10:00 26.06.2026
Heading North: A woman from Murmansk Region conquered Moscow – then returned home
© Personal archive of Ksenia Nesterova
Ksenia Nesterova left the town of Severomorsk for Moscow in 2017 and returned seven years later. In the capital, she built a successful career in advertising and launched her own agency. It seemed she had achieved everything she had dreamed of – yet, an identity crisis ultimately brought her back to the North.
Read our story to find out why returning to the place you once left is by no means a step backward and how the Heading North program can support those who choose to return.
Ksenia was born and raised in Severomorsk, Murmansk Region, but always dreamed of moving to a big city. She admits that she had long believed her ambitions were greater than what Murmansk could offer.
In 2017, she entered St. Petersburg State University, but two years later realized that conflict resolution studies, her chosen field, were not the right fit for her. Without hesitation, Ksenia moved to Moscow and enrolled in a course for video directors. She began her career as a manager, and from there her professional growth accelerated. She worked for a well-known food company, held advertising positions in several youth organizations, and eventually launched her own podcast production agency.
It seemed she had achieved everything she had dreamed of. Nevertheless, an internal crisis brought her back to the North.
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Murmansk landscape
© Personal archive of Ksenia Nesterova
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A view of Severomorsk
© Personal archive of Ksenia Nesterova
“At some point, I realized that everything I had ever dreamed about seemed to be coming true, but for some reason, I still didn’t feel fulfilled. I took a break and went abroad. When I returned to Moscow, I realized I no longer wanted to live in that glamorous Moscow lifestyle. It all felt very fake," Ksenia recalls.
She then decided to travel through Russian villages and meet local people, including servicemen. Those encounters made her realize that family is the greatest value in life. She decided to visit her relatives and flew to Severomorsk for a one-week stay.
Relocating home
When Ksenia came back to the Murmansk Region, she discovered that during her seven-year absence the region had changed beyond recognition. Not only had the infrastructure changed, but many of her friends and former classmates had moved away.
“I didn’t have the feeling that I had come home. I had arrived in a new place where I didn’t know anyone. I had to introduce myself to everyone all over again,” she recalls.
Just a few days after arriving in Severomorsk, Ksenia was invited to interview for a position at local television. She successfully passed the interview but never imagined she would end up staying and working in her hometown.
“I thought the crisis would pass and that after a month here I would return to Moscow. But once I started living here, I realized this is the best place on the planet. I understood that I wanted to live in my region and contribute to its development,” she explains, recalling how she decided to return. That is how she became a news presenter on a local TV channel.
Ksenia Nesterova
© Personal archive of Ksenia Nesterova
Ksenia says she only learned about the Heading North program, which supports specialists relocating to the region, a year after her return. As a result, she was unable to take full advantage of the program. Even so, she reached out for support and received assistance with her career development.
“They helped me with my work and even found a new position for me. I also met many people who moved here thanks to this program – from doctors and teachers to event managers. The program has helped all of them, and everyone is satisfied,” she says.
“Let’s go have dinner on a hill!”
Today, Ksenia hosts and produces a morning show at Murmansk regional TV channel, organizes various events, and goes cliff jumping.
“The local infrastructure may be less developed, but our quality of life is much higher. When living in Moscow, I couldn’t imagine going snowboarding after work, yet that’s exactly what I do here. I also go winter swimming. I even met an 87-year-old woman who regularly swims across the Kola Bay,” she says.
These days, Ksenia spends time with mountain climbers, a skier who has traveled the world, and a member of a Sami community who processes reindeer hides.
“People live differently here; they have different priorities and engage in different activities. I found something genuine in this way of life. Here, my friends can call me at 9 p.m. and say, ‘Let’s go have dinner on a hill!’” she says with a smile.
A view of Teriberka
© Personal archive of Ksenia Nesterova
Many people are reluctant to return home because they see it as a step backward. Ksenia’s experience tells a different story.
Ksenia is determined to stay in Severomorsk, although her friends in Moscow continue to encourage her to return. She is currently studying under a federal program that trains media technology specialists, and her career prospects in the capital seem promising.
"I don’t want to leave this place. My goal is to continue developing my home region, make it more attractive to young people, and strengthen the reputation of the Murmansk Region,” Ksenia says, sharing her plans for the future.
