SMM-manager, social media designer from Kyiv, Ukraine
SMM | Instagram | Ads | Facebook | YouTube | LinkedIn | Video
Hi, I'm Nastya - SMM specialist, marketing designer, and content creator. For 6+ years, I've helped organizations, businesses, and personal brands launch, grow, and manage their Instagram, Facebook, LinkedIn and YouTube through organic content. I build communities from scratch, create content, and turn ideas into results.
SMM is about vision
Strategy first, content plan with purpose. Social media has become as important as the website.
SMM is analysis
Which content formats work best? Which messages resonate? I use data on reach, engagement, and conversions to continuously improve content strategy.
SMM is promotion
Organic content + targeted advertising + influencer marketing = stronger brand growth to achieve maximum impact
SMM is video
Motion graphics, animated content, and video editing for YouTube, Shorts, Reels, and TikTok. Social media algorithms actively support video content
SMM is copywriting
Writing clear, engaging texts for posts, stories, websites, and advertising campaigns, aligned with your brand's tone of voice and marketing principles such as AIDA.
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The Real SMM Cases
Below are real cases of my work for commercial and side projects: pages I developed, advertising campaigns I launched, strategies I developed, content I created, and results I achieved.
SMM Case: How to Build Online Community from Scratch
Without targeted advertising and with limited resources - achieved solely through organic content, consistent communication, and several years of dedicated work.
Healthcare
SMM and (Web) Design for organization and conferences
Today, SOUU’s digital channels bring together Ukraine’s largest professional community of urologists and uro-oncologists.
Website | SMM Strategy | Graphic Design | Event promotion | Video editing
Social Media for the Society of Oncologic Urology of Ukraine (SOUU):
Launched social media channels from scratch;
Around 50% of registrations for professional events generated through SMM;
6× growth in conference attendance;
No targeted advertising - only organic communication channels.
Building a Professional Online Community from Scratch
It was only in the last two years that doctors began using their professional social media profiles much more actively, regularly sharing expert content on Facebook and Instagram.
The primary platform for building the professional community in Ukraine
Reaching younger and mid-career professionals
Connecting with the international medical community, where do not use FB and IG
YouTube
Conference broadcast, reviews, highlights, lectures, and educational content
Website
The central source of information for members beyond social media
It's important to consider the context: when I started working on this project, most members of the professional community either didn't use social media at all or used it only occasionally.
➤ Copywriting: creating content for Facebook, Instagram, LinkedIn, YouTube, Telegram and Viber communities, and email campaigns.
➤ Website: design, redesign, launch, and ongoing maintenance.
➤ Graphic design: social media visuals, invitations, conference programs, certificates, banners, and other promotional materials.
➤ Conference SMM: speaker announcements before conferences and key takeaways from presentations published during and after the events.
➤ Photo & video production: post-conference photo selection, video editing, and highlight reels.
Built and scaled the social media presence for Ukraine's largest professional community of uro-oncologists.
Today, around 50% of SOUU conference participants discover and register for events through social media (the remaining audience is reached through other communication channels, as many healthcare professionals still do not actively use social platforms).
Over four years, conference attendance increased 6× without any paid advertising - driven entirely by organic content, consistent communication, and the continuous development of SOUU's digital presence.
A Few Principles for Managing Facebook & Instagram for a Professional Community
Over the years, I've developed a set of principles that consistently help increase organic reach and audience engagement.
Leverage strategic tagging. Tag co-organizers, international and European professional associations, speakers, and participants whenever possible. This expands organic reach and introduces the content to new, relevant audiences.
Prioritize authentic content. Replace generic promotional banners with real photos of participants and speakers, genuine moments, videos, and behind-the-scenes content from conferences and events.
Publish when the content delivers value. Focus on conference announcements, programs, speakers – announcements and photo/video from the event, highlights and reviews, venue and schedule updates, participants engagements (photos, testimonials etc).
Be an active member of the professional community. Engage with posts from partners, co-organizers, speakers, and participants throughout the year - not only during conferences. Consistent interaction maintains the organization's visibility.
SMM Case: How to Promote a Medical Center Without Paid Advertising
A small specialized medical center cannot compete with Kyiv’s largest multidisciplinary clinics in terms of advertising budgets. Since we could not outspend them, we chose to compete through expertise.
Medicine
My SMM strategy for the Center of Modern Urology was to move away from positioning it as just another private clinic and instead establish it as a leading center of expertise in modern urological surgery and uro-oncology in Ukraine.
SMM Strategy Built Around Expertise
The strategy was built on the clinic's greatest strengths:
The proven expertise of some of Ukraine's leading uro-oncologists.
Complex and challenging clinical cases.
Real patient stories and testimonials.
The doctors' participation in international research, professional associations, and medical conferences.
These pillars became the foundation of both the social media strategy and the content plan.
How to Differentiate a Medical Center from Its Competitors
We built the clinic's communication strategy around complex uro-oncology while explaining it in clear, patient-friendly language.
Most urologists and clinics on social media focus on common conditions such as cystitis, prostatitis, kidney stones, and other everyday urological symptoms. Far fewer talk about highly complex procedures, such as organ-sparing prostate surgery, removing tumors from a solitary kidney, ureter reconstruction, or creating a new bladder.
