I lead content and brand strategy for digital-first products — combining storytelling, UX thinking, and scalable systems. With 5+ years of international experience, I've built content ecosystems, led creative teams, and launched storytelling-driven campaigns across Central Asia, Africa, MENA, and LATAM. My recent work spans full-stack development, Telegram Mini App architecture, and blockchain integration, expanding from traditional content into technical product delivery. My background bridges educational platforms, international sports initiatives, and wellness tech — with expertise ranging from video and editorial to API integration, cloud synchronization, and community-driven experiences.
Experience
Founder & Product Lead
Spokspace ∙ 2025
Designed and developed Spokspace, a cross-platform Telegram Mini App serving wellness content to users across multiple markets. Built comprehensive tech stack including Telegram WebApp API integration, TON Connect blockchain payments, and Google Apps Script backend with cloud synchronization. Created multilingual platform (EN/RU) with responsive design, GDPR-compliant data architecture, and advanced analytics tracking. Delivered complete wellness ecosystem with breathing exercises, meditation practices, and mood journaling features while maintaining 100% ad-free user experience.
Head of Content
inDrive ∙ 2023–2025
Led global content production across digital and offline channels. Created multilingual video campaigns, educational platforms (in partnership with the Kazakhstan Football Federation), and managed regional teams in Latin America, Africa, MENA, and Central Asia. Transformed brand platforms into engaging information hubs and reduced production cycles by 20%
Content Manager
Social Discovery Group ∙ 2022–2023
Developed and executed content strategies for a streaming platform. Managed partnerships with influencers and streamers, edited and optimized live and recorded content. Achieved 40% growth in user engagement and a 25% improvement in retention by aligning production with platform analytics
Content Manager (Trust & Safety)
TikTok Russia ∙ 2020–2022
Built and managed a design team under the Trust & Safety division. Created internal policy materials and content review systems for video moderation. Helped localize and adapt platform standards for international projects, improving review accuracy and team coordination
Marketing Manager
Radisson Blu Congress Center ∙ 2019–2020
Led integrated marketing campaigns, increasing brand visibility by 20% and revenue by 10%. Oversaw the visual identity of one of the largest congress venues, producing branded content for web and print. Conducted market research to optimize positioning and improve visitor engagement
Education
Plekhanov Russian University of Economics
PR & Marketing ∙ 2015–2019
Brand Style Guide
Comprehensive style guide created for YourPace, inDrive’s global running initiative
Explore →
Educational platform
A digital learning ecosystem built in collaboration with the Kazakhstan Football Federation
Explore →
Communication Strategy
Strategic framework outlining how the Supernovas project communicates its mission, values, and activities across platforms
Explore →
Dokhova Alica
I lead content and brand strategy for digital-first products — combining storytelling, UX thinking, and scalable systems. With 5+ years of international experience, I’ve built content ecosystems, led creative teams, and launched storytelling-driven campaigns across Central Asia, Africa, MENA, and LATAM. My background spans educational platforms, international sports initiatives, and social tech — with formats ranging from video and editorial to interactive guides and community spaces
Experience
Founder & Product Lead
Spokspace ∙ 2025
Designed and developed Spokspace, a cross-platform Telegram Mini App serving wellness content to users across multiple markets. Built comprehensive tech stack including Telegram WebApp API integration, TON Connect blockchain payments, and Google Apps Script backend with cloud synchronization. Created multilingual platform (EN/RU) with responsive design, GDPR-compliant data architecture, and advanced analytics tracking. Delivered complete wellness ecosystem with breathing exercises, meditation practices, and mood journaling features while maintaining 100% ad-free user experience.
