Sofia Shchukina

Sofia (Sofya) Shchukina is a distinguished retail real estate expert with over 20 years of experience analyzing consumer spending patterns and market dynamics across Russia and CIS countries. Recognized among the top-100 real estate professionals (CRE, 2023), she brings a unique blend of academic rigor and practical industry knowledge to her work.

Professional Leadership

As Managing Partner of Marketing Expertise Agency (AME) since 2019, Sofia leads the innovative B2B community platform MarketMixer united 1000+ shopping malls professionals in Russia & CIS while co-organizing major business events that shape the future of retail and e-commerce, including the Russian Retail Show and Retail TECH Net. Her expertise bridges traditional retail with emerging technologies, making her a sought-after advisor in the rapidly evolving retail landscape.

Industry Experience

Sofia’s impressive career spans prestigious organizations including:

X5 Retail Group
CBRE (Core.XP)
JLL (IBC)
Aktion Media
Ceetrus Russia (AUCHAN group)

Her client portfolio features prominent companies such as A1 (Alfa Group), Focus Technologies, Optima Development, Malltech, Renaissance Development, and landmark projects including Aviapark, Metropolis, and Galeria St. Petersburg among others. Her expertise extends beyond Russia to shopping centers and retailers in Kazakhstan, Uzbekistan, and Belarus.

Academic Contributions

As a scientific editor for publications on economics, sociology, and new technologies at leading institutions like HSE University, RANEPA, and IEP, Sofia maintains strong connections between academic research and practical business applications. Her analytical approach to retail trends is informed by rigorous research methodologies and data-driven insights.

Education & Credentials

Faculty of History and Social Sciences, Yaroslavl State University
HSE Center for Corporate Entrepreneurship (Russia's 1000 program)
JTR ICSC at Koç University
Advanced workshops at Erasmus University Rotterdam and TU Delft (Netherlands)
ICSC CMD Certificate #8961 (awarded October 15, 2015)

Sofia's multidisciplinary background enables her to analyze retail markets through historical, sociological, and technological lenses, providing clients with comprehensive strategies for success in complex market environments.