Sergii Naboichenko
Regional Manager - North Asia at Brandwerk Limited- Claim this Profile
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Bio
Vasiliy TW
In the five years the I've known him, Sergei has shown himself to be a talented, passionate, sociable, and goal-oriented person. He dedicates himself to his work and continues to challenge himself with new undertakings. Beyond his accomplishments in a corporate setting, he continues to improve himself academically, and is a member of one of the top MBA programs in the greater China region. His ambition and self-drive are why he and I have such a good relationship both inside and outside of the office setting. He has shown outside-the-box thinking and great initiative in pushing new strategies and aiding brand growth in Asia-Pacific markets.
Diogo Couto
I've had the pleasure of working with Sergii over the past few years. He's always on the ball, offers good advice, and knows the inner workings of the FMCG industry. He's quick to adapt and offers creative solutions. Professionalism aside, he's also very personable and interesting to talk to. We always have plenty of ideas to bounce off each other, and our exchanges tend to be both pleasant and productive.
Vasiliy TW
In the five years the I've known him, Sergei has shown himself to be a talented, passionate, sociable, and goal-oriented person. He dedicates himself to his work and continues to challenge himself with new undertakings. Beyond his accomplishments in a corporate setting, he continues to improve himself academically, and is a member of one of the top MBA programs in the greater China region. His ambition and self-drive are why he and I have such a good relationship both inside and outside of the office setting. He has shown outside-the-box thinking and great initiative in pushing new strategies and aiding brand growth in Asia-Pacific markets.
Diogo Couto
I've had the pleasure of working with Sergii over the past few years. He's always on the ball, offers good advice, and knows the inner workings of the FMCG industry. He's quick to adapt and offers creative solutions. Professionalism aside, he's also very personable and interesting to talk to. We always have plenty of ideas to bounce off each other, and our exchanges tend to be both pleasant and productive.
Vasiliy TW
In the five years the I've known him, Sergei has shown himself to be a talented, passionate, sociable, and goal-oriented person. He dedicates himself to his work and continues to challenge himself with new undertakings. Beyond his accomplishments in a corporate setting, he continues to improve himself academically, and is a member of one of the top MBA programs in the greater China region. His ambition and self-drive are why he and I have such a good relationship both inside and outside of the office setting. He has shown outside-the-box thinking and great initiative in pushing new strategies and aiding brand growth in Asia-Pacific markets.
Diogo Couto
I've had the pleasure of working with Sergii over the past few years. He's always on the ball, offers good advice, and knows the inner workings of the FMCG industry. He's quick to adapt and offers creative solutions. Professionalism aside, he's also very personable and interesting to talk to. We always have plenty of ideas to bounce off each other, and our exchanges tend to be both pleasant and productive.
Vasiliy TW
In the five years the I've known him, Sergei has shown himself to be a talented, passionate, sociable, and goal-oriented person. He dedicates himself to his work and continues to challenge himself with new undertakings. Beyond his accomplishments in a corporate setting, he continues to improve himself academically, and is a member of one of the top MBA programs in the greater China region. His ambition and self-drive are why he and I have such a good relationship both inside and outside of the office setting. He has shown outside-the-box thinking and great initiative in pushing new strategies and aiding brand growth in Asia-Pacific markets.
Diogo Couto
I've had the pleasure of working with Sergii over the past few years. He's always on the ball, offers good advice, and knows the inner workings of the FMCG industry. He's quick to adapt and offers creative solutions. Professionalism aside, he's also very personable and interesting to talk to. We always have plenty of ideas to bounce off each other, and our exchanges tend to be both pleasant and productive.
Credentials
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Certificate in Irish Whiskey
Edinburgh Whisky AcademySep, 2021- Oct, 2024
Experience
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Brandwerk Limited
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Hong Kong
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Food and Beverage Services
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1 - 100 Employee
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Regional Manager - North Asia
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Jan 2015 - Present
Brandwerk is an Independent distribution business with its headquarter based in Hong Kong and its operations in SAR Macau, ROC Taiwan, PR China and North Asia with a specific focus on Hong Kong, Taiwan & China. In 2016 Brandwerk has acquired distribution business of Voyager Trading company that was an exclusive partner of multiple brands with its core business of SuperBock Group (ex-Unicer Portugal). My initial role in the business were a Regional Sales Manager - for Stiegl in China, that's included a complete development of the distribution strategies in China. By being based in Guangzhou/Hong Kong I've had multiple trips to tier 1, 2 & 3 cities in China to set up our initial network in the regions together with a partner. Core functions was to build a strategic roadmap across various channels of distribution with focus on core regions, core SKUs of the business. Development of marketing plans & actions that supported necessary growth of the brand YoY. In 2016, Brandwerk has evaluated opportunities to acquire business in Taiwan based on my inputs and when board of directors decided to do so, I've started to spend my time in between Taiwan, HK & China. During the transition period, I took a lead and set up our branch offices in Taipei(2016) and Tainan (2018). From June, 2016 I've started to build "Brandwerk Taiwan". We've grown from 4 employees in the first year to 30 employees in 2020. Brandwerk took over distribution in Taiwan for world biggest Beer, Spirits & Liqueur groups including: Estrella Damm group (Spain), Paulaner (Germany), Duvel Moortgat (Belgium), Beluga Group, La Martiniquaise-Berdinet (France), Rum Barcelo (DR), San Matias Distillery (MX), Hinch Distillery, Bayadera Group, Beveland Distillery, GBH Group France (Joseph Cartron) and many more. Our super premium portfolio in Taiwan grew CAGR over 7 years 50%+ with complete distribution in all channels with 20 regional wholesalers in GT (3000+ POS) and direct supply distribution in K/A (7000+ POS). Show less
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Easton Inc.
