Experience

HypeFactory Influencer Marketing Agency

• Cyprus
• Advertising Services
• 1 - 100 Employee

• Business Unit Development Director

  • Jul 2021 - Present

  Client list:— IT: DiDi, Citimobil, Mango Insurance, Mafin insurance, Delivery Club, Yandex, VK— Entertainment: Viasat, OKKO, Storytel, TikTok— Gaming: Plarium, Playkot, MyGames, Wargaming— E-commerce: Farfetch, Ozon, Yandex.Market— FMCG: Unilever, Nestle, Beiersdorf (Nivea)— Alco: DIAGEO, Heineken, Bacardí, Simple winesTrack record:— Improved agency's marginal income by +19 ppt in 2021— Successfully introduced new products within the agency, 360-activations and special projects. Reorganized project execution workflow— Acquired new strategically important accounts, Tier-1 IT, FMCG and E-commerce client contracts— Awarded with Silver Mercury for promo with ride-hailing service, Citimobil (silver medal for best influencer promotion)— Built services development roadmapAwards list:— Best influencer marketing campaign, AdIndex. Gold medal for special project with ride-hailing CitimobilResponsibilities:— Managed FMCG business unit accounts, 7 accounts (3 direct reports; 8 total)— Improved P&L and project profitability— Improved client service indicators— Lead and supervised Digital&Creative 360-campaigns and IMCs across all marketing channels (TV, Radio, SEO, SERM, Email, Social Networks, Influencer marketing, Media planning, Branding,CRM, Strategical planning, etc.)— Implemented client’s CJM and restructured inner project workflow— Prepared and delivered client sales pitches— Improved commercial terms with clients



Deluxe Interactive

• Russian Federation
• Advertising Services
• 1 - 100 Employee

• Digital & Creative Business Unit. Development Director

  • Jan 2018 - Jul 2021

  Client list:— IT: X5, Delivery Club— Alco: Heineken, Bacardí, Simple wines— Entertainment: Viasat— FMCG: Coca-Cola, PepsiCo, Unilever, Procter&Gamble, Nestle, BeiersdorfTrack record:— Delivered sustainable double-digit growth YoY within new and existing clients— Agency's marginal income increased by +12% 2019 vs. 2018— Eliminated business unit’s clients’ debt and successfully put in place account receivables workflow— Introduced and improved clients’ NPS (+1,4 in 1 year) implementing client’s CJM within the agency and respectfully restructured project workflow— Significantly improved accounting team efficiency (+24% more $ per person)— Successfully implemented task-tracking and team management system (Asana)— Introduced yearly financial planning (top-down)— Acquired new strategically important accounts— Built services development roadmap— Initiated change of motivational structure for accounting dept.— Built CRM implementation roadmapAwards list:— Best mobile activation, Silver Mercury. Silver medal for special project with food-tech (X5 Delivery)— Execution excellence in 360-campaigns, Silver Mercury. Silver medal for 360-project with Pulpy (The Coca-Cola Company brand)— Best digital activation, Bema. Gold for 360-campaign with Rich (Juice brand of The Coca-Cola Company)Responsibilities:— Managed Digital business unit accounts, >20 accounts (with 6 direct reports)— Improved P&L and project profitability— Improved organization’s financial stability— Delivered stable growth among existing and new clients— Improved client service indicators— Restructured accounting team— Lead and supervised Digital&Creative 360-campaigns and IMCs across all marketing channels (TV, Radio, SEO, SERM, Email, Social Networks, Influencer marketing, Media planning, Branding,CRM, Strategical planning, etc.)— Implemented client’s CJM and restructured inner project workflow— Prepared and delivered client sales pitches— Improved commercial terms with clients

• Account Director

  • Sep 2017 - Dec 2017

  Client list:— Alco: Heineken, Miller, Amstel, Krusovice, Bacardí, Martini, Simple wines— Entertainment: Viasat— FMCG: Coca-Cola, PepsiCo, NestleTrack record:— Increased agency's marginal income by +30 for existing clients— Eliminated business unit’s clients’ debt— Introduced task-tracking and team management system (Asana)— Built services development roadmap— Initiated change of motivational structure for accounting dept.— Built CRM implementation roadmapResponsibilities:— Managed Account Team (with 3 direct reports)— Improved commercial terms with clients— Improved P&L and project profitability— Improved organization’s financial stability— Delivered stable growth among existing and new clients— Improved client service indicators— Restructured accounting team— Lead and supervised Digital&Creative 360-campaigns and IMCs across all marketing channels (TV, Radio, SEO, SERM, Email, Social Networks, Influencer marketing, Media planning, Branding,CRM, Strategical planning, etc.)— Prepared and delivered client sales pitches



Pernod Ricard

• France
• Beverage Manufacturing
• 700 & Above Employee

• Senior Brand Manager (Absolut, Havana Club, Beefeater, Malibu)

