Yelyzaveta Hrushko has built a reputation as one of the rare marketing leaders who can deliver breakthrough growth in the most unstable conditions. Her work includes rebuilding entire beverage categories during wartime disruptions in Ukraine, driving double-digit gains for PepsiCo, and boosting Samsung’s sustainability brand awareness in the United States within a single campaign cycle. With a 360-degree marketing approach and a record of launching more than eighty products across global markets, she is recognized for turning complex challenges into measurable results.
Her career spans more than 20 years across FMCG, CPG, and technology, and she is known for bringing a research-driven, highly structured approach to every market she enters. She has analyzed more than 25 research projects, shaped the strategic direction of more than 25 brands, and consistently transformed categories that were either declining or undergoing disruption. Her ability to combine analytics, creativity, and commercial insight has made her a sought-after specialist for companies navigating volatility, rapid change, or high-growth environments.
Early Steps That Shaped Her Direction
Yelyzaveta chose marketing early in life, building her interest through student leadership, creative projects, and international exchanges. During her university years, she published academic research, earned awards, and developed a strong focus on advertising strategy.
She completed three degrees at the National University of Trade and Economics in Kyiv, graduating with honors in Economics and Entrepreneurship, Philology and Translation, and a Master’s degree in Marketing and Advertising. This combination helped her build analytical skills, communication expertise, and a strategic understanding of consumer behavior. To expand her global perspective, she completed two levels of the International Marketing and Business Technologies program at Ariel University in Israel, an MBA-level curriculum that strengthened her approach to international markets.
She continued investing in professional development through more than fifty programs in digital marketing, strategic planning, consumer insights, and leadership. These studies, combined with her early hands-on experience in creative and research environments, shaped the foundation for her cross-industry marketing career.
Leading Teams During Unstable Periods
Some of her most demanding work took place during periods of disruption. During the war in Ukraine, two cold tea production lines were inactive for almost two years. She led a complete relaunch of the category that included updated recipes, redesigned packaging, ingredient sourcing across three markets, and restored distribution. Reflecting on this period, Yelyzaveta noted, “This strengthened my crisis-management and end-to-end leadership skills.”
At the same time, she managed Pepsi, Mirinda, 7Up, Evervess, and Lipton while supply chains were under pressure. Her ability to maintain profitability and market share strengthened her approach to prioritization and practical decision-making.
Her work at Carlsberg demonstrated the same methodical approach. During her tenure, she grew the imported beer portfolio by twenty-seven percent annually in a highly competitive category, driven by renegotiated partner contracts, improved bonus structures, and strengthened distributor terms. She also brought the P&L to break even, an achievement that required sustained financial discipline and cross-functional coordination. These outcomes highlight the importance of precise planning and consistent analysis when markets shift.
Expanding Into the U.S. Market and Technology
Yelyzaveta Hrushko later entered the U.S. market and joined Samsung Electronics America. This move marked an essential step in her career, given the scale and competitiveness of the American marketing landscape. The United States is one of the most demanding regions for sustainability communication and digital campaigns, and its ability to adjust to new consumer expectations has positioned it as a versatile leader across global markets. Reflecting on the move, she explained that transitioning to the U.S. brought “new consumers, new standards, and new expectations,” a shift that required rapid adaptation and strategic clarity.
At Samsung, she works on sustainability marketing, go-to-market planning, research, and campaign development, contributing to initiatives that support the company’s broader environmental goals. She partnered with agencies and creators on national sustainability campaigns and managed several digital programs across online, social, and out-of-home channels, including placements in Times Square. Her work contributed to a two-and-a-half percent increase in brand awareness within a short campaign cycle, demonstrating her ability to deliver measurable results in a highly competitive market.
She also developed strategy and helped guide the launch of the MUSH digital platform, shaping its marketing strategy and supporting its expansion into more than five markets. The project gathered insights from more than one thousand B2B users and confirmed strong product-market fit, further strengthening her cross-industry expertise.
Building Expertise Across Categories
Throughout her career, Yelyzaveta Hrushko has worked with leading brands including Pepsi, Mirinda, 7Up, Evervess, Lipton, Guinness, Warsteiner, Grimbergen, Harp, Kilkenny, RockStar, Aqua Minerale, and several baby food lines. She has developed go-to-market plans, managed portfolios, shaped communication systems, and launched more than eighty SKUs. She has reviewed more than twenty-five research projects and used those findings to refine brand attributes for more than twenty-five brands.
Her expertise has also been recognized outside her corporate roles. In 2021 & 2025, she was invited to serve as a jury member for the Reklamny Poligon student advertising competition and the Student Festival of Advertising, representing PepsiCo Ukraine. These invitations reflected her standing in the industry and her reputation for strong strategic judgment.
Her work has contributed to steady performance across the categories she managed:
- Baby biscuits gained a six percent share in the first year after relaunch
- Baby purees and juices grew by two percentage points
- Baby water maintained a seventy-five percent market share
- Imported beer brands grew by twenty-seven percent each year
- Carbonated soft drinks at PepsiCo reached plus forty percent in sales and thirty-one percent in profit
- Iced tea reached plus thirty-three percent in sales and thirty-four percent in profit, with Lipton reaching thirty-six percent market share
Her project record also includes budget optimization efforts that raised cost efficiency by at least twenty percent across several categories. These outcomes reflect a detailed, consistent approach built on research, clear priorities, and an understanding of how brand systems function across markets.
Values and Long-Term Goals
Yelyzaveta describes kindness, responsibility, and growth as the values that guide her work. These principles shape her approach to projects and collaboration. Her involvement in industry events and cross-team initiatives supports broader discussion around research-based brand development.
She plans to continue her career in the U.S., working with major consumer brands and contributing to initiatives that encourage awareness of how people impact one another, animals, and the environment. She also intends to support younger marketers through mentoring, teaching, and participation in industry competitions.
A Clear View of the Road Ahead
Liza’s career shows how structured, research-based marketing can drive results across shifting markets. She has delivered measurable growth in FMCG, CPG, and U.S. technology, strengthening brands in both stable and volatile conditions. In the United States, she continues contributing to sustainability and consumer innovation. Her work reflects the impact of adaptable, insight-led leadership across global industries.
About the Author:
Elena Morris is a business and culture writer based in New York. She covers marketing, consumer trends, and the work of global brand leaders.
- Sumy State University. “Рекламний Полігон: Creative Battle.” – https://kmc.sumdu.edu.ua/novyny/reklamnyi-polihon-hdtridtsyat/
- Samsung Sustainability. “Environmental Strategy.” – https://www.samsung.com/us/about-us/sustainability/environment/strategy/
Published on December 2, 2025.
