Yuliia Maryniak

One case study — Kittl

01 is what I build; this is what it produced at Kittl — one book, run end to end by one person, measured in the same warehouse the whole company uses. All figures are warehouse-attributed and in USD.

CompanyKittl — AI design platform

WindowNov 2022 → today

Book427 creators, managed end-to-end

RolesIntern → team lead → IME

7-figure

attributed revenue from the creator book I ran over four years — every subscription tracked to its creator.

+66%

ROI on my book over four years — roughly 3× the program's blended average.

51%+

of the entire program's revenue carried by my book every year since 2024 — including the year I led the team of five.

85M+

views across 2,788 posts and 50 markets — concentrated on the target audience, not vanity reach. A performance program, judged on the subscriptions, revenue and profit it drove, not impressions.

Data fixes the whole team runs on — diagnosed and drove the attribution fix that improved tracking accuracy across the entire program's reporting, and caught the platform bug the affiliate payouts depended on.
The four-year strategic review — with Hakon Junge, I ran the full analysis of which channels compound and which quietly lose money. Cutting the losers was the plan's first move, and the program's blended cost per subscription fell ~58% from May–June to September.
Launches shipped on time — end-to-end influencer coordination for three major product launches in a single quarter: briefs, outreach, tracking links, creator wrangling.
People, not just pipelines — led a team of five through 2024 while my own book remained the program's largest; designed and ran onboarding for two new teammates in 2026.

"Every team needs a Yuliia — she is a superstar and one of the most reliable people I have ever worked with."

From my most recent manager review

What this looks like inside a team

None of this made the team smaller — it made everyone faster. Every role in this space carries hours of manual work that can be automated, measured and improved week over week; building that leverage and handing it to the team is the job.

Operator + engineer, one seat

The book that carries half the program and the infrastructure the whole team runs on came from the same seat — that's the case for the role itself.

The team inherits everything

Dashboard, skills library, onboarding, playbooks — shipped as shared systems teammates run in their own voice. I onboard and coach the people, too.

Audited, weekly

The same rigor points at my own work: weekly dashboard reviews, a four-year self-audit, and losing bets cut on their own data.

Kittl is the worked example. The discipline transfers — to your brand, your team, your data.

Start the conversation — yuliia.maryniak@gmail.com →

Track record

Six years in influencer marketing — the last four inside one company, from intern to a role that didn't exist until I built the case for it.

Influencer Marketing Engineer

Kittl — AI design platform · Berlin · Apr 2026 – present · role evolved from Lead

Moved from managing the program to engineering it: sole owner of the program's highest-earning creator book and the systems layer the whole team runs on. 01 is what was built; 02 is what it produced.
Detail — the engineer era
- Ran the program's top-earning book — over half its revenue — at ~3× the blended ROI, while building the systems below.
- Owned the in-house affiliate platform end to end (data model, attribution, QA, finance flow).
- Designed, coded and shipped the team's weekly dashboard web app — the live Monday-meeting agenda for the team and leadership.
- Originated and host the team's AI skills library — 30+ versioned skills, 76% of all commits, zero-touch distribution to every teammate.
- Authored the program's four-year strategic review that reset the team's strategy; pitched the IM-OS operating model to the CEO.
- Coordinated influencer campaigns for three major product launches; onboarded two new teammates end-to-end.
Influencer Marketing & Partnerships Lead

Kittl · Berlin · Mar 2024 – Apr 2026

Led the influencer program — through 2024, a team of five — while personally running its largest creator book.
Detail
- Ran the program's largest and most profitable creator book both years while leading the team of five.
- Built the self-serve creator onboarding form (no-code app + automations) — became the default path for 100% of new creator onboardings.
- Stood up the boost / whitelisting program with paid social — creator content as Meta ads on incremental attribution.
- Owned CRM engineering: pipelines, the lead-status machine, and the operator playbooks the team still runs.
Interim Influencer Marketing Lead

Kittl · Berlin · Sep 2023 – Mar 2024

Stepped up to run the program and made the case, in results, for keeping the seat — my book was already the program's largest.
Marketer

Kittl · Berlin · Feb 2023 – Sep 2023

Ran influencer collaborations end to end as the program scaled — sourcing, negotiation, briefs, go-lives, reporting.
Marketing Intern

Kittl · Berlin · Nov 2022 – Feb 2023

First seat at Kittl — creator sourcing and campaign support.
Influencer Marketing Manager

Ukrainian fitness expert @ulyana.verner · Kyiv · Aug 2020 – Jun 2022

Led influencer partnerships end-to-end — negotiation, daily comms, legal coordination, trend analysis and campaign optimization — bringing in 700k+ leads through high-performing Instagram Story collaborations on ~€4k monthly budgets.
Detail
- Chose the project deliberately: a fitness expert with a medical background, helping people improve their health with a scientific approach.
- Two years of daily creator negotiation at high volume — the reps behind everything above.

