DARIA KORNIEVA
DEEN
Menu

02 / 05

Employer · TSUM Kyiv

Retail Campaigns, from Screen to Store.

Daria coordinated TSUM campaigns across content, productions, digital touchpoints and in-store events, aligning international brands, external contributors and operational requirements.

Role
Brand Manager
Period
07/2021–12/2022
Location
Kyiv
Disciplines
Brand & Campaign Marketing · Content Strategy · Photo & Video Production · Event Marketing · Digital Optimization

Context

At TSUM Kyiv, Daria worked across a marketing mix that included campaigns, content, product-launch communications, social media, websites and landing pages, customer-journey optimization, photo and video productions, and in-store concerts.

One production was a joint TSUM × VOGUE project. VOGUE was not Daria’s client; her precise individual responsibility will remain unpublished until it is confirmed.

My contribution

Her contribution centered on execution, analysis and coordination. She worked with international brands, internal stakeholders, suppliers and external creatives while structuring budgets and documentation.

She also contributed to photo and video productions. Specific production responsibilities remain unpublished until her individual contribution is confirmed.

What I did

The work, in practice.

  1. 01

    Developed and executed marketing campaigns, content strategies and cross-channel initiatives.

  2. 02

    Analyzed the market, competitors and campaigns, then used data to optimize content, landing pages and customer journeys.

  3. 03

    Selected and coordinated external creatives, contractors and suppliers.

  4. 04

    Prepared budgets, tenders, contracts, presentations and other working documents.

  5. 05

    Contributed to photo and video productions; precise individual production tasks remain unpublished until confirmed.

  6. 06

    Helped organize concerts inside the department store.

0132

Vertical campaign video documenting a TSUM Kyiv activation.
Front view of the illuminated TSUM Kyiv building at night.
Front view of the illuminated TSUM Kyiv building at night.
Corner view of the illuminated TSUM Kyiv building at night.
Corner view of the illuminated TSUM Kyiv building at night.
Illuminated message installation on the TSUM Kyiv façade.
Illuminated message installation on the TSUM Kyiv façade.
Colourful holiday window installation at TSUM Kyiv.
Colourful holiday window installation at TSUM Kyiv.
Full view of the illustrated holiday window installation.
Full view of the illustrated holiday window installation.
Performer inside the holiday window installation.
Performer inside the holiday window installation.
Chanel holiday window display at TSUM Kyiv.
Chanel holiday window display at TSUM Kyiv.
TSUM Kyiv façade illuminated during a confetti moment.
TSUM Kyiv façade illuminated during a confetti moment.
Event host standing beside the illuminated holiday window.
Event host standing beside the illuminated holiday window.
Holiday trees installed inside TSUM Kyiv.
Holiday trees installed inside TSUM Kyiv.
Ballerina performing under a stage spotlight.
Ballerina performing under a stage spotlight.
Ballet performers gathered at the side of the stage.
Ballet performers gathered at the side of the stage.
Ballet duet captured during the performance.
Ballet duet captured during the performance.
Valentine campaign installation composed of handwritten notes.
Valentine campaign installation composed of handwritten notes.
Handwritten campaign messages being prepared at a workshop table.
Handwritten campaign messages being prepared at a workshop table.
Red and white branded gift packaging prepared for a campaign.
Red and white branded gift packaging prepared for a campaign.
Purple TSUM Kyiv neon sign in a retail space.
Purple TSUM Kyiv neon sign in a retail space.
Digital campaign display installed in a parking area.
Digital campaign display installed in a parking area.
Curated gift boxes and printed campaign materials.
Curated gift boxes and printed campaign materials.
Campaign imagery being reviewed during digital production.
Campaign imagery being reviewed during digital production.
Portrait asset being prepared during campaign production.
Portrait asset being prepared during campaign production.
Young cast moving together during a back-to-school campaign shoot.
Young cast moving together during a back-to-school campaign shoot.
Streetwear campaign cast photographed in an urban setting.
Streetwear campaign cast photographed in an urban setting.
Three young participants posing for the campaign.
Three young participants posing for the campaign.
Youth campaign cast captured in motion outdoors.
Youth campaign cast captured in motion outdoors.
Playful group moment from the back-to-school campaign.
Playful group moment from the back-to-school campaign.
Campaign cast running together during the outdoor shoot.
Campaign cast running together during the outdoor shoot.
Two campaign participants linking hands during the shoot.
Two campaign participants linking hands during the shoot.
Second portrait of the young back-to-school campaign cast.
Second portrait of the young back-to-school campaign cast.
Campaign participant walking a dog through the city set.
Campaign participant walking a dog through the city set.
Young campaign cast crossing a city street together.
Young campaign cast crossing a city street together.

Recruiter takeaway

Daria connects retail campaigns and content with production logistics, partner coordination, digital optimization and live in-store experiences.
Back to selected work