Kseniia Lohvyniuk
Marketing Strategist & Cultural Communications
Kseniia Lohvyniuk is a marketing strategist, cultural communications specialist, and emerging methodologist working at the intersection of digital marketing and the performing arts. Originally from Ukraine, she relocated to Germany in 2022, where she has since built a career dedicated to amplifying the visibility and recognition of artists on the international stage.
Kseniia’s path to the performing arts world was anything but conventional. She studied Political Science at the National I.I. Mechnikov University of Odessa, earning both a Bachelor’s and a Master’s degree, and her earliest professional experience was rooted in political advertising and strategic communications. Yet throughout this time, her soul was drawn elsewhere - toward culture and the arts. While running her own advertising agency, DMK media, in Odessa, she joined the Acting Academy Alexander Ivanenko, where she trained in acting. This experience profoundly shaped her worldview, bridging the analytical rigor of political communications with the embodied, human language of the stage. It was during this period that an opportunity arose to collaborate with the New International Performing Arts Institute (NIPAI) - a turning point that would define the direction of her career.
Today, Kseniia serves as Head of Marketing at NIPAI in Berlin, where she has been a driving force behind the institute’s global outreach and digital presence since 2022. In this role, she leads the development and execution of NIPAI’s marketing strategy, manages social media channels across multiple platforms, oversees email marketing campaigns and SEO initiatives, and has played a key part in setting up and managing paid advertising campaigns that directly contributed to growth in service outreach. Since 2023, she has also been mentoring new team members, shaping the marketing department’s development strategy, and strengthening NIPAI’s international communications.
Through her work with NIPAI, Kseniia has been actively involved in organizing and participating in a wide range of international events - workshops, trainings, intensives, and conferences - which allowed her to deeply understand the target audience: performing artists from around the world. Observing what artists seek, what challenges they face, and what they truly need became the foundation of her professional mission.
Alongside her work at NIPAI, Kseniia holds a part-time position in public relations (Öffentlichkeitsarbeit) at the Mittelsächsische Theater und Philharmonie, one of Germany’s regional theatre and philharmonic institutions, where she is engaged through the end of 2026. Previously, she worked in the marketing department of the Nationaltheater Mannheim, focusing on social media strategy, content creation, media partnerships, and online advertising for one of Germany’s most prominent national theatres.
The experience of working within the theatre ecosystem - inside the very fabric of an institution where artists live and create - gave Kseniia an intimate understanding of how the performing arts industry operates from within: how marketing functions in a theatre, how artists navigate their professional lives, and what it truly takes to reach an audience in the digital world with very limited budgets but very big ideas. These insights deepened her conviction that more could be done for the arts and for the artists themselves.
Before relocating to Germany, Kseniia built a diverse professional foundation in Ukraine. She founded and led DMK media, an advertising agency in Odessa, served as Editor-in-Chief of Airport Magazine, and held a marketing management role at SouthMedia Group, a PR and marketing agency. This breadth of experience across media, entrepreneurship, and strategic communications gave her a practical grounding in audience research, content marketing, influencer marketing, and campaign management.
Kseniia’s formal education includes a Bachelor’s and Master’s degree in Political Science from the National I.I. Mechnikov University of Odessa and a certified qualification as an Online Marketing Manager from indisoft (Leipzig), with specialized training in SEO, Google Advertising, social media marketing, corporate publishing, and media law. Beyond these, she has pursued extensive professional development throughout her career: a Leadership Training at the Summer Leadership Academy (National University of Odessa), a sales methodology course “Faire Verkäufe” with Maria Abramchuk, an Internet Marketing 7.0 program at Genius Marketing, Business Account Management training at Insta Imperial, a TikTok Manager certification at Maya Takaya SMM School, and courses in Political Technology and PR as well as Marketing on independent educational platforms. She speaks Ukrainian and Russian natively, English at a professional level, and German at an intermediate level.
Through her work with NIPAI, Kseniia has also curated and managed the organization, production, and programming of the 20th, 21st, and 22nd International Performing Arts Conferences held at Laubegg Castle in Austria. During the 22nd Conference in December 2025, she designed and led a hands-on professional workshop titled “Social Media in Performing Arts: Marketing Strategies of Artistic Visibility” - the first of its kind within the conference’s history.
The success of this workshop, combined with the reflections it sparked, became the catalyst for a deeper inquiry: how can digital strategy become more practically useful for creative professionals who wish to promote themselves and express their artistry in the modern digital landscape? In a world where AI is accelerating the pace of change, and where people increasingly find themselves confined to desks and screens, Kseniia questioned whether this sedentary digital reality is truly compatible with the lives of performing artists - people for whom movement is as essential as breathing.
These reflections gave rise to a new concept: Digital Strategy Through the Body - a method inspired by the Ostrenko Brothers Method, which teaches theatre through physicality. The core question became: what if we taught digital marketing the way we teach theatre? This idea evolved into the first laboratory designed to test and refine the method in practice. The method is currently in active development and is being tested by Kseniia in collaboration with NIPAI as part of the institute’s training programs.
At the heart of Kseniia’s work lies a mission born from years of observing the artists who come to NIPAI to learn - understanding what they seek, what challenges they face, and what they truly need. This experience inspired a clear purpose: to help performing artists from around the world be seen, be recognized, be valued, and, above all, be their art. Because what makes us human, if not creativity and art?