Anna Morenets
Global Digital Marketing Director at Gold Apple (Золотое Яблоко)- Claim this Profile
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English Professional working proficiency
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Spanish Limited working proficiency
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Russian Native or bilingual proficiency
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Bio
Tatiana Shchipanova
During our time working together at Mars Wrigley, I’ve had a pleasure of witnessing Anna’s remarkable skills and dedication firsthand. Being incredibly talented, she has a unique combination of technical expertise, creativity, and strong problem-solving abilities. She’s not only highly skilled, but also an excellent communicator and collaborator, and she has an exceptional work ethic. Anna always demonstrated exceptional interpersonal skills that allowed to effectively work with colleagues at all levels of the organization. Her ability to listen actively, provide constructive feedback, support and foster a positive work environment greatly contributed to the overall success of our team.
LinkedIn User
I had the pleasure of hiring Anna as a trainee. In her role, she managed to create a Digital automated media budgeting dashboard, developed operational media guidelines as well as supported various infrastructure projects. Given the exceptional results as a trainee, Anna was offered a position of a Media and Digital Marketing specialist where she continued to lead a number of important projects but also increased her scope beyond media into measurement and analytics. Anna has been an integral part of a media and digital team, she is highly reputable team player and even successfully took leadership in management of new-coming trainees.
Tatiana Shchipanova
During our time working together at Mars Wrigley, I’ve had a pleasure of witnessing Anna’s remarkable skills and dedication firsthand. Being incredibly talented, she has a unique combination of technical expertise, creativity, and strong problem-solving abilities. She’s not only highly skilled, but also an excellent communicator and collaborator, and she has an exceptional work ethic. Anna always demonstrated exceptional interpersonal skills that allowed to effectively work with colleagues at all levels of the organization. Her ability to listen actively, provide constructive feedback, support and foster a positive work environment greatly contributed to the overall success of our team.
LinkedIn User
I had the pleasure of hiring Anna as a trainee. In her role, she managed to create a Digital automated media budgeting dashboard, developed operational media guidelines as well as supported various infrastructure projects. Given the exceptional results as a trainee, Anna was offered a position of a Media and Digital Marketing specialist where she continued to lead a number of important projects but also increased her scope beyond media into measurement and analytics. Anna has been an integral part of a media and digital team, she is highly reputable team player and even successfully took leadership in management of new-coming trainees.
Tatiana Shchipanova
During our time working together at Mars Wrigley, I’ve had a pleasure of witnessing Anna’s remarkable skills and dedication firsthand. Being incredibly talented, she has a unique combination of technical expertise, creativity, and strong problem-solving abilities. She’s not only highly skilled, but also an excellent communicator and collaborator, and she has an exceptional work ethic. Anna always demonstrated exceptional interpersonal skills that allowed to effectively work with colleagues at all levels of the organization. Her ability to listen actively, provide constructive feedback, support and foster a positive work environment greatly contributed to the overall success of our team.
LinkedIn User
I had the pleasure of hiring Anna as a trainee. In her role, she managed to create a Digital automated media budgeting dashboard, developed operational media guidelines as well as supported various infrastructure projects. Given the exceptional results as a trainee, Anna was offered a position of a Media and Digital Marketing specialist where she continued to lead a number of important projects but also increased her scope beyond media into measurement and analytics. Anna has been an integral part of a media and digital team, she is highly reputable team player and even successfully took leadership in management of new-coming trainees.
Tatiana Shchipanova
During our time working together at Mars Wrigley, I’ve had a pleasure of witnessing Anna’s remarkable skills and dedication firsthand. Being incredibly talented, she has a unique combination of technical expertise, creativity, and strong problem-solving abilities. She’s not only highly skilled, but also an excellent communicator and collaborator, and she has an exceptional work ethic. Anna always demonstrated exceptional interpersonal skills that allowed to effectively work with colleagues at all levels of the organization. Her ability to listen actively, provide constructive feedback, support and foster a positive work environment greatly contributed to the overall success of our team.
LinkedIn User
I had the pleasure of hiring Anna as a trainee. In her role, she managed to create a Digital automated media budgeting dashboard, developed operational media guidelines as well as supported various infrastructure projects. Given the exceptional results as a trainee, Anna was offered a position of a Media and Digital Marketing specialist where she continued to lead a number of important projects but also increased her scope beyond media into measurement and analytics. Anna has been an integral part of a media and digital team, she is highly reputable team player and even successfully took leadership in management of new-coming trainees.
