Hello dear reader,
I’m Julia — originally from Ukraine, now based in Germany.
For nearly six years, I worked across European institutions in Belgium, Luxembourg, and Ukraine, at the intersection of media, governments, and civil society. My work focused on strengthening cooperation between the EU and Ukraine. It was structured, demanding, and deeply formative.
Then I changed arenas.
I moved into regional marketing. Different setting, different vocabulary, but the same underlying questions: How do ideas travel? Why do some messages build trust while others fail? How do decisions shape perception?
The context changed, the principles did not. Clear thinking, responsibility for words, and an understanding of systems remain at the core of what I do.
This blog is where I reflect on that shift — and on communication, marketing, growth, and the patterns I observe in people and organizations. Not to teach from a pedestal, but to think out loud, question assumptions, and share perspectives shaped by experience.
If something here resonates, I’m glad you’re here.
Marketing on Sofa 