Konstantin Shurupov is an expert in digital marketing and affiliate programs, a professional who has gone from working in support to leading areas that bring together analytics, strategy, and communications. In his practice, he combines structure with creativity and knows how to view business development through the lens of long-term trends. In this interview, he spoke about his key work principles, the impact of technology on marketing, and what the industry can expect in the near future.
Konstantin, your journey began in support, and today you are a digital marketing expert. How did that experience shape your approach to work?
Support taught me the most important thing: listening. When you work directly with the audience, you don’t just see dry numbers, but real emotions, expectations, and customer pain points. This changes how you perceive marketing. Any strategy is not only about budgets and metrics but also about being on the same wavelength with the user. That skill stayed with me and became the foundation for my further development.
Digital marketing today is highly fragmented: channels multiply, and trends change quickly. How do you find balance between new opportunities and strategic stability?
I believe strategy is not about a rigid plan set years ahead, but about a system of coordinates. We need to understand where the market is moving, what values the brand communicates, and how the audience is changing. Tactics, however, can shift every month. Personally, I test everything new: tools, formats, approaches. But I only implement what truly works for the task. Balance comes from this filter: all new things are tested, but the strategic direction remains.
In your practice, there must have been projects where affiliate programs played a key role. What is the main secret of their effectiveness?
An effective affiliate program is built on honesty and mutual benefit. If a partner feels that the company is transparent, pays on time, and provides quality tools and analytics, the cooperation will last. But if the company thinks only of itself, the partner will go to competitors. I’ve always believed that an affiliate program is not just a channel for acquiring traffic, but a full-fledged community, an ecosystem where both sides grow together.
You mentioned community. How important is communication within affiliate programs?
Extremely important. Many underestimate the power of communication. We once had a campaign that worked perfectly from a technical standpoint, but partners complained about the lack of dialogue. Once we set up regular calls, knowledge sharing, and internal newsletters, the results improved. People need to feel that they are part of the process, not just a traffic source.
Today, much is said about the role of data and algorithms. How do you combine analytics and creativity in your work?
For me, data is the map, and creativity is the vehicle. One doesn’t work without the other. Analytics shows where the growth points are, and creativity allows you to get there — in a way that makes the audience not only click but stay with the brand long term. Sometimes data reveals unexpected insights, and those become the foundation of the most impactful campaigns. Balance — that’s what matters most.
If we talk about users, what has changed in their behavior over the past few years?
The most noticeable change is a lower tolerance for “noise.” People have become more demanding about content quality. In the past, you could succeed through sheer volume and reach, but now the winner is the one who delivers value immediately. The second point is the growth of mobile consumption. The entire marketing ecosystem must adapt to the mobile experience; otherwise, you lose half of your audience.
What is your view on the role of a personal brand for marketing professionals?
Today, a personal brand is not an option — it’s a necessity. Clients and partners want to know who is behind the project, to trust the person, not just the company logo. A personal brand helps build trust faster. For me, it’s not about self-promotion, but about transparency: the more you share your experience, the more people recognize your expertise and are ready to work with you.
Your experience shows that marketers often have to combine several roles: analyst, negotiator, strategist. How do you handle this?
It’s all about systems. I’ve learned to structure processes so I don’t keep everything in my head. Spreadsheets, CRMs, automation — these are my best friends. And delegation is crucial. When you trust your team, you free up time for strategy. But overall, I like being a “multi-tasker”: that’s what allows me to see the big picture.
What skills, in your opinion, will become critically important for marketers in the near future?
The ability to work with data, adaptability, and interdisciplinarity. It’s no longer enough for a marketer to only understand advertising. You need to grasp business, product, finance, and communications. The broader your outlook, the more valuable you are as a professional. In terms of personal development, for me it’s about constant learning and openness to new things. I read, experiment, and connect with colleagues from different markets. It’s crucial to step outside your own “sandbox” and see what’s happening around you. Sometimes an idea from an adjacent industry becomes a breakthrough in your own field.
What is your vision of the future of digital marketing?
I think we will see even more personalization. Artificial intelligence is already reshaping approaches, and this is just the beginning. At the same time, the value of the human touch will grow. People are tired of soulless algorithms; they want to feel emotion and trust. The future of marketing is a symbiosis of technology and humanity. The winners will be those who can combine data, creativity, and genuine communication.
