Kateryna’s Story: From Local PR Leader to EU Innovation Advocate
August 22, 2025
Kateryna is the founder of Become, a PR agency specialising in amplifying the voices of business leaders, and the driving force behind UA Business Global, an NGO that empowers Ukrainian entrepreneurs to expand internationally through free educational content and strategic support.
Her mission is deeply aligned with European Union priorities: fostering resilient SMEs, enabling cross-border market access, and championing women-led innovation.
Her entrepreneurial journey began after a successful career in journalism, driven by the belief that PR, multiplied by innovation, can accelerate economic transformation.
In the last three years, Kateryna has led her Ukrainian-founded but globally operating agency to work with clients across Europe, the Middle East, and the US — always keeping her focus on elevating Ukrainian voices on the world stage.
The challenges of war reshaped her business. In 2022, she pivoted from event retail to building a digital-first PR powerhouse and launched her NGO to help Ukrainian entrepreneurs navigate uncertainty. She understands first-hand the unique challenges they face — from disrupted planning horizons and HR crises to shrinking domestic markets — and uses communications not only as a marketing tool but as a strategic lever for leadership and resilience.
Her selection as a finalist of EIT Red Kalyna, an initiative of the European Institute of Innovation and Technology (EIT), marked a milestone in her mission. Through this platform, Kateryna has gained access to the EU’s innovation network, shared best practices with other women founders, and contributed to the EIT’s goal of fostering inclusive, competitive, and sustainable growth.
Looking ahead, Kateryna aims to technologise PR by creating digital and AI-powered tools for entrepreneurs, making high-quality communication support more accessible and scalable — in full alignment with EU digitalisation and innovation strategies.
Her advice to other Ukrainian women?
“Believe in yourself and give yourself permission to speak. Our voices can inspire hundreds of other women — and if we don’t communicate our impact, no one else will.”
