Irina is a Digital Platform, AI-Driven Discovery, and Growth Strategy leader with over 15 years of experience building, scaling, and governing complex digital ecosystems across media, ecommerce, enterprise, and regulated industries.

My work focuses on transforming fragmented websites into cohesive, high-performing platforms that drive sustained audience growth, operational efficiency, and long-term discoverability across search, content distribution, and AI-mediated experiences. I specialize in platform strategy, content architecture, discovery systems, and operating models that enable organizations to scale faster without sacrificing quality, trust, or governance.

Currently, I provide select strategic advisory support across search, GEO, and product operations for large publishing platforms and mission-driven organizations—modernizing discovery frameworks, strengthening content systems, and preparing digital properties for the future of AI-driven visibility.

Previously, I led enterprise discovery and growth strategy at Audacy, overseeing SEO, platform optimization, and experimentation across a portfolio spanning news, sports, music, entertainment, ecommerce, and mobile apps. My work supported a 100M+ URL ecosystem, scaled organic audiences from 3M to 15M monthly sessions within two years, modernized CMS workflows for large editorial teams, and established durable governance across taxonomy, metadata, syndication, and performance testing. I partnered closely with Editorial, Product, Engineering, Analytics, Marketing, and Legal teams to align platform strategy with both business goals and editorial standards.

Before Audacy, I served as SEO Product Manager at Toys“R”Us and Babies“R”Us, where I owned global site architecture, taxonomy, and CMS governance across major ecommerce properties including toysrus.com, toysrus.ca, and babiesrus.com. I led redesigns and migrations supporting international growth, accessibility, and performance while partnering with UX, Engineering, and Brand teams to scale platform standards and workflows.

Earlier in my career, I delivered discovery and platform programs for enterprise brands across media and fashion, healthcare and life sciences, manufacturing, hospitality, consumer electronics, and ecommerce — including Harper’s BAZAAR, STERIS and STERIS Life Sciences, Midmark, Ruth’s Chris Steak House, JVC, Milly NY, and Health Street.

Across roles, I am known for translating business objectives and user behavior into clear platform strategies, designing operating models that scale across teams and markets, and building systems resilient to platform shifts, algorithm change, and the evolving AI discovery landscape.

 ✅ Selected Impact

• Architected AI-ready content and entity frameworks powering AEO, GEO, and AI-driven discovery at scale
• Scaled organic audiences from 3M to 15M monthly sessions (+400%) within two years across enterprise platforms
• Led large-scale migrations across 100M+ URLs delivering sustained organic growth post-launch
• Restored 30–50% of lost organic visibility by resolving enterprise technical and accessibility failures
• Built experimentation programs improving discovery flows and CTR performance by 20%+
• Launched personalization across high-intent journeys increasing conversion rates by 25%
• Created evergreen content ecosystems generating millions of monthly pageviews
• Expanded multi-platform discovery adding 6M+ incremental monthly reach
• Modernized CMS workflows for 150+ editors accelerating speed and content quality
• Built global analytics frameworks linking GEO, SEO, and conversion outcomes
• Led international platform and discovery strategy across U.S. and Canada markets
• Directed local discovery programs across hundreds of retail locations
• Implemented enterprise taxonomy and governance ensuring long-term platform integrity