CMO Perspectives: Samsung’s Olga Denysiuk On Where to Assign Your Marketing Budget and Why

In an age where marketing landscapes are rapidly evolving and consumer behaviors are constantly shifting, Chief Marketing Officers (CMOs) play a pivotal role in steering their organizations’ marketing strategies towards success. With a plethora of channels, platforms, and techniques at their disposal, the decision on where to allocate the marketing budget is more critical than ever. We’re seeking to explore questions like: What factors influence their decisions? How do they balance between digital and traditional marketing channels? What role does data play in their decision-making process? And importantly, why they choose to invest in certain areas over others? As part of this series, we had the pleasure of interviewing Olga Denysiuk

Olga Denysiuk is a Los Angeles-based brand marketing expert with over 15 years of experience leading Gold Effie award-winning campaigns and large-scale launches for iconic brands — including Samsung, Dior, Louis Vuitton, Stellantis, and Cartier, working with international top agencies: Havas, Dentsu, and EssenceMediacom (WPP). A strategic thinker with creative instincts, she blends advanced training from Stanford and UC Davis with leadership across tech, luxury, automotive, and consumer sectors. Olga also mentors women in business, advises international organizations, and serves as a jury member during Tech Venture Night at global innovation event Web Summit Vancouver 2025. She’s helped companies unlock measurable brand growth by aligning creative vision with data-backed decision-making — especially in budget-sensitive environments.

Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

My personal story is rooted in the strong and multicultural environment of Ukraine, where I grew up. I can still remember the moment from a young age — curled up near the TV, watching an international commercial that seemed to open a window into another world. A beautiful mountain road, a sleek car, a joyful family laughing in the backseat as a timeless song played in the background. It wasn’t just the music or the product that captivated me. It was the feeling. The storytelling. The way that thirty seconds made something distant feel close, something unattainable feel personal.

That wasn’t just a commercial — it was an invitation. And even as a child, I knew: I wanted to be part of that world. That memory never left me. I’ve transformed my kid’s passion into a professional pursuit, helping both global companies and startups flourish through effective storytelling and innovative marketing strategies.

I initially pursued a path that leaned more toward diplomacy and global strategy. I earned degrees in international relations, economics and public administration, driven by a desire to understand influence on a broader level. But the deeper I went, the clearer it became: the power I was drawn to was in perception — in shaping how people think, feel, and connect.

That realization led me to marketing. Over the last 15 years, I’ve blended hands-on global experience with my education and leading marketing and product campaigns for top brands — including Samsung, Stellantis, and LVMH. My work has covered different sectors, cultures, and continents — always grounded in the belief that great marketing isn’t about selling, it’s about making people feel something real.

My experience spans a full range of marketing disciplines, including strategy, media placement, inbound marketing, content marketing, social media, influence marketing, budgeting, and AI-driven marketing.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Early in my career, while preparing a high-stakes presentation for an international client, I selected a bold red color palette for the entire slide deck. From a design standpoint, it looked powerful and attention-grabbing. However, what I didn’t realize at the time was that in the client’s cultural context, that particular shade of red was commonly associated with misfortune.

The content of the presentation was strong and well-received, but the atmosphere in the room felt unexpectedly subdued. It wasn’t until a local team member gently explained the cultural significance of the color choice that I understood the disconnect.

That experience taught me an important lesson: effective communication goes far beyond language — it includes visuals, symbolism, and cultural awareness. Design choices are never universal. Colors, imagery, even humor must be vetted through the lens of cultural insight. Since then, I’ve treated every creative decision — even the visual ones — as part of the strategic conversation. I’ve made cultural sensitivity and local insight a core part of every global rollout, ensuring our messaging resonates both strategically and respectfully.

Are you working on any exciting new projects now? How do you think that will help people?

Yes. I’m currently advising a few AI-focused startups on brand positioning, product-market fit, and go-to-market strategy. These companies are tackling challenges — from transforming digital learning experiences and content strategy to comprehensive approach to rebranding and digital promotion. I’ve increased reach in the first 2 months for one of them, and boosted engagement within one quarter for another one. It’s incredibly energizing to collaborate with founders at the intersection of innovation and impact.

