Personal history and adaptation

Tell us briefly about yourself. professional path: how long have you been are you working in marketing, and how did you end up abroad?
My journey in marketing began almost 20 years ago… by mistake 🙂
I am an engineer by education, but my soul yearned for something more creative, dynamic, human. When I was looking for my first job, it was completely by chance came across a job vacancy related to Search Engine Optimization. I then didn’t even know that it was like that, but I was fascinated by the idea itself – imagine, you could to make it so that your site’s Google rank is above. This thought made me so I was so excited that I applied — without experience, but with a huge curiosity and energy.

I was taken. I was I am sure that my head would teach me everything … but he released on the third day. And I was left alone, alone with Digital Marketing. It was from this moment that my career started. I figured out everything from scratch, with my hands, through mistakes and small victories. And since then, I have never been afraid of the difficult.

I grew from an SEO Specialist to a Global Marketing Manager in B2B​ SaaS. And moving to the US became a logical continuation – not the beginning of the path, but the next level: enter new markets, work with large teams, launch campaigns at a global level. New countries, languages, rules — all of this. For me, it’s not a barrier, but an environment where both I and the businesses I work with grow.

In which country are you currently working and why? elected exactly in this country?
I am currently working in the USA. The country is one of the most dynamic in the world when it comes to technology, innovation, and marketing as a profession. The US sets the pace for global changes in digital communications, AI, and analytics, and therefore, this is an environment in which I can grow and influence. Plus, there’s a big community here for expats, and at the same time high-level professional culture is​ a combination that very supports at the beginning.

Which of the largest cultural differences did you encounter in a professional environment?
One of the strongest differences is a culture of reverse communication. It is customary here not only to praise or to criticize, but to give clear, structured feedback aimed at development. People do not avoid sharp corners, but at the same time speak very seriously. This helps to grow — both as a professional and as a person.

Another big plus is the culture of support and recognition. They are very active in praising, both for small victories and for big ones. There is a tradition of ” celebrate wins ” – these are also regular shout-outs in Slack, and mentions in social all-hands, and just a sincere ” thank you “. This creates an extremely positive and energizing atmosphere in the team.

But at the same time, I noticed another important difference – people think about their own interests first interests and growth, not about long-term loyalty to the company. Here it is very clear to realize: your career is your responsibility. So people appreciate each new role or team from the perspective of: ” whether will help me grow ?, not ” or ” will thank me company for loyalty .” This is neither good nor bad—just another mentality that​ changes the way you you are building motivation, communication, and team culture.

How long did it take you to adapt to a new workplace environment?
I would say that basic adaptation occupied close to three or four months. This it was enough to understand the pace of work, expectations, and communication style. But the real ” growth ” continued for more than a year for sure – too many different environments. The most helpful is not to be afraid to ask questions, actively listen, and accept differences from openness and desire to understand, not to deny them.

How are you overcame verbal barriers in professional activities?
Even though I spoke English even before moving, the first weeks were stressful. Firstly, due to the fast pace of speech, specific turns and accents. Secondly, because of the fear of making error. The biggest breakthrough happened when I stopped trying to speak ” perfectly ” – and just started speaking honestly, sincerely, with a focus on content, not form. And I began to perceive my accent as part of self-identity.

Employment and career

How did you find your first job in your field abroad?
My first job in the USA was in the company I came here for moved to help develop business company with which already worked. This was a big challenge: to enter new markets, to build brand presence, launch marketing “from scratch” in a new environment for yourself. So I haven’t worked out for a long time. search work as such – I built a business and a team.

But over time, when these goals were achieved (now the company has unicorn status), and I felt ready for new challenges, I encountered the first encountered of finding a job as a freelance professional in the new country, and immediately, at the executive level. This was completely another experience.

I didn’t search in the classic way through job boards. It all started with a network — living dating, participation in events, and activity in professional communities. On LinkedIn, I started sharing regularly his/her own experience, writing about trends, insights, strategies. This created trust. At some point, acquaintances passed on my profile to the recruiter, and from this a new page began my careers. In the end, it was not just the resume that was decisive, but the skills clearly showed what value I can bring specifically to the American market.

Was your Ukrainian experience recognized by jobs and education by local employers?
Yes, but not automatically. Ukrainian experience needed to ” translate ” into the language of local business. For example, if I were managing large campaigns, it was important to explain it’s in the numbers, the scale, the results. What does it mean in an international context? I had to prepare cases that​ show how I accept decisions, how I work with data, and how I influence revenue. If it’s done right, experience is perceived very seriously.

