About
Hi, I am Vera, and I’ve spent the last 15 years building my career in advertising working at international agencies and teaching at some of the top creative schools. Along the way, I’ve led projects for big-name brands and collaborated with truly inspiring people.
I’ve always thrived on cultural diversity and teamwork. And while the industry often gets caught up in shiny new tech, my creative spark still comes from human insights, the kind that actually help people connect with the brand on the deeper level.
In recent years, I’ve been making a slow but steady shift from pure creative execution to the more strategic side of the business. And although smart ideas are my passion, I’m just as interested in shaping brand narratives, refining tone of voice, and helping companies figure out why they’re saying what they’re saying.
I also love a real challenge. The kind that calls for sharp thinking and unexpected solutions whether it’s a product innovation, a media twist, or upgrading the way a brand speaks to people. Oh, and apparently, I write damn good headlines. But that’s just the cherry on top.
On a personal level
Teacher, award panel judge, mother, wine snob and passionate collector of useless knowledge. I tend not to shy away from the roles with responsibility, partially because I am an angry optimist with a plan.
I never forget a face
Call me a creep, but once I saw a face - it stays in my memory forever. Can't say the same about names or dates though.
Russian - yes. Vodka - no.
Despite of my nationality, I do not play balalaika, drink vodka, befriend bears, nor can i survive in below zero temperatures.
Girl Power!
I have a daughter, so I am passionate about female empowerment projects. Sorry, boys, but not sorry. The future is female. End of story.
Senior Copywriter
January 2023 - August 2025
Scholz & Friends BuyQ - Hamburg, Germany
Writing and supervising the production of TV commercials for a major international retailer (Lidl), with responsibility for copy quality across scripts, edits, and final delivery. Working closely with creative, account, and production teams throughout the campaign process. Regularly involved in pitch work and providing guidance and feedback to junior creatives.
Senior Copywriter International
October 2016 - December 2022
Serviceplan Group GmbH - Hamburg, Germany
Lead copywriter on the global METRO account, working on international campaigns from concept development through execution. Part of the rebranding team responsible for defining the new brand tone of voice and contributing to brand guidelines. Regularly involved in international presentations, working across markets and stakeholders to ensure consistency and relevance.
Copywriting Course Author & Lecturer (Online)
June 2019 - present
MADS advertising courses - Moscow, Russia
Developing and teaching an online copywriting course that has become one of the most established ones within the MADS program and has been running continuously for six years. Curating and lecturing the Award Camp program, including supervising student teams and providing guidance throughout the creative process. Supporting teams that went on to win the Young Glory competition (2019–2020) and other international student awards.
Copywriting Instructor
October 2014 - June 2021
Miami Ad School Europe - Hamburg, Germany
Teaching first-year students the fundamentals of copywriting, including briefing, headline development, long- and short-form copy, and editing. Providing structured feedback and guidance to help students develop their creative thinking and practical skills.
Copywriter
March 2012 - September 2016
Kolle Rebbe GmbH - Hamburg, Germany
Worked on integrated online and offline campaigns for international clients including Netflix, Google, O2 Telefónica, Lufthansa, Ritter Sport, and momondo. Involved in concept development and copywriting across multiple formats, contributing to award-winning work and Cannes shortlists.
Copywriter
March 2006 - May 2009
Leo Burnett - Moscow, Russia
Concepting and writing for traditional and non-traditional media for clients including McDonald’s, Wella, Herbal Essences, Tide, and MTS Mobile TeleSystems. Part of teams delivering award-winning work across local and international competitions.
BRANDS I WORKED WITH