My role is to help translate complex technologies into clear, compelling narratives that resonate with users, attract investors, and stand out in competitive global markets. I collaborate closely with teams to align brand identity with product value, develop scalable communication frameworks, and ensure that storytelling and performance work hand in hand.

Ultimately, my goal is to help these companies not only grow — but grow with purpose. Because when innovation is backed by clarity and trust, it doesn’t just reach people — it empowers them.

Thank you for that. Let’s now shift to the central focus of our discussion. Can you share an experience where a unique or unconventional budget allocation led to unexpected success in your marketing campaign?

Absolutely. One particularly memorable example involved reallocating a part of our ATL (above-the-line) media budget — originally reserved for TV and large-format outdoor placements — into grassroots, content-driven initiative led by micro-influencers across five key local markets.

Instead of a single national campaign with broad reach, I invested in dozens of smaller, community-rooted activations. These creators weren’t just content producers — they were trusted voices within niche audiences. I gave them creative flexibility within our brand framework and let them tailor the message to their communities.

The results were remarkable: our company achieved higher engagement, a noticeable uplift in sentiment, and stronger conversions, particularly in segments where our brand had been previously underrepresented. All of this came at a fraction of the cost of a conventional campaign — and provided us with a wealth of real-time user insights and content that we later repurposed across other channels.

This experience reinforced a core belief I hold: when budget decisions are driven by connection, not convention, they often unlock unexpected value.

How do you balance investing in emerging marketing trends versus traditional, proven strategies in your budget decisions? Can you give us an example?

My approach is a clear and confident vision: It’s crucial to have a well-defined strategy for the marketing budget. Managing a marketing budget isn’t about spending more — or even spending less. It’s about spending with clarity. Knowing what drives value. Acting quickly when something isn’t working. And leading teams with the confidence to test, pivot, and scale.

I use the 70/20/10 model: 70% on proven channels, 20% on scalable emerging tactics, 10% on experimentation. This structure keeps us stable yet innovative. For example, I once shifted a part of traditional print spend to test AI-powered short-form video ads. Those test creatives eventually outperformed our mainline assets and became the new core of our digital mix.

In what ways has data-driven decision-making influenced your approach to allocating marketing budgets, and can you provide an example of this in action?

Data is the backbone. I use it to guide where we scale, where we pause, and where we pivot. For example, in one campaign, I saw that a lot of people were watching our videos and clicking on our ads — which meant awareness was strong. But sales didn’t increase as expected. Then I took a closer look and saw that while people were interested, they weren’t following through to purchase.

Instead of increasing the overall budget, I made a simple shift. I moved some of our ad spend from general awareness into retargeting — meaning my team showed new messages specifically to people who had already shown interest but hadn’t bought yet. We focused on clearer value, real customer stories, and time-limited offers.

As a result, I improved our return on investment without spending any more money — just by using our budget more effectively. This experience proved something I always tell my teams: data helps us make better decisions — not just bigger ones.

How do you evaluate the ROI of different marketing channels and decide where to invest more or cut back?

When deciding which marketing channels are worth the investment, I look at a mix of numbers and real-world feedback. I ask a simple question: “Is this working or not?”

To figure that out, I look at a few things: How much does it cost to get a new customer from each channel — like ads on Instagram or a billboard on the highway? How valuable that customer is in the long run — do they come back and buy again? Are people paying attention? Are they clicking, watching, sharing, or just scrolling past?

But it’s not just numbers. I also pay attention to how people feel. Did the ad make them trust the brand more? Did it make them smile, or want to learn more? We listen to feedback, look at reviews, and even ask people if they’d recommend us to a friend.

The most important thing is making sure each channel — whether it’s paid social media, email, influencers, billboards, or events — is helping us reach a clear business goal. That might be increasing brand awareness, boosting sales, or improving customer loyalty. In short: if it doesn’t deliver results, I rethink it. And if it’s working, I double down.

Based on your experience and success, what are the “5 Things To Keep in Mind When Deciding Where to Assign Your Marketing Budget, and Why?”

