Irina Kharseeva

Public Relations | Event Management | Copywriting

Female 15-09-1986

Moscow, Russian Federation

irakhars@gmail.com +7 903 517 47 24

The Venture LabStanford, online

Technology Entrepreneurship

EDUCATION

Текст2004 2005 2006 2007 2008 2009 2010 2011 2012

Lomonosov Moscow State University, Philological DepartmentMoscow, Russia

Applied Linguistics (English, Spanish)

Lomonosov Moscow State University, Department of foreign languages, postgraduate diploma course

International PR

Instituto CervantesMoscow, Russia

Spanish courses

Utrecht University, Summer SchoolUtrecht, the Netherlands

International Marketing

GaudeMoscow, Russia

Journalism

The Orator ClubMoscow, Russia

Public Speaking course

EMPLOYMENT HISTORY

2006 2007 2008 2009 2010 2011 2012

Active English (Moscow, www.activenglish.ru)Educational institution

English TutorSeptember 2006 — January 2010

Vanguard Jewelry  (New York)Retail

Assistant managing directorJune 2007 — October 2007

MICS Distribution Company (Moscow, www.mics.ru)Computers/office equipment

Event managerJanuary 2008 — October 2008

Fitting Reality (Moscow, fittingreality.com)Virtual Fitting Room

PR DirectorMay 2011 — present

AR Door (Moscow, www.ar-door.com/)Augmented Reality/Advertising

PR DirectorJanuary 2010 — October 2012

MAIN SKILLS SET

PR STRATEGY MEDIA RELATIONS COPYWRITING

EVENTMANAGEMENT

PUBLIC SPEAKING LECTURING

PR STRATEGY planning and implementation

✔Product: Bstore is an online marketplace for people interested in buying or selling existing businesses.

✔Task: To develop a PR strategy for a Russian startup planning to enter the U.S. market.

✔Period: June 2012 - August 2012.

⤴

✔Product: Cloud-based augmented reality virtual fitting room for online retailers.

✔Task: To develop and implement the market entry strategy in the U.S.; make FR’s technology standard.

✔Period: May 2011 - present.

✔Product: AR Door is the first augmented reality developer in Russia.

✔Task: To develop and implement the market entry strategy; to position the company as the 1st and leading expert in AR sphere in Russia; to get international recognition; promote AR in Russia.

✔Period: Jan. 2010 - Sept. 2012.

MEDIA RELATIONSprint, online, TV

http://youtu.be/NwKXhW6XHyc

http://www.utro-russia.ru/video.html?vid=36543

http://sltv.ru/comments/clip-1750/?sphrase_id=16757

http://youtu.be/DhknOsTTVjs

http://www.m24.ru/videos/3624

✔Kommersant: http://www.kommersant.ru/doc/1601323http://www.kommersant.ru/doc/1517282

✔Vedomosti: http://www.vedomosti.ru/newspaper/article/307581/illyuzornaya_realnost

✔Expert: http://expert.ru/expert/2012/46/u-granits-realnosti/

✔Financial Times: http://www.ft.com/intl/cms/s/3093021a

✔The Street: http://www.thestreet.com/story/11192392/2/microsofts-kinect-its-new-pc.html

COPYWRITING RU / EN

http://webtest.fittingreality.com

http://bsto.re/

Brand identity:

✔brand verbal identity, ✔brand story,✔naming,✔taglines,✔brand book.

Marketing materials:

✔press releases, ✔speechwriting,✔press articles,✔interviews,✔brochures, ✔leaflets, ✔presentations, ✔media & sales kits, ✔white papers.

Digital copywriting:

✔webpage content,✔rewriting✔macroblogging,✔microblogging,✔video scripts,✔email.

http://ar-door.com/

Exhibition management before, during and after the event:

✔accounting, budgeting and contracting, ✔exhibition stand design and execution, ✔accommodation, travel & visa support, ✔develop print and email marketing materials, ✔coordinate deliveries and logistic services,✔pre-exhibition PR, ✔on-site operation, ✔networking & consulting,✔photo & video,✔post-exhibition PR, ✔post exhibition analysis and success measurement.

