In this episode, our guest is Ekaterina Petrakova, Director of Market Expansion at YesStyle, to discuss what growth really looks like when the rules keep changing.

From Rocket Internet’s high-speed startup machine to brand-led retail at Ace & Tate and Mr. Spex, Ekaterina has seen both sides of the equation: performance obsession and long-term brand building. Now leading expansion across EMEA at YesStyle, she’s navigating a world where platforms are black boxes, attribution is messy, and “data-driven” doesn’t always mean future-ready.

Andy and Ekaterina talk about the tension between dashboards and gut instinct, why over-structuring marketing can backfire, and what happens when influencer marketing shifts from authenticity to fully commercialized ecosystems. There’s also a sharp take on ad fatigue, stakeholder conversations about measurement (without pretending you have perfect answers), and why cohesion across teams might be the most underrated growth lever.

Find Ekaterina on LinkedIn:

https://www.linkedin.com/in/ekaterina-petrakova/

Resources mentioned in this episode:

• Your colleagues and their work – talk to the people around you