Georgii Onyshchuk

After a strategic decision to separate content creation from project management, I was promoted to lead the Marketing Project Management International team. Managing a team of marketing managers, we drove large-scale initiatives that supported IU’s international growth. A key part of my role involved conducting extensive user research — over 100 interviews and tests — to ensure our marketing strategies were aligned with user needs. Insights from this research were implemented across campaigns, improving engagement and performance. By coordinating multiple stakeholders, streamlining processes, and integrating user-driven decisions, we delivered projects on time and optimized outcomes for IU’s international expansion.

As the largest private university in Germany, IU set its sights on expanding into the English-speaking distance learning market. As the original marketing manager for the Mature Markets team, I led the development of all English-language materials — landing pages, emails, and ad creatives — for the EU and Americas. I implemented user-tested best practices to ensure clarity and engagement while streamlining creative feedback loops for efficiency. Managing a team of creators, I helped lay the marketing foundation that supported IU’s successful international expansion.

unu motors, a successful German electric scooter manufacturer, was preparing to launch a new model and expand into other EU markets. I was brought on to lead the performance marketing efforts during this critical time. I headed a team focused on driving digital traffic and converting it into leads and pre-sales. I managed campaigns across SEA, Facebook, Display, Retargeting, and Native channels, consistently hitting CPA targets through continuous monitoring and optimization. Acting as the key liaison with advertising partners like Google, Meta, and Criteo, I ensured our strategies delivered maximum impact and supported unu’s successful international expansion. To enable data-driven decisions, I collaborated with the Data team to implement an attribution system and performance dashboards, ensuring precise campaign evaluation.

When Castrol launched Carama, an automotive services platform, I was brought in to lead marketing operations during its first-year pilot phase in Malaysia. My first step was building the foundation for growth — recruiting the marketing team, agencies, and freelancers needed to drive the project forward. By optimizing the ad strategy and developing a lead nurturing system, I reduced acquisition costs by two-thirds. This efficiency allowed us to meet target KPIs, paving the way for Carama’s international expansion. I led the development of the global expansion strategy, including market sizing, entry planning, and the creation of marketing playbooks. I also managed recruitment for international teams and agencies, ensuring each launch was set up for success. Overseeing product launches in Turkey and Spain, I directed everything from product localization and team training to executing best practices — ensuring Carama’s smooth entry into these new markets.

As a financial products comparison portal in Southeast Asia, iMoney aimed to transform how consumers accessed financial information. I built the online marketing department from scratch, leading a team of channel specialists and country marketing managers across five Asian markets. I developed acquisition strategies focused on traffic, CPA, and conversion KPIs, scaling successful tactics regionally. Within a year, we achieved category leadership in Malaysia, increasing monthly traffic 10x through strategic SEO and referral growth. To support this, I designed search-optimized website structures, conducted keyword research, and collaborated with the product team to enhance site performance — laying the groundwork for iMoney’s regional success.

At Mindvalley, a world leading ed-tech company dedicated to personal development, I built the organic traffic function from the ground up. Tasked with optimizing visibility for over 10 company websites, I implemented SEO best practices, streamlined content generation processes, and developed social media strategies to support growth. By inventing and scaling a system for SEO-friendly content creation and promotion (using white-hat tactics only), I increased organic search traffic by over 3x across 15+ websites. I also coached product managers on SEO, social media marketing, and web analytics, embedding best practices throughout the organization and ensuring long-term success.

As an account manager at a leading PR agency, I oversaw the Honda Ukraine account, developing and executing the brand's annual communication strategy with a focus on media relations and event management. A highlight of my role was successfully managing the launch event for the new Honda CR-Z model. I organized press events and media tours that generated significant coverage and strengthened Honda’s presence in the Ukrainian market. Through strategic communication and strong media relationships, I ensured impactful exposure for Honda’s product launches and CSR initiatives.

I facilitated a Dutch Trade Mission to Ukraine, coordinating the visit of 20 Dutch SMEs exploring local business opportunities. My responsibilities included organizing matchmaking sessions, managing meeting logistics, and arranging interpreters to ensure seamless communication. Additionally, I supported various Dutch SMEs during their start-up and market entry phases in Ukraine. This involved conducting desk research, identifying potential business partners, providing headhunting services, and assisting with legal support to help clients successfully establish their operations.

Scholarship: winner of the All-Ukrainian Business English Competition (3d place, 2004)