Mina Litvinova: From Russia to UAE, A Journey of Innovation and Resilience in Marketing and Entrepreneurship
A Fascination Born in Post-Soviet Russia
Mina Litvinova’s journey into the world of marketing and entrepreneurship began with a simple yet monumental event—the arrival of global brands in post-Soviet Russia. Growing up in an era marked by significant socio-political changes, Mina witnessed the opening of Moscow’s first McDonald’s. This event, characterised by long lines and an unprecedented fascination with Western culture, piqued her curiosity about branding and consumer behaviour. “That early fascination with how brands could shape culture and consumer behaviour ultimately fueled my passion for marketing and advertising,” Mina shares.
Her early exposure to the power of international brands not only ignited her interest in marketing but also laid the foundation for a future driven by creativity and entrepreneurship. For Mina, marketing is more than just promoting products; it’s about understanding human behaviour and the psychological factors that influence decision-making. This fascination has guided her career ever since.
Diverse Career Spanning Marketing, Technology, and Urban Community Management
Mina’s career spans multiple sectors, sitting at the intersection of marketing, technology, and urban community management. “At heart, I am a marketer and an entrepreneur,” she explains. Her journey into marketing began at just 16, when she juggled full-time administrative roles with university studies at night. By the age of 19, she secured a personal assistant role at OMD, which later led her into the world of advertising and events management.
Her transition into a junior account manager role at JWT’s events agency in Moscow marked the true beginning of her marketing career. It was a challenging start, but one that would teach her the essential skills of problem-solving and project management, particularly in the high-pressure world of events. Despite her lack of experience at the time, Mina’s ability to think on her feet became a defining strength—a trait that has served her well in her entrepreneurial endeavours.
Entrepreneurial Milestones and Challenges
Mina’s entrepreneurial journey truly began when she moved to the UAE at the age of 23. With only one acquaintance in the country and limited knowledge of the culture, she adapted and succeeded in this unfamiliar environment. “This accomplishment is important to me because it just makes me confident in human adaptability,” she reflects. Building a life in the UAE independently stands out as one of her proudest achievements.
In 2018, Mina founded AR-More, a creative tech and content studio, with just $250. In two short years, the company had grown into a six-figure business, a testament to her resourcefulness and determination. AR-More represents the intersection of her creative passion and her love for technology. Today, she continues to manage and expand this studio, overseeing top management while developing innovative content and technology solutions.
In addition to AR-More, Mina co-founded DUDI App, an urban tech community engagement startup. The app empowers people living in large cities to live more active lifestyles through technology, fostering communities centred around wellness and shared interests. DUDI represents her larger mission to contribute to healthier, happier lives, helping people connect in meaningful ways and lead more balanced, active lifestyles.
Resilience and Adaptability in Entrepreneurship
Mina’s resilience is evident in her ability to navigate the challenges of entrepreneurship. As a self-funded business owner, one of the biggest hurdles she faces is cash flow management, particularly in the UAE, where delayed payments can severely impact small businesses. “The payment terms in this region are absolutely suffocating for small businesses,” she notes, calling for regulatory support and better corporate practices to help SMEs thrive.
Despite these challenges, Mina remains committed to creating value, both through her businesses and her broader contributions to the community. She believes in playing the long game and focusing on consistent value creation. “In this region, where everyone knows everyone, it’s all about consistently being a value creator,” she says, emphasising that long-term success is built on the relationships and impact one creates.
Passion for Work-Life Balance and Personal Fulfilment
One of Mina’s core beliefs is that work should be a place where people can find purpose, not just sell their time. Her passion to create a work environment where people are empowered to reach their maximum potential has led her to build a fully remote team her to build a fully remote team with flexible hours at AR-More. “My team refers to our company as the most non-toxic place they have ever worked in, and it makes me very proud,” she shares. For Mina, creating a supportive and flexible work environment is part of her larger vision for how businesses should operate—allowing people to reach their full potential by creating an environment that brings out the best in them and naturally flourish
Beyond her work as a business owner, Mina is deeply passionate about contributing to the overall wellness of society. Whether through her leadership role at DUDI and AR-MORE her high-level marketing consultancy work, she strives to create a positive impact on the lives of others. Her ultimate goal is to continue growing her businesses while fostering environments where people can thrive personally and professionally.
Legacy of Empowerment and Purpose
As she continues to grow her businesses and make her mark on the marketing and tech industries, Mina remains focused on leaving a legacy of empowerment. She hopes to both inspire and empower others to live their dream lives, both personally and professionally, through the supportive environments she creates and the value she consistently brings to the table.
