Seb (Seva) Kadadov

Commercialization Lead at Mera Cannabis Corp.
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Contact Information
us****@****om
(386) 825-5501
Location
Greater Toronto Area, Canada, CA
Languages
  • English Full professional proficiency
  • Russian Native or bilingual proficiency

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Alexander Matrunetskiy

I have worked with Vsevolod for over a year in Penza brunch of Nordea Bank. I truly respect and admire Vsevolod"s integrity and work ethic. He was a customer manager and did his job better than other team members. He was positive, enthusiastic and applied such passion to his roles. Vsevolod is perfect candidate for customer services and effective sales. I would recommend Vsevolod to any companies to see him as a business partner or a member of your teams.

Evgeny Blinov

I know Vsevolod since 2012. He is a straight forward, result oriented & customer focused person. He demonstrated good balance of thinking & doing in the process of problem solving. Vsevolod is a strong & valuable team player. He is flexible, agile, quick in learning. It was a great pleasure working with him in one team. Kind regards, Eugeny Blinov.

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Credentials

  • Medical Cannabis: The Health Effects of THC and CBD Specialization
    University of Colorado Boulder
    Aug, 2021
    - Nov, 2024
  • Healthy Aging and the Future of Cannabis Research
    University of Colorado Boulder
    Aug, 2021
    - Nov, 2024
  • Cannabis, Mental Health, and Brain Disorders
    University of Colorado Boulder
    May, 2021
    - Nov, 2024
  • Cannabis, Chronic Pain, and Related Disorders
    University of Colorado Boulder
    Oct, 2020
    - Nov, 2024
  • Critical Thinking
    LinkedIn
    Jun, 2020
    - Nov, 2024
  • History of Medical Cannabis
    University of Colorado Boulder
    Jun, 2020
    - Nov, 2024
  • Sales Forecasting
    LinkedIn
    Jun, 2020
    - Nov, 2024
  • Pricing Strategy Explained
    LinkedIn
    May, 2020
    - Nov, 2024
  • Becoming a Product Manager
    LinkedIn
    Apr, 2020
    - Nov, 2024
  • Certificate of Achievment. CannSell Standard Certification Program for Cannabis Sales.
    CannSell
    Nov, 2019
    - Nov, 2024
  • Introduction to User Experience Principles and Processes
    University of Michigan
    Sep, 2019
    - Nov, 2024
  • Channels to Market
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Customer Centricity
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Digital Culture
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Digital Imperative
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Organisational Agility
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Unlocking Data
    Dot Native
    Nov, 2017
    - Nov, 2024
  • Insights from a Content Marketer
    LinkedIn
    Oct, 2016
    - Nov, 2024

Experience

  • Mera Cannabis Corp.
    • Canada
    • Pharmaceutical Manufacturing
    • 1 - 100 Employee
    • Commercialization Lead
      • Mar 2022 - Present

      • Developed, implemented, and oversaw Commercialization Process for development queue of products resulted in successful in market launch of 30+ SKUs across major territories (Locally and Internationally). • Co-developed and Managed Brand strategy (5 Brands) along with the plan for product portfolio management (50+ SKUs) including NPD objectives, key performance indicators, prioritization, product life cycle management and resource allocation to deliver on goals. Resulted in YoY 126% growth in pan-country sales. • Partnered with Sales and Marketing to determine innovation applicability across markets based on macro indicators, competitive landscape, target customer/end-user and company business model. • Managed integrated, cross-functional engagement on regular basis with key stakeholders’ leadership team to secure commitments, ensure alignment and build roadmaps for each of the solutions in development. • Defined and executed workflow for product listings & commercialization. Led the product delivery through effective application of project and product management techniques. Show less

  • The Valens Company
    • Canada
    • Biotechnology Research
    • 1 - 100 Employee
    • Commercialization Manager
      • Feb 2020 - Feb 2022

