Nikita Tyryshkin

Nikita Tyryshkin is Head of Marketing at Brand Motors (AB-Tyres LLC) and the author of a six-step methodology for building B2B brands in the industrial sector — a framework he developed, tested, and validated through one of the more striking commercial turnarounds in Russian industrial equipment marketing in recent years.
The methodology emerged from a real crisis. When Brand Motors lost its previous dealer contract, the company needed more than a marketing campaign — it needed a brand that could stand on its own in a market where most competitors operate without one. Tyryshkin’s response was to build Worker: a brand for compact special-purpose machinery, developed from scratch using his proprietary framework and registered across six countries — Russia, the United States, China, Kazakhstan, Uzbekistan, and Indonesia.
The six steps — problem definition, systematic research, strategic focus, brand construction, integration into business processes, and ongoing management — form a closed cycle rather than a linear checklist. Each step produces a measurable output and a written artifact that feeds directly into the next stage. The result is a replicable process, not a one-time creative exercise, which is what makes it a methodology rather than a project.
The commercial outcome was unambiguous. Company revenue grew from 203.8 million rubles in 2021, when Tyryshkin joined as a marketer, to 862.7 million rubles in 2023 following the full development and launch of the Worker brand — a roughly fourfold increase. The client roster that came with it reflects the brand’s credibility across sectors: developer Samolet, retailers FixPrice and Lenta, the Mega shopping center network, manufacturers Norоvskoye Moloko, Megaplast, and Dashkova, and extractive industry operators TransOil and multiple quarry operators.
Tyryshkin’s work sits at the intersection of academic rigor and hands-on execution — he holds a Master’s degree in Management, has published academic articles on the subject, and is currently developing the methodology into a full book. His membership in ECDMA, the Guild of Marketers, and the Ya-Lider association reflects a commitment to the professional community that runs alongside the practical work.
Worker is what B2B brand-building in industrial markets looks like when it is done systematically. That is the case this recognition is built on.