Masha Pchelkina is the Executive Director of Lifehacker media. 

Masha has 13 years of experience in journalism and 5 years of experience in advertising. In 2019 she joined Lifehacker media publication and currently she manages the commercial service, which produces more than 500 partners' projects annually, as well as customer service. In addition, Masha develops new areas of work for Lifehacker  media and is responsible for strategic planning. Since 2020, she has been conducting research on the native advertising market in Russia. 

Masha has been a speaker at forums and festivals such as G8, National Advertising Forum, Silver Mercury, UpdateConf, Vmestemedia, MergeConf and was a jury member at the Media Award Apostol and MedMan Health Creative Awards festivals.