Launching a business into new markets requires more than ambition. For Dmytro Makarov, it has taken persistence, flexibility and a willingness to adapt to cultural differences. The Kyiv-born entrepreneur, now based in London, has built a marketing agency that employs more than 100 people and counts BMW, Durex, Intel, NIVEA, Domino’s and Hugo among its clients. His guiding principle, which he calls GMG, or “Grind Mastery Growth,” has shaped his approach to international expansion.
Starting With a Vision
Dmytro Makarov began his career in esports and marketing before establishing his agency. From the start, he aimed to reach beyond local borders. That strategy has paid off, with digital campaigns that now reach billions of people worldwide.
At the center of his work is a simple belief: “Marketing is about people and environment. When entering a new market, the key is to learn to listen before speaking. Only then will the strategy start to work,” Makarov said.
This approach has helped him connect with diverse audiences while avoiding some of the common pitfalls of international marketing.
Confronting Global Challenges
Crossing borders brought challenges. “One of the biggest challenges in scaling a marketing agency internationally is the absence of a universal formula,” Dmytro Makarov said. A strategy that performs in one region may fail in another, and small details often have an outsized impact.
He faced issues ranging from cultural misunderstandings and language nuances to the difficulty of building local credibility. Even the choice of digital platforms shifted dramatically from country to country.
Makarov learned to rely on local input to navigate these barriers. “Local partners or consultants, even at a freelancer level, who can say, ‘No, this definitely will not work here,’” he said, proved essential. He also tested dozens of campaigns himself, studied competitor tactics and consulted influencers who understood their audiences.
Practical Lessons
Flexibility paid off in unexpected ways. In Asia, his team saw low engagement with international email domains until they switched to local ones, which immediately increased replies. In another region, aligning campaigns with local pay-day schedules boosted conversions.
Design and style preferences also varied. Latin American audiences responded well to bold and humorous advertising, while Northern Europe leaned toward minimalist creative work. According to Dmytro Makarov, these details can be the difference between success and failure.
For other entrepreneurs looking abroad, his advice is straightforward. Avoid rushing into deals with the largest local firms. Instead, seek smaller, independent teams with a track record of results. Test campaigns before full rollouts. And do not rely solely on metrics like click-through rates. Understanding what keeps customers engaged and loyal matters more.
At the core of his strategy is GMG, or Grind Mastery Growth: Grind for persistence, Mastery for building expertise and Growth for both financial and personal development. For Dmytro Makarov, it has been the formula that transformed him from freelancer to global business leader.