  • Oct 2013 - Sep 2017

  Track record:— Lead Havana Club relaunch on Russian market in 2016 (+56% vs. sales plan in first year)— Successfully performed several omnichannel product launch campaign for Absolut served >40 mil. OTS a year and provided sustainable triple digit CRM base growth— Optimized Absolut portfolio improving overall brand profitability +4% a year— Lead Beefeater gin relaunch campaign development— Established Absolut as industry standard in Russia for all things digital. Record-breaking Reach and ER across different channels (far beyond dark market). Outstanding KPIs recognized by global Company Management.Responsibilities:— Effectively managed team of 2, Junior Brand Manager (new hire; promoted) and Marketing assistant— Planed and executed long and short term brand strategies— Developed brand communications platforms from scratch with full set of visual assets (pictures and videos)— Developed and executed full-scale 360-campaigns (IMCs)— Managed New product launches (idea to shelf). Local packaging development and joint product development with global Brand Owners— Managed brands’ P&Ls— Planned and supervised brand budget execution— Managed brands' portfolios ensuring proper price positioning for brands/product lines with respect to P&L efficiency.— Evaluated New Product launch opportunities— Executed special projects in digital. Native advertisement campaigns and special projects with Influencers (Instagram/Facebook/email/special sites/media)— Provided analytical support. Regular reports on sales volume/value, P&L, promotions ROI, SOV, Brand health KPIs)

• Brand Manager (Absolut, Malibu)

  • Oct 2013 - Sep 2015

  Track record:— Optimized Absolut portfolio improving overall brand profitability +4% a year— Established Absolut as industry standard in Russia for all things digital. Record-breaking Reach and ER across different channels (far beyond dark market). Outstanding KPIs recognized by global Company Management.Responsibilities:— Effectively managed team of 2, Junior Brand Manager (new hire; promoted) and Marketing assistant— Planed and executed long and short term brand strategies— Developed brand communications platforms from scratch with full set of visual assets (pictures and videos)— Developed and executed full-scale 360-campaigns (IMCs)— Managed brands’ P&Ls— Planned and supervised brand budget execution— Managed brands' portfolios ensuring proper price positioning for brands/product lines with respect to P&L efficiency.— Evaluated New Product launch opportunities— Executed special projects in digital. Native advertisement campaigns and special projects with Influencers (Instagram/Facebook/email/special sites/media)— Provided analytical support. Regular reports on sales volume/value, P&L, promotions ROI, SOV, Brand health KPIs)



Colgate-Palmolive

• United States
• Manufacturing
• 700 & Above Employee

• Brand Manager

  • Jun 2012 - Oct 2013

  Track Record:– Science Plan Small & Miniature launch allowed to drive sales and improve P&L (+3% vs. plan)– Integrated omnichannel brand campaign launch dramatically improved brand awareness for Science Plan (regular line)– Successfully executed e-commerce strategy resulted in +157% channel growth in a year (from small base)Responsibilities:– Developing and executing long term and short term brand strategy across different channels in cooperation with external agencies and internal departments– Planning and executing media, digital and PR campaigns to support brand activities– Managing portfolio (~300 SKUs). Ensuring price positioning of current and future product lines improves KPI (profit per SKU)– Launching New products. Evaluating opportunities on Russian market, planning and executing launches– Forecasting demand. 18-month forecast by product lines/SKU– Owning brand budget. Yearly planning and execution supervision– Developing and executing promotions. National omnichannel campaigns, tailor made promotions with KAs (in cooperation with Sales and TM team), local POSMs and packaging development– Developing and executing cross-category National promotions in cooperation with adjacent market categories (Animal Health)– Providing full analytical support (sales, P&L, promotions ROI, category analysis presentations, Pricing strategy, Brand Health KPIs– Effectively managing Junior Brand Manager (hired)



Bacardi

• Bermuda
• Wine & Spirits
• 700 & Above Employee

• Brand Executive (Martini)

  • Jun 2011 - Apr 2012

  Strategic Brand activitiesDeveloping and Executing branding activities (global and local) in cooperation with external providers (agencies) and internal departmentsExecuting long-term brand strategy in different channels (On- and Off-Trade)Tactical Brand activitiesDeveloping and executing National Integrated brand activities (On-, Off-Trade + online) (New Year activities)Developing and executing Integrated Marketing Campaigns (On-, Off-Trade + online) in cooperation with external providers (creative, production and media agencies)Developing and executing special projects with leading consumer relevant online resourcesDeveloping and executing tailor made promotions with On-TradePlanning and executing media campaigns to support brand activitiesTaking part in Forecasting consumer demandProduct developmentDeveloping and launching new packaging (seasonal and special) in cooperation with agencies, global and local departmentsTaking part in new product development in cooperation with global agencies and departmentsMarketing Analytical SupportBrand Budget MonitoringProduct portfolio analysisPreparing BiMonthly Analytical PresentationsPreparing Monthly Reporting on Brand KPIs (Sales, brand activities results (KPI, ROI))Organizing market and product researches (quantitive and qualitative) and analyzing results (Price audit, Brand Health, Focus-groups, In-depth interviews)



SC Johnson

• United States
• Manufacturing
• 700 & Above Employee

• Brand Associate

  • Apr 2010 - Mar 2011

  - Taking part in developing strategy for premium brand launch on Russian market (Air Care category)- Executing developed strategy (under Brand Manager’s lead)- Preparing Product presentations (for internal and external use)- TVC Localization- Leading packaging localization- Leading development and executing brand promotions – events –(with budget under $60 000)- Leading POS-Мs production (for current brand activities and ondemand from Sales department)- Leading external providers communication: research agencies, design studios, creative and media agencies- Preparing analytical materials and presentations by brands/ categories (price analysis, portfolio analysis, Brand Health tracking, BiMonthly categories tracking)- Leading Brand Budget Management Procedure by channels