Most marketing professionals typically begin their careers with a background in business, communications, or marketing. Yana Tolmacheva’s (Global Marketing Lead & Expansion Lead LATAM, Hybrid) journey, however, took a different route. She entered the field without any formal experience, instead relying on her innate adaptability, curiosity, resilience, and a profound passion for learning.
Beyond Classroom
Yana started by mastering fundamental skills such as copywriting, supporting campaign launches, and coordinating smaller events. Her initial tasks were straightforward, yet they laid the groundwork for what was to come. Soon, an unexpected opportunity arose: managing global markets. This represented a significant increase in responsibility, and Yana initially felt overwhelmed by the challenge. The stakes were considerably higher, the learning curve was steep, and she questioned her readiness.
Nevertheless, this pivotal moment marked the beginning of her significant growth. Since then, Yana has embraced a path of continuous learning, not only in marketing but also in broadening her worldview. Her experience working across diverse regions has instilled in her a deep respect for cultural differences and a commitment to approaching situations with empathy and flexibility. What once seemed daunting has transformed into one of the most rewarding aspects of her career, consistently driving her professional development and allowing her to grow unstoppably.
Yana’s Vision for AI in Marketing
What truly excites Yana Tolmacheva is the ability to “touch something untouchable.” She notes that while the idea of AI reshaping the future once seemed far-fetched, she now has the opportunity to witness this transformation firsthand. Yana finds Hybrid’s mission particularly forward-thinking and purpose-driven, emphasizing that the company isn’t merely following the trend of AI in advertising; it’s actively shaping that future.
Yana genuinely believes in the power of AI to do more than just optimize media buying. She sees its potential to make advertising smarter, more relevant, and less intrusive. At Hybrid, the team is dedicated to helping brands connect with people at precisely the right moment, in meaningful ways, all without relying on invasive data practices or outdated targeting methods.
Hybrid’s environment is characterized by constant experimentation, innovation, and refinement. Yana describes it as a space where creativity meets technology, and critically, every team member is empowered to contribute ideas that drive progress. This energetic and collaborative atmosphere is contagious. For Yana Tolmacheva, being part of a company that is reimagining “healthy” advertising—making it more respectful, intelligent, and impactful—is profoundly rewarding.
From Regional Success to Global Leadership
Yana Tolmacheva emphasizes that Hybrid’s impressive momentum extends beyond just the INSEA region, encompassing a truly global scale. The company has experienced continuous growth, marked by significant expansion over the past year. Hybrid officially entered Latin America with the opening of its Mexico office, while simultaneously strengthening its presence in Europe and enhancing services across the INSEA region.
India, in particular, has been a standout success, where Hybrid was honored with the Programmatic Platform of the Year award at the AdTech Marketers Awards 2025. Yana Tolmacheva notes that this recognition underscores the company’s commitment to both innovation and impact in the region.
On the product front, a key milestone has been the expansion of Hybrid’s tech stack. Yana highlights VOX, their AI-driven contextual advertising solution, which now features unique formats and mechanics like WOW, DCAI, Touch-effects, and In-Content Format. These are all meticulously designed to capture attention in ways that are both non-intrusive and highly efficient.
Hybrid has also introduced features such as Creative Craft, an AI-powered tool that automatically generates creative variations from a single source. This represents a significant leap forward for A/B testing and campaign efficiency, ultimately saving clients valuable time and resources.
Finally, Yana Tolmacheva expresses immense pride in the trust Hybrid has earned from major global brands. Being selected to lead media strategy in sensitive and high-value sectors like finance and automotive clearly reflects the exceptional performance, safety, and sophistication of Hybrid’s solutions.
“I’ve shifted from doing to designing. The focus now is on orchestrating strategy, interpreting signals, and creating impact that scales.”
Yana Tolmacheva
Integrating AI into creative generation
Yana highlights that while many platforms use AI for bid optimization or task automation, Hybrid’s approach is far more comprehensive. They integrate AI into creative generation, contextual targeting, and even triggers, ensuring their campaigns are not just efficient, but also highly relevant, dynamic, and privacy-conscious.
At Hybrid, AI-powered solutions are designed to benefit both users and advertisers. A key element of this is their dedicated innovation hub, Iren AI Hub. Here, the team designs, trains, and continuously refines algorithms, closely monitoring the performance of their content recognition technology and evaluating model effectiveness across all products. This meticulous process ensures their solutions deliver real impact and remain ahead of evolving industry demands.
Furthermore, Yana explains that Hybrid’s VOX, an AI-driven contextual advertising solution, utilizes machine learning and computer vision to grasp the full meaning of a web page, going beyond mere keywords. This allows them to deliver ads at moments that truly align with user intent, all without relying on cookies or profiling—just smart placement.
