Yulia joined Multilogin as a junior link builder (working with SEO and backlinks). Before that, she had worked in design and tutoring, so she had little idea what to expect in the role, and certainly never imagined she'd one day lead the Link Building function across all Eyes of Wonder products.

But that's exactly what happened: she grew into a backlink team lead, became the key strategist behind major campaigns… and later successfully pivoted to a new role as an email marketer at our studio, where she continues to build her career today.

We sat down with Yulia to look back on her journey and understand what helped her grow so fast and stay unafraid of changing direction.

Was there a moment when someone saw your potential before you did?

Yes, it was my team lead in User Acquisition. He kept giving me tasks that were just above my current level and trusted me with things that genuinely helped me grow. His belief in me meant a lot. Now I try to do the same for the people on my team: create space where they can show their strengths.

If your current self met your first-day self, what would surprise her most?

The sheer volume of what's been accomplished and the real results behind it. I think first-day me would be proud and, of course, completely shocked! 😄

Why did you choose a lateral move after a leadership role instead of continuing to climb vertically?

By the time I reached team lead, I felt I had gained a lot of experience in link building and off-page optimization, and I wanted to broaden my horizons. I was curious to look at marketing from a different angle. Email marketing was suggested as the right fit, since at that point the team had processes that needed improvement and optimization.

How did you approach learning a new specialty?

• I started by studying available courses and methodologies (like Email Marketing on Coursera and Best Email Practices on YouTube)

• Analyzing competitors' email sequences

• Reviewing our existing campaigns

• I also went through onboarding with colleagues already working in the area. My new team lead, Gayane, was an incredible source of support throughout.

  
  

Did your link building experience help you as an email marketer?

Email marketing is fundamentally different from link building, but the skills I'd developed earlier turned out to be very useful, especially process optimization, data analysis, working with AI tools, and content creation.

Yulia is a great example of how support, curiosity, and a willingness to try new things can open up completely unexpected career paths.

She confidently went from junior to team lead, then wasn't afraid to step into an entirely new field without losing any of the enthusiasm that started it all.

Ready for your next career challenge? Find open roles at Eyes of Wonder🤘🏻