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Irina Kharseeva Portfolio

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  • 1. Irina KharseevaPublic Relations | Event Management | Copywriting Female 15-09-1986 Moscow, Russian Federation irakhars@gmail.com +7 903 517 47 24
  • 2. EDUCATION Lomonosov Moscow State University, Philological Department Lomonosov Moscow State University, Moscow, Russia Department of foreign languages, postgraduate diploma course Applied Linguistics (English, Spanish) International PR2004 2005 2006 2007 Текст 2008 2009 2010 2011 2012 Utrecht University, Summer School Utrecht, the Netherlands Instituto Cervantes Moscow, Russia International Marketing Spanish courses The Orator Club Moscow, Russia Public Speaking course The Venture Lab Stanford, online Technology Entrepreneurship Gaude Moscow, Russia Journalism
  • 3. EMPLOYMENT HISTORY MICS Distribution Company (Moscow, www.mics.ru) Computers/office equipment Event manager January 2008 — October 2008 AR Door (Moscow, www.ar-door.com/) Active English (Moscow, www.activenglish.ru) Augmented Reality/Advertising Educational institution PR Director English Tutor January 2010 — October 2012 September 2006 — January 2010 2012 2006 2007 2008 2009 2010 2011 Vanguard Jewelry  (New York) Fitting Reality (Moscow, fittingreality.com) Retail Virtual Fitting Room Assistant managing director PR Director June 2007 — October 2007 May 2011 — present
  • 4. MAIN SKILLS SET MEDIA PR STRATEGY COPYWRITING RELATIONS EVENT PUBLIC LECTURING MANAGEMENT SPEAKING
  • 5. ✔Product: Bstore is an online PR STRATEGY marketplace for people interested in buying or selling existing businesses.planning and implementation ✔Task: To develop a PR strategy for a Russian startup planning to enter the U.S. market. ✔Period: June 2012 - August 2012. ✔Product: AR Door is the first augmented reality developer in Russia. ✔Task: To develop and implement the market entry strategy; to position the company as the 1st and leading expert in AR sphere in Russia; to get international recognition; promote AR in Russia. ✔Period: Jan. 2010 - Sept. 2012. ✔Product: Cloud-based augmented reality virtual fitting room for online retailers. ✔Task: To develop and implement the market entry strategy in the U.S.; make FR’s technology standard. ✔Period: May 2011 - present.
  • 6. MEDIA RELATIONS print, online, TV http://www.utro-russia.ru/video.html?vid=36543 http://youtu.be/DhknOsTTVjs ✔Kommersant: http://www.kommersant.ru/doc/ 1601323 http://www.kommersant.ru/doc/1517282 ✔Vedomosti: http://www.vedomosti.ru/ newspaper/article/307581/illyuzornaya_realnost ✔Expert: http://expert.ru/expert/2012/46/u- granits-realnosti/ ✔Financial Times: http://www.ft.com/intl/cms/s/ 3093021a ✔The Street: http://www.thestreet.com/story/ 11192392/2/microsofts-kinect-its-new-pc.html http://www.m24.ru/videos/3624http://sltv.ru/comments/clip-1750/?sphrase_id=16757 http://youtu.be/NwKXhW6XHyc
  • 7. COPYWRITING RU / EN http://ar-door.com/Brand identity:✔brand verbal identity,✔brand story,✔naming,✔taglines, Digital copywriting:✔brand book. ✔webpage content, ✔rewriting ✔macroblogging, ✔microblogging, ✔video scripts, http://webtest.fittingreality.com ✔email. Marketing materials: ✔press releases, ✔speechwriting, ✔press articles, ✔interviews, ✔brochures, ✔leaflets, ✔presentations, ✔media & sales kits, ✔white papers. http://bsto.re/
  • 8. Exhibition management before, during and after the event: ✔accounting, budgeting and contracting,EVENT MANAGEMENT ✔exhibition stand design and execution, ✔accommodation, travel & visa support, ✔develop print and email marketing exhibitions materials, ✔coordinate deliveries and logistic services, ✔pre-exhibition PR, ✔on-site operation, ✔networking & consulting, ✔photo & video, ✔post-exhibition PR, ✔post exhibition analysis and success measurement. ✔Retail Technology Summit, MOSCOW ✔Microsoft BizSpark EU Summit.✔eTarget,✔RIF+KIB, LONDON✔Design and Advertising,✔Science Festival, ✔APRCE✔Internet Life. SINGAPORE ✔DEMO Fall, ✔Microsoft VC Summit. SAN FRANCISCO
  • 9. EVENT MANAGEMENTpress, team building, incentives, other special events ✔event concept, ✔accounting, budgeting and contracting, ✔event design & technical production, ✔venue selection, ✔accommodation & travel support, ✔pre & post event PR (if needed), ✔photo & video.
