Elena Tairova

At Kelp.Digital, we build distributed software for content creators to manage, protect, and license their work. Simple, transparent, and secure.

• I led the deep-tech startup through the 3 years of an R&D stage, securing funding via a number of EU-wide and industry-specific grants, growing and managing the team.
• We launched 2 pilots, validating and busting our hypothesis, made 3 pivot turns, and ultimately released Macula.Link tested with the first 50 alpha users and 500 more lined up for Beta.

Anagolay is a peer-to-peer (P2P) framework designed for creating workflows that establish an asset's uniqueness outside of a centralized platform. It ensures transparent and efficient management of the associated bundle of rights, facilitating accurate attribution and potential monetization.

• My main challenge was to guide the timely development of an extremely complex solution (from both tech & legal point), balance R&D and progress, and clearly communicate to the stakeholders: tech community & builders, VCs, and partners.
• We’ve launched the Anagolay blockchain mainnet and released MVP to be tested and validated by the community.

I was a lecturer in the 'Legal Expert in Digital Transformation, Industry 4.0 and Blockchain' postgraduate program.

• Within my course, I focused on legal applications of blockchain technology, practical use cases in IP, rightful content attribution, and digital copyright records and discovery.

O´byte is the first conditional smart payments platform built on super scalable DAG-based technology

• In my 9-month involvement with O´byte (formerly Byteball), I crafted and tested a marketing & communication strategy aimed at wider circle adoption of the tech by both developers and Dapp users
• My efforts significantly boosted engagement levels within the community and core team
• I also coordinated the renaming and rebranding process.

• I designed the communication campaign for Tokenbox - a platform bringing together professional traders with portfolio investors - and led the product through a successful ICO
• Further on, I put together a global comms strategy to support the product launch.

Global PR consultancy, communication support in Europe and Globally

Designed and led the implementation of cross-market PR campaigns for Dentsu clients. Among key projects:

• Digital marketing campaign for Aeroflot in Asia,
• SCAC communication campaign during the 2016 Summer Olympics in Rio,
• Haier Group Corporation production launch in Russia

Set the corporate communications practice for Dentsu Aegis Network and its agencies in Russia & CIS, actively contributed to the development of the PR division within the Network, managed cross-border communications campaigns.

Two projects I have been working on received top industry awards:

• 'Best corporate PR campaign' for the 'Team SCA' project at IPRA Golden World Awards
• Silver Archer USA Award in 'Cross-Cultural communications: Historical heritage & Culture' for the '12th Russian Film Week in NYC'.

Participated in strategy development and was responsible for implementation of communication campaigns for international cross-market initiatives, including:

• Global Energy Prize communication support in Asia,
• RDI Group communications support in Europe,
• Huawei Corporate comms support for in Russian market.

Contributed to team development, as well as professional growth of junior colleagues through coaching and mentoring.

Driven by my passion for cross-cultural communication, I moved to Beijing and joined a local boutique agency for six months to learn about the media industry in China.

• My focus was on fostering relationships with international media, coordinating PR campaigns for European clients in lifestyle and design, and, of course, gaining valuable insights into China's media landscape and brand communications.

Key projects:

• Corporate communications for BSH, PepsiCo and Nestle
• Communication support of Bayer 150 anniversary on Russian market
• Corporate and crisis communications for UTair
• NetJets brand support in Russia & CIS

Actively participated in NewBiz proposal development and pitching

I joined Corporate and Public Affairs practice's and managed media campaigns for the agency's accounts.

• Key clients: Panasonic Corporation, Nestle, CFA, and Campaign for Tobacco Free Kids
• I am proud that the very first project I had the chance to contribute to, 'Fighting Tobacco in Russia' for The Health Development Foundation, has been shortlisted for the two most prestigious awards in the communications field: Cannes Lions and Sabre Awards.

My first startup experience: I joined a small team working on the early concept of an EdTech content marketplace and led product development from the market research stage to the launch.

B2B customer segment research, the insights of which were used to shape a new product series.

Consulting services to individual investors (both existing and new)

• 12% portfolio growth with increased marginality.