What additional skills or you have to get certificates to get successful employment?
Yes, I am aware of it. Investing in additional learning is not just for the sake of the certificate, but also to supplement your experience with new approaches. In particular, I took courses from leading American universities such as Harvard and Northwestern. I also mastered separate programmes dedicated to AI and analytics, because today, marketing is impossible without an understanding of data and technology.

It was an absolutely unique experience. Methods of studying here are very different from those I am used to in Ukraine: the focus is not on theory, but on practice, cases and applied skills . Constant interaction with practicing teachers, discussion of real situations, command task – all this gave me a new perspective on the role of the marketer as a strategic business partner. These educational programs significantly supplemented my Ukrainian background.

Are process interviews and hiring compared to Ukraine?
Noticeably. Structured interviews often have several stages: an initial meeting with a recruiter, a meeting with a manager, a meeting with the team, and a practical task. Soft skills are very important — how are you communicating? Can you cooperate? Very often, they ask questions in the form of situations: ‘Tell me about a time when…’ — it is important to clearly explain the situation, your actions and the result.

What are the main differences in the structure of marketing departments and distribution responsibilities?
In the USA, it is often found that narrow specialization. If you are dealing with a brand, you are not leading digital campaigns or SEO. There is a clear divide between demand generation, content, product marketing, brand, PR, digital, etc. This allows focus and develops deep examination. But simultaneously requires very close cooperation between. I ‘m used to a more​ universal approach in Ukraine, but over time, I learned to delegate and trust.

Professional differences and tools

What marketing tools and platforms are most popular in your country of residence?
In the environment, B2B marketing in the USA is not only important to know specific tools, but also to be able to build an integral ecosystem where analytics, communication, automation, and data work together. Very, Marketing automation solutions, ABM platforms, and analytics are popular​ platforms.

What is particularly noticeable in the US is the expectations for a marketer as an architect across all systems. It is not enough to simply know how to write good text or launch a campaign — one needs to understand how it is measured, how it is transmitted between tools, and how all this affects business results.

What is the difference? approaches to strategic planning campaigns?
Almost everything here is based on data. When it comes to strategy campaigns, it’s not an idea that starts things off, but rather hypotheses, goals, segmentation and journey mapping. These are very clearly distributed: where we attract attention, where we generate demand and where we convert. Each stage has its own metrics, test metrics, hypotheses and budget. A lot of attention is also given to coordination with sales: any campaign is built taking into account their reverse connection and needs. This is done more systematically than I have seen in Ukrainian companies, and this approach really delivers results.

How is working with social networks and targeted advertising
different?

In B2B, the main focus is on LinkedIn. This is not only about paid advertising. Companies are building a systemic organic brand, with leaders writing personal posts and actively working on thought leadership. Regarding advertising, there are very high budgets for ABM campaigns, company targeting and content personalisation. Each campaign has clear goals: awareness, consideration and conversion. Also, there is stronger regulation of advertising here, so you have to be more careful with your texts and visuals.

Are differ approaches to analytics and marketing reporting?
Yes, and radically. Here, analytics is not just ‘the number of leads’. It’s a whole process that begins with attribution: what influenced the result and at what point? Many companies work with multi-channel attribution, linking advertising data, websites and CRMs. If you can’t prove ROI, the initiative won’t get support. Reporting must be deeper and more regular, and this affects the strategic solution. This requires a good understanding of not only marketing, but also finance.

How is it different? marketing budget and attitude towards ROI ?
Marketing budgets are not considered “expenses”, but “investments”. Each dollar must be justified: how much did it bring in, over what period, which LTV client, and what is the margin? This completely changes the attitude towards planning. There is no such thing as a “let’s do it” campaign just because it’s fashionable. If you can’t prove its impact on the business, the idea won’t be supported by any CFO or CEO. But if you can, you will get resources and trust.

Local context

What are the features local consumers of you the most surprised ?
IIn the USA, even in B2B communications, the focus shifts from the product itself to the value proposition — what specific problem do you solve, and why are you the best person for the job? Here, they value saving time, reducing risks and increasing profitability, but this must be substantiated with examples.

With whom regulatory restrictions in marketing you encountered?
GDPR, CCPA, cookie consent is not just a formality; it is part of our daily work. For example, in advertising, you need to consider restrictions on personal data, and it is impossible to track behaviour without consent. Another specific example is legal review. A lot of content, especially in regulated industries, undergoes legal verification to avoid risks.

How are they different? trends and approaches in content marketing?
The most important things are expertise and practical value. People don’t read general texts. If an article is to be read, it must contain specific insights, graphs and case studies. If it’s a video, it has to teach or offer a new perspective. At the same time, everything should be very concise. The content should not “speak” a lot; it should “hit the spot”. In the US, thought leadership articles, the author’s opinions and podcasts with experts are very popular. Also, content does not work by itself, but as part of a funnel: it is necessarily tied to the nurture flow, emails and buying cycles.

