Irina Bakhtina

Director: HSE Graduate School of Business / Case Study Centre

Irina Bakhtina has been at HSE University since 2026.

Responsibilities

Leadership of the Case Study Centre at HSE Graduate School of Business.

Development and implementation of the Centre’s strategy in line with the strategic priorities of HSE Graduate School of Business.

Development of the HSE GSB teaching case portfolio, including the identification of new authors, case topics, companies and partners.

Organisation of the expert review, registration, recording, storage and systematisation of teaching cases and related materials.

Development of the database of teaching cases registered at HSE University as intellectual property.

Promotion of the case method and the HSE GSB case collection among faculty, educational institutions, corporate universities and business partners.

Coordination of the integration of teaching cases into HSE GSB programmes and HSE regional campuses.

Development of partnerships with corporate clients, external case centres and international case repositories.

Coordination of teaching case publications in case collections, publishing projects and the Centre’s digital resources.

Team leadership, goal setting and performance management within the Centre.

Education

2007

Degree in Corporate Management
Moscow Institute of Steel and Alloys (MISIS)

2002

Degree in Linguistics and Intercultural Communication
Moscow State Linguistic University

Employment history

Graduated from Moscow State Linguistic University with a degree in Linguistics and Teaching of English and German, and from National University of Science and Technology (MISIS) with a degree in Management. Completed academic programmes at the University of Texas at Austin and Humboldt-Universität zu Berlin.

Has over 15 years of leadership experience in marketing, strategic communications, product development and education-related projects at the intersection of business, media, EdTech and technology.

Worked for international and Russian companies including Mediacom/WPP, Rieber & Son, Zhivi Media, SIBUR/Cordiant, Novakid, Rossiya Segodnya (RIA News, Sputnik) and Tegratech. Her professional background covers media strategy, brand management, go-to-market launches, international brand development, B2B funnel management, team leadership and marketing budget management.

At Rossiya Segodnya, contributed to the launch and development of Sputnik as an international brand across 20+ countries. Her responsibilities included product portfolio development, marketing and communications strategy, and cooperation with government, corporate and international stakeholders.

At Novakid, an international EdTech company, worked on sales funnel development, onboarding, A/B testing, automated customer communications and the launch of a new subscription product for global markets.

As Head of Marketing at Tegratech, built marketing as a systematic business function, covering strategy, processes, lead generation, product marketing, analytics, AI-enabled automation and the promotion of integrated technology solutions for education, business and the public sector.

At HSE Graduate School of Business, serves as Director of the Case Study Centre. Her current focus includes developing the case method, systematising the portfolio of teaching cases, promoting case studies within and beyond HSE GSB, building partnerships with business, and strengthening the role of cases as a tool for practice-oriented management education.

Professional Awards and Recognition

Letter of appreciation from the Ministry of Digital Development of the Russian Federation for contribution to public communications.

Certificate of appreciation from Rossiya Segodnya.

Letter of appreciation from the Center for Strategic Research for the implementation of communications campaigns.