Irina Makarova

Chief Marketing Officer with 8+ years across iGaming, tech and fintech, building and scaling B2B and B2C marketing functions across international markets.

My experience spans acquisition, performance marketing, affiliate marketing, brand, communications, content, events, CRM and go-to-market strategy.

I’ve built and led large cross-functional marketing teams, worked with both operator and affiliate business models, launched brands and products across multiple GEOs, and partnered closely with CEOs, commercial and product teams on growth strategy.

I’m particularly interested in businesses at the stage where marketing needs to move from a collection of channels into a scalable commercial function.

Core areas:

iGaming • Betting • Casino • Affiliate Marketing • B2B Marketing • B2C Growth • Performance Marketing • Brand Strategy • GTM • International Expansion • Marketing Leadership

The profile lists 7 positions since 2015. Irina Makarova has worked as CMO since 2023. Previously: CMO at ECOMMPAY (2022–2023), Head Of Online Marketing B2C & B2B at YooMoney (2019–2022), Senior Global Marketing Specialist at Veeam Software (2017–2019) and Senior Content Producer in Digital Marketing at SEMrush (2015–2017).