Managing a marketing budget is about spending smart — with purpose, clarity, and a willingness to adapt. Over the years, leading campaigns for brands I’ve learned that every dollar in a marketing budget needs to do more than look good on a spreadsheet. It needs to work. It must contribute to a measurable business outcome. Whether you’re increasing share of voice, acquiring new customers, or deepening brand equity, the best-managed budgets are the ones tied directly to specific, strategic business objectives — and backed by continuous optimization.

Here are five things I always keep in mind when deciding where to assign a marketing budget:

1. Know exactly what you’re trying to achieve: Before spending anything, ask: What is the goal? Are you introducing your brand? Driving sales? Building loyalty? If your team doesn’t have a clear answer, the money won’t go far. While helping a brand enter a new market, I paused a flashy ad campaign and focused first on brand awareness. I used the budget to build trust before asking for a sale — and that long-term thinking paid off in lasting growth.

2. Stop spending on what looks good but doesn’t deliver: Sometimes we fall in love with ideas that sound great — big sponsorships, glossy content — but the real question is: Did it move the needle? If not, it’s time to rethink. I once invested in a high-profile event. It got nice photos, but little return. The following quarter, I used the same budget for a problem-solving campaign that directly addressed our audience’s needs, and the company increased its sales significantly. Results matter more than appearances.

3. Go all in for big moments — and automate the rest: Not every moment needs a full production team. Save big investments for big opportunities. For everything else, create systems that run in the background. When I launched an eco-friendly product line, I pulled out all the stops — bold branding, videos, influencer buzz, PR. Meanwhile, existing campaigns were running on automated flows and repurposed content. That balance helped the brand stay sharp and efficient. Be loud when it counts — and smart the rest of the time.

4. Choose partners who feel like part of your team: Whether you’re working with creators, influencers, or collaborators, make sure they truly believe in your brand. It’s not about the biggest following — it’s about the strongest connection. One of my most impactful campaigns came from a creator who used our product in his everyday life. His posts were genuine, his community trusted him — and the engagement numbers reflected that authenticity. Real beats perfect. Every time.

5. Always leave room to experiment: Marketing is always changing. Your budget should, too. I always set aside a portion just for testing — and many of my best results started that way. I’ve tested using short, unpolished customer testimonials instead of traditional ads. They outperformed our main campaigns in both engagement and trust — and are now a regular part of our content mix. Give innovation space to grow.

Final thought: a well-managed marketing budget isn’t just a spreadsheet — it’s a strategic engine. It adapts, evolves, and responds to what matters. When approached with clarity and intention, your budget doesn’t simply fund your goals — it accelerates them.

Could you discuss a challenging budget decision you faced, how you navigated it, and the impact it had on your overall marketing strategy?

One launch stands out. Just two weeks before releasing a major new rebranding campaign, a competitor introduced a disruptive new product. It completely shifted the narrative we were about to enter. We had two options: stick to our original plan — or pivot fast. I chose the latter. We reworked our messaging, updated creative, and launched an influencer-driven counter-narrative that directly addressed the shift in the market. The campaign outperformed expectations, driving engagement above benchmark. That moment showed me that budget success isn’t only about allocation — it’s about the agility of your decisions.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I would start a global FutureFund movement % of today’s innovation for 100% of tomorrow. What if every company — regardless of size or sector — committed just 1% of its innovation budget to fund ideas from young people? Not internships. Not case competitions. Actual funding. For actual ideas. From people who haven’t yet been trained to think in limitations.

Here is why it works: Youth do not lack innovation — sometimes they lack capital, trust, and access. Companies need new thinking. Gen Z and Gen Alpha are already our future consumers — and possibly our best inventors. 1% is minimal. The return — in talent pipelines, brand trust, and social impact — is exponential. This is not charity. It is strategy. A small shift that opens doors, fuels fresh thinking, and builds a pipeline of next-gen innovation from the ground up.

I believe we can build a world where that spark is not overlooked just because it comes from someone who has not been invited into the room — yet.

How can our readers further follow your work online?

Thank you for reading! LinkedIn will be the best place to connect with me:

https://www.linkedin.com/in/olga-denysiuk/

This was very inspiring. Thank you so much for joining us!