  • 10. @businesspr_lady: PUBLIC SPEAKING «IMHO the best speaker at #Odcamp Irina Kharseeva» & PRESENTATION @elbonia: «Some people prepare awesome presentations at #mdday! Thank you, Irina!»Tech & mobile conferences:✔Mobile Developer Day (Moscow, St.Petersburg, Odessa),✔Mobile Optimized (Minsk),✔Hack Day (Moscow),✔Hack Day Games (Moscow),✔MOCO (Moscow),✔Apps4All (Moscow),✔Retail Technology (London). Advertising, Marketing, SMM, PR: ✔RIF+KIB (Moscow), ✔eTarget (Moscow), ✔Executive conference (Moscow), ✔RE:Forms (Moscow), ✔Design and advertising (Moscow), ✔Event Revolution (Moscow), ✔Digital Branding (Moscow), ✔PR в интернете (St. Petersburg), ✔Odessa Camp (Odessa), ✔Moscow PR Week (Moscow), ✔Russian Digital Week (Moscow), ✔Publishing Expo (Moscow), ✔Social Media Conference (Moscow), ✔Fashion Retail Day (Moscow).
  • 11. @MNiniko «Irina, thank you for your amazing lecture at MGIMO about augmented reality! You really inspired us!» LECTURING @shi_ro_to_ra «The lecture was really interesting. Thanks. Finally I understood how this technology works #ar»Expertise:✔augmented reality & emergingtechnologies,✔digital PR and digital advertising,✔English. ✔Moscow State University ✔State University - Higher School of Economics ✔Moscow State Institute of International Relations, ✔Peoples’ Friendship University of Russia, ✔Sholokhov Moscow Syaye Pedagogical University, ✔RMA, ✔Active English School. http://www.core77designawards.com/ 2012/award_category/speculative/
  • 12. CASE STUDY #1TASKI was tasked with launching AR Door company and positioning it as the pioneer andthe leading provider of augmented reality solutions for advertising. As its solutionswere new to the market, it was impossible for me to simply introduce the company. Ineeded to find the unique hook that captures attention, changes behavior andgenerates demand. Due to zero PR budget, I was limited in resources. I made adecision to establish AR Door as an authoritative, mediagenic, and credibleresource.IMPLEMENTATION I developed a plan to position the CEO and myself as the recognizable spokespersons. I managed to secure speaking slots at leading conferences. I also initiated an extensive educational campaign at Moscow universities (IT and advertising). To generate publicity I organized 3 free AR events for some well-known brands. I used this strategy to explain the ins and outs of AR. This provided AR Door with the huge opportunity to highlight its solutions, lead trend stories and assume its pioneer status.RESULT In less than six months, I managed to secure a TV slot at Vesti (Russia 2 TV channel). And in just twelve months, I delivered extensive media coverage in Russia, the US and the UK. Coverage included print media (BusinessWeek,Financial Times, The Telegraph, Wired, PC Magazine, Vedomosti, Kommersant,etc.) and TV (CNBC, Russia 1, Russia 2, СTC Media, Moscow 24). The rapid coverage and extensive educational campaign helped pique the interest of the general public as well as brands to the company. AR Door implemented successful AR projects for international brands such as Aeroflot, Audi, Espresso Mania, JTI, LG, MSD, Megafon, Nokia, Phillip Morris, Skoda and Topshop. Today AR Door have become a world-class company and a recognized industry leader.
