Expanding into international markets can be daunting, but Dmitriy Makarov has built a career proving it can be done. The Kyiv-born entrepreneur, now based in London, founded a marketing agency that works with some of the world’s most recognizable brands, including BMW, Durex, Intel, NIVEA, Domino’s and Hugo. His path reflects determination, adaptability and what he calls his principle of GMG, or “Grind Mastery Growth.”
Building a Global Agency
Dmitriy Makarov began in esports and marketing, teaching himself the skills that would later define his career. At the same time, he has always had a vision to grow beyond local opportunities. That vision became reality as his agency expanded to more than 100 employees and delivered campaigns reaching an estimated 2.6 billion people worldwide.
He credits his success to a people-first mindset. “Marketing is about people and environment. When entering a new market, the key is to learn to listen before speaking. Only then will the strategy start to work,” Makarov said. That philosophy helped his agency craft campaigns that resonate across cultures, even when the differences between markets proved challenging.
Challenges Across Borders
International growth brought significant hurdles. Dmitriy Makarov said scaling a business abroad is never straightforward. “One of the biggest challenges in scaling a marketing agency internationally is the absence of a universal formula,” he said.
What connects with audiences in one region may fall flat in another. Language nuances, cultural expectations and differences in digital platforms can all derail a campaign. Even design preferences vary: audiences in Latin America respond to bold, humorous ads, while in Northern Europe minimalism performs better.
To address those challenges, Makarov relied on local expertise. “Local partners or consultants, even at a freelancer level, who can say, ‘No, this definitely will not work here,’” he said, proved critical. He also tested dozens of trial campaigns before handing them off to his team, sought advice from influencers and studied competitor strategies in depth.
Lessons for Entrepreneurs
Practical solutions became the backbone of the entrepreneur’s approach. In Asia, switching from international to local email domains boosted response rates. In another region, syncing campaigns with pay-day schedules led to higher conversions.
Flexibility, Makarov said, is key. “Sometimes it is better to adapt the strategy than force your own.” That mindset helped his agency build credibility and lasting client relationships.
For entrepreneurs looking to grow internationally, Dmitriy Makarov offers straightforward advice: do not rush into contracts with the largest local firms. Instead, look for smaller teams with proven track records. Always test messages with real audiences before rolling them out. And avoid focusing on click-through rates alone, since engagement and long-term behavior matter more.
At the center of his philosophy is GMG, or Grind Mastery Growth: Grind represents persistence, Mastery means developing expertise and Growth reflects both financial success and personal development. For Dmitriy Makarov, this approach transformed him from freelancer to international business leader, showing that adaptability and resilience can make the difference in global markets.