EvgeniyaDychko

Head of Marketing at Talkable

Evgeniya Dychko

Short introduction.

Illustration

Let's get back to the very start of your career path. How did you get started?

I started as a remarketing manager in an online dating company based in my hometown. My main task was to create banner ad campaigns for dating websites. I knew nothing about IT and had a very vague theoretical knowledge of digital marketing. It was a fun time when I learned a lot of marketing basics and, I would say, general business knowledge. In 3 years, I grew into a team leader.

You have been in marketing for over eight years now. Are you considering giving entrepreneurship a shot?

Maybe, some time in the future.

What are your biggest lessons learned in marketing so far?

There is no universal recipe, strategy, and approach. Everything is changing rapidly, and what worked for your brand last year, may be a losing path now. You have to build a hypothesis, test them, and analyze - constantly. This is a big part of my work as a marketer.

Since our initiative is all about digitalization, could you share the digital tools you use in your company?

Sure! We use a pretty standard kit: G-suite, Slack, Atlassian, CakeHR, Notion, and various tools for taking screenshots, sharing files, etc. As for marketing, I can't go far without Google Analytics and Salesforce, we also use Unbounce and Intercom.

You have to build a hypothesis, test them, and analyze — constantly.

Why did you decide to support the Digital Women 2020 initiative?

I was lucky and met a lot of women during my career path, who helped me and were inspiring examples. A lot of girls from my town and school didn't have that — they were told from a very early age that they have limited life options: to have a family and to work on a very mundane job just to keep rolling. It would be great if my experience and knowledge can help other women to grow professionally. Nothing is more powerful than a woman supporting and empowering a woman!

How has your job position changed your lifestyle, influenced your way of thinking, and shaped your life-goals?

I would say not that much. I was pretty organized when I started working on my first job. The most significant change I think is the way I structure all goals and tasks, even in my everyday life — you know, like creating a spreadsheet for planning a vacation :) One more thing is the habit of being aware of all the latest tech-related news and trends.

It would be great if my experience and knowledge can help other women to grow professionally. Nothing is more powerful than a woman supporting and empowering a woman!

In your opinion, what keeps women from starting a marketing career? And on the contrary, what helps women succeed in marketing?

I would say that a positive example and an enabling environment are two things that are very crucial for early career steps. It's essential to find a job where you'll have a clear career development plan and a feedback culture; understand from the start, what skills you need to learn, what challenges to take etc. Finding an inspiring mentor will help as well.
Also, one very important thing for ladies. I know from my own experience that frequently, girls are more afraid to take the risk and make mistakes. Whereas, in marketing, it's impossible to grow without making mistakes. So, you need to learn that mistakes are a good thing. Take a risk, be grateful for all experiences, analyze, and move forward.

What core principles and values you are using to navigate both in your professional and personal life?

Like I have said before, it is risk-taking. Also, trustful and respectful attitude to people I have in my life, striving for inner peace and harmony, and healthy optimism.

In marketing, it's impossible to grow without making mistakes. Take a risk, be grateful for all experiences, analyze, and move forward.

What achievements are you most proud of?

Amazing people I have by my side, both in personal and professional life. People I learn from every day, people who support me.

What book(s) are you reading now? What are the must-read books for every woman in business?

I haven't read a fiction book in years, so now I try to read more of page-turner novels to distract and relax. The last one is Diane Setterfield's Once Upon a River.
As for business books, I'm a fan of classics — Hooked by Nir Eyal, Ryan Hoover, and Crossing the Chasm by Geoffrey A. Moore.

One piece of advice for women marketers?

Make mistakes and learn from them!