By: James Williams 

Today, we are talking about digital and affiliate marketing — a field that, over the past decade, has evolved from a niche segment of IT into a global ecosystem shaping consumer habits and business models. Our guest is Kostiantyn Shurupov, an expert with over ten years of experience.

His career began in technical support within affiliate networks, moved through business development and campaign management, and eventually led to strategic marketing. His portfolio includes working with advertisers and influencers, building KPIs, developing promo materials, running A/B tests, selecting creatives, and promoting gaming products on a global scale. Today, Kostiantyn works at an American company, developing marketing strategies in a new market.

Kostiantyn, how did your journey in digital marketing begin?

 — It started almost by accident: in 2015, I joined the technical support team of an affiliate network. I had no experience or understanding of the field, but I was eager to learn. Handling support tickets taught me one key lesson — marketing is a system where every element is interconnected. Over time, I moved into business development, searching for partners and building communication channels. From there, marketing became a natural evolution.

Which stage of your career was the turning point?

 — Probably my time at the cashback service LetyShops. I worked in business development — finding new clients, integrations, and partnerships. I represented the company at conferences and worked closely with major industry players. It was a dynamic period: we were building something new while constantly facing external challenges. That’s when I realized marketing isn’t just about advertising — it’s about continuous adaptation.

After LetyShops, you joined the affiliate network Tray Tracker. What made this experience valuable?

 — Tray Tracker opened the door to international business for me. I joined as one of the first employees in the Ukrainian office and essentially built the processes from scratch. I had to find clients, form a team, and establish infrastructure simultaneously. It felt like a startup inside a large company — high uncertainty, high speed, and the need to make quick decisions.

Then you moved into the gaming industry, where you spent five years. What was the biggest challenge in that project?

 — We started as a small team of fifteen, and everyone did everything. I had to oversee nearly all areas of marketing — from banner ad purchases and influencer collaborations to offline campaigns and partnerships with sports media. Our goal was simple: to bring the product to the top. Eventually, we became the #1 company in the industry, surpassing a global leader for the first time in twenty years. It was an unprecedented result achieved through teamwork across all departments.

What tools did you use?

 — We experimented with everything — from classic A/B tests and targeting to major platform integrations. We worked with influencers, created sports content, launched offline campaigns, and ran media and outdoor advertising. The key was not to limit ourselves to standard channels. Sometimes, the most unconventional partnerships turned out to be effective.

You mentioned managing a wide range of tasks. Which area feels most natural to you?

 — Strategic digital marketing. I love seeing the whole picture and building promotion like assembling a puzzle. Whether it’s influencer outreach, performance marketing, or promo campaigns — the key is how all these parts connect. Each element can be strong on its own, but only synergy delivers real results.

You’ve been working in an American company for a month now. How is marketing here different from what you did before?

 — It’s radically different. The U.S. market is huge, and many companies can afford to treat clients more casually: if one isn’t interested, another will come along. In smaller markets like Ukraine, every client is precious, and you have to fight for each one. There are also cultural differences — communication styles that no longer work in post-Soviet markets can still be perfectly normal in the U.S.

Ten years is a long time. How has the industry itself changed over that period?

 — In the past, everything revolved around offline networking — conferences, exhibitions, in-person meetings. Today, technology leads the game. We have AI, online courses, and access to endless data. Back in 2015, you had to travel to a training session; now you can get a Google certificate from home. But it’s also become harder — there’s too much information, and filtering it for specific tasks has become a skill of its own.

Speaking of AI — how much is it influencing marketing?

 — It’s only the beginning. Over the next five years, we’ll see dramatic changes. Marketing will become ultra-personalized: ads will adapt to each user’s interests, browsing history, and behavior. This opens incredible opportunities but also new risks. AI can generate dozens of creative options, but only a human can sense which one truly resonates emotionally.

So, will the role of a marketer remain?

 — Absolutely. I’m convinced that the final word should always belong to humans. Marketing isn’t just numbers — it’s emotions. A robot can calculate CTR, but won’t grasp the nuances of visuals or cultural context. Technology will be a tool, not a replacement.

What qualities define a strong marketer, in your opinion?

 — Flexibility, curiosity, and the ability to stay on trend. The world changes too fast — if you don’t keep up, you lose ground. It’s crucial to experiment constantly — sometimes to be persistent, sometimes to be a humble learner. The key is never to stop growing.

Which tools are becoming outdated, and which are gaining importance?

 — Classic tools still work, but they’re no longer unique. Today, the main factor is the personal brand. Whether it’s a company or an individual, it’s the brand — tied to emotion and trust — that makes one stand out. A great example is the Stanley Cup tumblers story: they became iconic thanks to a single viral TikTok video. That’s the kind of thing that creates millions today.

And finally, what personally motivates you in this profession?

 — For me, marketing is both a challenge and creativity. Every project is like a complex puzzle — combining dozens of elements where advertising, analytics, communication, and product form one cohesive picture. When it all comes together and the product becomes a leader — that’s the real reward.

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