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Elena Akimova

Elena Akimova

Head of Marketing | B2B & B2B2C | Strategy | Commercial Excellence | Digital Transformation | Lead Generation & Nurturing | Customer Experience | Growth | Former GSK & Samsung

Greater Hamburg Area

An executive marketing leader with 15+ years of experience. Passionate about customer centricity and digitalization – and strong in turning strategy into a business, for multinational B2B and B2B2C organisations.

My background encompasses driving business transformation in life science, consumer electronics and building materials sectors. During this journey, I have developed an ability to influence across the matrix organisation and implement large-scale change management initiatives. I bring together strong leadership skills with deep experience driving strategic agenda across multiple markets.

Today, I am a Director of Marketing and Customer Experience at Uponor, a global leader in solutions for residential and commercial construction. My role is about driving forward customer centricity and digital transformation for more than a 100-year-old company. Before, I led regional marketing across 18 countries in Eastern Europe, Middle East, and Asia with a focus on commercial excellence, demand generation, and digital marketing.

Prior to Uponor, I directed the Samsung Brand repositioning project in Russia and CIS, working with Seoul Global Headquarters and McKinsey project team.

My marketing career started in GlaxoSmithKline as a Marketing Manager for the Respiratory segment. In that role, I was taking care of marketing operations, supervised the work of product managers and developed go-to-market strategies.

I have an analytical mind paired with a people-oriented and adventurous heart. When not working, I enjoy water sports and volunteer as a wakeboarding trainer.

Competencies: marketing strategy, product management, innovation, lead generation, design thinking, pricing, brand management, strategic planning, channel marketing, market research, product launches, go-to-market strategies, marketing communications, customer experience, customer journey, digital marketing, CRM,, MS Dynamics, marketing automation, salesforce steering, project management, agile development, pharmaceutical business, B2B, B2C, digital/web/mobile strategies, performance improvement, content development, team leadership, experience marketing, P&L management, strategic communications, web, SEO, data-based marketing, segmentation, digital strategy, agency management, experience marketing.


  • Marketing Director, Russia (Uponor)
  • Marketing Director, Eastern Europe and MEA (Uponor)
  • Business Analyst (GSK)
  • Marketing Manager (GSK)
  • Marketing Director, Europe - Digital Marketing and Customer Experience (Uponor)
  • Brand Manager, CIS and Baltic HQ (Samsung Electronics)
  • Investment Analyst (Global Partner Ventures / Defence Enterprise Fund)


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