When it comes to building a business that stretches beyond borders, few stories are as compelling as that of Dmitriy Makarov. The London-based entrepreneur has made his name in global marketing, not only by running campaigns for world-famous brands but also by showing what it takes to adapt, listen, and grow in diverse markets. His journey from Kyiv, Ukraine, to the heart of the UK business scene is a testament to resilience, creativity, and a belief in what he calls GMG, or “Grind Mastery Growth.”
Marketing must feel authentic
Makarov’s career started in esports and digital marketing before he launched his own agency, which now employs more than 100 people. Today, his clients include BMW, Durex, Intel, NIVEA, Domino’s and Hugo, a line-up that underlines his international reach. Yet his achievements have not come without obstacles. As he explains, “One of the biggest challenges in scaling a marketing agency internationally is the absence of a universal formula.” What appeals in one market may fail in another, and this has shaped his approach to every campaign.
At the centre of his strategy is a simple belief: marketing must feel authentic. “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,” says Makarov. That ethos has carried him from campaigns in Ukraine to reaching more than 2.6 billion people online. But it also required hard lessons in cultural differences, from subtle language issues to the reality that not every platform or creative style translates smoothly between regions.
The importance of local knowledge
To tackle these challenges, Dmitriy Makarov relies on flexibility and local knowledge. “Local partners or consultants, even at a freelancer level, who can say, ‘No, this definitely will not work here,’” he says, are often the difference between success and failure. The entrepreneur and his team have tested countless trial campaigns, collaborated with local influencers, and taken time to study competitors in each market. The result is a feedback-driven process that underpins Makarov’s philosophy of constant adaptation.
Practical examples highlight how small adjustments can unlock big wins. In Asia, switching from international to local email domains significantly improved engagement. In another market, aligning campaigns with local pay-day schedules boosted conversions. Even the use of colours and design styles shifts dramatically between regions: vibrant, humorous adverts thrive in Latin America, while minimalism resonates in Northern Europe. According to Dmitriy Makarov, recognising and respecting these details builds credibility and lasting partnerships.
The three-part principle
Dmitriy Makarov’s advice to other entrepreneurs is clear and down-to-earth. Avoid rushing into contracts with the biggest agencies; instead, seek smaller, proven teams who know their market. Test messages carefully before rolling them out widely. And most importantly, measure success by customer behaviour and engagement rather than focusing solely on surface metrics.
For Dmitriy Makarov, the foundation of his work is GMG, his three-part principle: Grind – perseverance and hard work; Mastery – building real expertise; and Growth – expanding both professionally and personally. It is this mindset that has carried him from a solo freelancer to leading international campaigns for household names. In a world where global business can seem overwhelming, his story proves that adaptability and focus can turn ambition into lasting success.
Global Lessons from Dmitriy Makarov: How to Thrive in International Business