This is what sets the Center apart from many other clinics: expertise in organ-sparing, reconstructive, and plastic urological surgery, complex procedures, and truly modern approaches to treatment.
Digital presence: Facebook, Instagram, LinkedIn і YouTube.
Live Content
Live content takes many forms: Reels, patient testimonials, conference photos, case-study carousels, videos from webinars and live broadcasts.
The primary purpose of social media isn't to maintain a perfectly curated grid - it's to help people quickly find relevant information, engage with content, and build trust in what they see.
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This is example of banner blindness.
I went through this phase myself between 2020 and 2023, when our social media feed relied heavily on polished graphic banners. In practice, however, I found that people engaged far more with authentic photos, videos, real faces, and content that felt natural rather than looking like another advertisement.
What's visually appealing to a designer isn't always what performs best on social media.
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Personal Branding
A Doctor's Name Is Their Personal Brand
Patients place their trust in individual specialists, which is why doctors' personal social media profiles often generate more engagement than the pages of medical institutions.
Rather than building our communication around the clinic's logo, we built it around the people behind its reputation. In healthcare, the doctor becomes the personal brand - and the primary source of trust.
Alongside growing the Center's social media presence, we consistently showcased the expertise of its specialists. This strengthened both the doctors' personal brands and the reputation of the medical center itself.
SMM Case: Ukraine's First Rugby Club
Building the Digital Presence of a Sports Team Without Paid Advertising
Sport
SMM and Designs for Rugby team
Side-project | Website | SMM | Graphic Design | Video editing
Results
Instagram audience grew 8×.
Facebook audience grew 4×.
Reached virtually the entire Ukrainian rugby community active on social media.
Helped attract three British players to the club.
Supported fundraising campaigns for club members serving in the Armed Forces of Ukraine.
Digital presence: Facebook, Instagram, YouTube
I managed the organic social media presence of RC Polytechnic Kyiv - Ukraine's first rugby club. During my collaboration with Ukraine's first rugby club, the Instagram audience grew 8× and the Facebook audience 4× using organic content only.
Today, the club's social media reaches virtually the entire active Ukrainian rugby community online.
The community built through social media now helps the club successfully raise funds for players serving in Ukraine's Defence Forces, and attract foreign volunteers.
It has also contributed to attracting three British players to join the team - an uncommon achievement not only for Ukrainian rugby but for Ukrainian sports in general.
When SMM really solved business tasks
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Responsibilities:
Designed promotional graphics for rugby match announcements across social media.
Created responsive layouts for different formats, including Instagram Stories, feed posts, Facebook posts, and YouTube thumbnails.
Designed match result graphics and partnership announcements.
Edited and processed post-match photos and video content, and posted it on platforms.
Produced highlight reels, match recaps, and other short-form video content.
For sports clubs, federations, and professional communities, Facebook remains just as important as Instagram.
Unlike Instagram, Facebook is where many veterans (40+ years old audience), sports organizations and federations, universities, volunteers, partner clubs, sponsors, and community leaders are most active.
It is also the preferred platform for sharing event announcements, fundraising campaigns, YouTube livestreams, website articles, and partner content through direct links and reposts. For links.
For organizations focused on building communities rather than just growing followers, maintaining an active Facebook presence is still essential.
Why Facebook Still Matters in Ukraine – don’t focus only on Instagram
SMM Case: Growing an Author's Poetry Brand
Building a Personal Brand Through Content and Visual Storytelling
Поезія
The goal of this project was to develop the personal brand of the poetess Poeteia, attract new readers, and drive traffic to a bilingual website featuring poetry in both Ukrainian and English.
I developed the project's visual identity and content strategy, combining poetry, quotations, short-form videos, and AI-assisted illustrations into a cohesive social media presence.
The content was designed to strengthen the author's personal brand, engage new audiences, and promote both the poetry website and the published book.
Platform: Instagram.
Instagram Poeteia
Pop-out Design Layouts Experiments
Think Outside the Frames
Digital Tools
Technologies & Skills
Graphic Design
Figma, Photoshop, Illustrator and others for layout and illustrations
AI tools
using AI to improve photos, analyze the market, adapt text for posts, test for effectiveness, generate ideas and images
Build Social Media from Scratch
Understanding the specifics and goals of managing each social network, developing an SMM strategy and content plan, and maintaining pages
Video & Animation
video editing, simple animation, creating and editing videos, adapting to different platforms, YouTube content
About me
Hi, I'm Nastya - a social media specialist, designer, and writer with hands-on experience in building brands through digital communication.
Over the past six years, I've launched and grown social media channels from scratch, built 9 no-code websites, published 2 books, and created digital and print marketing materials for organizations, companies, and personal brands in healthcare, sports, events, and the arts.
I specialize in organic growth - developing content strategies and communities that deliver results without relying on paid advertising or large marketing budgets.
© 2026 Anastasiia Dziubych. Design. SMM
Certificates
UI/UX Global Summit'23 vol.2 📑
UX Design by Google, Coursera 📑
WEB-designer | 3.0 by Genius.Space 📑
Native advertising by Prometheus 📑
Social Media Marketing by Coursera 📑
etc