Therefore, while competitors might focus solely on optimizing media buying, Hybrid applies AI across the entire advertising funnel. This comprehensive strategy helps brands maintain their relevance and impact in today’s increasingly crowded and fast-moving digital landscape.
“Marketing used to be driven by instinct and long feedback cycles. Today, it’s dynamic and data-led—AI has transformed it into a real-time, adaptive discipline.”
Yana Tolmacheva
How AI Amplifies Human Creativity in Modern Marketing?
Yana Tolmacheva observes a profound transformation in marketing. In the past, the field often relied on manual execution and lengthy feedback loops. Today, it’s far more dynamic. AI has enabled a significant shift from simply launching campaigns to orchestrating adaptive strategies in real-time, with data meticulously guiding nearly every decision.
This evolution has naturally shifted Yana’s focus from mere execution to strategy, interpretation, and creativity at scale. With automation now handling repetitive tasks, she dedicates more time to the bigger picture: contemplating how to seamlessly connect insights, content, context, and emotion in ways that truly resonate with audiences.
What excites Yana Tolmacheva most is that AI hasn’t replaced the human element in marketing; instead, it has powerfully amplified it. AI provides marketers with the necessary space to explore, test, and fine-tune their approaches at an accelerated pace. In essence, while AI hasn’t fundamentally altered the core essence of marketing, it has undeniably revolutionized how it’s done, significantly raising the bar for what’s achievable.
Bridging the AI Perception Gap
Identifying a significant challenge in the widespread adoption of AI: the perception gap, Yana notes the difficulty many face in accepting this second technological revolution and trusting a technology that can feel outside of their natural understanding. For some decision-makers, AI can still seem abstract or even intimidating, especially when presented as a “black box.” People naturally want to understand its mechanisms, its impact on their workflow, and, most importantly, how it delivers tangible value.
Yana believes the most effective way to overcome this challenge is by demystifying the technology. At Hybrid, the focus is on showcasing tangible outcomes rather than just technical features. Instead of simply stating “we use AI,” they demonstrate, for example, how their contextual algorithms enhance performance without relying on cookies. For Yana, results consistently speak louder than buzzwords.
Three Keys to Thriving in AI-First Marketing
Yana Tolmacheva offers three key pieces of advice for navigating the evolving AI-first marketing landscape.
First, she urges marketers to embrace curiosity rather than fear AI. One doesn’t need to be a data scientist to succeed in this new era, but understanding what the technology can and cannot do is crucial. Yana advises learning how AI functions, the problems it solves, and its place within the broader context of marketing strategy and storytelling.
Second, she emphasizes the importance of remaining human-centered. While AI tools will continuously evolve, the essence of marketing remains connected with people. Skills like creativity, empathy, and cultural awareness are irreplaceable by machines and become even more valuable when combined with intelligent technology.
Finally, Yana Tolmacheva advises against waiting to feel “ready.” The marketing landscape is in constant flux. She encourages professionals to jump in, collaborate, ask questions, and maintain an open mind. For Yana, the future of marketing isn’t just AI-first; it belongs to those who are curious, adaptable, and unafraid to evolve.
Hybrid’s Human-Centric Mission
Yana believes that a crucial insight about Hybrid is its deeply human approach underpinning all its advanced technology.
While Hybrid is indeed a programmatic company powered by AI, what truly differentiates it is how this technology is leveraged to enhance human connection, rather than replace it. Whether through contextual relevance, intelligent creative personalization, or a nuanced understanding of local market specifics, Hybrid’s overarching goal remains consistent: to help brands appear at the opportune moment with the precise message, ensuring their communication genuinely matters to the audience.
As Yana Tolmacheva emphasizes, Hybrid is ultimately powered by AI, but guided by humans.
Open Letter from Yana Tolmacheva
Dear Future Tech and Marketing Leaders,
You are stepping into a world that’s evolving at a pace unlike anything we’ve seen before—and in this dynamic landscape, you are the real superheroes.
Don’t wait to feel “ready.” Perfection isn’t the goal. What the industry truly needs are curious thinkers, bold innovators, and individuals who genuinely care about the impact they make.
There will be moments when the speed and complexity feel overwhelming—and that’s okay. In those times, lean into collaboration. Remember, great leadership isn’t about having all the answers. It’s about building the right table and ensuring every voice has space to be heard.
Stay curious. Stay grounded. And above all, never stop learning.
The future isn’t something you inherit—it’s something you shape. Go build it.
With belief in your journey,
Yana Tolmacheva
