Irina Orlandini Avrutskaia
An expert in strategy and marketing in the hospitality sector. With 18 years in the industry and 9 years in consulting, I am a graduate of Skolkovo Practicum, the THNK School of Creative Leadership (Netherlands), and the University of Manchester.
#the beginning of the way
After university I worked in the arts, organizing concerts and festivals of classical music and ballet. But I realized pretty soon that it was worth looking for myself in marketing.

Thus began my extensive and fascinating journey.
Let’s meet!
I started my career in the hospitality industry 18 years ago, becoming director marketing of the premium Uley Catering Group. Then I worked as Director of Marketing and Director of Business Development for Papa John’s in Russia and CIS, TGI Fridays in Eastern Europe and Costa Coffee in Russia.

In 2014 I decided to found a professional consulting company Like4Like.

And already in 2015 my first book – The Battle for the Guest, was published. The success was incredible. In 2019 the book was translated into English.

In 2020, together with the team, I opened the trend-hunting agency GFT AGENCY, in 2022 the our company’s office in Dubai, and in 2023 we founded the First School of Consulting.
I grew up in a family of engineering intelligentsia. My dad was an aircraft designer, inventor, winner of state awards - my first and main inspirer. Mom  is a communication genius.
I create and transform restaurants, hotels, resorts
and cities
I help you see the future of your business and make it a reality
Corporate Experience
Uley Catering Group
Here, at 22, I became the Marketing Director of a restaurant holding company and, together with the team, we exceeded our ambitious plans.
Papa John’s Pizza
As the Marketing Director, I developed the Papa John’s business in Russia and the CIS, opened a franchise in the capital of Azerbaijan, Baku. Corporate awards include Papa John's International Marketing Excellence Awards 2010, 2011, and 2013.
I headed the marketing direction of a group of brands. We worked with concepts of various types and scales—in Russia, the CIS countries and Europe.
TGI Fridays, Costa Coffee & American bar & Grill
Entrepreneurial Experience
Since 2014, we have been assisting to hundreds of companies in the hospitality, retail and foodtech sectors to thrive. More details can be found in our portfolio.
I have managed to surround myself with like-minded individuals who are passionate about their work. My team is my greatest achievement over these years.
We gather trends and innovations in food, restaurants from around the world and package into convenient trendbooks. We conduct useful webinars and share analytics from our international trend experts.
We are launching courses for those who want to develop in consulting, build a successful career, and establish strong relationships with clients.
We help brands develop strategies to enter new markets, localize business, and create cross-cultural marketing campaigns. The company's office is located in Dubai.
My Interests
Tourism and Travel
I love to travel to extraordinary places and organize signature tours. For instance, in September 2023, we conducted our gastronomic tour across six regions of Georgia.
Art and Architecture
Every weekend I make sure to plan a visit to a gallery, a concert or one or two excursions.
Baths and Bath Leisure
Yes, I am a bath enthusiast. I even have a romantic dream: to open my own bath complex or hotel. If you share a similar idea, let’s join forces!
About Novikov School
For four years, I was a curator and an author of courses at Novikov School. I have a great affection for the project team and sometimes conduct open lessons here. I enjoy packaging knowledge and passing it on to others. I know I do it well.
About the Future
In the future I plan to earn a PhD in Future Studies. I want to conduct research on how children can help us create a better future. After all, most of our projects will outlive us and will serve the next generations. I believe it's fair to consider the opinions of children—those who will live in this new world we are creating.
Event Schedule and Archive
Let's Work Together!
Invite me as a speaker for your event
Propose a brand collaboration
Invite me to become a co-founder of a startup
Invite me to a board of directors
Social Initiatives
The team sometimes goes out to clean the shoreline, and I am happy to help them!
I believe that together we can change the world for the better. Invite me to participate in your social initiatives; I will be glad to be of help. Here are the projects that I already support:
I studied at "Skolkovo" with the director of the foundation. I now support the project and participate in various activities.
The foundation helps preserve natural resources and implements practices of mindful tourism in the Baikal natural territory.
My Social Media
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