Dmytro specializes in edge launches - the corporate ventures where there's no category, no playbook, and no precedent to lean on. He's led two of them for Philip Morris International with IQOS: first in Ukraine, one of the earliest test markets, where the business grew from zero to 1.5 million users and 15% share of market, becoming a reference case,  and then in the US, building PMI's business from a blank page in its most complex market by far.

Today he leads Digital Commerce at Aspeya, PMI's consumer wellness company and its boldest bet yet: a deliberate step beyond nicotine, born from the company's 2021 promise to expand into wellness industry. There, he's launching a new category with Energy Bird in Canada and leading Neuro's international expansion across five markets, in the age of AI. Third act, same discipline: build what doesn't exist yet.

The pattern runs deep. Earlier in his career, he was part of the Nespresso launch story, building its digital engine across the markets. And at his own company, he worked at the intersection of marketing, consumer experience, and technology before that intersection had a name - 3D mapping and heatmapping in physical retail, an automation platform generating campaigns across 60 markets. Agents, essentially, a decade before anyone called them that. All of it in a pre-social world, which he maintains was excellent cardio.

His work has been recognized with Lions, Clios, Effies, and the Effie Grand Prix - collected on both the agency and client sides of the table, which he considers the more difficult trick.

Despite all the above, his dog remains his toughest stakeholder: he has never once approved a launch on the first pitch and still refuses to ride in a car or the NYC subway.