Off duty

🇺🇦Enerhodar → Berlin

Originally from Enerhodar, Ukraine — home to the largest nuclear power station in Europe. Berlin has been home for over four years now.

⚡The climb

Joined Kittl as a marketing intern and worked my way to Partnerships Lead — and now Influencer Marketing Engineer.

🏃‍♀️Movement, always

Completed a 365-day running challenge, raced HYROX mixed doubles in Copenhagen 2025 (1:16), and keep the balance with yoga & pilates.

🎹Nine years of piano

Music school, piano specialization — nine years of it.

💃A decade of dance

Ten years of semi-professional dance. Can you guess which style?

🐕Dogs. And more.

I looooove dogs. And productivity tips. And books. And traveling. And many-many more cool things.

DEMO · SYNTHETIC DATA

Partnerships Weekly

Week of Mon · the Monday-meeting agenda · pulled & built automatically

The week Campaigns & tests What's next

The week in one minute

net-new subs 412 this week, up from 378 — the lift is one launch campaign ramping (0 → 46 over three weeks), not a broad rise.
pace is behind but closing — 37% of the quarter goal reached at 41% of days elapsed (0.9× pace); weekend days ran light as expected.
watch: net-new subs from brand-new creators is the honest health metric — small this week (52), flag it, don't bury it.

01Team numbers

1,840Net-new subs · Q3

37% of 5,000 goal · 0.9× pace

$72 ▲Blended CAC · directional

target ≤ $90 · warehouse understates

52Net-new-creator subs

28 activated · 19 converting · 52 subs

23%ICP-2 share of subs

target 20% · mixed-bucket note applies

17Posts live last week

actual go-lives · excl. UGC

02Subscriptions by owner

Person 1248

Person 296

Person 361

Other & non-attr.34

• "Other & non-attr." is mostly unmapped affiliate long-tail with no owner — unassignable until the warehouse owner-fix lands, not a tracking failure.

03By channel · this week

YouTube 60%Instagram 18%TikTok 12%Affiliate 10%

• lens note: this channel chart is the campaign-tracked total (254); the headline KPI is the canonical total (412). the two don't reconcile by design — different lenses.

By owner · QTD

Person 1	1,120
Person 2	430
Person 3	290
Other & non-attr.	0

Top-creators leaderboard

Creator	Owner	Channel	Subs
@creator_01	Person 1	YouTube	64
@creator_02	Person 1	YouTube	41
@creator_03	Person 2	Instagram	18
@creator_04	Person 3	TikTok	12

leaderboard = current contact-owner (live CRM); the by-owner chart above is deal-owner — they differ by design.

Promo-code leak check

Code	Creator	30d	7d	Read
CODE-A15	@creator_09	31	6	known spillover
CODE-B15	@creator_12	8	0	clean

codes stay live — table is a renewal-time reference, not a weekly chase.

Stalled deals · 4+ weeks

Creator	Owner	Stage	Weeks
@creator_21	Person 2	Contract sent	5
@creator_28	Person 3	Negotiating	4

04Individual performance

Person 1

Win renewal cohort landed 6/6 at recalibrated rates — bank the template.
Prioritize two VIP creators up for renewal next week.

Person 2

Check creators @creator_31 live, 0 subs — verify tracking, lag expected.
Stalled @creator_21 in contract-sent 5 wks — nudge.

Person 3

Prioritize TikTok unbundled test — 2 of 8 to sign this week.
Spend watch boost round spend up, subs flat — read day-7.

01New-creator performance

Activated28

Converting19

Subs from them52

• three different numbers, always labeled: activated = first-ever post, converting = drove ≥1 paying sub, subs = total from them.

02Campaign funnels

Launch — Product A · launch-window

40Pipeline

22Confirmed

14Live

• 22 committed posts · budget split YouTube / Instagram / TikTok behind schedule by 2 go-lives vs plan — flagged, not slipping.

Evergreen — Series B

30Pipeline

18Confirmed

18Live

• evergreen — future go-lives are fine, don't chase; standard 25% offer communicated.

03Tests & workstreams

TikTok unbundled testAmber

last week: 3 of 8 deals signed, clean per-channel attribution this time.
next: Person 3 — sign remaining 5, first go-lives by Fri.

Affiliate platform migrationGreen

last week: wave 2 onboarded — 12 partners, all via 1:1 calls.
next: Person 1 — self-serve onboarding opens to the long tail.

Newsletter sponsorshipsRed

last week: blended CAC above the $150 gate on 2 of 3 sends.
next: pause new sends, decide keep-or-kill at Monday sync.