Head of Content
inDrive ∙ 2023–2025
Led global content production across digital and offline channels. Created multilingual video campaigns, educational platforms (in partnership with the Kazakhstan Football Federation), and managed regional teams in Latin America, Africa, MENA, and Central Asia. Transformed brand platforms into engaging information hubs and reduced production cycles by 20%
Content Manager
Social Discovery Group ∙ 2022–2023
Developed and executed content strategies for a streaming platform. Managed partnerships with influencers and streamers, edited and optimized live and recorded content. Achieved 40% growth in user engagement and a 25% improvement in retention by aligning production with platform analytics
Content Manager (Trust & Safety)
TikTok Russia ∙ 2020–2022
Built and managed a design team under the Trust & Safety division. Created internal policy materials and content review systems for video moderation. Helped localize and adapt platform standards for international projects, improving review accuracy and team coordination
Marketing Manager
Radisson Blu Congress Center ∙ 2019–2020
Led integrated marketing campaigns, increasing brand visibility by 20% and revenue by 10%. Oversaw the visual identity of one of the largest congress venues, producing branded content for web and print. Conducted market research to optimize positioning and improve visitor engagement
Education
Plekhanov Russian University of Economics
PR & Marketing ∙ 2015–2019
Brand Style Guide
Comprehensive style guide created for YourPace, inDrive’s global running initiative
Explore →
Educational platform
A digital learning ecosystem built in collaboration with the Kazakhstan Football Federation
Explore →
Communication Strategy
Strategic framework outlining how the Supernovas project communicates its mission, values, and activities across platforms
Explore →
I lead content and brand strategy for digital-first products — combining storytelling, UX thinking, and scalable systems. With 5+ years of international experience, I've built content ecosystems, led creative teams, and launched storytelling-driven campaigns across Central Asia, Africa, MENA, and LATAM. My recent work spans full-stack development, Telegram Mini App architecture, and blockchain integration, expanding from traditional content into technical product delivery. My background bridges educational platforms, international sports initiatives, and wellness tech — with expertise ranging from video and editorial to API integration, cloud synchronization, and community-driven experiences.
Experience
Founder & Product Lead
Spokspace ∙ 2025
Designed and developed Spokspace, a cross-platform Telegram Mini App serving wellness content to users across multiple markets. Built comprehensive tech stack including Telegram WebApp API integration, TON Connect blockchain payments, and Google Apps Script backend with cloud synchronization. Created multilingual platform (EN/RU) with responsive design, GDPR-compliant data architecture, and advanced analytics tracking. Delivered complete wellness ecosystem with breathing exercises, meditation practices, and mood journaling features while maintaining 100% ad-free user experience.
Head of Content
inDrive ∙ 2023–2025
Led global content production across digital and offline channels. Created multilingual video campaigns, educational platforms (in partnership with the Kazakhstan Football Federation), and managed regional teams in Latin America, Africa, MENA, and Central Asia. Transformed brand platforms into engaging information hubs and reduced production cycles by 20%
Content Manager
Social Discovery Group ∙ 2022–2023
Developed and executed content strategies for a streaming platform. Managed partnerships with influencers and streamers, edited and optimized live and recorded content. Achieved 40% growth in user engagement and a 25% improvement in retention by aligning production with platform analytics
Content Manager (Trust & Safety)
TikTok Russia ∙ 2020–2022
Built and managed a design team under the Trust & Safety division. Created internal policy materials and content review systems for video moderation. Helped localize and adapt platform standards for international projects, improving review accuracy and team coordination
Marketing Manager
Radisson Blu Congress Center ∙ 2019–2020
Led integrated marketing campaigns, increasing brand visibility by 20% and revenue by 10%. Oversaw the visual identity of one of the largest congress venues, producing branded content for web and print. Conducted market research to optimize positioning and improve visitor engagement
Education
Plekhanov Russian University of Economics
PR & Marketing ∙ 2015–2019
Brand Style Guide
Comprehensive style guide created for YourPace, inDrive’s global running initiative
Explore →
Educational platform
A digital learning ecosystem built in collaboration with the Kazakhstan Football Federation
Explore →
Communication Strategy
Strategic framework outlining how the Supernovas project communicates its mission, values, and activities across platforms
Explore →