LONDON

SINGAPORE

✔Retail Technology Summit, ✔Microsoft BizSpark EU Summit.

✔APRCE

MOSCOW

✔eTarget, ✔RIF+KIB, ✔Design and Advertising, ✔Science Festival, ✔Internet Life.

SAN FRANCISCO

✔DEMO Fall, ✔Microsoft VC Summit.

EVENT MANAGEMENTexhibitions

✔event concept, ✔ a c c o u n t i n g , b u d g e t i n g a n d contracting, ✔event design & technical production,✔venue selection, ✔accommodation & travel support,✔pre & post event PR (if needed), ✔photo & video.

EVENT MANAGEMENTpress, team building, incentives, other special events

PUBLIC SPEAKING & PRESENTATION

Tech & mobile conferences:

✔Mobile Developer Day (Moscow, St. Petersburg, Odessa), ✔Mobile Optimized (Minsk), ✔Hack Day (Moscow), ✔Hack Day Games (Moscow), ✔MOCO (Moscow), ✔Apps4All (Moscow), ✔Retail Technology (London).

Advertising, Marketing, SMM, PR:

✔RIF+KIB (Moscow), ✔eTarget (Moscow),✔Executive conference (Moscow), ✔RE:Forms (Moscow), ✔Design and advertising (Moscow), ✔Event Revolution (Moscow), ✔Digital Branding (Moscow), ✔PR в интернете (St. Petersburg), ✔Odessa Camp (Odessa), ✔Moscow PR Week (Moscow), ✔Russian Digital Week (Moscow), ✔Publishing Expo (Moscow), ✔Social Media Conference (Moscow), ✔Fashion Retail Day (Moscow).

@businesspr_lady:

«IMHO the best speaker at #Odcamp Irina Kharseeva»

@elbonia:

«Some people prepare awesome presentations at #mdday! Thank you, Irina!»

LECTURING

Expertise:

✔augmented reality & emerging technologies,✔digital PR and digital advertising,✔English.

✔Moscow State University✔State University - Higher School of Economics✔Moscow State Institute of International Relations,✔Peoples’ Friendship University of Russia,✔Sholokhov Moscow Syaye Pedagogical University, ✔RMA, ✔Active English School.

http://www.core77designawards.com/2012/award_category/speculative/

@MNiniko

«Irina, thank you for your amazing lecture at MGIMO about augmented reality! You really inspired us!»

@shi_ro_to_ra

«The lecture was really interesting. Thanks. Finally I understood how this technology works #ar»

CASE STUDY #1

I was tasked with launching AR Door company and positioning it as the pioneer and the leading provider of augmented reality solutions for advertising. As its solutions were new to the market, it was impossible for me to simply introduce the company. I needed to find the unique hook that captures attention, changes behavior and generates demand. Due to zero PR budget, I was limited in resources. I made a decision to establish AR Door as an authoritative, mediagenic, and credible resource.

I developed a plan to position the CEO and myself as the recognizable spokespersons. I managed to secure speaking slots at leading conferences. I also initiated an extensive educational campaign at Moscow universities (IT and advertising). To generate publicity I organized 3 free AR events for some well-known brands. I used this strategy to explain the ins and outs of AR. This provided AR Door with the huge opportunity to highlight its solutions, lead trend stories and assume its pioneer status.

TASK

IMPLEMENTATION

RESULT

In less than six months, I managed to secure a TV slot at Vesti (Russia 2 TV channel). And in just twelve months, I delivered extensive media coverage in R u s s i a , t h e U S a n d t h e U K . C o v e r a g e i n c l u d e d p r i n t m e d i a (BusinessWeek,Financial Times, The Telegraph, Wired, PC Magazine, Vedomosti, Kommersant,etc.) and TV (CNBC, Russia 1, Russia 2, СTC Media, Moscow 24).

