Uliana Tomshina
PR /
Content /
Marketing Communications
Moscow, 2019

Ural State University of Architecture and Arts
Bachelor of Graphic design

Ural Federal University
Master of journalism
Dear Sir or Madam,

Let me take this opportunity to introduce myself and my reasons and goals for this cover letter. I'm good communicator, team player who thrives in a position of leadership within the group. I feel I have a natural power to put forward ideas and create topics, which empower me to succeed. In my first job as a stylist, at a local fashion magazine, I created and planned the complete photoshoots including the positions of photographers, models, makeup artists and clothing choices. For the last year and a half I've worked in partnership with IKEA for whom I make PR projects.

I'm responsible and creative person, who can find compromise and build long time partnership easily. I can work with a rigid structure, or help to shape a structure if required — flexibility and efficiency are two of my cornerstones. As freelancer I have to make decisions, plans and schedules to fulfil the wishes and needs of my clients. I think new challenges motivate and inspire me immensely.

To find new ideas for my daily projects I read an email subscription sent by The Bell, to browse Business of Fashion and The Blueprint, try to travel often and always keep my finger on the pulse of fashion, exhibitions, music albums, theatre performances, movies. The latest book I've read is Dressed Up for a Riot by Michael Idov, which I found fascinating and it'll be a pleasure for me to discuss it with your on our meeting.

In 2014 I founded and launched website Grand Street which talks about fashion, beauty and culture in Russia. We were based in Yekaterinburg, however found an opportunity to attract popular icons from worldwide and national sources. During the work on grandstreet.ru I came up with the conclusion of launching posts, identifying interests of editorial office, finding brand voice.

I initiated, planned and made publications, built relationship with advertisers' offices, distributed content to our online community. Grand Street had in excess of ten thousand viewers at its peak. Armed with my experience in digital media, I wrote a masters dissertation on "Fashion website's actual tendencies".
Grand Street co.
In 2016 my interest in producing events, making content and building brand strategies grew, whilst also led to starting my own marketing communication agency Grand Street co. to headhunt clients. At varying times the agency worked alongside established, successful brands as Pizza Mia fast-food chain and Limerance Fashion Center, as well as smaller (for example, Art Beauty Corner studio or Moloko kids concept store) — who had recently found their niche. We helped to different companies to find out common ground with their community and also to talk about their values. The purpose of Grand Street co. is to share a personal approach with each client and managing various details.

More about Grand Street co. projects: http://instagram.com/grandstreetco
Chinatown Festival
The bloggers brunch for Pizza Mia restaurant
The lecture for Scenarium concept store
in collaboration with Aveda
The beauty party Girls Just Wanna Have Fun
Makeup breakfasts for Art Beauty Corner studio
Around Clothes & Knitwear
I initiated the rebranding of J.Knits into Around Clothes & Knitwear, conceived all the necessary strategies for relaunching the brand and its products. Specific tasks for the rebranding included conceiving the online store; the website has UX, product research, using cases and wireframes, online catalog, writing product specifications and posting on blog. My everyday duties included SMM, producing and styling photoshoots, email subscription, working with media outlets and opinion leaders.
IKEA Yekaterinburg
In IKEA retail projects I did PR, which included presenting press-releases, collaboration with media, earned and paid publications management, hosting press events, guests management, making PR Summary. During 1,5 years of work I built lasting partnership with media in the Ural region: there is constant interest in IKEA news, a high percentage of journalists is present at the press events, a media initialised publications about IKEA themselves. In 2018 the project Jam Session (opening of renovated food court Vkusniy Bulvar) won the Silver Archer award for Marketing Communications and also the Solal marketing award.

My latest project is promoting the IKEA and MEGA merger. Journalists, bloggers and opinion leaders took part in immersive performance with the famous Russian actress Irina Gorbacheva and a midnight party at the IKEA press event. Overall, media outreach exceeded more than 4,4 millions unique users, and social media outreach exceeded more than 3,8 millions unique users, number of coverage (including Instagram Stories) is 895.

Press-event for the IKEA and MEGA merger, 25 October 2018
Blagomarket is a the charity project that raises funds to support vulnerable children and parents, preventing unnecessary adoptions or homelessness in the Ural region. Blagomarket evolved from a clothes garage sale and became the biggest charity festival in the region with designers market, food court, lecture programme, workshops and kids zone. I produced some festival zones, designed posters and printouts and made PR. Together our team collected over 6 millions rubles over the course of 8 festivals, of which I'm extremely proud. Our priority mission was to popularize the charity as sincere events and opportunities to help those who need, while also spreading ideas of conscious consumption and recycle.
Answer your questions 24/7:
Uliana Tomshina
+7 925 382 92 82
Made on