Tanya Bash

About Tanya Bash

Creative Operations & Project Lead with 10+ years of experience leading integrated…

Experience

1. Creative Project Manager & Business Lead (Group Account Director)

   McCann

   Feb 2023 — Present · Almaty, KZ

   Recruited to relocate to Kazakhstan and lead strategic and creative development for Tele2, one of the country\'s top telecom brands. Oversaw full campaign delivery across digital, TV, and OOH.• Led the brand’s first repositioning in 7 years from the agency side, launching a new creative platform that shifted perception from low-cost to value-for-money. Helped grow key brand and business metrics, including a significant ARPU increase, and position Tele2 as a leader in both price and value perception.• Oversaw the full rebranding process — from developing a new creative framework to producing a brand book and visual guidelines — to ensure consistency across all future campaigns.• Led a high-profile partnership with Disney & Marvel Studios for the 2024 release of Deadpool & Wolverine — the first collaboration of its kind in Central Asia — including two original video spots with local production, full-scale OOH/digital support, and cinema activations.• Supervised the launch of 5G and a two-year, integrated rollout campaign across all channels. Resulted in Tele2 becoming the leader in 5G and ranked #1 in perceived mobile internet and overall network quality.• Drove award-winning work recognized by Silver Mercury and E+ Central Asia Awards.• Managed cross-functional teams across strategy, creative, media, and production, ensuring alignment with client KPIs, budgets, and timelines.• Oversaw budget planning and account profitability, ensuring sustainable growth and operational efficiency across the client group.After successfully completing the Tele2 contract, continued driving major projects for other key clients, including adidas and Ferrero Rocher.

Education

• Higher School of Economics

  Master's degree, Organizational Management, specialization in Marketing

Skills

• Marketing
• Advertising
• Integrated Marketing
• Photography
• Account Management
• Tv Advertising
• Outdoor Advertising