  • 13. CASE STUDY #2TASKAs a PR director I was approached with the challenge to unveil to the whole worldFitting Reality, a developer of a virtual fitting room. The company has big plans: getshoppers all around the world to rethink, and change, the way they go shopping forclothes.IMPLEMENTATION As a new entrant into the non-existing market and with a product only available as a prototype, I decided that DEMO event (held annually in San Francisco) would be the best launch platform to reach early adopters and influencers. The goal was to not only get positive reviews for FR, but to position the company more broadly within business press, to generate demand for the product. During the development phase of the virtual fitting room, I built a timeline of events to broaden industry awareness of FR as the pioneer and leader in Russia, the US, Europe and Asia. FR took part in the retail Technology Summit in London, at APRCE in Singapore and in some other startup events across the world.INTERIM RESULT By heavily promoting the solution at different events, FR instantly captured media interest (including Reuters, Financial Times, USA Today, Vedomosti, Kommersant, etc.). Media coverage as well participation in leading trade shows provided air cover for business development efforts and helped FR sign more than 30 brands for private beta testing. AWARDS 1. $20,000 grant to present the solution at DEMO Fall PROGRAMS & ORGANIZATIONS 2. One of 10 hottest products at DEMO Fall (Financial Times) FR became a participant at 3. One of Russia’s 30 most promising startups (Pruffi) 1. Microsoft BizSpark Plusprogram 4.The most fashionable startup (Microsoft BizSpark Team) 2. Microsoft BizSpark One program 5. Russia’s 10 best startups (Startup Point). 3. Skolkovo Foundation
  • 14. IDENTITY HOBBIES MY STRENGTHS MY WEAKNESSES Organizational Communication I always pay attention skills Curious & Perfectionism I can’t stand skills to the tiniest details. Good at teaching open-minded monotony. Travel Cinema & Extreme Salsa Literature sport It’s difficult Good at I find it difficult to Public Good at time motivating and Goal-oriented for me to delegate I really want to control everything. ask for help. speaking management inspiring others authorities. LANGUAGES RUSSIAN native Ready to travel ENGLISH advanced Ready to relocate SPANISH intermediate
  • 15. RECOMMENDATIONS Irina is a true professional in digital PR. My impression of Irina is that Her numerous articles in leading During the work with Irina I was she can bear any weight on newspapers and magazines, and totally pleased with her work in the her shoulders. I was positive testimonials from clients are area of AR and promotion services privileged to work with ample evidence of her high level of for AR Door. someone so young who has expertise. Irina initiated a successful so much patience and educational campaign in Moscow Irina has contributed greatly to to universities to share information on the popularization of Augmented responsibility. This is a digital PR tools. I would also stress her Reality technology in Russia. person who will promote and take your ideas to a higher great level of responsibility, and level. kindness. Pavel Lukichev, Ivan Tihienko, Mikhail Kozlov, UI/UX Director, Business Development Manager, Project Director, Fitting Reality (prev.) AR Door (prev.) AR Door (prev.) Irina’s presentations at all the Successfully working as a PR manager conferences I organized were Irina proved herself as a highly extremely interesting and well responsible employee. received by the public. Alex Astrov, Sergey Rudnyaev, Project Manager, Owner, AR Door (prev.) eMarka
  • 16. TALK IS CHEAP.RESULTS DON’T LIE. Personal motto.
  • 17. Irina KharseevaPublic Relations | Event Management | Copywriting Female 15-09-1986 Moscow, Russian Federation irakhars@gmail.com +7 903 517 47 24

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