Do cultural taboos or features exist that​ are worth taking into account in communications?
Yes, and a lot. For example, you can’t assume a person’s cultural or gender identity. Communication should be inclusive and attentive to diversity. In addition, you should be very careful when it comes to humour, irony and even visual elements — what is perceived as a friendly joke in one culture may be unacceptable in another.

How is it different? competitive environment in your niches?
The competition is crazy. In each category, there are dozens or even hundreds of players, with new ones appearing every week. In the US, few people are impressed by technology itself — everyone is already familiar with AI, real-time and 300% faster. Those who survive are those who have a clear focus, understand their clients and know how to adapt quickly. Your brand, service and customer experience must work flawlessly. And that’s great, because it keeps you on your toes.

Professional growth

How is the system of professional development built development and training in companies?
Training is not optional; it is expected. Many companies have internal academies, online libraries with access to courses, essential learning and development (L&D) budgets, and payroll certification. The practice of mentoring is very common: you can officially appoint a mentor or initiate such cooperation yourself. Sometimes companies themselves offer training that meets your needs for the year ahead.

What are the opportunities for improvement Qualifications most are available?

There are many possibilities, and it all depends on your level, pace and preferred format. You can quickly master a specific skill or complete an inspection programme on LinkedIn Learning and Coursera, or gain a deeper strategic understanding with courses from Harvard, Stanford and other leading universities.

In addition to this, the great thing about community platforms like Pavilion is that you can learn from colleagues from different companies, exchange experience and attend sessions led by practitioners. Participation in conferences not only provides new knowledge, but also a way to expand your professional network.

How different-level salaries at different positions in marketing?
Salaries are much higher than in Ukraine, but at the same time, the expectations placed on you are reasonable. Moving from one position to another (for example, from manager to director, or from director to VP) can increase the total compensation package by 30–60%, taking into account bonuses, options, and other benefits. Experience in specific field niches (not just industries), the ability to manage teams and participate in strategic initiatives is also of great importance.

In general, if you show results, think like a business partner and demonstrate a constant investment in development, this will be reflected in your level of compensation.

What skills are most valued by marketers in your country’s accommodation?
It combines strategic thinking and operating disciplines. In other words, it is not easy to come up with an idea, but it is important to be able to justify its impact, plan, implement and evaluate. The ability to work cross-functionally with sales, product and analytics is also very much appreciated. Communication skills are key. Understanding data is also important.

How does career growth happen in marketing?
Growth often depends less on experience and more on impact — that is, on how your work affects the business. If you generate results, initiate new projects and improve processes, companies will offer you new roles.

Networking and communication​

How are you built your professional network in a new place?
In America, they say, ‘Your network is your net worth’, and I can confirm that it’s true. I saw it for myself. At first,, I underestimated the importance of an active network and did not pay it enough attention. But when the task arose to expand my influence and seek new opportunities, I realised that I needed to catch up.

To build my network, I used different approaches in parallel. First, I used the ‘target job’ approach on LinkedIn: I updated my profile, clearly formulated my expertise, and began to publish insights from projects and comment on topics close to my heart. This enabled me to establish many new connections organically.

Secondly, participation in professional communities often involves paying for a membership. For example, I joined CMO Huddles, Club CMO and CMO Coffee Talks, which is a community of marketing leaders where you can share, learn and gain recommendations and support, rather than just listening.

And finally, there are meetups, events and informal meetings with industry colleagues. Even one successful conversation or acquaintance through friends can be key. In the US, it is very normal to ask for a warm introduction to someone interesting. The people here are also very open if they see that you are willing to share and help others.

Do local professional communities marketers, and how open are they to foreigners?
Yes, and they play a key role in building a marketing career in the USA. The community I mentioned — CMO Huddles, Club CMO and CMO Coffee Talks — is targeted at marketing executives. A weekly pass gives you access to sessions where you can exchange experiences, have strategic discussions and have very honest conversations with colleagues who are equals and are “on your level”.

Nearer to this are more open and global communities. They are available regardless of country of origin and are suitable for specialists at different levels. They often have paid memberships, Slack channels, regular events, experience exchanges and access to vacancies.his is more open and global communities.They are available regardless from countries origin and for different levels specialists , often with paid memberships, Slack channels, regular events , exchanges experience , access to vacancies .

The most important thing is not to be a passive participant. The community lives here thanks to reciprocity: the more you share, support and help, the more you get in return.

