Interview with Olga Chetverukhina

Introduction and Background

WIDD: You’ve lived and worked across so many different parts of the world. How has that global experience shaped the way you work and lead in digital marketing today?

OLGA: Living and working across different countries and continents taught me that there’s no one-size-fits-all way of thinking – in life or in marketing. Cultural nuances shape how people perceive messages, solve problems, what they value, and how they engage digitally. That perspective helps me build campaigns that aren’t just transactional but truly resonate with diverse audiences. It also made me adaptable and resourceful – two skills that are essential in digital marketing, where change is the only constant.

WIDD: After starting your career in supply chain management, you made a big switch to digital marketing. What inspired that change and what helped you make the transition successfully?

OLGA: I spent five years working in supply chain after earning my Master’s in Supply Chain Management. It was solid, structured, and very organized work, but after a while I realized I was bored – I couldn’t see myself in this field for the rest of my life. At the same time, I’d always been drawn to the magic of big brands: their storytelling, their creative ad campaigns, the way they could spark emotion and loyalty. Part of me secretly wished I could be on the other side of that, helping to shape those messages. After a short period of searching, I discovered communications and marketing, and it just clicked. After a brief period in comms, I fully focused on digital. What helped me transition successfully was my passion for everything tech, my ability to learn, and opportunities to practice new skills that life presented me with.

WIDD: What’s something you love most about working in the digital space? What keeps you excited about this field?

OLGA: The digital world never stands still. There’s always a new tool, trend, or consumer behaviour shift to explore. I love that sense of discovery and the constant need to evolve. For me, the excitement comes from knowing that digital marketing is never “done” – it’s a living organism, and I can never be truly a pro – I always have room to learn and grow. Digital is also super measurable, and as someone who likes being in control, I appreciate the opportunities for data-driven, justified decisions that digital channels open.

WIDD: As a woman in digital, have you faced any challenges in your career? How did you navigate or overcome them?

OLGA: I am a self-made marketer, and one of the challenges has been being underestimated – having to prove expertise twice as hard in certain rooms. I’ve learned to see that not as a setback, but as motivation to build credibility through results, relationships, and persistence. I also leaned on mentorship and strong networks – because sometimes the best way to overcome barriers is to surround yourself with people who remind you that you absolutely belong at the table and opinion is valid and valued.

WIDD: Who inspires you whether in your personal life or professional world and why?

OLGA: I draw a lot of inspiration from women who reinvent themselves fearlessly, whether it’s leaders in business, creators in the digital space, or even people in my personal circle who embrace change instead of resisting it. I feel blessed and lucky to have a good number of such women in my surroundings! That courage to start again, to step into discomfort, and to grow, not because but regardless – that’s what I admire most.

WIDD: Is there a quote or mindset you live by especially when facing challenges or big changes?

OLGA: One that really guides me is: “You never know until you try.” It’s simple, but it pushes me to take action even when the outcome isn’t certain. If you don’t try, for sure nothing good will come out of it. But if you do, something great and unexpected might happen, so why deprive yourself of a mere chance? Even if things don’t go perfectly, you gain clarity, skills, and confidence that you wouldn’t have if you’d stayed on the sidelines. Whenever I’ve stepped into something new – whether moving countries, changing careers, or leading a new project – it’s that mindset that gave me the courage to just go for it.

WIDD: What trends do you see shaping the future of digital marketing? Anything you think fellow women professionals should keep an eye on?

OLGA: There’s no doubt anymore that AI is reshaping everything, but I see it less as a replacement and more as an amplifier of creativity and strategy. Personalization at scale will continue to grow, but so will the need for authenticity and human connection. Women are naturally wired for nurturing, connection and empathy, so who else but women that will be strengthening that connection in the AI and digital era? I also think women in digital should keep an eye on how technology can free us from repetitive tasks so we can lean more into strategic, creative, and leadership roles.

WIDD: Finally, what advice would you give to someone considering a career change especially into the digital or tech space?

OLGA: Don’t wait to feel “ready” – you’ll never know everything before you start. Instead, treat the shift like a series of small experiments. Take a course, build a project, volunteer, test your skills. Keep your mind open and flexible. The digital space is ever evolving, and it rewards people who learn by doing. And remember: your past career isn’t a detour, it’s an experience which you should build upon, you’ll bring unique skills and perspectives that set you apart.