IRYNA SMUK — OUTSTANDING EXPERT OF 2026 ACCORDING TO UKRAINIAN BUSINESS AWARD
Iryna Smuk is an international marketing strategist, author of the SMIV Framework, and head of marketing at international brands BRKTHROUGH and Solmar. Her work focuses on the intersection of strategic marketing, digital growth, and entry into new markets — primarily the US market, where she builds full-fledged marketing systems for brands that scale in real competition.
As Head of Marketing, Iryna built marketing infrastructures for both companies from scratch, leading cross-functional teams responsible for paid traffic, influencer ecosystems, social media strategy, and lifecycle marketing. Her approach combines strategic thinking with operational precision — the result was a significant reduction in the cost of customer acquisition and large-scale audience development in social networks and email channels.
Iryna is the author of the Social Media Marketing Strategy course — an educational program for entrepreneurs and marketers, protected by copyright through the development of original author’s methods. The course was attended by over 130 professionals who are applying the knowledge they have gained in their practice in various markets. Developing her own methodological base, Iryna created the SMIV Framework — a proprietary approach to validating market demand through behavioral signals in social networks before a full-fledged product or campaign launch. The framework systematizes the process of testing ideas, based on real audience behavior, rather than declared intentions, and has already been used by founders and marketing teams in several markets.
In parallel with her corporate work, Iryna runs a consulting practice, advising founders and international brands entering the US market. Through social media, she has formed one of the most active Ukrainian-speaking marketing communities, where she shares methodology, approaches to cross-cultural marketing, and strategies for entering new markets.
Her expertise has received wide media recognition – publications in over 10 publications, including Harper’s Bazaar, MC.today, MMR.ua, Cosmopolitan, HappyMonday, and AntMedia. Iryna’s academic contribution is confirmed by her participation in reviewing scientific publications in the field of marketing. She is a member of the TOP Marketing Club of the Ukrainian Marketing Association – a selective association of practitioners who demonstrate exceptional results in their field – and has also received the international award of the Order of Saint Sophia for her contribution to professional development.
Today, Iryna Smuk continues to shape the standards of international marketing through the development of methodologies, training a new generation of marketers, and working directly with brands seeking to grow in global markets.
