Dmitriy Makarov and the Secrets of Expanding Business Across Borders

When it comes to navigating international markets, Dmitriy Makarov has turned challenges into stepping stones. Based in London but born in Kyiv, he has built an agency that now delivers campaigns for some of the world’s best-known brands. His story is one of persistence, adaptability and a philosophy he sums up in three words: Grind, Mastery, Growth, or GMG.

Building a Global Agency

Makarov began his career in esports and digital marketing before establishing his own agency, which has grown to more than 100 employees. His client portfolio includes BMW, Durex, Intel, NIVEA, Domino’s and Hugo, a list that reflects his international ambitions. From the start, he was clear that the local market was only the beginning.

But expanding across borders was far from straightforward. “One of the biggest challenges in scaling a marketing agency internationally is the absence of a universal formula,” he explains. What succeeds in Europe might fail in Asia, and the methods that resonate in Latin America could fall flat in the UK.

The solution, according to Dmitriy Makarov, lies in staying people-focused. “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.” This philosophy has helped him and his team reach more than 2.6 billion people in digital spaces worldwide.

Overcoming Cultural and Market Barriers

International growth came with recurring hurdles: cultural misunderstandings, lack of credibility in new regions, subtle language differences, and even the need to adapt to local digital platforms. Dmitriy Makarov dealt with these by prioritising feedback and local expertise. “Local partners or consultants, even at a freelancer level, who can say, ‘No, this definitely will not work here,’” he says, proved invaluable.

He personally trialled campaigns before trusting teams to roll them out at scale, consulted with local influencers, and analysed competitors’ strategies in depth. This flexible, test-and-learn approach became a cornerstone of his Grind Mastery Growth mindset.

Small changes often had the biggest impact. In Asia, switching from international to local email domains transformed response rates. In other regions, aligning campaigns with pay-day schedules boosted sales. Design choices also varied greatly: Latin American audiences preferred vibrant, humorous adverts, while minimalist visuals struck a chord in Northern Europe.

Lessons for Future Entrepreneurs

For business owners with global ambitions, Makarov’s advice is pragmatic. Avoid the temptation to rush into deals with the biggest local agencies. Instead, look for smaller, independent teams with a record of success. Always test campaigns with real audiences before committing to large-scale launches. And measure effectiveness through customer engagement and long-term behaviour, not just clicks.

Ultimately, his guiding principle, the GMG principle, is simple yet powerful. GMG stands for Grind, Mastery and Growth. Grind – the relentless effort to push forward. Mastery – the pursuit of knowledge, skill and strategy. Growth – not only in financial terms, but also in personal and team development. It is this outlook that transformed Dmitriy Makarov from a freelancer into a leader of international campaigns, showing that adaptability and insight are the true keys to success across borders.