I am Victoria Aristova, a marketing and communications professional with over 20 years of experience in creative strategy, digital transformation, and brand development. Born in Moscow and raised in Russia and Germany, 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.

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, mentoring students on real-world case studies.

I also the executive producer of VeloNotte, an international non-profit cycling event celebrating urban landscapes and city history, with events in cities like Rome, London, and Moscow, attracting thousands of participants.