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 PR
2004 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.
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 MANAGEMENT
press, 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 & emerging
technologies,
✔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 #1
TASK
I was tasked with launching AR Door company and positioning it as the pioneer and
the leading provider of augmented reality solutions for advertising. As its solutions
were new to the market, it was impossible for me to simply introduce the company. I
needed to find the unique hook that captures attention, changes behavior and
generates demand. Due to zero PR budget, I was limited in resources. I made a
decision to establish AR Door as an authoritative, mediagenic, and credible
resource.
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 #2
TASK
As a PR director I was approached with the challenge to unveil to the whole world
Fitting Reality, a developer of a virtual fitting room. The company has big plans: get
shoppers all around the world to rethink, and change, the way they go shopping for
clothes.
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.)
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