Founder & Practice Lead
Jana Savchenko
AI-native Fractional CMO partnering with founders, CEOs, and boards across digital tech, physical goods, DTC, B2B, and Retail, unifying multi-million dollar brand activations and global OOH with unit economics (blended CAC, gross margin, repeat purchase rate) and AI-first agentic workflows.
The practice focuses on the messy middle of a commercial transition: a round just closed, a leader just left, or growth needs to change shape across brand equity, unit economics, and automated agentic marketing workflows.
Industry authority
Award Judge
Executive Judge (IADAS / Webby & Lovie Awards) & Panel Judge (The DRUM Awards)
MSc Strategic Marketing & Accounting Foundations
Cranfield School of Management | Commercial & Financial Foundations
Chartered Marketer & Award Winner
CIM Accredited | Award-winning brand and lifecycle campaigns
Narrative bio
A2B2C was built from 15+ years in the commercial trenches of high-growth scale-ups and enterprise tech, steering marketing organisations from zero-to-one GTM builds through to IPO readiness and international expansion. Having held VP and Director marketing roles across fintech, logistics, marketplaces, consumer loyalty, and enterprise tech (including Pleo, Paysafe, Deliveroo, Flexport, PayPal, Cisco, Nespresso, and Nectar Card), I have led the exact commercial transitions organisations face when growth changes shape.
Today, I partner with founders, CEOs, and boards as an AI-native Fractional CMO, equally fluent in digital tech and physical goods. I untangle commercial complexity and build modern, full-stack growth engines across DTC, Retail and B2B, unifying brand equity, unit economics, and AI-first agentic workflows that scale marketing output without proportional headcount growth.
Strategic capabilities
USERS
Growth & Unit Economics
- Blended CAC diagnostics and channel mix optimization against board-level margin targets.
- Dual-motion DTC, Retail and B2B acquisition: self-serve velocity plus enterprise pipeline contribution.
- Marketplace, merchant, and retail ecosystem scaling across multiple markets with ABM and partner demand generation.
USAGE
Product, Retention & Expansion
- Zero-to-one product-market fit positioning and launch frameworks for digital products and physical goods.
- International market entry across consumer and business, including retail distribution and marketplace expansion.
- Lifecycle CRM, loyalty, and replenishment programs that improve repeat purchase rate and lifetime value.
EXCELLENCE
Brand & AI Systems
- Brand architecture and high-impact activations that connect brand equity to pipeline and sell-through.
- AI-native agentic marketing workflows that scale output without proportional headcount growth.
- Marketing operating model design, team build-out, and MarTech infrastructure consolidation.
- People and org design: operating models, capability mapping, and build-out across in-house, agency, and AI-augmented workflows.