Ira Krachanovskaya

Judge
DISC Type : Dc

VP of Marketing - Ecosystem at Pinnacle Pet Group

London, England, United Kingdom

Overview

Ira Krachanovskaya is the VP of Marketing at Pinnacle Pet Group, specializing in growth marketing and ecosystem development. Her career includes leadership roles at PIRATE. COM and bp Ventures, building brands and scaling tech solutions. Colleagues describe her as incredibly smart, a high-achiever, and an expert in contemporary marketing with a can-do mentality.

Originally planning to work for NGOs after studying economics, Ira pivoted to tech marketing. She has a passion for supporting female founders, serving as a mentor for FemTech Lab, and has traveled extensively, including a two-month trip through Brazil. She advocates for mentorship and continuous learning.

Ira has been named to the longlist of the Most Influential Women in UK Tech for multiple consecutive years.

Personality Overview

Generally Skeptic

Objective Thinker

Demanding

They like to move fast and expect the same from others.  They take a lot of pride in personal achievements. They respond better to strong and respectful interactions.

Topics They Care About

Growth Marketing
Her career has focused on user acquisition and engagement, managing multi-million pound budgets and overseeing the entire user lifecycle at companies like Badoo and PIRATE. COM.
FemTech Innovation
She actively supports the FemTech space, serving as a business mentor and growth advisor for FemTech Lab and promoting accelerator programs for female founders.
Supporting Women in Tech
She is a vocal advocate for women in the industry, offering advice on mentorship, risk-taking, and leadership in male-dominated fields.

Media Appearances

Ira has no verified media appearances

Work History

6-2025
VP of Marketing - Ecosystem at Pinnacle Pet Group
6-2025
Chief Marketing Officer at PetDatabase.com
4-2023 - 12-2024
Marketing Director at PIRATE.COM
12-2021 - 3-2023
Sr Head of Marketing at PIRATE.COM
10-2019 - 12-2021
Sr Growth & Marketing Partner (bp Ventures and Launchpad) at bp

Education

2021 - 2021
Mini MBA from MiniMBA
2019 - 2019
Mini MBA from MiniMBA

More Information

Social Presence :

Prographics :

Exp : 7 Location : London, England, United Kingdom Job Level : Senior Designation : VP of Marketing - Ecosystem at Pinnacle Pet Group
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Insights For Selling To Ira

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Be respectful but crisp
  • When negotiating terms, help them build an impression that they are the ones calling the shots

DONT's

  • Avoid being too verbose
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ira is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ira

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Ira move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Ira take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Ira

Personality Compatibility


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