Gushchina Irina Petrovna

Gushchina Irina Petrovna

Biography

2010

She received an MBA in Communication and Leadership from Quadriga University in Berlin.

From March 2004 to May 2007 - Head of the PR group at Edelman Agency.

From May 2007 to August 2011 - Head of Public Relations at Pfizer Russia.

Since August 2011, Director of Public Relations at the Russian division of Abbott Laboratories.

In 2017, Irina Gushchina - Director of Communications at Uber in Russia

Co-founder of the Great Women in PR association. Eurasia, which brings together women leaders in communication, and industries Russia the author of the podcast "Live, PR!"

2025: Corporate Brand Development Director

X5 Group May 19, 2025 announced the appointment of Irina Gushchina to the position of director of corporate brand development - she focused on increasing knowledge and forming a new image of the company. Irina joined the team with 20 years of experience in PR and brand communications at international corporations such as Uber, DiDi, Abbott, KFC, AstraZeneca and Pfizer.

In this role, Irina Gushchina took up the formation of a whole image Kh5 as a technological and innovative company, partner and one of the best employers in the country. It will develop the b2b brand X5, providing interaction and support for product brands and startups to create a unified image of the company, as well as work on the perception of the b2c brand of Kh5 among buyers, employees and investors.

Among the important tasks are coordination of interaction between different teams and development of a strategy for effective communications, management of reputational risks, marketing support, visual presentation of the brand, as well as building strategic interaction with external media partners. An equally important part of its work will be the achievement of sustainable development goals.

I am honored to join the X5 team. It's more important than ever to build trust in brands - and I see X5's tremendous potential to become a symbol of reliability, sustainability and technological leadership in the eyes of society, partners and employees. My task is to unite the company's strengths into a single and recognizable communication platform that will reflect our role as a responsible market leader and the best employer, "explained Irina Gushchina, Director of Corporate Brand Development at Kh5 Group.

Awards and Prizes

Laureate of professional awards, member of the jury of prestigious awards and has repeatedly been included in the Top-Comm and Top 1000 Russian Managers ratings.

Her achievements in strategic PR and brand marketing have been repeatedly recognized with professional awards, including the Sabre Awards and IPRA Golden Awards.