Veronika

Marfina

Hi,

I am Veronika Marfina, a Business Innovation and Brand Strategist specialising in sustainability and circular economy. I help companies develop impact-driven ventures, products and brands with clarity on positioning and customer value.

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 brands, expertise in sustainable design and circular economy, and the ability to manage projects from concept to completion.

Working across business models, design, customer experience and brand communication, I bring strategic clarity and creative vision to develop sustainable solutions that work for both business and customers.

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 opportunities, customer needs, trends and legislation, I provide deep insights 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 practical 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, and deliver 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 development.

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 systems thinker to dive into a particular area of the business or lead a specific project

Workshops & Trainings

If you want to build your team's sustainability and innovation capabilities

1:1 Advisory & Mentoring

If you need a strategic guidance and a clear advice as a business leader or a startup team.

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

My approach

Research first

I start every project with discovery research that builds a solid foundation for following strategic work. This includes key stakeholders interviews, market and customer insights, trend forecasting, sustainability legislation analysis.

Design Thinking

I use design thinking methodology that follows four steps — discover, define, develop, deliver. This human-centric methodology ensures we create innovations that resonate with real people while addressing core business challenges.

Systemic Vision

Sustainable and circular solutions require a systemic approach. My diverse experience helps me to see things holistically, bringing a systems perspective into innovation strategy that connects business models, design decisions, and lifecycle impacts.

“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.