Kateryna Shumilkina is a marketing strategist whose work stands at the intersection of creativity, analytics, and global IT business development. She holds a Bachelor’s degree in Marketing & Advertising from the London College of Communication, University of the Arts London, and a Master’s degree in Business Communications from Ukraine. Her international education shaped her global outlook and later became the foundation of her professional success in the U.S. technology market. 

Kateryna is an active member of the Ukrainian Marketing Association, the Academy of Sciences of Ukraine, and the Association of Young Scientists “Intellectual Leadership.” She delivers lectures to students, participates in academic panels, and supports young professionals entering the IT sector. Her contributions were formally recognized with the Ukrainian Academy of Sciences Medal “For Creative Achievements,” which highlights the significance of her marketing methodology for IT service companies. 

Today, Kateryna serves as a co-owner and Head of Marketing at an international IT company with operations in the U.S., Europe, and Latin America. She focuses on helping technology businesses scale globally through data-driven strategies, compliance excellence, and deep industry positioning.
 

How did your academic background shape your approach to global marketing? 

– Studying in London exposed me to multicultural communication and long-term brand thinking. It taught me to understand markets through behavior, culture, and customer motivation. When I returned to Ukraine and started working in IT, this mindset helped me build strategies that resonated with international clients, especially in the U.S. 

What personal qualities helped you overcome barriers in entering the American market? 

– Consistency and transparency. U.S. clients value predictability and clear processes. By combining academic discipline with practical execution, I built trust and demonstrated that Ukrainian companies can operate at the highest global standards. 

What makes marketing for IT services particularly challenging? 

– In IT services, the product is intangible, so trust becomes the core value. You must communicate expertise, stability, and domain knowledge. That’s why my methodology focuses on positioning, analytics, and customer experience – not just promotion. 

What distinguishes your marketing methodology from traditional approaches? 

– It treats a website as a full sales system, not a brochure. It aligns brand identity, SEO architecture, content journeys, and lead qualification into one measurable structure. The methodology helps IT companies expand internationally by presenting their expertise clearly and consistently. 

How do you build competitiveness in the U.S. market? 

– Through specialization and compliance. We focus on complex industries like healthcare and fintech and follow ISO 27001, GDPR, and HIPAA principles. Clients appreciate not only the technical skill but also operational maturity. 

What helped your company stay resilient during the war? 

– Preparedness and responsibility. Even in the most difficult months, we maintained stability, deadlines, and communication. This reliability strengthened client relationships and showed that Ukrainian teams can deliver under any circumstances. 

What digital trends will shape IT marketing in the next years? 

– AI-based personalization, predictive analytics, automation of communication funnels, and transparent reputation marketing. Companies that combine technology with human-centered communication will lead. 

What advice would you give Ukrainian entrepreneurs aiming for global expansion? 

– Start with a strong digital presence, understand cultural expectations, and communicate your value clearly. The world is ready for Ukrainian expertise – it simply needs to be presented in a global language.

Oksana Zhukov
Photo from the archive of Kateryna Shumilkina