Ekaterina is a growth leader with 15+ years scaling B2C products. Over these years, she’s helped apps like IG Trading, adidas Training, Mimo, and dozens of side projects grow to millions in MAUs and ARR. With one foot in product and the other in marketing, Ekaterina now leads growth teams and is user- and outcome-focused. She also teaches, mentors growth practitioners, and consults startups. Fun fact: Ekaterina has run hundreds of A/B tests and is still convinced the best growth strategy starts with real user respect.