Razom Group announces a new management structure designed to ensure effective implementation of business models, process digitalization, and higher operational efficiency.

“One of our key tasks for this and next year is to transform the Group in line with market trends and business goals. We will achieve this through digitalization, process standardization, and strengthening our management structure,” said Arman Matkulov, CEO & Managing Partner of Razom Group.

Mila Krutchenko will be appointed Chief Transformation Officer. For over eight years, she has led the Razom HUB direction as Chief Strategy and Digital Officer. In her new role, she will be responsible for the digital transformation of the Group’s internal business processes and the development of technology solutions for clients, including automation, artificial intelligence, and data-driven approaches.

“Digital transformation goes beyond individual projects, media, or departments—it’s a mindset and a part of the company’s cultural code. My task is to integrate innovative approaches, new technologies, and team insights to optimize processes, enhance service quality, and increase the technological sophistication of our products,” said Mila Krutchenko, Chief Transformation Officer.

All Razom Group buying units—Non-TV, TV Buying, Digital Buying, and PPC—will now be centralized under the leadership of a Chief Investment Officer. This new position will be assumed by Anna Bratko, who led UM Ukraine for more than eight years and has deep expertise in media, marketing, and communications.

“Our clients’ businesses face new challenges—from market turbulence to changing consumer habits. Under these conditions, the role of media is evolving: from a reach provider to a strategic partner with a high level of adaptability and contextual understanding. We are focusing on tool integration, the development of innovative solutions, and maximizing effectiveness for our clients,” said Anna Bratko, Chief Investment Officer.