What is digital reputation management?

Digital reputation management is the process of monitoring, analyzing, and influencing how a company is perceived across search engines, AI systems, media, and review platforms. It goes beyond PR by focusing on the entire digital ecosystem that shapes trust and decision-making.

Why is digital reputation critical for B2B companies?

Digital reputation is critical for B2B companies because buyers research vendors before they buy. Search results, AI-generated summaries, reviews, and public mentions can speed up deals, slow them down, or block them entirely.

Who needs digital risk protection?

Digital risk protection is most relevant for companies and individuals where reputational exposure directly affects business outcomes — including revenue, regulatory standing, partnerships, and access to financial services. Typical clients include international fintech and trading platforms, pharmaceutical companies, enterprise SaaS providers, founders preparing for investment rounds or M&A, and executives whose personal profiles are assessed during KYC and due diligence processes.

What is digital reputation risk?

Digital reputation risk is any online signal that harms how a company is perceived. This includes negative reviews, outdated content, misleading AI summaries, unfavorable comparisons, and damaging search results.

How does digital reputation affect revenue?

Digital reputation affects revenue by influencing conversion rates, deal velocity, vendor risk assessments, and customer trust. A weak or negative digital presence can reduce win rates and delay high-value deals.

Reputation house Team

Kristina Shinkareva

Chief Executive Officer

Location

Dubai

UAE

e-mail

sks@reputation.house

Social media

Kristina Shinkareva

Kristina Shinkareva is the CEO of Reputation House, where she leads the development of technologies and systems that enable companies to understand, manage, and control digital risks at scale. She joined the company in 2022 and has driven two major transformations — from agency to product tech company, and from reputation management to digital risk protection. A multiple award-winning entrepreneur, she approaches trust as a system: focusing on how information is formed and amplified across search, AI, media, and review platforms.

Bio

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Crisis Management

Digital Risk Protection

Search & SERM

Global Scale-Up

SaaS Products

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By the numbers

4

years at Reputation House

1200+

projects delivered

2×

company transformed

Gold

Stevie award winner

Experience that shows up in the numbers

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Career timeline

Professional experience

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2026 — present

Chief Executive Officer

Reputation House · Dubai, UAE

Leading global expansion across the U.S., Europe and Asia. Driving the development of digital risk protection solutions. Overseeing product strategies for RiskCheck and Risk Control Center. Scaling the company's remote-first operating model.

2024 — 2026

Chief Operating Officer

Reputation House · Dubai, UAE

Led two global transformations: agency to product tech company; reputation to digital risk protection. Rebuilt operations during a company-wide crisis, introducing scalable processes, communication, and automation. Oversaw launch of multiple SaaS products and a unified digital risk ecosystem. Scaled global delivery to 1,200+ projects across the U.S., MENA, and Europe. Supported rapid growth, increasing revenue from $4.1M to $6.56M in one year. Built and scaled an international team, recognised with multiple business awards.

2022 — 2024

Account Director

Reputation House · Dubai, UAE

Managed 20+ client projects across multiple markets and 3 client service departments. Built client workflows and internal processes from scratch. Implemented operational standards and delivery frameworks.

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Education

Education & affiliations

MA, Communications & Media

Higher School of Economics

2015

Member of IABC

International Association of Business Communicators

Certified — Crisis Communication

Professional certification

2021

Publications & Media

in the media

Forbes Middle East

Why AI is changing reputation management

Learn more

Arabian Business

Managing narrative risk before a crisis hits

Learn more

Gulf Summit · Panel

Reputation in the age of AI search

Learn more

Articles by Denis

From the blog

Most companies discover reputation risk after it’s already visible.
Our job is to make sure they never get to that point.

Denis Puzhalin · Head of PR & Crisis Response

Work with Denis

Bring your situation to the person who handles it directly — confidential, under NDA from the first contact.

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