Brand Director at Flowwow, a UAE-based gifting marketplace. Ambassador of the brand performance and empathetic approach.
Irina holds a postgraduate degree in psychology, which has proven invaluable in her career in social media and influencer marketing. Her background in psychology equips her with the skills to build strong relationships with bloggers and foster a collaborative team environment.
At Flowwow, Irina started her journey as a social media manager who was responsible for everything, from curating Instagram accounts to coming up with campaigns for influencers. In 4 years, Irina grew her team up to 40+ ambitious specialists who’re covering 30+ countries, 20+ social media channels and collaborations with local influencers.
With the UAE naming 2025 the “Year of Community,” brands across MENA are rethinking how they connect with people. The focus is shifting from marketing
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