In our latest Meet the A-Team article, we speak with Natalie Karakina, Field Marketing Manager at AVOW, about her journey into marketing how field marketing supports the company’s growth and go-to-market goals. Natalie shares how she builds AVOW’s brand presence through creative field marketing by bringing fresh ideas to events and campaigns that make AVOW stand out as a leader in mobile OEM advertising.
For those curious about the people shaping AVOW’s growth story, this conversation offers a closer look at how Natalie balances creativity and strategy in her role, while finding inspiration in fitness, seasonal adventures, and time with her pug, Forbes.
Interview with Natalie Karakina, Field Marketing Manager at AVOW
Inspiration for a Career in Marketing
1. What inspired you to join AVOW, and what attracted you to the world of marketing?
What drew me to AVOW was the chance to explore a side of mobile marketing I hadn’t touched before – alternative app stores. It felt like stepping into a new playground within a space I already loved.
What keeps me hooked on marketing? It never sits still. It’s always the first to jump on what’s next – AI, trends, memes, you name it. Every day feels different, and that constant change is what makes it so fun to be part of.
Field Marketing Skills and Approach
2. In your role as Field Marketing Manager, what key traits or skills have helped you successfully build AVOW’s brand presence?
One of the key things that’s helped me build AVOW’s brand presence is turning routine into structure. We’ve set up clear frameworks for things like events and campaigns, so we’re not reinventing the wheel each time. That structure lets us focus less on the tools and more on exploring new, exciting ideas.
It also helps us stay focused on the big picture. When the basics are handled, we’re more open to testing new ideas, channels, or formats – always asking, “What else can we try?”
Another big one is internal advocacy. When the whole team shares a campaign or event on LinkedIn, the impact multiplies. It’s not just marketing talking – it’s the entire company becoming part of the brand voice, and that’s powerful.
Memorable Field Marketing Campaigns
3. Field marketing is all about creating impact through events and activations. What’s been your most rewarding campaign or event at AVOW so far, and what made it special?
Hands down, my most rewarding event at AVOW was our first gamescom. It was the moment we decided to stop playing it safe – we went all in with our own booth, bold new branding, and a clear message. At the time, AVOW was still fairly new to the offline scene, so showing up like that felt like a big statement, not just to the industry but to ourselves.
Our theme was “Plant your seed of success” – and yes, we actually gave out real seeds (basil, mint, even wildflowers). Who would’ve guessed that mobile gaming marketers would get so excited about plants? But that’s exactly what made it special: it was fresh, a little quirky, and it stuck. People remembered us – and that’s the goal, right?
AVOW team at event booth during gamescom, with Natalie Karakina leading field marketing to showcase AVOW’s app growth, user acquisition, and mobile OEM advertising strategies.
Marketing Strategy in Mobile Advertising
4. How do you craft marketing strategies that stand out in the fast-paced mobile advertising industry?
In mobile advertising, everything moves fast, but chasing every trend usually gets you nowhere. I’ve learned that without strong fundamentals, even the flashiest campaign won’t last.
For me, it’s all about clarity: Why are we doing this now? Who’s it for? What do they actually care about? Once you nail that, you can build something that feels relevant – whether it’s a bold activation or just showing solid results.
Not every audience needs a “wow” moment. Some just want to see the numbers and know you get their challenges. So I focus on what works, keep refining it, and always test something new on top. That’s how we stay sharp without losing focus.
Berlin’s Tech Influence on Marketing and Networking
5. Berlin is known for its thriving tech and startup ecosystem. How has living and working in this city influenced your approach to marketing and networking?
Living and working in Berlin has definitely shaped the way I approach marketing and networking. Here, it’s super easy to reach out to someone and end up grabbing a coffee a few days later at a place like the new Acid in Prenzlauer Berg. People are open, curious, and always willing to share what’s working (and what’s not).
I’ve also found myself shifting more toward offline conversations – meeting other field marketers, attending local events, and connecting with people face-to-face. There’s just something more real and impactful about those in-person chats.
So if you’re in Berlin and have something you want to talk about – marketing or anything else – hit me up on LinkedIn!
A Day in the Life of a Field Marketing Manager at AVOW
6. Can you walk us through a typical day in your role? What’s the most exciting or fulfilling part of your job?
My day usually kicks off with our marketing team stand-up at 10. It sets the tone and keeps everyone aligned. Before that, I block out an hour for any urgent tasks or last-minute requests. If you have the chance to carve out that “ASAP hour,” I highly recommend it – it really helps avoid chaos later in the day.
I usually plan my tasks the evening before, so I don’t waste time figuring out what to do when the day starts.
That said, there’s no such thing as a “typical” day in my role – and that’s exactly what I love about it. One day, I might be building a landing page for an upcoming event, the next I’m mapping out our LinkedIn Ads budget, or brainstorming a quirky campaign angle. That variety, and the space to jump between creative and strategic, is what keeps it exciting and fulfilling.
Challenges in Field Marketing
7. What’s one challenge in field marketing that people often overlook, and how do you tackle it?
One challenge in field marketing that people often overlook is how much internal alignment it requires. It’s not just about planning cool events or campaigns – it’s about making sure sales, marketing, and even leadership are all on the same page with the messaging, goals, and timing.
If that alignment is off, even the best campaign can fall flat. To tackle it, I focus a lot on communication upfront – clear briefs, shared calendars, regular check-ins – and making sure every team understands why we’re doing something, not just what we’re doing. When everyone feels involved, the execution is way smoother, and the impact is way bigger.
Personal Passions Beyond Marketing
8. Beyond work, what are your personal passions or hobbies that keep you inspired?
Outside of work, I’m pretty much an Urban Sports junkie – spinning, barre, dance, pilates. Techno ride has become the latest obsession among Berlin’s marketing crowd, and I’m definitely on board.
I love putting together seasonal bucket lists to keep life interesting – think boat rides on the Spreewald river in summer or exploring a new TioTio rooftop padel venue. And then there’s my pug, Forbes, who’s always around to make sure I don’t take life too seriously.
Professional Growth at AVOW
9. How has working at AVOW contributed to your personal and professional growth?
Working at AVOW has really helped me grow in so many ways. Professionally, it’s opened up new areas of B2B marketing for me.
Personally, being part of such a fast-paced and creative team has made me more flexible and solution-oriented.
Career Advice for Marketers
10. What advice would you give to someone aspiring to build a career in marketing and brand strategy?
Forget trying to be everywhere at once. Instead, find one thing you genuinely care about and become obsessed with it. When you’re passionate, your work stands out without you forcing it.
Also, don’t wait to feel “ready” or “qualified.” Jump in, make mistakes, and learn fast. Marketing rewards doers, not perfectionists.
Career Lessons and Final Thoughts
11. Final thoughts—if you could give your younger self one piece of career advice, what would it be?
If I could give my younger self one piece of career advice, it would be: don’t stress so much about having it all figured out. Your path won’t be a straight line, and that’s totally okay. Some of the best opportunities come from unexpected detours and mistakes.
Explore Careers at AVOW
Natalie’s journey shows how creativity, structure, and a love for field marketing in mobile advertising come together to shape AVOW’s brand presence in the fast-paced world of app growth. Her story is also a reminder of the people-first culture that drives our success.
If you’re inspired by Natalie’s story and want to join a team making an impact in field marketing, brand strategy, and advertising media buying, explore exciting opportunities with AVOW on our careers page
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