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Design
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1 - 100 Employee
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Marketing Manager
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Feb 2013 - Dec 2014
Easton Inc. was a leading distributor of biggest Russian multinationals with a specific focus in On-trade. I was lucky to join Easton at the start of its growth in Taiwan. I've started as a Brand Manager and was working with a sales team in the North, Central and South regions with a specific focus on brand building in MOT and Off-trade. My core responsibilities were building plans with our team on ground and Synergy Group (Nowadays, Beluga Group - one of the largest Russian alcohol enterprises with 8,000 employees in Russia, full coverage of CIS markets and strong investments in export markets in North America, Europe and APAC region with leading Vodka brands Belenkaya and Beluga Vodka) & ASG (ex-Omskvinprom) with No.3 best-selling vodka brand in the world Pyat Ozer' and multiple mid-level liqueurs and wine brands from Eastern Europe and CIS region. My role was to ensure that all Global brand messages for these well known products / brands were kept consistent within each local market and customised by various market segments. These years with Easton Inc. created a foundation for myself to gain significant, strategic experience across; Brand management, advertising, media placement, promotions, strategy, PR, sponsorship, event management, sales, pricing, product launches and many more... I've decided to leave Easton Inc. in 2014 and took a challenge in the biggest and extremely fast-growing market - China. In 2019, Easton Inc. sold its operations in Taiwan due to the limited market size and value depreciation of white spirit category. Show less
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Sales Manager
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Feb 2010 - Dec 2011
Through my network via my business development activities in Taiwan, I've been invited initially as a procurement manager at Nysos Enterprise Corp. NYSOS had an existing connections with multiple brand owners of wineries in Moldova and France. I've started to be responsible for procurement of wines from France and Moldova and its further shipment arrangements from Europe to Taiwan. Few months later, as I've had developed a good understanding of procurement operations and moved to a new role - sales associate (On-trade) by switching my core functions from admin/procurement to cold door sales. I was in charge of selling products directly to trade (with no wholesalers in between) and 6 months later been promoted to a Sales Manager with a small team of 4 sales associates. My core functions were: • Manage the overall Taiwan P&L including ongoing management of Risk and Opportunities and monthly flash updates • Maintain effective pricing through detailed analysis across brands and channels. Support the annual 1st January price increase, maintain individual Customer Margin Pages (CMP) and support issue resolution • Review customer overdues and intervene where required • Support and review M&E across all trade spend (excluding overheads) driving a ROI mind-set In Q4, 2011 ownership of the Nysos been sold to a multiple shareholders and Managing Director sold his share of the business to a new owner. Company decided to change its focus and strategy in Taiwan that led myself to leave this business in December 2011. Up until now, Nysos had switched its ownership 2 times until 2017 and to these days it is still a small trading business in saturated, price-sensitive wine market. Show less
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Business development - Eastern Europe
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United Kingdom
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IT Services and IT Consulting
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Business Development Consultant
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Jan 2009 - Dec 2010
During years of my part-time/freelance translation job that I've had during my student years, I was lucky to find a chance to meet East Europeans business executive and government employees that had influenced me and let me build my network in Asia. Eventually I became a freelancer and was assisting various companies with business development in Great China region with a specific focus on Taiwan & China. My core responsibilities were build network and connections between East european brand owners and local importers/distributors. ˙ Maintenance of key customers, research and analysis of new customers, leading of secondary projects, market development. ˙ Before coming to Taiwan, I have assisted and cooperate with Ukrainian company “Obolon” in market research for Taiwan and China. Show less
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Education
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2017 - 2019
National Taiwan University
Global MBA, Business Administration and Management, General -
2008 - 2015
National Chiao Tung University
Business Administration as a Major, Foreign Languages as minor, Business Administration and Management, General -
2004 - 2008
КПНЛ 145 (Природничо-науковий ліцей №145)
Associate of Science (A.S.), Mathematics , Physics, Chemistry as a main subjects.
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