Experience
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Gold Apple
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Russian Federation
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Retail
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100 - 200 Employee
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Global Digital Marketing Director
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Aug 2023 - Present
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Mars
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United States
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Manufacturing
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700 & Above Employee
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Digital marketing and E-commerce Lead
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Mar 2022 - Aug 2023
• Led the development of E-commerce growth strategy ahead of category managing, engaging and developing a team of 30+ employees from various business units: doubled Mars Wrigley market share in omnichannel players • Identifed key eComm marketing growth drivers and developed marketing strategy and tactics for omnichannel and on demand delivery customers depending on each of the market maturity• Increased effectiveness of media investments on 40%+ by consolidation of 700+ Tests & Learns and Post Launch reviews since 2019 and automate it via PowerBi• Codified learnings and develop ways of work with B2B and IT partners, media and creative agencies to set marketing guidance and share across markets (countries): guides and best prectices were implemented in 7 other markets• Built omnichannel capability among 6 departments to launch new way of CJM creation via each campaign and digital platforms: set up understanding of innovative digital inventory and how to link online and offline, restore approach on media mix Show less
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Media and Digital marketing Expert
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Jun 2021 - Mar 2022
• Created a flexible media transformation strategy based on test&learn approach above research projects to improve effectiveness of Intelligent Reach and efficiency reducing 20% digital media spend• Consolidated digital infrastructure for effective consumer experience management, security and bring 30% efficiency on running costs• Promoted partnership with TikTok on service level agreement: received Highest award from TikTok Summit&Awards 2021 for outstanding business results of the first Hashtag Challenge Mars Wrigley• Developed, aligned and introduced new guidelines to measure the effectiveness of all type of marketing campaigns (media and digital)• Delivered new tech products development with special focus on programmatic and data-based digital innovations• Led implementing Digital Strategy of the unit supporting the Business Strategy for 3+ years, organizing resources and new teams to support the future of the unit in the area of Digital Transformation• Coordinated a team of 4 associates and led engagement, development and growth of people on the team Show less
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Media and digital marketing jr.specialist
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Sep 2020 - May 2021
• Developed Media management automation through PowerBI to drive efficiency and ensure transparency of the media processes • Brought visibility of web performance by establishing data management with dashboards (Google 360)• Established in-house analytical expertise and built the ecosystem of competitive monitoring reports to increase agility and save over 8 mln rub per year• Built and implemented CRM approach and deployed technical infrastructure• Set up consistent competitors’ budget modelling to understand the effectiveness of competitors' tools and improve the quality of inputs to the demand planning process• Received the title of User Certainty Champion for the development digital-strategy for «BE-kind» brand, implemented in the UK market to double sales in 5 years with a sustainable business model• Improved internal processes - implemented value leadership stream for digital department, resulted in its cost efficiency of 35% Show less
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Unilever
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United Kingdom
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Manufacturing
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700 & Above Employee
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Consumer & Market Intelligence agile specialist
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Apr 2021 - Jun 2021
• Built digital platform for consumer and market insight consolidation • Supervised projects in the direction of Agile • Built digital platform for consumer and market insight consolidation • Supervised projects in the direction of Agile
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HIGH SCHOOL OF BUSINESS MSU
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Moscow, Russia
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Specialist in the Accounting and Finance Department
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Jul 2019 - Sep 2020
• Analyzed information about financial and operational results, prepared analytical reports, presented monthly financial results of the company to the CEO and the CAO • Prepared reconciliation act of mutual settlements between Central Bank and structural divisions of Lomonosov Moscow State University • Conducted authorization of budget liabilities • Coordinated the work of departments, maintained the register of contracts, formed transactions on the currency account in the program 1C Show less
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Education
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2022 - 2022
Saïd Business School, University of Oxford
Executive education, Digital Marketing and Innovations -
2021 - 2023
Высшая Школа Экономики
Master's degree, Business Informatics, Digital product management -
2021 - 2021
Hogeschool Rotterdam
Case Academy, International Business -
2017 - 2021
Finance University under the Government of the Russian Federation
Bachelor's degree, Project management
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