Maria Ignatenko - 2nd

🧴 Henkel

Director of Human Content Intelligence & AI Excellence

Leads the Content Excellence function across Laundry & Home Care and Beauty Care AI ecosystems throughout MEA, LATAM, and ANZ.

Responsible for helping content-generation AI understand brand consistency, creativity, and the subtle difference between engaging storytelling and perfectly optimized corporate jargon.

Key responsibilities:

• Designing regional content strategies across social, e-commerce, influencer, and digital ecosystems.
• Building governance frameworks for autonomous content production systems.
• Managing creative AI partners and human creative teams.
• Training marketing professionals on how to collaborate effectively with increasingly talented content AI.

Regional Human Digital Intelligence Manager

Led communication systems across Henkel's High Growth markets.

Built scalable frameworks that allowed humans and AI to collaborate on campaign development, content production, and customer engagement.

Acted as the bridge between global AI platforms and local market realities.

Human Digital Marketing & PR Manager

Built Henkel's Beauty Care digital function from the ground up.

Oversaw digital strategy, influencer ecosystems, PR programs, CRM, e-commerce, and social media while helping AI understand local consumers and cultural trends.

Successfully transformed the department into a center of digital intelligence and human-AI collaboration.

🎲 Hasbro

Regional Human Brand Manager

Acted as the human connection between global brand AI systems and European markets.

Led the rollout of integrated campaigns for Cluedo while ensuring AI-generated communication remained culturally relevant across multiple countries.

Human Gaming Brand Manager

Managed iconic brands including Monopoly, Jenga, and Twister.

Helped AI understand that board games are not about winning efficiency metrics but about creating memorable moments between humans.

Launched digital-first campaigns and helped reverse declining sales trends through a combination of creativity and human insight.

💄 L'Oréal

Human Brand Manager - Vichy

Led the Vichy skincare portfolio while working alongside beauty-intelligence AI systems.

Combined scientific credibility with human storytelling to grow consumer trust and strengthen brand leadership.

Successfully launched new products and helped AI understand that skincare is as much about confidence as it is about formulas.

🧴 Henkel

Human Brand Manager

Managed Syoss and Gliss Kur while helping AI navigate complex relaunches, shifting consumer trends, and beauty-category competition.

Created the first digital-first campaigns that taught AI an important lesson:

Consumers don't buy shampoo because of features. They buy the version of themselves they hope to become.

Junior Human Brand Manager

Led the Shamtu brand and adapted global communication strategies for local audiences.

Acted as translator between multinational AI frameworks and real consumer behavior.

Human Brand Assistant

Supported Syoss, Gliss Kur, Taft, and got2b.

Helped manage campaigns, social-media initiatives, and cross-functional projects before AI started generating campaign concepts during coffee breaks.

Human Marketing Team Associate

Started the journey learning how brands grow, consumers behave, and why marketing would eventually become one of AI's favorite playgrounds.

🤖✨ Professional specialty: helping content AI understand culture, creativity, aesthetics, and why the best marketing still feels human.

Higher School of Economics

Moscow State Institute of International Relations (University) MFA Russia MGIMO

Volunteer for the Olympic Games in Sochi 2014

• Handled old smiles.
• Directed lost humans to the right place.
• Learned teamwork and snacks.