Roman Karpenko

Expert in marketing management: from brand strategy to business results.
10+ years in IT product marketing — strategy, positioning, large-scale campaigns.

10+

years in marketing

200+

ad campaigns

$10M+

in budgets managed

countries and markets

Trajectory

Skills grown from real challenges

How competencies evolved across career stages

Worked with

LekomMicrosoftNokiaInfobipPyrus DelimobilBBDODDBDentsu DisneyVolkswagenMercedes-BenzForbes J&JBeelineJaguar Land RoverHarvard Business Review LekomMicrosoftNokiaInfobipPyrus DelimobilBBDODDBDentsu DisneyVolkswagenMercedes-BenzForbes J&JBeelineJaguar Land RoverHarvard Business Review

Results

Numbers instead of promises

0→1

A marketing department and 6 digital products through AI engineering

Lekom — prompt engineering, AI agents, dashboards, predictive analytics, contact center

YoY revenue growth

Pyrus — through positioning, ABM, new channels and content

Brand awareness growth

Infobip Eurasia — brand strategy and campaigns in 6 countries

Community growth in 10 months

Pyrus — content initiatives and events

Lower acquisition cost

Infobip — lower advertising cost ratio with a 6× conversion increase

2.5x

User base growth

Anytime Prime — mobile app, CAC down 88%

Go-to-market launches

Nokia — smartphones, Disney product placement, co-promotions

Approach

What marketing means to me

People at the center of strategy

Behind every purchase and every business decision there is a person. Marketing that works starts with understanding their real needs, whether it’s the end user or the decision-maker. Data, segmentation and research are tools for speaking with them in their own language.

Build, don’t just promote

Marketing that works starts inside the product. When brand and product are inseparable, promotion comes naturally. My job is to build a system where growth is repeatable: processes, metrics, team, tools.

AI as part of the team

AI agents, AI engineering and automation are not an experiment but an everyday tool. Lekom’s digital products, from dashboards to predictive analytics, were designed and built through AI engineering. It doesn’t replace the team’s expertise; it amplifies it and turns any idea into reality many times faster.

Public presence