Irina, your work sits at the intersection of education, technology, and international business. What first drew you to this space?
Irina:
It started with a very simple but powerful frustration — watching talented teams build brilliant products that no one outside their circle could understand or explain. Especially in EdTech, where the stakes are high and the goals are social, not just financial, it felt essential to bridge the gap between tech, communication, and human need.
From the start, I’ve been fascinated by how people learn and how digital tools can either enhance or obstruct that process. My background in linguistics and business communication evolved into a passion for product storytelling, user empathy, and growth strategy. I didn’t want to just sell things — I wanted to shape narratives that made technology feel accessible, meaningful, and globally relevant.
Q: One of your most well-known projects is your work with Jalinga. What have you achieved there?
Irina:
Jalinga gave me a rare opportunity — to grow an EdTech product from a promising video studio concept into a global brand. I joined in 2020 as Marketing and Development Director and helped define its international strategy, brand positioning, and product innovation roadmap.
One of my key contributions was launching Jalinga Labs, our VR branch. We moved beyond traditional video and created immersive learning formats for corporate and academic use. This initiative alone helped increase revenue by 25 percent and attracted multiple international partnerships — including clients in the UK and the Middle East.
Between 2021 and 2023, our overall revenue grew by 40 percent. We received multiple awards, including from InfoComm, Education 2.0, and ISE, and we were honoured at the AV Awards in London. Behind these wins were careful go-to-market planning, content localisation, and deep customer research — areas I led directly.
Q: What kinds of problems do you like to solve? What drives you?
Irina:
I’m driven by ambiguity. I love entering situations where the problem is not yet clearly defined — a market that hasn’t been mapped, a product that’s stuck, a team that speaks in three different directions. My skill is connecting dots: between user expectations and technical constraints, between regional cultures and global narratives, between what a company does and what it means.
Often that means starting with research — market deep-dives, interviews, UX audits. Then translating those findings into strategy, messaging, and product decisions. I also enjoy building systems that scale, like analytics pipelines or partner feedback loops, because great ideas are nothing without implementation.
Q: Do you see your work as more commercial or more social?
Irina:
That’s a great question, and for me, it’s both. I think the most impactful products are the ones that succeed commercially because they address real human challenges. I’ve worked on solutions for inclusive education, VR training for healthcare providers, and apps for people with hearing loss. These aren’t side projects — they’re proof that good tech can make life measurably better.
At the same time, I’ve helped companies close million-dollar contracts, scale internationally, and build credible reputations. You don’t have to pick between impact and revenue. You just need to design with care and make sure you’re listening to people — not personas.
Q: What are you excited to work on next?
Irina:
I’m obsessed with the idea of building a platform for soft skills in tech — a kind of digital simulator where developers, managers, and founders can practise communication scenarios that mirror real-life complexity. With my experience in interactive video and VR, I know the tools exist. What’s missing is the content layer — emotionally intelligent, culturally adapted, and useful for actual teams, not just theoretical personas.
My concept is called Negotiation VR. It would allow users to role-play tricky conversations — pitching, hiring, conflict resolution — in immersive environments. The goal isn’t perfection, but practice. Tech skills are taught everywhere. Communication? Not so much.
Beyond that, I’m drawn to projects at the intersection of innovation and social value — from inclusive education platforms to tools that support sustainable cities. I’ve even worked on early-stage ideas around autism screening via digital diagnostics. These are the kinds of missions that make me want to wake up early and push hard.
Q: Final thoughts — what defines you as a professional today?
Irina:
Curiosity. The older I get, the more I realise it’s not about being the smartest person in the room — it’s about asking better questions. What problem are we really solving? Who is this actually for? Are we designing for usability or for status?
I see myself as someone who helps teams get clearer, braver, and more aligned. Whether I’m mentoring startups, contributing at London Tech Week, or co-building a growth strategy for an AI-powered health platform, the goal is the same — use what I know to help others grow. That’s what keeps me going.
