Yana
Basaranovich
I’m a communications strategist with 20+ years of experience
at the intersection of brand, perception, and business.
I work as a Fractional Communications Director,
strategic advisor, and brand mentor — supporting
tech founders, women entrepreneurs in fashion,
beauty, and lifestyle, and scaling teams across the EU.
I build communication systems that make brands clear to investors, aligned
for teams, recognizable in the market.
Brand Strategist
Fractional Communications Director
PR mentor
Yana
Basaranovich
I’m a communications strategist with 20+ years of experience
at the intersection of brand, perception, and business.
I work as a Fractional Communications Director,
strategic advisor, and brand mentor — supporting
tech founders, women entrepreneurs in fashion,
beauty, and lifestyle, and scaling teams across the EU.
I build communication systems that make brands clear
to investors, aligned for teams, recognizable in the market.
Brand Strategist
Fractional Communications Director
PR mentor
to help founders and teams build the habit of thinking about communications as
a strategic system — not just “visibility in the information field.”
I show how brand architecture and communication strategy impact:
scaling potential, investment readiness, partnership opportunities and sustainable growth.
to help founders and teams build the habit of thinking about communications as a strategic system — not just
“visibility in the information field.”
I show how brand architecture and communication strategy impact:
scaling potential, investment readiness, partnership opportunities
and sustainable growth.
Communications as a strategy
-
Attract and grow strong teams
Through shared language and internal clarity
-
Accelerate fundraising
By making your value clear to investors
-
Simplify scaling
With a message that grows alongside your business
-
Reduce the cost of mistakes
By aligning perception, action and direction
Communications as a strategy
-
Attract and grow strong teams
Through shared language and internal clarity
-
Accelerate fundraising
By making your value clear to investors
-
Simplify scaling
With a message that grows alongside your business
-
Reduce the cost of mistakes
By aligning perception, action and direction
Mass Communication,
Communicational Studies
Business School MSc International Marketing
- I have an international education and experience of living in three cultural environments: Edinburgh, Paris and St Petersburg. This has taught me to see a brand in context - locally and globally. And to create a strategy, taking into account cultural codes, audience expectations and the real business objective.
-
I speak the same language as founders, investors, and teams — and understand their real-world challenges.
-
I combine operational experience, strategic insight, and deep brand empathy to deliver meaningful outcomes.
-
I translate complex expertise into clear, actionable solutions — for brands, teams, and the market.
-
I act as an advisor, mentor, or strategist — working flexibly, but always with focus on growth and business goals.
- I read the market and spot emerging signalsI don’t just react — I anticipate. I track shifts in audience behavior, competitive narratives, and cultural codes to ensure your brand stays relevant and ahead.
- I listen to the team and build meaning from withinStrong communication starts inside. I translate internal knowledge, values, and experience into a clear, unified voice — one the whole team can stand behind.
- I speak the language of metrics, momentum, and growthMy work is aesthetic, but never abstract. I align communications with business goals, performance metrics, and growth stages — so your brand moves with purpose.
-
Founder
whybconsult.com
From 2015Leading a full-service communications agency, delivering impactful campaigns for brands across fashion, retail, and e- commerce. -
PRD lamoda.ru
Rocket Internet
From 2012Built brand awareness and drove user growth for a leading fashion and footwear e-tailer in Russia & CIS. -
Senior Brand Manager
ELLE Magazine
From 2010Managed brand relations and communications for a leading fashion and lifestyle media outlet.
- My career has taken me from a sales assistant in an Edinburgh boutique to PR Director at Lamoda (Rocket Internet) and CEO of Why.B.Consult, a communications agency with a portfolio of over 50+ brands. I've gone from working in the room and understanding the client - to leading strategy sessions with investors.
brand strategies
Case Studies
in the digital age
of influencer marketing
brand strategies
Case Studies
in the digital age
of influencer marketing
the fashion, beauty and lifestyle industries.
[ Portfolio ]
- My practice includes not only PR experience, but also research analytics. Field projects for Harrods, research for Prada, quantitative and qualitative dives for European brands. I know how to hear the market - and make decisions based on facts, not assumptions.
Consulting with me means looking at your brand from three angles:
as a strategist, as a partner, and as a consumer, in order to identify areas of strong growth and turn your image into an asset.
- Integrating PR into marketing
- Developing brand voice and a systematic reputation model
- Growth communications in a new country/region
- Communication hygiene: what we say, why we say it, how it sounds
- Fractional Communications Director
- Strategic advising / brand mentorship
- Communication architecture for investment and scaling
- Preparation for pitches, sessions with funds, presentations on the EU market
- Developing brand structure, voice, positioning
- Internal brand “skeleton” for an international audience
- From “beautiful visualization” to sustainable meaning and development
- Joint navigation: who we are, where we are going, who we are talking to
Consulting with me means looking at your brand from three angles: as a strategist, as a partner, and as a consumer,
in order to identify areas of strong growth and turn your image into an asset.
- Integrating PR into marketing
- Developing brand voice and a systematic reputation model
- Growth communications in a new country/region
- Communication hygiene: what we say, why we say it, how it sounds
- Fractional Communications Director
- Strategic advising / brand mentorship
- Communication architecture for investment and scaling
- Preparation for pitches, sessions with funds, presentations on the EU market
- Developing brand structure, voice, positioning
- Internal brand “skeleton” for an international audience
- From “beautiful visualization” to sustainable meaning and development
- Joint navigation: who we are, where we are going, who we are talking to
-
How I work:
• Advisory sessions
• Fractional support (strategic and tactical level)
• Project format (internationalization, relaunch, pitching)
• Combined approach: strategy + navigation + presence -
Who I am not suitable for:
• Those who want “media mentions” without a strategy
• Those who are only looking for a visual upgrade
• Those who are not ready to be heard — and to change the structure
-
How I work:
• Advisory sessions
• Fractional support (strategic and tactical level)
• Project format (internationalization, relaunch, pitching)
• Combined approach: strategy + navigation + presence -
Who I am not suitable for:
• Those who want “media mentions” without a strategy
• Those who are only looking for a visual upgrade
• Those who are not ready to be heard — and to change the structure
PR, or fashion communications?
Let’s create something remarkable.