What are the features of business communication and team communication?
Communication is structured, transparent and respectful. The principle of ‘assuming positive intent’ — believing, at first, that a person wants to do well — is deeply rooted in the culture. The practice of asynchronous communication is also very well developed. This requires clear written communication without embellishment, with strong arguments.

How does corporate culture differ from Ukrainian?
American culture is less formal but more systematic. It doesn’t matter how long you have been here — your influence is determined by your results. There is less hierarchy: you can contact the CEO directly if you have an idea or a question. It is also important to be flexible, to make decisions quickly, and to have a culture of support. There is no shame in saying “I don’t know” or “I need help” — on the contrary, it is perceived as a sign of maturity.

Have you ever had to change your communication style, and how exactly?
Yes, and significantly. I used to be more emotional and contextual — I read more between the lines. Here, you need to learn to speak directly but delicately. I have started to structure your message based on the principle of ‘point – evidence – call to action’. It is also important not to be afraid to voice expectations, agree on deadlines and clearly say “no” or “not a priority right now”. This approach has earned me more respect within the team because clarity is highly valued here.

Benefits, challenges, and tips

What are the biggest professional advantages of working as a marketer abroad?
The most important advantage is scale: you are working with global markets, technologies and teams from all over the world. You can really feel the impact. You don’t just implement campaigns; you also participate in constructing strategies that shape the industry. You also find yourself in an environment where ideas are valued, regardless of their origin. In my experience, Ukrainian women are not a “minus”, but a unique point of view.

Which of the most difficult challenges you you encounter in everyday work life?
The first challenge is striking the right balance between adaptation and self-preservation. It is necessary to integrate into a new culture without losing one’s integrity. Another challenge is speed: projects are launched at lightning speed, expectations are high and changes are constant. The third challenge is trust. Even with experience, it is necessary to build trust from scratch. However, as soon as you demonstrate your involvement and show the result, this brings not only professional recognition, but also deep, human connections.

Are there specific knowledge or experience from Ukraine that became your advantage?
Definitely. We are used to working in unstable conditions, multitasking and dealing with limited resources. This fosters creativity, flexibility and determination — qualities that are invaluable here. In addition, we often have more hands-on experience: we can campaign, invent, write texts and analyse data. This is appreciated in international teams because you are not just a theorist, but a person who takes action. Ukrainians are also able to work with heart. This is very much appreciated.

What they value most you as an expert in Ukrainian. roots?
I appreciate responsibility, initiative and authenticity. I have heard more than once, “You don’t just do tasks; you think like an owner.” And it’s true. We take on more because we’re not afraid of difficulty. We don’t give up if something goes wrong. We look for solutions. This work ethic, inherent to many Ukrainians, commands sincere respect. It’s in our DNA.r DNA.

What are the Ukrainian approaches in marketing that you continue use?
I always rely on Ukrainian resourcefulness and flexibility. When others stop because something is ‘impossible’, I look for a way around the obstacle, adapt and find another angle. I also bring a love of storytelling — the emotional skill of involving the audience and creating a story around the product. I also have a hands-on approach: I don’t wait for ideal conditions or presentations — I try, I run, I test, I learn. As it turned out, this is very valuable in a world where time is the main currency.

Tips to those who only plan this way

What are the three most important tips you would give to Ukrainian marketers who are planning moving?

1. Don’t devalue your experience. Just know how to use it correctly, to pack
2. Be visible. Write, share, network — the world has to find out what you exist.
3. Look for yours. Support community, mentors, friends — invaluable.

What skills are worth developing in advance before searching for work abroad?
English is essential. Communication is both written and oral.
Data and analytics are required, even at a basic level.
And, of course, self-confidence. Even the best hard skills won’t help if you don’t believe in your own worth.

What resources ( courses , books, communities ) would you recommend for preparation ?
Courses: Programs from Harvard, Stanford, Yale, as well as online courses on Coursera and Udemy — great for deepening knowledge in marketing, leadership, and AI.

Books: ” Radical Candor ” by Kim Scott is about leading with empathy and directness. “The Go-Giver” is a reminder that true strength lies in creating value for others.

Do you see development of your career in the next 3–5 years?
I want to build marketing strategies and shape teams that grow together. I want to create a strong brand that inspires and participates in the transformation of industries. My goal is to be where I can have the greatest influence and where my work has the most meaning.

Are you planning you use your received experience for cooperation with the Ukrainian market?
Yes, I believe that it is the duty of each of us to share our knowledge with our home country. I support Ukrainian start-ups and share my experience whenever I can. I dream of Ukrainian companies becoming more prominent players in the global market. We can definitely do it. And we will — let’s do it!

Olga Noha ,
B 2 B Tech Marketing Executive