M4B marketing - SMM, traffic, branding, R&D and turnkey marketing

Product R&D · Global GTM · Influencer

CROWN: MAX FLOW charcoal & brand scaling

Three years of deep work with the world leader of premium charcoal: product R&D co-creation, a flagship category launch and global brand expansion.

+85% global sales: from 7 to 13 containers per month

containers per month

2x Coal of the Year

Co-developed patented MAX FLOW charcoal with a central air channel: minus 30% aerobic fading, stable heat output
Drove the product through the full chain: lab tests, focus groups with industry masters, packaging refinement, production launch
Rebuilt SMM from broadcasting into a community model: UGC mechanics, viral specials, regular collaborations with opinion leaders
Built an ambassador system and seeding boxes reaching key market players at every new SKU launch
Designed B2B incentive programs for distributors and retailers: bonus grids, trade activities, regional tours
Result: the product became the category benchmark; the brand took 'Charcoal of the Year' twice (2021, 2023) and 'Tobacco of the Year'

Brand Building · GTM · Sensory

CROWN: launching Sapphire Crown tobacco from scratch

Designed, launched and scaled a premium tobacco brand full-cycle: from the sensory lab and brand platform to federal retail shelves.

'Tobacco of the Year' within the first period on the market

Tobacco of the Year 2021Premium segmentFederal retail

Took part in product R&D: flavour profiles, the line's flavour matrix, dozens of blind tests with the target audience
Created the brand platform, naming, identity and packaging design system for the whole line
Built a three-phase GTM: sampling of the industry's top-100 masters, then an influencer campaign, then federal retail
Organised content production and an ambassador network giving the launch a constant media field
High repeat purchase rate in B2B and B2C; premium line margins

Lifestyle · Merch · Events

CROWN: apparel capsule, tours & stand of the year

Turned a charcoal maker into a cult lifestyle brand: a designer streetwear capsule made at our own production, dozens of B2B tours and world-class expo production.

'Stand of the Year' at an international exhibition

Stand of the YearStreetwear capsule

Designed and produced a full streetwear capsule: hoodies, oversized tees, shorts - garments people wear, not promo merch
Organised dozens of local and international B2B events and tours for distributors and the community
Designed the stand architecture: interactive mechanics, photogenic zones, private B2B meeting areas
The project's stand was named 'Stand of the Year' at an international industry exhibition
Set the industry trend for designer merch; measurable LTV and loyalty growth

Turnkey Marketing · Rebranding

Aircraft: ×2.5-3 sales growth in 6 months

Full marketing leadership as an outsourced CMO: from B2B mechanics and an ambassador program to rebranding and handing over built processes to the client's in-house team.

From 2-2.5 to 5-7 tonnes of tobacco per month

tonnes of tobacco / month

Launched distributor incentive programs and a series of regional B2B tours with direct sales impact
Built the Ambassador Program from scratch: seeding, presence at key festivals, regular collaborations
Ran a full rebranding: brand platform, identity, website relaunch, an apparel capsule
Set up regular SMM content production and a community management system
Handed processes over to the in-house team via a 12-month roadmap - the system runs without us

Sales Ops · CRM · Trade · Celebrity

VLIQ: sales infrastructure in Moscow from scratch

Not just promotion - we built the brand's operating system in the capital: office, sales team, logistics, CRM and a network of incentive programs for every link of the chain.

100% funnel transparency after CRM implementation

CRM 100%10 trade programs

Organised a Moscow office, hired and trained the sales team, built regional logistics
Implemented a full-cycle CRM: from first touch to receivables control
Developed 10 incentive programs for distributors, retail staff and consumers - each selected by projected ROI
Ran collaborations with Molodoy Platon and Pol Punch and built a blogger grid for constant presence
Delivered a manageable sales system the client uses as the backbone of its Moscow branch

FMCG · Licensing · Key Accounts

Diadar: 'Barboskiny', X5 and school supply

Rebranding of a federal FMCG manufacturer, a licensed collab with the 'Barboskiny' franchise, and entry into the largest retail chains and the education sector.

