How a talent for learning changed book sales into strategic management of affiliate companies! Interview with Daria, CEO of AFFSTELLAR. Exclusive for HWYD

HWYD: Tell us about your childhood. What kind of family did you grow up in? When and where were you born?

Daria: I was born and raised in Kyiv, the most dear and beautiful city in the world. My childhood is closely connected with its history: I loved exploring the old streets, exploring architecture and historical sites, because many generations of my family lived here.

My parents are a teacher and an engineer. Perhaps this is why I realized very early on that business is a combination of logic, systematicity and creativity, and that this is what I want to do. Even as a little girl, I saw business as an opposition to the first professions with the opportunity to go beyond and think more broadly, and therefore earn more 😉

At the age of five, I was enrolled in dancing, devoted five years of my life to it, and I must admit that after that I don't want to watch any dance shows anymore.)

HWYD: Describe your most vivid childhood memory.

Daria: Summer. Kyiv courtyard. Lots of greenery. Vacations are just beginning. Friends are already waiting outside, and there is the same childhood excitement to run away to Hydropark, where the Dnipro was completely different then than now. And then to return home with wet hair and naively explain to my mom that we just got caught in the rain, sincerely believing that she will believe))

HWYD: What did you dream of becoming when you grew up? Why?

Daria: I have always been fascinated by economics, trade, numbers and calculations. For me, this is a form of creativity - creating systems, processes and models from scratch. I've always enjoyed seeing abstract ideas turn into working mechanisms.

HWYD: How did you study at school? What subjects did you like the most? Which ones the least? Why?

Daria: Oh) I did well in my studies - 4-5 (there was such a system back then). But there were questions about my behavior: it was difficult for me to obey rules that seemed illogical. Because of this, I periodically had conversations with teachers, and after graduation, I felt absolute happiness.

My favorite subject is chemistry. Experiments, experiments, searching for patterns. My least favorite subjects were those where the teachers were not invested in the learning process - it was always boring and uninteresting for me. These were the classes I most often skipped, which, again, did not go unnoticed.

HWYD: What university did you graduate from? Why did you go there?

Daria: I love to learn)) That's why it's a lifelong process for me. First, I graduated from Kyiv Aviation University with a degree in Marketing. It's funny that when I told people where I was studying, many were sure that I was preparing to become a flight attendant 🙂.

Later, I studied financial management at the University of Trade and Economics. And today I am studying business and entrepreneurship at a London university.

HWYD: What was your first job and where did you spend your first salary?

Daria:  The first work experience is always unforgettable. At the age of 14, I felt an urgent need for financial independence and went to sell books. And of course, I spent my first salary on shoes - the most fashionable ones.) During my student years, I managed to play many roles: I worked as a counselor, participated in children's parties as an animator, and was a model. All these experiences have shaped me as a person.

HWYD: How did you find out about the industry? What was your impression of it?

Daria: About five years ago, I got acquainted with this niche, assessed its scale and opportunities. I was most attracted to the market dynamics, the speed of decision-making and, of course, the financial potential.

HWYD: Describe your first position in affiliate marketing. What were your responsibilities?

Daria: Initially, I entered the business as an investment analyst and asset manager. Gradually, as I got to know the specifics, I saw the strengths of this area more and more. My key responsibilities were analyzing strategies, assessing potential and risks, and finding a balance between them.

HWYD: How did your career in the industry develop further?

Daria: Later, I received an offer to relaunch the AffStellar brand and take on the role of CEO to develop and scale the business during a difficult period for the company.

HWYD: How difficult was it for you to make the decision to lead the company in a very difficult period?

Daria: It was a very difficult decision. I took almost a month to make it, which is a critically long time for me. The main stop factors were the difficult communication aspects of the previous team with partners, as well as the loss of trust in the brand and skepticism about the new team.

HWYD: How did you see the crisis being overcome, and what methods did you implement?

Daria: The first and key step is an open dialog with all partners: meetings, calls, honest conversations, closing the negative from the past and creating new conditions for cooperation. The second important element is the team. I came with a completely renewed, motivated team that I can rely on. The next step is systematic work: to fulfill our obligations on a daily basis. Only forward movement.

HWYD: What are you currently doing at AFFSTELLAR? What are your goals and directions for development?

Daria: My key task today is to build transparent, long-term and successful relationships with partners and grow turnover together with them. Other important areas include creating internal sources of traffic generation and achieving the company's planned financial targets for revenue and profit.

HWYD: Where do you see yourself in the future? Do you plan to stay in the company and develop it, or is your task to be an exceptional crisis manager? What growth points do you see for yourself and what horizons will you conquer?

Daria: My primary task is to bring the company to the planned targets, which we are now confidently moving towards. And then we will see. The market has a huge potential, there are many ideas, but I am always very cautious with my forecasts. Nevertheless, I am honest with myself and my partners, and I know for sure that the team and I are doing a titanic job together, which we are proud of and passionate about.