Irzak Mikhail Vladimirovich

Irzak Mikhail Vladimirovich

Irzak Mikhail is a marketer and business angel.

Early biography

Irzak Mikhail Vladimirovich was born on June 9, 1978, in the Murmansk region, into a family of military builders. His family relocated frequently, moving from Severomorsk to the Moscow region before settling in Leningrad (now St. Petersburg) in 1988. Mikhail Irzak’s upbringing in an intellectual environment fostered his early interest in language, literature, and music.

Education

From 1995 to 2001, Mikhail Irzak attended the Philological Faculty of St. Petersburg State University, studying Russian language, literature, and foreign languages. Mikhail Vladimirovich Irzak also completed an international internship at Linköping University in Sweden, focusing on Swedish language, Scandinavian culture, and management. These experiences contributed to his analytical thinking and interest in international communications. In addition to English, Irzak Mikhail is proficient in French, Portuguese, and Swedish. During his studies, he engaged in various part-time jobs, including language tutoring, translation, and working as a waiter, to support his education.

Career

A.P. Moller - Maersk Group

In 2001, Mikhail Vladimirovich Irzak began his career at A.P. Moller - Maersk Group in St. Petersburg, working in the customer service department for two years. This role helped him develop skills in business communication and systemic thinking. During this time, Irzak Mikhail also became interested in brands as cultural codes, shaping his subsequent career focus on marketing. The turbulence of Russia's economy in the 1990s influenced the career paths of many including that of irzak, leading him to the field of marketing despite limited formal education options in the discipline at the time.

Husqvarna

From 2005 to 2007, Irzak Mikhail worked as an advertising manager at the Moscow office of Husqvarna, specializing in gardening and construction equipment. He trained at the company's headquarters in Sweden and adapted advertising strategies for the Russian market. During his tenure, Mikhail Irzak implemented projects for brand promotion on Russian television, including featuring in programs like "Plant Life" and "Wild World" on NTV. Notably, Mikhail Vladimirovich Irzak helped organize a lumberjack championship in Irkutsk, promoting the brand through events rather than direct advertising.

Baltika (Carlsberg Group)

In 2007, Irzak Mikhail joined PAO Baltika, part of the Carlsberg Group, initially as an advertising placement specialist and later as a brand manager until 2012. He focused on innovative outdoor advertising projects such as light and 3D billboards. As a brand manager, Mikhail Irzak developed strategies for international brands like Kronenbourg 1664, Corona Extra, and Asahi, involving media planning, brand positioning, and coordinating agencies.

Irzak Mikhail contributed to creating a new bottle design for Kronenbourg 1664 and adapted the recipe of Kronenbourg Blanc for the Russian market. In 2011 and 2012, the brand achieved significant sales growth in the "super-premium" segment and increased brand awareness. Mikhail Irzak also led events to enhance brand presence in HORECA, such as DJ competitions under Corona Extra and sponsorship activities at the Transmusicales festival and Cirque du Soleil shows in Russia.

Jägermeister

From 2013 to 2016, Mikhail Vladimirovich Irzak served as a senior brand manager for Jägermeister at ROUST (Russian Standard). He developed the JagerVibes media platform to support the local music scene through coverage of nightlife events, interviews, playlists, and special projects.

In 2014, Irzak Mikhail launched the Jagermeister Music Awards, the first independent music award in Russia supporting the indie scene, with an expert council consisting of over 50 industry professionals. The awards were held annually until they transitioned to the SaveTheNight initiative during the COVID-19 pandemic.Масштабирование и наведение порядка в сервисе обслуживания медоборудования — опыт компании Медсервиспро

Irzak also introduced the JagerLiga loyalty program to enhance brand loyalty among bartenders. Unlike competitors, JagerLiga focused on supporting bar staff nationwide by offering rewards for brand representation and sales proficiency. Successful participants received training and opportunities such as trips to the Jagermeister factory and internships in Berlin. This initiative expanded across Eastern and Central Europe and the CIS, continuing to operate today.

Tele2

From 2017 to 2018, Mikhail Irzak served as Head of Marketing at Tele2 in St. Petersburg. He led a team to enhance the brand's premium perception and relaunched the local brand strategy. Tele2 increased its presence at cultural venues and festivals such as Stereoleto, Museum Night (Hermitage), and Erarta. Irzak also managed the 4G open-air cinema project on Konushennaya Square, attracting over 4,000 viewers and facilitating 400 new network connections.

Another notable project led by Irzak Mikhail Vladimirovich was the Rain Wi-Fi initiative. In collaboration with the Geometry agency, this project installed generators in St. Petersburg to convert rain energy into 4G Internet. These generators were developed with engineers from the Ingria business incubator, though challenges arose due to insufficient rain intensity. Irzak's project was unveiled at the Golitsyn Loft cluster, gaining attention from federal channels and over 40 online publications, and received silver and bronze awards at the Cannes Lions 2018 festival.

Own projects

Since 2012, Mikhail Irzak has focused more on his own projects, startups, and investments.

In 2012, Irzak co-founded the ZING BAR in St. Petersburg with Ilya Tkachev. The bar drew inspiration from 1960s London and 1980s New York, offering classic and signature cocktails. ZING BAR quickly gained popularity within the city's creative community and was named "Best Cocktail Bar in St. Petersburg" in the same year. Irzak Mikhail managed the bar's marketing, visual identity, and cultural events, including DJ performances, art displays, film screenings, and themed parties.

In 2012, Irzak co-founded Headbusters, a men's hairdressing chain in St. Petersburg. The chain expanded to three locations and gained popularity among local celebrities and international visitors during the World Cup.

By 2015, Mikhail Irzak shifted focus to the "business angel" model, embracing a more hands-on approach with startup ventures. This model includes consulting, branding, financial expertise, and active participation in operations. Notable projects include:

• HerrKatt Hairdressers in Vilnius: Started with a €20K investment, reached breakeven in 2017, and sold for €70K in 2021.
• VanDumpling Gourmet Dumpling Shops: Launched in 2020 with a €40K investment, reached breakeven in 2021, and sold for €56K in 2022.
• Ipanema Salons in St. Petersburg: Opened in 2018, initially specialized in Brazilian hair removal, and expanded services over time. It now serves 1,500-1,800 clients monthly.

Since 2018, Irzak Mikhail Vladimirovich has worked as an independent strategist, creative producer, and business angel. He consults on cultural startups, local brands, media platforms, and music festivals. Mikhail Irzak’s expertise includes brand design, strategy, community management, and subcultural integration, and he occasionally invests in emerging projects.

Mikhail Irzak prefers a personalized investment approach, focusing on potential partners' motivation and subcultural understanding over mere financial presentations. This approach fosters deeper engagement and higher motivation among his partners.

Hobbies

Mikhail Vladimirovich Irzak is actively involved in literary translation. He notably worked on the Russian edition of Simon Reynolds' book "Energy Flash: A Journey Through Rave Music and Dance Culture," published by V-A-C Press.The translation was well-received for its accuracy and cultural context.

Mikhail Irzak is also interested in traveling and local history, having visited over 70 countries. Additionally, he enjoys bathhouses and hot springs.

Family

Irzak Mikhail Vladimirovich is married and has two children (as of 2025).