The story of a new-generation marketer reshaping the industry from both ends — with scale, clarity, and purpose.
Yelyzaveta Rybalchenko is not just a marketing strategist — she is part of a new wave of professionals who are quietly changing the industry from the inside out. With a career spanning global brand campaigns and grassroots business support, she has built a reputation as someone who brings structure, strategy, and vision — whether she’s working with international companies or helping early-stage founders find their voice.
Her most prominent case to date? The U.S. market launch of Lamel Cosmetics, a Ukrainian beauty brand with no prior presence in North America. As Head of Social Media and Influencer Marketing, Rybalchenko led the development of a full-scale content, media, and influence strategy tailored specifically for the American retail landscape. After Lamel was selected for the prestigious Sally Beauty Cultivate program, securing initial distribution in 500 stores, her work took the brand far beyond expectations — scaling its presence to 1,500 stores across the U.S., an unprecedented achievement for a first-time international entrant.
What made this campaign so effective wasn’t just the reach — it was the strategic architecture behind it. Rybalchenko implemented a multi-layered funnel system, combining brand storytelling with direct conversion tools. On the content side, she oversaw the production of platform-specific assets: TikTok-native sketches that leveraged trend cycles, Instagram Reels with a clear product-education angle, and evergreen creator integrations designed for long-term reusability. Every piece of content was guided by a central strategic framework that balanced virality, clarity, and brand distinctiveness.
To activate influencer marketing, Rybalchenko developed a custom U.S. creator matrix, segmenting influencers by region, community fit, and content type. Rather than relying on mass gifting or one-time posts, she curated partnerships that felt authentic, local, and measurable. This included both micro- and mid-tier creators, often overlooked by traditional beauty brands, but highly effective in building real engagement.
But Rybalchenko’s impact extends far beyond high-growth case studies. In addition to her corporate work, she continues to consult with small and emerging businesses — those that often can’t afford big agencies but still deserve thoughtful, effective marketing. Her portfolio includes numerous examples of local brands that, under her guidance, transformed into sustainable, recognizable names within their niche markets.
Beyond consulting, Rybalchenko has also created a suite of educational resources — including strategy toolkits, interactive guides, and training programs — that help entrepreneurs and in-house teams master the fundamentals of social media, content planning, and influencer marketing. Her goal is simple but powerful: to make expert-level marketing accessible and actionable for those building from the ground up.
This isn’t just a career — it’s a perspective. In an industry often dominated by scale and status, Yelyzaveta Rybalchenko is proving that meaningful growth can start small. That marketing can be both smart and inclusive. And that transformation doesn’t always come from the top — sometimes, it starts with someone who believes every brand deserves a chance to rise.