      • Built and owned brand and product strategies by identifying white-space opportunities and target consumer segments, developing matching product attributes (ideation, product concept proofing, development to launch) that lead to a successful launch of 30+ SKUs. • Efficiently collaborated with Operations/B2BSales/Provincial/Business Development teams to ensure optimal assortment and on-time product delivery and availability. • Cooperated with the Marketing & Sales team on the development of customer and consumer engagement, product activations, and promotional activities (Social Media and Trade Marketing). • Researched consumer behaviors and preferences through quantitative and qualitative analysis and identified trends to ensure product offerings are relevant and stay ahead of the curve. • Effectively developed and managed relationships with Co-pack & White Label customers – 10+ accounts, Supply Chain partners – 20+ accounts (hardware, packaging, creative agencies) resulting in long-term relations and growth in financial indicators. • Consistently conducted analysis on product portfolio performance, including ongoing tracking of sales performance and awareness to inform action with a goal to increase sales and share gain. • Developed and maintained product information guides (User FAQs) and brochures (B2B Sales Decks, Product Sheets) that were used for external marketing and for internal training purposes. Show less

  • Learning about Cannabis
    • Toronto, Ontario, Canada
    • Career Shift to Cannabis Industry
      • Aug 2019 - Feb 2020

      - In-depth learning about Cannabis. - Completed CannSell Certification ( Responsible Cannabis Business; Edibles, Topicals and Concentrates ) at CannSell, Lift.Co - Persuing Specialization Certificate in Medical Cannabis: The Health Effects of THC and CBD at the University of Colorado. - In-depth learning about Cannabis. - Completed CannSell Certification ( Responsible Cannabis Business; Edibles, Topicals and Concentrates ) at CannSell, Lift.Co - Persuing Specialization Certificate in Medical Cannabis: The Health Effects of THC and CBD at the University of Colorado.

  • Philip Morris International
    • Switzerland
    • Tobacco Manufacturing
    • 700 & Above Employee
    • Marketing Advisor Lead, Customer Success
      • Jul 2018 - Aug 2019

      • Significantly improved the customer experience from all aspects / acquisition/ conversion/ service/ retention/ by managing programs under Product Customer Care, including planning and executing of inbound and outbound service and sales strategy. • Reduced the programs’ implementation time by 50 % and considerably enhanced service level improvements by nurturing reciprocal relationships with Customer Service Centre Management team and staff.• Managed adherence to service KPIs which led to avg 86% customer satisfaction and avg 75% first contact resolution.• Trained and coached 20 CSC agents and a Supervisor on product, services knowledge and soft skills application.• Significantly improved customer experience and reduced incurred sales’ costs by 40% by successfully implementing and adapting to Canadian market requirements Remote Sales functionality. Show less

    • Business Development / Territory Manager (promotion)
      • May 2017 - Jun 2018

      • Delivered Market Share, Volume and Profit growth in the assigned territory by building and maintaining positive and productive relationships with 180+ B2B accounts (Key Accounts & General Trade). • Supported key product launch in the territory by selectively utilizing the retail platform to grow awareness and stimulate sales. Trained business partners on product specifics, benefits and legal requirements.• Boosted effectiveness of territory’s marketing budget by 3.5 times by utilizing sales data and rolling tracking.• Created the sales tools and procedure guidelines that have been implemented for the Sales Force pan-country. Show less

  • Philip Morris International
    • Switzerland
    • Tobacco Manufacturing
    • 700 & Above Employee
    • Supervisor, Sales / Business Development
      • Mar 2016 - Jun 2016

      -DISTRIBUTION AND CUSTOMER MGMTSupporting Field Manager (FM) in Sales forecast for the assigned territory by preparing, agreeing the projections as well as analyzing actual performance versus the planEnsuring coordination with Distributor on new product launches, contract compliance and Cycle activities, on programs and projects implementationPreparing, proposing and validating with FM Key Account plan, Retail and Wholesale trade programs-PLANNINGSupporting FM in preparation of the Business Plan (BP)Suggesting new ideas, projects and corrections into the BPPreparing Cycle Plan based on Area Commercial Planning Team inputs and FO BPOrganizing POSM planning and other materials stock and placementEnsuring that Cycle Brief and Materials are well prepared and delivered, so that Field Force and Consumer Engagement Force have clear understanding of Cycle objectives and mechanics-TRADE EXECUTION, FIELDS PERFORMANCE AND REPORTING MGMTPreparing and agreeing with FM the targets on HNDL, Availability and Visibility of product as well as optimal and cost effective coverage of the territory in terms of frequency and quality of visits, TPOSM and PPOSM placementAssembling inputs of FO units and preparing regular reports, supported by appropriate analysis, conclusions and proposed actions for further revision by FM-BUDGETING AND COORDINATION OF EXPENDITURESIME and DME budgets preparing by gathering, analyzing and consolidating inputs from all FO units. Initiating and proposing to the FM prompt actions to minimize and eliminate budget varianceEnsuring that all necessary reporting and analysis are timely provided to the FM to enable him to control the budget performance-FUNCTIONAL PROCESSES EFFICIENCY & PEOPLE MGMTContributing to the development of required functional procedures, guidelines or training programs.Building & managing an effective team by setting individual and group challenging objectives, reviewing and rewarding performance, providing timely feedback Show less

