We build
commercial
engines
Strategy, offer, pricing and the operations that run them. For manufacturers, distributors, clinics, broadcasters and family-held groups.
Three engagements, three industries,
the same kind of work.
Revenue up five times in a season
A regional television channel had a commercial show that wasn't making money, and the obvious move was to sell its airtime harder. Daria rebuilt the show instead: a format designed with editorial around what advertisers were actually buying, a price list that carried integrations and sponsorship for the first time, and a sales team reorganised around both.
Read the case → (page in production)Four local projects to twenty national campaigns
Diageo's on-trade programme ran as four local projects. Daria took it to twenty national campaigns across every region of Ukraine, with cost per acquisition falling as it grew. What made that possible was standardised briefs and creative toolkits, so regional teams could execute without her in the room.
Read the case → (page in production)
A marketing department that outlived the engagement
The firm sold Siemens and ABB systems and had no marketing function of any kind. Eugene rebuilt its positioning, set the budget, and built the department from nothing. Its own team ran it after he left.
Read the case → (page in production)What gets sold, to whom, at what price, and why a buyer picks it over the alternative. That set of decisions is what marketing meant before the word narrowed to the advertising at the end of it. We build that layer, and the operations that keep it running afterwards.
Five steps. The order is the argument.
Evidence
Customer interviews, the sales team's call recordings, the analytics nobody has opened. What people compare, where they stall, who else is in the room when the money gets approved. The test we apply to our own work is what we would have to find to change our recommendation.
Offer
The step others skipFix what's sold before how it's sold. The television rebuild above is this step. We look at the offer itself before positioning or campaigns, since anything built on top of it has to be redone if it changes.
Architecture
Pricing, packaging, what gets bundled, what gets discontinued for earning no margin, who the offer is for and who it is not. This is the layer that connects marketing, sales and finance.
Handover
The deliverable is rarely a campaign. It is briefs, pricing logic, reporting that means something, sometimes a function that did not exist before, sometimes a process that was being run by hand and no longer needs to be. The Diageo toolkits and the automation firm's marketing department are both this step.
The number
We agree up front on what moves and what it is today. Where a current figure does not exist, establishing it is the first piece of work.
Two people.
Both senior.
One engagement
at a time.
Two people, both senior, doing the work themselves. One engagement at a time, no juniors, fixed scope agreed before anything starts.
That sets the boundary as well. We are not the right firm for engineering delivery at scale, media buying on retainer, or identity work with no positioning behind it.
Who you would actually be working with.
Daria Bielikova
Eighteen years in FMCG, media, healthcare and retail. Brand management at Diageo and Campari, then Commercial Director roles with full P&L and teams of thirty to seventy-five. She took an FMCG producer and its retail chain from ten B2B clients to two hundred, with sales up thirty per cent year on year. She built a private clinic's marketing function from nothing to the strongest brand recognition in its region inside twelve months, delivered as MindUp.
Eugene Mazurkevych
Twenty years in media, digital and product, twelve of them in software. He packaged the product and sales process for a construction developer and left once the CEO had closed over €1M in building contracts. He opened a production automation branch in Dubai and found its first client. He has been Head of Product at a venture-backed B2B fintech, taking the portfolio from MVP to seven-figure ARR, and works now as a fractional product lead.
Most of that work was not in software. It was in businesses that make and move physical things.
Four weeks.
€12,000 fixed.
We run the first two steps: what your buyers do, and whether the thing you sell is the thing they are buying.
It ends with a decision you can act on, with or without us.