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From the canals of St. Petersburg to the shipyards shaping tomorrow’s ocean explorers, Katerina Korchevskaya’s journey has always been guided by one tide of curiosity paired with courage. What began in economics lecture soon evolved into a calling rooted in storytelling, brand building, and a deep love for transformation.
As Chief Marketing Officer of Bering Yachts, Katerina stands at the helm of a global brand redefining luxury at sea not as a status symbol, but as freedom, perspective, and an invitation to discover life beyond the shoreline.
Educated across St. Petersburg, Berlin, and New York, Katerina learned early on that borders and limitations are only as real as we believe them to be. Inspired by a visionary professor and shaped by personal trials, including supporting her mother through a challenging business turnaround with zero-budget creativity, she built a career at the crucible of constraint.
Fashion, automotive, global uncertainty, geopolitical shifts, each chapter sharpened her instincts for community-driven marketing and resilient, purpose-led storytelling.
Today, she leads Bering Yachts’ brand narrative with the same belief that set her in motion years ago: marketing only matters when it moves people.
What inspired you to pursue a career in marketing? Tell us about your professional journey.
Early on in my career, I worked extensively in the fashion industry, beginning with boutique brands in St. Petersburg, before being invited to join a global fashion company. I started in social media and PR, and when COVID hit, I had to rethink everything: building communities, driving engagement, and rebranding, all with zero budget.
We created playful digital projects for families, partnered with major influencers organically, and shifted retail success online. That experience taught me how to grow brands creatively in crisis and proved that meaningful content and community matter more than money.
Later, I moved into the automotive sector, bringing unconventional ideas from fashion and delivering strong results again. My strength lies in marketing through uncertainty, small teams, fast experiments, and tracking every step. These skills now fuel my work in the yachting industry.
My calling is to show the world life from the water because once you see life from that angle, everything changes
Introduce us to Bering Yachts. What key responsibilities do you shoulder as the company’s Chief Marketing Officer?
Bering Yachts is an 18 year old company, recognized as a trendsetter in the explorer yacht segment. We design compact expedition vessels capable of crossing oceans, essentially super-yacht capability in a smaller, safer, more efficient format. Our mission is simple: to create a true home on water, that gives freedom to explore the whole World and the Ocean.
My role spans strategy and execution. Because the market changes quickly, flexibility is key; we adapt fast and stay close to our audience. I lead our content vision and work with a small but highly dedicated in-house production team to release fresh storytelling each week, including our travel-based “Bering Life” project that shows how people can live and explore on water even for a week, not just as owners.
Alongside content, I drive PR and brand strategy. We don’t sell aggressively; we inspire. And inspiration naturally brings the right buyers to us.
What challenges do you encounter in your current role? How do you address them effectively?
I face two major challenges in my role. First, the market is shifting constantly, and long-term planning has become nearly impossible. We might build a strategy one month and then global conditions change the next.
The positive side is that our team is flexible, we adapt quickly, adjust direction, and stay agile. Still, navigating without clear visibility into the future requires resilience and constant recalibration.
The second challenge is personal: work-life balance. I am deeply committed to what I do. But this passion also means sacrifice. My daughter is studying in another country this year, and our family is spread across different places.
Balancing my role, my ambitions, and my family time isn’t easy. I love my work deeply, yet I am always trying to make space for both my career and the people I love.
How do you see new trends redefining brand storytelling and customer engagement in the global yachting industry?
In our industry, authentic storytelling is still relatively new, and it has become one of our most powerful tools. It helped us build a genuine community of supporters who stayed with us even through challenging times.
Customer engagement is fascinating because our clients are very private. Some prefer complete confidentiality while others love being involved. Our goal is to inspire more owners to tell their stories and celebrate exploration together.
Looking back, which milestones are you most proud of? What is your ‘success mantra’?
Looking back, every major challenge became a milestone in my career. When I supported my mother’s business, I turned that experience into a case study, and it opened the door to my next role. During COVID, I built a strong case with real results, which showed that I could deliver in a crisis. In the automotive industry, I created an “anti-crisis strategy” that helped solve significant issues.
During my first conversation with Bering Yachts, they showed me beautiful footage from their life travel project. They weren’t sure how to promote it in the best way, but I immediately envisioned a strategy. That moment showed we shared the same mindset. For me, every challenge inspires a strategy, and each strategy becomes a new step forward.
My success mantra is simple: just keep moving. Progress begins with action, and every tiny step leads toward achieving one’s dreams.
Katerina Korchevskaya, Chief Marketing Officer, Bering Yachts
Katerina leads global brand strategy and storytelling for one of the most dynamic names in the explorer yacht industry. Known for transforming challenges into growth, she has built her career across diverse sectors from family business and automotive to luxury maritime, consistently delivering innovative, crisis-resilient marketing strategies. At Bering, she has pioneered authentic content-driven brand building, fostering a passionate worldwide community of yacht owners and adventurers.
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