    • District Sales Supervisor
      • Feb 2015 - Feb 2016

      -PLANNING AND TERRITORY MANAGEMENTDeveloping 1Y district development plan(DDP) to reach set In-Market Sales and Share of Market district objectives thus contributing to FO commercial plan.Allocating resources within the framework of budget to address district business problems/ business opportunities and to reach set objectives within approved DDP.Aligning direct reports’ plans and objectives taking into account sub-territories’ complexity and team capabilities to sustain appropriate split of geographical responsibilities within the team. Reviewing and approving direct reports’ annual plans, and integrating into 1Y DDP.Supporting FO management team in providing regular input to brand support initiatives content for assigned territory/ touchpoint in cooperation with consumer engagement team and commercial planning team(CPT) ensuring alignment of Commercial Initiatives(CI) with BU brand strategies to reach set objectives.Measuring ROI of every CI to identify areas of improvementContinuously analyzing and measuring CI’ performance vs. objectives, providing improvement proposals to CPT.-TRADE ENGAGEMENTSupervising selection of touchpoints for implementation of activities in trade based on DDP, trade segmentation, consumers’ profile and touchpoint staff profile.Control and manage marketing expenses at assigned territory and timely report budget spent and variances to ensure they are within the approved budget.-PEOPLE MANAGEMENT and DEVELOPMENTStaffing the team with qualified candidates who best fit the defined Role Profile. Building, managing, motivating and empowering effective team through field training and coaching process, providing comprehensive feedback to each subordinate on individual performance and by setting individual and group challenging objectives.Preparing, agreeing and following up on individual development plans.Evaluating employees’ performance and potential to build challenging development plans and ensure effective succession planning. Show less

    • Commercial Planning - Project Lead
      • Jan 2013 - Jan 2015

      -STRATEGIC PLANNINGSupporting an Area Commercial Planning Dept.(CPD) for the maintenance of the core business planning processes, including Annual Operating Budget, Regular Forecasts with the purpose of maximising the business’s ability to sustain profitable growth.Updating Consolidated 3Y Situational analysis based on forecast market dimension changes at Area level on the basis of information from Area Functions.-OPERATIONAL PLANNINGPreparing kick-off session for start of Field Office(FO) deployment plan preparation, consolidating and updating Business Unit(BU) 1Y KPIs at Area level and Area 1Y KPIs, providing guidelines for IME&DME budget allocation by FO/channel/brand initiative and ensuring that the commercial initiatives guidelines are communicated to BUs/ FOs at the moment of annual deployment planning.-PERFORMANCE ANALYSISAnalyzing performance reports on ongoing basis, consolidating monthly and quarterly performance reviews on Area level.Providing on-going analysis of the performance reports and dashboards, looking for causes of performance and proposing insights that can lead to improvement of effectiveness and efficiency of commercial plans.-IMS/ROP PLANNINGCalculating, reviewing and sharing Volume Building Blocks impact on last month actual IMS on Area level.Coordinating ROP preparation and providing the proposal regarding it, validating the total Area forecast, and working with Distribution department to ensure forecasts are incorporated correctly into overall forecast algorithm to maintain integrity.-COMMERCIAL PLANNING SYSTEMSSupporting development/update of commercial systems at Area level Show less