The rapid coverage and extensive educational campaign helped pique the interest of the general public as well as brands to the company. AR Door implemented successful AR projects for international brands such as Aeroflot, Audi, Espresso Mania, JTI, LG, MSD, Megafon, Nokia, Phillip Morris, Skoda and Topshop.

Today AR Door have become a world-class company and a recognized industry leader.

CASE STUDY #2

TASK

IMPLEMENTATION

INTERIM RESULT

As a PR director I was approached with the challenge to unveil to the whole world Fitting Reality, a developer of a virtual fitting room. The company has big plans: get shoppers all around the world to rethink, and change, the way they go shopping for clothes.

As a new entrant into the non-existing market and with a product only available as a prototype, I decided that DEMO event (held annually in San Francisco) would be the best launch platform to reach early adopters and influencers. The goal was to not only get positive reviews for FR, but to position the company more broadly within business press, to generate demand for the product.

During the development phase of the virtual fitting room, I built a timeline of events to broaden industry awareness of FR as the pioneer and leader in Russia, the US, Europe and Asia. FR took part in the retail Technology Summit in London, at APRCE in Singapore and in some other startup events across the world.

By heavily promoting the solution at different events, FR instantly captured media interest (including Reuters, Financial Times, USA Today, Vedomosti, Kommersant, etc.). Media coverage as well participation in leading trade shows provided air cover for business development efforts and helped FR sign more than 30 brands for private beta testing.

AWARDS1. $20,000 grant to present the solution at DEMO Fall2. One of 10 hottest products at DEMO Fall (Financial Times)3. One of Russia’s 30 most promising startups (Pruffi)4.The most fashionable startup (Microsoft BizSpark Team)5. Russia’s 10 best startups (Startup Point).

PROGRAMS & ORGANIZATIONS FR became a participant at1. Microsoft BizSpark Plusprogram2. Microsoft BizSpark One program3. Skolkovo Foundation

IDENTITY

Ready to travel

Ready to relocate

Travel Cinema &Literature

Extreme sportSalsa

RUSSIANnative

ENGLISHadvanced

SPANISHintermediate

HOBBIES

LANGUAGES

MY STRENGTHS

Organizational skills Good at teaching

Communication skills Curious &

open-minded

Public speaking Goal-oriented

Good at motivating and inspiring others

Good at time management

MY WEAKNESSES

Perfectionism I can’t stand monotony.

I always pay attention to the tiniest details.

It’s difficult for me to delegate authorities.

I really want to control everything.

I find it difficult to ask for help.

RECOMMENDATIONS

My impression of Irina is that she can bear any weight on her shoulders. I was privileged to work with someone so young who has so much patience and responsibility. This is a person who will promote and take your ideas to a higher level. Ivan Tihienko,

UI/UX Director, Fitting Reality (prev.)

Irina is a true professional in digital PR. Her numerous articles in leading newspapers and magazines, and positive testimonials from clients are ample evidence of her high level of expertise. Irina initiated a successful educational campaign in Moscow universities to share information on digital PR tools. I would also stress her great level of responsibility, and kindness. Mikhail Kozlov,

Business Development Manager,AR Door (prev.)

During the work with Irina I was totally pleased with her work in the area of AR and promotion services for AR Door.

Irina has contributed greatly to to the popularization of Augmented Reality technology in Russia.

Pavel Lukichev, Project Director, AR Door (prev.)

Irina’s presentations at all the conferences I organized were extremely interesting and well received by the public.

Sergey Rudnyaev,Owner,eMarka

Successfully working as a PR manager Irina proved herself as a highly responsible employee.

Alex Astrov, Project Manager,AR Door (prev.)

TALK IS CHEAP.RESULTS DON’T LIE.

Personal motto.

Irina Kharseeva

Public Relations | Event Management | Copywriting

Female 15-09-1986

Moscow, Russian Federation

irakhars@gmail.com +7 903 517 47 24