Impact

Having come from a background in business and entrepreneurship, Ms. Yakovleva made a commitment to artist management in 2017 and joined Primavera Consulting, where she represented several artists, produces projects and develops cross-cultural initiatives. She had been involved in special events and projects with Mischa Maisky, Bella Davidovich, Olga Peretyatko, Dmitry Sitkovetsky, Tan Dun, Lucas Debargue, and Dmitry Masleev. She was also a part of the production team for the documentary Forte, responsible for organizing the shoot in Moscow in 2019. In 2020, responding to the challenges exposed by the Covid-19 crisis, together with Anastasia Boudanoque, Founder and Managing Director of Primavera Consulting, and Anna Zeiman, Founder of the digital media agency Indadata, Ms. Yakovleva created a new venture, Primavera Digital to help empower artists and performing arts organizations to be mindful of their digital presence, to take control of their digital stage, and to use digital media to turn occasional and passive listeners into actively engaged communities. In 2024 she concluded her seven-years collaboration with Primavera Consulting and focused her efforts on Primavera Foundation Armenia, a nonprofit organization founded by Ms. Yakovleva and Ms Boudanoque in 2022 in Armenia.

Prior to her career change, Ms. Yakovleva worked within the leadership team of Russia’s top private business school SKOLKOVO Moscow School of Management, first as Executive Education Consultant for nuclear energy and steel production companies, then as Program Director of Successors Academy for SKOLKOVO Wealth Transformation Center. Simultaneously, Ms. Yakovleva began to explore the field of talent management, which has been her long-time passion.

She translated and published James Westbrook’s The Century that Shaped the Guitar, the seminal book on the history of the instrument, and launched the Russian edition with a concert at the Moscow State Conservatory, featuring rare 19th century instruments. Shortly thereafter she began to represent Russia’s top classical guitarist, Artyom Dervoed as a General Manager (untill 2022). Between 2015-2021, she had been collaborating with the Moscow Philharmonic Society on the management and production of the Guitar Virtuosi Festival, presenting such superstars as Pepe Romero, Aniello Desiderio, and the Assad Brothers, to name a few. Ms. Yakovleva began her career as a project management and training consultant in the field of hydro energy production. Later, she became an HR executive for JSC RusHydro, Russia’s largest hydropower holding.

Ms. Yakovleva graduated from the Higher School of Economics in Moscow in 2001 and went on to earn her Master’s degree in International Human Resource Management from Kingston Business School in London in 2012.