    • Team Leader, Consumer Engagement
      • Oct 2011 - Dec 2012

      - Ensuring excellence in execution of Consumer Engagement (CE) programs and plug-ins by coordinating and controlling performance of the third party service providers, and deciding on which of existing CE toolboxes to run in accordance with a Marketing plan.- Cooperating with trade team to agree and split priority TP to deploy different activities for consumers (i.e. quick contact by hostess, retail advocacy program, shop assistant program etc.) maximising efficiency of CE instruments to reach shared operational objectives (number of direct contacts with consumers, success rate, TouchPoints’ activation rate, hostess days, etc.)- Building and maintaining strong relationships with key business partners (Distributor, TP’s owners and staff) based on assigned territory priorities and objectives.- Co-ordinating the third party service providers to ensure they timely provide information, briefs and feedback for on-going activities. Briefing agencies about their activities of selecting, preparing and coordinating of hostesses, about monitoring and measuring their performance vs. KPIs in order to ensure objectives achievement compliance and execution excellence.- Controlling 3rd party performance through daily coordination of agency’s activities, measuring quality of delivered services and providing feedback to Field Office (FO) to address performance improvements and ensure adherence to agreements.- Providing FO with proposals on adjustments and (or) changes in deployment briefs based on early feedback about deployment of commercial initiatives to identify possible business implications.- Participate in consumer discovery/research projects in line with Area Marketing plans, conduct in-field monitoring and provide results to direct supervisor for further consideration and distribution.- Ensuring data integrity in systems to secure reliability of information in use. Monitoring and regularly updating the database of TP/occasional non-traditional TP/calendar of events. Show less

    • Budgeting / Planning Lead
      • Jun 2009 - Sep 2011

      - Updating budget information related to expenses on a regular basis, collecting and consolidating inputs from all units of the Field Office and submitting consolidated budget input to the corresponding department (original budget (OB), long range plan (LRP), rolling forecasts (RFs) including Accruals)- Cooperating with the Field Managers and other budget responsible employees in the preparation of rolling forecasts (RFs)- Supporting budget responsible employees in the control of the costs by analysing the costs and identifying discrepancies. - Generating from systems and preparing reporting on all elements of the Field Office budgets for the Field Manager and Field Office Team to enable them to control the budget performance and, when required, initiating and proposing to the Field Manager and Field Office team prompt actions to minimise and eliminate budget variance.- Monitoring expiry dates for the contracts and other commitments, progressing with preparation and approvals of documents for Marketing Expenses and proactively warning Field Management team to ensure proper management of relationships with business partners.- Conducting reviews and checks of documents, field checks on compliance of partners with contractual terms and conditions, proposing and discussing corrective actions, to help to the Field Office Management to ensure that the best possible services are received and business targets achieved.- Taking part in internal compliance reviews related to Marketing Expenses to help management to ensure compliance.- Supporting Field Office employees in the processing of the requests and in the collection of the required approvals in the SAP system, e.g. PRFs, service agreements by ensuring timely preparation and approval of the electronic forms. Entering into the system electronic versions of all required documents. Based on the daily workflow planning activities and distributing the tasks in order to ensure timely processing of the documentation. Show less

    • Business Development / Territory Manager
      • Oct 2007 - May 2009

      - Establishing and maintaining high levels of rapport with business owners and key decision makers, effectively communicating sales and marketing initiatives. Implementing the basic principles of category management, thus achieving the targeted SOM, availability and visibility of brands within the assigned territory- Collecting and reporting all relevant information, including competitor intelligence, market environment and legislation, recommending solutions and allowing company to understand the trade developments.- Identifying growth opportunities at assigned territory by identifying new retail customers and using Trade programs to achieve territory KPI’s - Proposing and implementing trade programs and incentive schemes in covered outlets according to Sales and marketing plans in order to increase market share of products, gaining competitive advantage at trade and increase the image of products, support brand awareness and new product launches- Checking and recommending optimal stock, practice product rotation as per FIFO principles, removing stock from the storage, shelf stacking and increasing company forward share. Making sure that all PM products are available as per correct segment price point.- Negotiating and implementing planograms, maximizing share of space according to merchandising guidelines. Negotiate PPOSM and TPOSM placement according to segmentation and as per cycle specific objectives, ensuring cost effective use of company resources to capitalize on opportunities.- Regularly updating database and designing route plan on a sales-cycle basis according to overall and specific sales and marketing objectives in order to achieve efficient numeric and weighted territory coverage Show less

Education

  • University of Manitoba
    CIM Certificate Program, Management and Administration
    2016 - 2020
  • Penza State University
    Bachelor's degree, Law
    1999 - 2004

Community

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