburg in the fall of 2025.