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Veronika Marfina

Veronika

Marfina

Hi,

I am Veronika Marfina, a Business Design and Innovation Consultant. I help companies develop business ventures, products and services with sustainability and circularity at their core.​​ 

 

My 15-year career spans from global corporations like L'Oreal to early-stage startups. After a decade leading retail design projects for major FMCG, fashion, and luxury beauty brands, I transitioned to business innovation consulting in 2019, bringing deep understanding of consumer brands, technical expertise in sustainable design and ability to manage complex projects from concept to completion.

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Working across business strategy, design, customer experience and brand communication, I bring creative vision and systemic approach to develop sustainable solutions that work for business and its customers.

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 capabilities and equip them with innovation frameworks

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

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  • 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)

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  • Worked on truly innovative projects at strategic design agency Tsentsiper (2019-2021) incl. reimagined bank services and intuitive shopping experiences that set new standards in their industries

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  • Delivered 30+ lectures, workshops and public talks on sustainable business practices for companies including Samsung and L'Oreal

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  • 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)

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  • Launched WeFuture (2018-2021), initially a media project about sustainable business and lifestyle that grew into one of Russia's first sustainability consultancies

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  • In my previous professional life, created design concepts for 20+ retail spaces for international fashion, cosmetic and luxury brands, enhancing brand positioning and customer experience (2010-2019)

Areas of expertise

Research & Strategy 

For organisations seeking insights on new business opportunities within sustainability, circular economy and regenerative futures. Through key stakeholder interviews and in-depth analysis of market opportunities, customer needs, business requirements, emerging trends and legislation, I provide insights that will shape your future strategy. The findings can be delivered as a recommendation-focused report, business guidelines, or strategy roadmap.

Circular business model, product and service design

Through workshops or fractional support, I help your team implement principles of circular economy in business models, product design, and customer experience. We design solutions that eliminate waste and promote continuous use of resources, examining how materials and products can be reused, repaired, remanufactured, or recycled, and implement product-as-a-service models that would deliver great user experience​.

Sustainable customer experience 

For hospitality, retail, and other businesses that serve people directly, I help to design customer experiences that seamlessly integrate sustainability and circularity principles. After research and observation, I deliver practical implementation guidelines that make sustainable choices intuitive and appealing across all customer touchpoints.

Brand strategy & communications

For small purpose-driven companies and brands seeking to enhance their offerings and effectively communicate their impact, I offer brand strategy & communications services. This includes defining your brand's vision, mission and values, and creating communication strategies that resonate with your sustainability conscious audiences. 

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Client Focus

I usually work with​

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  • Large organizations looking to implement sustainability and circularity into business and product development to stay ahead of regulations and market trends​​.

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  • Small sustainable brands and startups that need strategic assistance in early stage business development - design clear value proposition, brand and communication strategy to ensure their sustainable offerings connect with customers.

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Throughout my career I've worked with diverse industries, but have the most expertise in consumer facing business - retail, fashion, cosmetic, furniture & interiors, hospitality, education, luxury goods.

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Selected organisations and brands I've worked with

Lancome logo
L'Oreal logo
Armano logo
Pernod Ricard logo
Samsung logo
AvH Foundation logo
Indeed logo
Blue Bio Value logo
Stone Soup logo
Bridgemaker logo
Greening of Streaming logo
Social Impact Award logo

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 an early-stage sustainability venture or an established company transforming your existing business, I'd be happy to collaborate.

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 Contact me via LinkedIn or drop me an email.

© 2025 By Veronika Marfina.

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