Irina is a digital platform, 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.

Her work focuses on transforming fragmented digital properties into cohesive, high-performing platforms that drive sustained audience growth, operational efficiency, and long-term discoverability across search, content distribution, and emerging AI-driven discovery environments. She specializes in platform strategy, content architecture, search and discovery systems, and scalable operating frameworks that help organizations grow efficiently without sacrificing quality, trust, or governance.

Currently, Irina advises publishing platforms and mission-driven organizations on search, GEO, platform operations, and discovery strategy—modernizing content systems, improving discoverability, and preparing digital properties for evolving AI-driven search experiences.

Previously, Irina 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. Her work supported a 100M+ URL ecosystem and scaled organic audiences from 3M to 15M monthly sessions within two years. She led large-scale migrations, modernized CMS workflows for enterprise editorial teams, and established governance across taxonomy, metadata, syndication, and performance testing while partnering closely with Editorial, Product, Engineering, Analytics, Marketing, and Legal teams.

Before Audacy, Irina served as SEO Product Manager at Toys “R” Us and Babies “R” Us, where she led global site architecture, taxonomy, and CMS governance across major ecommerce properties in the U.S. and Canada. She directed redesigns and migrations supporting international growth, accessibility, and platform performance while partnering with UX, Engineering, and Brand teams to scale operational standards and workflows.

Earlier in her career, Irina led discovery and platform initiatives across media, fashion, healthcare, life sciences, manufacturing, hospitality, consumer electronics, and ecommerce brands—including Harper’s BAZAAR, STERIS, Midmark, Ruth’s Chris Steak House, JVC, Milly, and Health Street.

Across roles, Irina is known for translating business goals and user behavior into scalable platform strategies, operational frameworks, and discovery systems that adapt to evolving search ecosystems and changing user expectations.

 ✅ Selected Impact

• Architected content and entity frameworks supporting AEO, GEO, and AI-driven discovery at scale
• Scaled organic audiences from 3M to 15M monthly sessions (+400%) within two years
• 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%
• Built evergreen content programs generating millions of monthly pageviews
• Expanded multi-platform distribution and discovery, adding 6M+ incremental monthly reach
• Modernized CMS workflows for 150+ editors, improving speed and content quality
• Built analytics frameworks linking GEO, SEO, engagement, 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 frameworks supporting long-term platform integrity