YEREVAN — COMMUNICATIONS & PR DISPATCH

Anastasia
Zhdanova

Communications, PR & Marketing Consultant

Ten years building communications strategy for technology, energy and financial companies — from positioning and reputation work to social and education initiatives that reach real audiences.

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01 — About

Communications strategy across
a broad portfolio

Strategy, brand, internal communications and crisis response across the Caucasus, Central Asia and beyond.

I build communications strategy for businesses at very different stages — from taking a new product to market to long-term reputation, internal and social communications work. I'm equally comfortable across B2B, B2C and B2G, and move between hands-on execution and strategic planning without losing the detail.

Today I work at an international technology company (mobility and delivery), where I run PR for its shared-mobility services as well as its social and education initiatives, across seven countries in the Caucasus, Central Asia and the Balkans. I previously also led PR for the company's food delivery service.

Before that, I spent five years leading communications for the logistics and new-technology division of a global energy corporation — covering autonomous and unmanned transport, artificial intelligence and B2B digital solutions. I coordinated PR, marketing, digital and internal communications for more than twenty products and services across seven business units and five subsidiaries.

That range — from a newsroom to international corporations — is what lets me get up to speed fast in a new industry and build communications strategy that's judged on business results, not clip counts.

10Years in strategic communications
7Countries under current mandate
B2B · B2C · B2GCommunications experience across business, consumer & government audiences
10+Communications strategies & crisis plans led
02 — Services

How I work with clients

Consulting engagements, from a single audit to an embedded communications lead.

Crisis & Issues Management

Rapid-response plans, message frameworks and monitoring for regulatory change, public complaints and reputational risk — before, during and after the story breaks.

Communications Strategy

Full communications strategy from audience research to KPI design, aligned to business goals rather than press-clipping counts.

Brand & Marketing Communications

Campaign concepts and go-to-market communications for product launches, market entries and new business lines.

Internal Communications & Employer Branding

Employee engagement, leadership messaging and internal campaigns for organizations scaling across new geographies.

ESG & Social Impact

Sustainability and social-impact strategy — from programme design and partner selection to measurable outcomes for communities and company reputation.

03 — Track record

Selected results, 2021–2026

A sample of measured outcomes from recent and prior mandates.

3×
Growth in published coverage over four years in a corporate communications mandate
6×
Growth in total media reach over the same period
2×
Growth in leadership citation rate over the same period
0.93
Net sentiment score (max 1.0) sustained on an active food-delivery market
11M+
Audience contacts reached through a single partner-brand campaign
37
Support requests generated for a courier-welfare foundation partnership
+89%
Subscriber growth for a repositioned community programme in Armenia
04 — Selected work

Six dispatches from the field

Short cases across current and prior mandates.

Armenia

Repositioning a community giving programme

Rebuilt messaging and the partner mix for a long-running social initiative; subscriber base grew 89% over the campaign period.

Kazakhstan

Launching a restaurant discovery guide

Shifted the launch playbook toward digital and influencer channels; reach landed 2× higher and coverage volume 3× higher than the prior market launch.

Kyrgyzstan

Steering a micromobility service through public pressure

Moved the brand from reactive statements to a proactive safety narrative after a public call-out from city authorities; the campaign reached 3.3M people and cut negative sentiment by 10 points.

Georgia

Holding the line during a restructuring

Built crisis messaging for a corporate restructuring that reached local media; the company's position appeared in 86% of coverage on the topic.

Energy & technology sector

Launching autonomous freight communications

Coordinated national media coverage for an industrial company's self-driving freight route between two major cities, securing broadcast segments on three national networks and a combined reach of 90M.

Energy & technology sector

Rebuilding an internal communications function

Designed and rolled out an internal communications strategy for a 5,000-person division, plus a company video series; related programme applications rose 63%.

05 — Experience

Career timeline

From newsroom reporting to leading multi-market PR functions.

2025 — Present

Senior PR Specialist

Yandex Go — international mobility & delivery platform

PR lead for food delivery, micromobility and shared-mobility services, plus social and education projects, across seven markets: Armenia, Georgia, Kazakhstan, Uzbekistan, Kyrgyzstan, Belarus and Serbia. Leads crisis communications and cross-market special projects.

2024 — 2025

Independent PR Consultant

Self-employed

Communications strategy and PR consulting engagements across corporate and consumer clients.

2019 — 2024

Specialist → Head of Direction

Corporate Communications, global energy & technology corporation

Led PR, crisis and internal-communications work across seven business units, five subsidiaries and joint ventures, and 20+ products and services. Built and ran the crisis-response function for the logistics business unit, authoring 10+ crisis communications plans. Supported international market entry into Serbia, Turkey and the MENA region, and led speechwriting and messaging on industrial, technology and regulatory topics for senior leadership.

2016 — 2019

Early career

Newsroom · international banking group · public arts institution · exhibitions & events agency

News reporting, digital communications strategy, social media management, marketing research and event communications across newsroom, banking and cultural-sector roles.

06 — Education

Credentials & recognition

Formal training in PR, strategy and brand communications.

  • MA & BA, Public Relations — Saint Petersburg State University2018 / 2020
  • Creative PR, Brand Strategy & Communications Strategy — MADS2024
  • Strategic Communications — HSE University2023
  • Marketing Strategy Intensive — British Higher School of Art & Design2021
  • Digital Marketing — Epic Skills2018
  • European Institute of Public Relations2017

Recognition

Member, state examination board for the Public Relations programme at Saint Petersburg State University (2023).

Finalist and winner recognitions in national PR industry award programmes, including Silver Threads and Silver Mercury, plus professional competitions run by ACMR and APSO.

Let's talk.

Available for consulting engagements in PR strategy, crisis communications and communications audits — remote or based in Yerevan.

Email me