Campaign’s Brand Faces to Watch 2025 – Darina Zotova, Global PR Lead, Flowwow

Campaign’s Brand Faces to Watch 2025 – Darina Zotova, Global PR Lead, Flowwow

Age: 25

Nominated by Slava Bogdan, CEO, Founder:
I highly recommend Darina Zotova for this award. In 3 years, I had a distinct pleasure to watch how Darina turned out into an experienced team lead with a strategic vision from a global PR manager. It was she who suggested the concept for our marketplace: “a global gifting marketplace for local shops” – now core to Flowwow’s identity. Today Darina supervises a team of 4 people, driving Flowwow’s brand presence in 5+ markets.

I know it’s only the beginning of her professional journey, and this nomination will be a chance to highlight her achievements.

Career highlights

Darina Zotova launched Flowwow’s PR in MENA, Spain, and the UK from scratch in 2022, doubling annual coverage with a positive tone in such global Tier-1 lifestyle and business media as Khaleej Times, Forbes ME, CNBC Arabia, Cosmopolitan ME, Vogue Arabia.

Under her leadership, the team increased from 10 to 30 publications per month and expanded our total reach to 250 million views per month.

Darina developed 15+ localised creative campaigns across four key markets (e.g. standout B2C campaign Peonymania with the 10M media reach in the UAE), and also launched the Brazilian market in 2025.

Guiding principles

Darina is an energetic professional with an acumen for business and heart for the community. Her super power is to connect people across the globe through stories, whether it’s the community of sellers, or international team. Her life motto is: “Lead with energy, connect with empathy”.

Side hustle

Darina is a co-founder of a strategic agency “Shake Your Hands”. For 2 years, Darina has developed an agency, helping brands build engaged and sustainable communities. The mission of the agency is to turn audiences into loyal advocates, driving business growth, trust, and emotional connections.

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