Social media since 2018, running teams since 2022. Built a social media department of seven, then a pipeline putting out 110+ videos a month in three languages across fintech, apps and EdTech.
Clients
Selected work
Two years after launch the app still had no systematic social distribution, in one of the most crowded niches there is. I moved it from a single account to a network of eight, scaled a proven viral template, and made TikTok the main way people found it, on almost no ad spend.
Ten client projects running in parallel across three languages, with a team of seven producing every piece of content and every ad creative in house. Engagement-led creative pulled CPM to $2.78 in a market that was paying $3.50 to $5.
A $48 journal shipped worldwide from Bali, in one of the most saturated niches on Instagram, with no ad budget. The brand’s premium lives in its authored carousels, so I made that format earn reach on its own terms: 8,000 to 58,000 followers in ten months, brand identity intact.
Contextual ads in Georgia had run to $450 to $500 per qualified lead. I rebuilt acquisition on content across eight channels plus video creative in Meta, testing creatives rather than audiences, and let the raw cost per lead rise so the qualified one could fall: $36 to $22, lead quality 20% to 45%.
How I work
Teardown of the current accounts and the three closest competitors. What is actually earning reach, what is noise, and where the funnel leaks.
Positioning, the formats worth betting on, a calendar the team can hold, and the two or three metrics we agree to be judged on.
Scripts, shoots, editing, publishing. Brand kits and format briefs so a new contractor ships on brand by day two rather than week three.
Read the data weekly, kill what is not working, put the budget behind what is. Report monthly in numbers the stakeholders already care about.
Capabilities
About
I run social media end to end: strategy, production and the people who make it. Strongest at short-form video and organic growth on a small budget. My last two roles were a fintech group, where I supplied the content for three in-house B2C brands, and an app studio, where TikTok became the main acquisition channel with almost no ad spend. Before that I built and led a social media department of seven inside an agency.
BA Synergy: fintech group, 3 in-house B2C brands
110+ videos a month across 7 channels in 3 languages. An AI avatar presenter replaced 3 to 5 day studio shoots and cut production time per video by about 90%. Ran 5 contract editors and designers.
Joyful Apps GmbH: mobile app studio
48.8M views, 4.5M likes, 584K saves in six months. 8 accounts in 3 languages, 6–8 videos a day.
Attention: digital marketing agency
Department of 7, ten client projects in parallel. CPL down ~20% after switching to video creatives and A/B testing hooks.
Freelance: alongside full-time roles
15+ projects across IT, EdTech, real estate, apps, hospitality, wellness and e-commerce. One account grew 94,000 followers in ten months; two reels hit 4.2M and 3.7M views.
SeaInside: real estate agency
15–25 qualified leads a week from organic. Launched the YouTube channel; organic reach up 2.8×.
TextON24: digital marketing agency
First marketing job. Ran social media projects and ad accounts, tracking CPC, CTR, ER and ERR. Those metrics up 15–20%.
Both, but organic is where I am strongest. Most of my results came from short-form video on close to no ad spend: 48.8M views and 80,000 installs a month at Joyful Apps. When paid is in play I run Meta and TikTok Ads and treat creative, not targeting, as the main lever.
Both. I have shot, scripted and edited alone, and I have run a pipeline of 110+ videos a month with five contractors. What I bring either way is the brand kit and format briefs that let a new editor ship on brand by day two.
I have run accounts in English, French, Spanish and Russian. English is fluent, Russian is native. Based in Tbilisi. For the last two years I worked remotely with teams in Cyprus and Switzerland.
Fintech, mobile apps, EdTech, real estate, healthcare, beauty, hospitality and DTC wellness. The B2C ones have more in common than the category suggests: a crowded feed, a short attention window, and a purchase decision that happens somewhere other than the platform.
Both, and they ask for different things. In an agency the job is throughput without quality slipping: ten projects, one team, one weekly table. In-house the job is depth: fewer brands, a longer horizon, and a pipeline that keeps running when I stop pushing it.
Where it removes a cost, not where it replaces judgement. At BA Synergy an AI presenter brought the cost per video down far enough to hold 110+ a month across seven channels. Scripts and hooks I still write by hand: that is the part the numbers actually turn on.
It depends on the project. What does not change is the first step: I lay out in full the key metrics the strategy will rest on, and we agree which of them the work is judged by. After that it is a weekly review and a monthly report. On the app side those metrics were saves and installs; at the agency, CPL and lead quality. Vanity numbers go in the appendix.