01This week's #1

the team edits these live in the app — click to type

Person 1

Close the two VIP renewals before rates reset.

Person 2

Unstick the contract-sent deal at 5 weeks.

Person 3

Sign 5 TikTok test deals, get first go-lives up.

02Tasks

editable kanban · drag-free move with ◀ ▶ · add your own

To do

Renewal batch — 6 creators

Launch brief — October drop

In progress

Affiliate migration — wave 2

Boost round — 3 posts

Done

✓Q3 cohort review — verdicts logged

03Decisions & team notes

Decided — this Monday

• affiliate ia/pa split redefined on live HubSpot — a creator counts as an influencer-affiliate only if their contact exists with an owner. • newsletter test paused pending the keep-or-kill call.

Team notes — one card each, freeform

Person 1: VIP renewals are the week's lever. Person 2: watching two 0-sub go-lives for tracking lag. Person 3: TikTok test is the one to prove clean attribution.

Monday sync transcript — mined for decisions & tasks

[demo] the real dashboard embeds the Monday-sync transcript here and mines it for the decisions, team actions, and per-person tasks above — so the board reflects what was actually agreed, not what someone remembered.

DEMO — every figure, creator, owner and task here is synthetic and shows the FORMAT only (people anonymized as Person 1/2/3). The real dashboard is generated weekly from the company warehouse, verified, and published as a hosted web app that runs the team's Monday meeting — three tabs, five OKR-mapped KPIs, live charts, and a shared kanban whose tasks, notes and comments persist week to week and carry unfinished items forward automatically.

DEMO · INTERACTIVE REPLICA

Influencer Onboarding

@jordanmakes

Progress4 of 5 complete

✓

Beneficiary DetailsSpecify who will be contracting with us and being paid

▾

Influencer legal name

First name

Last name

Contracting entity

Who will be contracting with us and receiving payment?

Contracting & billing email

Contracting entity address

Please provide the billing address for Jordan Rivera

Street name and number

Additional address details

City

Postcode

Country

✓

Deliverables & PayoutReview agreed deliverables and compensation

▾

Total payout

USD 300.00

↗ Payment terms

Deliverables

2–3 min mid-roll integration

youtube.com/@jordanmakes

CompensationUSD 150.00

Views target3,000

Target post dateMon 28 September, 2026

Send us your post draft for approval byFri 25 September, 2026

2–3 min mid-roll integration

youtube.com/@jordanmakes

CompensationUSD 150.00

Views target3,000

Target post dateFri 11 September, 2026

Send us your post draft for approval byTue 8 September, 2026

✓

Partnership AgreementReview and accept the influencer partnership terms

▾

↗ View terms ⬇ Download terms

You accepted these terms on Sun 6 September, 2026. The version accepted is stamped on the creator's record.

✓

Get StartedStart using the software and plan your content

▾

Create your account

It's quick and easy — skip if you already have one.

Confirm your account email

Confirm the email tied to your account so we can upgrade you to the annual premium plan, free of charge.

jordan@example.com

✓ Account upgraded

Get your custom promo code

Your code gives your audience 25% off their first month or year on any paid plan — a one-time discount for new users.

JORDAN25⧉ copy

✓ Custom promo code created

Complete your finance-software profile

Our finance software handles payouts for partners. Set it up now to avoid delays once your content is live — it takes 2–3 minutes. Check your billing inbox for the invite.

jordan@example.com

Prepare your content

Your partnership brief has everything you need — key USPs, content direction, and ready-to-use assets like logos and b-roll.

Submit Drafts & Live PostsUpload your content for approval before publishing

Action needed ▾

2–3 min mid-roll integration 🌐 Post published

youtube.com/@jordanmakes

Expected go-live dateFri 11 September, 2026

Live post URL

youtube.com/watch?v=XrjZVrpryNk↗

Actual go-live date Partnership ad code

…⧉ copy

2–3 min mid-roll integration 🕓 Draft not yet submitted

youtube.com/@jordanmakes

Expected draft submission dateMon 28 September, 2026

Upload your draft content

⬆Drag and drop your file here, or click to browseSupported formats: MP4, MOV

DEMO — an interactive replica of the creator onboarding portal I built and run. The creator identity, addresses, codes, links, and dates are synthetic; nothing is submitted anywhere. The live portal is self-serve, feeds the CRM directly, and is the default path for new creator onboardings.

Yuliia Maryniak

The systems — what I build

One case study — Kittl

What this looks like inside a team

Track record

Writing & speaking

Off duty

Want a creator program that runs like an operating system?

Person 1

Person 2

Person 3

Person 1

Person 2

Person 3

Influencer Onboarding