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About Tanya Kakurina
I’m Tanya Kakurina, an Artist Relations and Integrated Marketing professional. I build partnerships and campaigns that connect artists, brands and digital products, turning creative ideas into audience growth and measurable business results.
At ZVUK, a national music streaming service within the Sber ecosystem, I led Artist Relations and a five-person team. I built an artist and label partnership model that saved $1.8 million in annual marketing costs and helped drive 15% growth in monthly active users. My work spanned release campaigns, branded tours and in-app experiences, from strategy and budgets to creative production, cross-team delivery and attribution.
I launched ZVUK Studio, a platform giving artists and managers access to streaming analytics and promotional tools. I defined its positioning, value proposition and customer journey, and grew it to 40,000 monthly active users through industry partnerships.
As a co-founder and creative producer at independent label UNDERFAME, I developed brand identities and release strategies for seven artists and secured a distribution and marketing deal with Universal Music for a label release.
My career began in finance and consulting at Deloitte. That analytical foundation still shapes how I work: I enjoy the numbers as much as the creative process, and I build campaigns with a clear path from attention to engagement and conversion.
By the way! I’m confident speaking in public. I taught on the Music Management programme at Musical Wave and RMA.
A little more about me
Since you’re here, I’d like to share more than my professional experience: the qualities that make me the right match for your role.
At 11, I reinstalled Windows on my own for the first time. I needed The Sims 2 to work so I could enjoy my summer holidays to the fullest. Computers, the internet and technology have felt like home since childhood. Today, they’re the space I work in, and I’m always exploring what’s next.
Obstacles don’t stop me. They make my brain work three times faster. I can put together a solution that nobody saw coming, but that gets the job done.
If a task annoys me, I’ll spend as long as it takes to automate it.
I have an analytical mind. I notice tiny details and spot patterns. That’s why I love spending time in analytics dashboards and find it easy to turn emerging trends into hypotheses.
I’m tactful, but I also know how to get things done in negotiations. I’m comfortable asking for what I need, and just as eager to help and offer something in return.
I take responsibility seriously. If you see a light still on in someone’s window late at night, it’s probably mine: I’m trying to keep the team out of a crisis.
I’m curious. One answer to “why?” is rarely enough. I keep digging until I understand what’s really going on.
I’m open and kind to people who take a friendly interest in me. Every job has brought one or two people who became more than former colleagues. They’re my friends now, and I value them deeply.
Say hello
Tatiana Kakurina · Tanya Kakurina · Tatyana Kakurina · Татьяна Какурина