Olga Podoinitsyna | Influence 100
Charting the future of public relations

Olga Podoinitsyna

Global Head of Communications and Marketing
VTB Capital
Russia, Europe

 

In addition to serving as global head of communications and marketing for Russian investment firm VTB Capital, Olga Podoinitsyna is a member of the company’s board: a level of seniority achieved by relatively few public relations professionals even in more developed markets.

Podoinitsyna is responsible for VTB Group’s Corporate Investment Business global communications and marketing strategy, including regional development across Europe, Asia, the Middle East and North America. 

Since 2008 she has overseen the company’s transition from the new market player to an established name in the global investment banking industry. Before joining VTB Capital, for eight years Podoinitsyna led the Communications and Marketing function at Deutsche Bank for Russia and CIS, where she also acted as member of the Executive Committee.  

Previously, Podoinitsyna held senior positions at PriceWaterhouse, Burson Marsteller and the Centre for Capital Market Development, a World Bank project. She was also co-chair of the Marketing Committee of the American Chamber of Commerce in Russia, and since 2010 has been a Member of the Board at the Russo-British Chamber of Commerce.

Can you share a moment in your career when you saw PR's direct impact on business performance?
Meetings with investors during Davos Forum as well as during investment forums.

What do you love about this industry?
Drive, challenges and results.

What most frustrates you about this industry?
Nothing.

What are the communications industry's biggest challenges and opportunities?
Challenges: risk management within the new informational environment. Opportunities: development of new terms and conditions in fast changing world.

How do you relax or change pace when you're not at work?
Sport, books, films.

Can you share a book/movie/TV show/podcast that teaches a valuable lesson about PR?
“The Square” (2017)

If I wasn't working in marketing/communications, I would be...
Clients relations and cross-cultural management.