Veronika

Marfina

Hi,

Hi, I'm Veronika Marfina, a Business Innovation and Brand Strategy Consultant. I help companies turn sustainability into competitive advantage — developing ventures, positioning brands, and creating communication strategies that connect with customers.

My 15-year career spans global corporations like L'Oréal to early-stage startups. With a background in strategic design and architecture, I spent a decade leading retail design projects for major FMCG, fashion, and luxury beauty brands before transitioning to business consulting in 2019. This journey gave me deep understanding of consumer market, hands-on expertise in sustainable design and circular economy, and sharpened my aesthetic sense.

Working across business models, design, customer experience and brand communication, I bring strategic clarity and systems thinking to develop solutions that work for customers, business, and planet.

Areas of expertise

Research & Strategic insights

For organisations seeking clarity and strategic direction on new business opportunities within sustainability and circular economy. Through stakeholder interviews and in-depth analysis of market, customer needs, trends and legislation, I identify opportunities and pathways that shape your future strategy. Findings are delivered as strategic recommendations, guidelines, or project roadmap.

Sustainable business & product innovation

Building your team's capacity to innovate sustainably. Through workshops, training and hands-on support, I help teams design ventures, products and customer experiences with sustainability and circular economy principles at the core. We apply design thinking to create future-proof solutions where sustainable choices feel intuitive and appealing, delivering both customer and business value.

Brand strategy & communications

For purpose-driven companies seeking to build a strong brand that differentiates them in the market. I help define brand foundation (vision, mission, and values), refine target audiences, develop clear value propositions, and create authentic communication strategies that resonate with sustainability-conscious audiences, build trust, and drive business grow.

Client Focus

Medium and large organisations looking to implement sustainability and circularity into business and product development to drive innovation, stay ahead of regulations and capture market opportunities.

Impact startups and sustainable brands that need strategic clarity in business development - market positioning, value proposition, brand and communication strategies to ensure their offerings connect with customers.

I work primarily with tech (B2B) and consumer-facing (B2C) businesses where brand trust and customer experience drive success - including media, retail, fashion, cosmetic, furniture & interiors, hospitality, education, and luxury goods.

Selected projects

Selected organisations and brands I've worked with

How you can work with me

Project & Fractional support

If you need a strategic partner to execute a specific project, or for regular involvement in key decisions and hands-on support.

Workshops & Trainings

If you want to build your team's sustainability and innovation capabilities. Sessions designed around your real business challenges.

1:1 Advisory & Mentoring

If you need a strategic guidance as a founder or a leader to work through positioning, business model, or scaling decisions.

Professional highlights

Developed a self-initiated research project on sustainable business models across the European startup ecosystem (2021-2023), securing competitive funding as a German Chancellor Fellow

Regularly mentor early-stage impact startups, having supported accelerator programmes like Social Impact Award, Blue Bio Value, Village Capital, Women in Tech and others (2022-present)

Led research, concept development and brand strategies for truly innovative projects at strategic design agency Tsentsiper (2019-2021) that set new standards in their industries

Delivered 30+ lectures, workshops and public talks on sustainable business practices for companies including Samsung and L'Oreal

Led implementation of L'Oreal's global sustainable retail design guidelines locally in Russia (2019) and later guided Pernod Ricard's team through a similar transformation (2020)

Launched WeFuture (2018-2021), a media project about sustainable business and lifestyle that grew into sustainability consultancy.

Selected projects

“Veronika began supporting me as I took over Greening of Streaming,
and quickly proved invaluable — bringing efficiency and clarity to our work. Her strategic insights sharpened our brand and communication messaging, and her expertise with project management and design tools elevated our professional image. Most of all, I value her proactive mindset and her ability to say no when it matters."

Ben Schwarz

President, Greening of Streaming

Contact me

Whether you're developing a new sustainable venture, building team capabilities,
or clarifying your brand positioning - I'd love to explore how I can help.

Reach out via LinkedIn or email.