Luiza Iiupova reveals the secrets to becoming a successful marketing expert and running a marketing agency in the USA.

Luiza Iiupova reveals how she went from a small village in Russia to becoming a highly successful marketing expert and CEO of a marketing agency in the USA. Luiza has worked at global giants like Danone, AbbVie, and CSL Behring for over 8 years before opening her own marketing company in the USA. Here, she reveals some of her biggest achievements.

Q: Luiza, you have an impressive track record in the marketing and project management fields. Could you tell us about your journey and how it led you to where you are today?

Thank you! My journey began in a small village in southern Russia, where a passion for learning and development drove me. I pursued higher education and have multiple degrees with honors, one of them with a focus on marketing from the top tier University – National Research University Higher School of Economics, which is considered one of the best universities in our home country. This solid academic foundation, combined with practical experience, allowed me to excel in various roles at global companies like Danone, CSL Behring, and AbbVie Inc.

Q: What are some of the key achievements that have defined your career?

Throughout my career, I’ve been fortunate to lead projects that have had a significant impact on the organizations I’ve worked with. For example, I successfully integrated CRM strategies across multiple and multinational organizations, enhancing data-driven decision-making. I also played a key role in creating marketing strategies for startups in the USA, ensuring that the strategies were locally relevant and impactful.

One of my proudest achievements also was the development of an innovative documentation tracking system that significantly reduced processing time and improved operational efficiency. This system not only streamlined internal processes but also had a direct positive impact on customer service. This innovative approach has resulted in better product penetration in the company’s markets, a significant improvement in customer service, allowing companies to significantly reduce costs and improve business profitability.

Q: You have worked for global companies. Are there any common trends that run through the development when it comes to their marketing?

Yes, data. Market data plays the critical role in developing effective marketing strategies. Working with data was vital for all companies I worked for. Each of them was interested in working with market data, including collecting it, processing it, analyzing it and using it. Accurate data collection and analysis are essential for reducing costs and optimizing resource allocation in marketing campaigns.

Q: What was the reason you decided to open a marketing company? How was your role different from your previous experience? Did you have to develop or adapt your existing skills?

The obvious advantage was the opportunity to work for leading international companies. This experience definitely helped me take the step to open my own marketing company. All my previous experience was primarily in marketing and sales departments/business lines, but I also gained a clear understanding and expertise in administrative tasks, finance, and document workflow. The opening of Easy Sound gave me the opportunity to use all my skills, expand my expertise and carry out projects and campaigns that I had previously successfully managed internally for multinational companies.

Q: Tell us more about your company. At Easy Sound, what do you think was one of the biggest challenges you faced with? 

I found the company in 2022 and named it Easy Sound because I believe that every brand has a unique story that deserves to be heard. Our mission is to amplify the voice of the customers in a crowded market and turn their brand into a beacon for their target audience.

One of the biggest challenges I faced was navigating the competitive landscape of such a dynamic and diverse market. Los Angeles is home to a multitude of established agencies and talented professionals, which means that standing out and building a unique brand identity was crucial from the very beginning. Additionally, adapting to the fast-paced business environment in Los-Angeles, California required a keen understanding of the local market dynamics and consumer behavior. It was essential to leverage my previous experience and outstanding achievements in marketing while also continuously evolving and refining our strategies to meet the high expectations of clients in this competitive space. This challenge pushed me to be more innovative and stay ahead of industry trends, and ultimately helped to establish Easy Sound as a trusted name in the market.

Q: Could you share some insights or unconventional approaches you used to analyze the USA market and understand emerging trends that contributed to the success of Easy Sound?

Of course, as a marketer, I relied on all the conventional methods of analysis, but I found that one of the most unexpectedly helpful experiences was participating as a judge in international and American marketing awards. My experience as a judge for the American Business Awards, CX World Awards, and the Globee® Awards, along with international Hackathons, has been incredibly valuable. It allowed me to closely observe the innovative strategies and practices employed by top professionals from well-known companies like Sanofi-aventis U.S., SEGA of America, and many others. This exposure gave me a profound understanding of emerging trends and best practices in marketing. These insights were instrumental in shaping my own strategies, enabling me to anticipate market shifts and ensure that Easy Sound remains competitive and innovative in an ever-evolving landscape.

Q: What steps do you take to stay at the forefront of your field, and how do you share your knowledge and expertise with other marketers?

To continuously advance my expertise and remain a leader in my field, I actively engage in various professional activities. One of the most impactful steps I’ve taken is writing scholarly articles, which has become an essential part of my professional journey. It allows me to contribute to the broader conversation in marketing while also refining my own understanding of the field. My works have been published in reputable journals like ‘Practical Marketing,’ ‘Innovation and Investment,’ ‘European University Collection of Scientific Articles,’ and many others. These publications help me stay at the forefront of industry developments and share my insights with a global audience, further establishing my reputation as an experienced expert in my field.