Listed in X5 (Pyaterochka, Perekrestok), Metro, Auchan, Lenta

X5MetroAuchanLentaB2G

Redesigned packaging for key lines: hematogen, bars, healthy sweets - the packaging started selling from the shelf
Launched a kids' line with franchise characters: the trial barrier dropped noticeably in the family audience
Completed certification and opened a B2G channel: the brand became an official supplier to schools and kindergartens
Prepared trade presentations and negotiated with chain category managers
The company leapt from local chains and gas stations to federal retail

Performance · Partner Network · SEO

AvtoOko: leads ×2.3 - from 2,500 to 7,000/month

Built a multichannel lead generation system for a federal tachograph card service: partner points across the country, referral mechanics, performance and geo-SEO.

6,000-7,000 targeted leads per month with a lower CPL

leads per month

Deployed a partner issue-point network: photo shops, print shops, pickup points, logistics hubs - clients get cards near home
Launched a referral program for drivers and fleets with a clear reward mechanic
Rebuilt Yandex.Direct and VK Ads: B2B/B2C campaign split, hyperlocal creatives per region
Built geo-SEO: 'tachograph card + city' queries rank at the top of organic results in priority regions
The system scales: new regions are connected via a proven playbook

Global GTM · Turnkey · R&D

OVEN: from launch to 5 continents in 2 years

Full turnkey marketing for a premium hookah oven maker: strategy, world market expansion, participation in OVEN 2.0 product R&D and smart features.

Brand presence on 5 continents

continents of presence

Developed adaptive entry strategies per region: Europe, Asia, both Americas, Middle East, CIS - each market has its own mechanics
Participated in smart-relay development and OVEN 2.0 preparation: marketing embedded into the product team
Built a global PR & influencer network, content production, a series of tours and expo activities
Set up a distributor model and partner support system on every continent
After 2 years of management, handed the system over and moved into strategic consulting

R&D · Branding · Trade

OVEN: self-burning charcoal packaging in 1 month

An engineering-marketing sprint: portion packaging that burns together with the coal - no ash, smoke or odour. Plus full branding of the new product.

A unique product became the key USP and a category trend

R&D in 1 monthNo ash, no smokeCoal branding

Kraft and paper failed the tests - we found a material that burns without residue and gives no foreign odours
Solved packaging bonding without chemical glues - the product is completely clean when heated
Developed the product branding: naming, identity, packaging design, communication platform of the new category
Launched full trade marketing and SMM: tastings with opinion leaders, reviews, community seeding
The portion charcoal category became a visible market trend

End-to-End Product · Branding

OVEN: tobacco line from idea to shelf in 12 months

Full leadership of a new product launch: flavour lab, contract manufacturing, branding and marketing launch in a regulated market.

A ready, high-margin product in a regulated market

12 months to shelfFlavor Matrix

Flavour matrix: dozens of iterations with flavour houses and focus groups up to the final flavour line
Audited and adapted the production site, reworked tech cards for the new product
Created the identity, packaging and the whole brand design system
Launched SMM, trade marketing and blogger work for the line launch
Ongoing consulting on the brand's new flavour lines

Rebranding · Packaging · SMM

SWAG: total rebranding in 90 days

Express relaunch of a tobacco brand: four conceptual directions defended, new packaging for the whole SKU matrix and a rebuild of all digital touchpoints.

Full cycle research → printed packaging → SMM in 90 days

90 days4 conceptsFull SKU matrix

Audited the category and defended 4 conceptual rebranding directions with the client
Created new packaging: graphics, typography, flavour colour-coding across the whole SKU matrix
Wrote the brand's tone of voice and metacommunication, assembled new content guidelines
Rebuilt all digital touchpoints under the new brand platform
Measurably increased brand interest in B2B and B2C segments

International Expansion · TPD

MUSTHAVE: entering the EU market

European market research, a 12-month marketing plan with a financial model and TPD-compliant packaging adaptation - a legally safe entry into the EU.

Legal EU entry and infrastructure for a master distributor

EUTPDMaster distributor

Audited market capacity, the competitive field and distribution chains in key EU countries
Built a 12-month plan with ROI and unit economics per channel
Adapted packaging to the TPD directive: warnings, languages, pictograms - without losing brand identity
Prepared pitch decks and a B2B sub-landing for master distributor negotiations
Supported the first shipments and the local marketing launch

Your outsourced marketing dept

Full stack

SMM & Influence

Traffic & Leads

Branding & Design

Web Development

Trade Marketing

Production

Product R&D

Global GTM

Consulting

Turnkey Marketing

Results, not promises