Обязанности и достижения:
Building national portfolios, strengthening BBH presence in international brand & premium segments, sharpening brand positioning & communication, securing sufficient brand support, raising the level of marketing
BBH Consolidation – design and development program for consolidated production, sales and distribution systems to strengthen BBH market positions. “Way to Market” Strategy development (Sales and Distribution strategy, Channel strategy); secure organizational capabilities (recourses to match the market development stage, to manage key accounts, to develop distributor relationships, to lead and coach big sales organizations, financial capabilities); Terms of Trade – defined and established the rules, payment policies, discounts systems for BBH breweries;
Managed business operations with responsibility for Sales Russia, Export sales (CIS Countries and 27 other non-CIS countries, including branch in Germany) and Marketing
Export sales
Export department operations audit, appraisal and restructuring. Clients divided by regions of responsibility to CIS Countries, America Region, Europe and Africa region, Asian Region and Far East region. Sales volume planning system established, CRM system implemented for all clients
Export brand portfolio developed. Marketing support programs/budgets established for key customers
Scottish Courage (UK) and Baltica export and distribution development program developed agreed and launched in UK and Scotland as premium Russian beer brand
Renovation of subsidiary Baltika Deutschland GmbH in Germany business operations, new stuff hiring, direct contacts to Carlsberg-Germany distribution channels established.
Scottish Kronenburg (France) and Baltica agreement to launch our product in Paris and South East of France by establishing partnership with key distributors: Elidis Paris, Tafanel and Elidis Antibes-Cannes-Nice
Sales - Russia
The total business operations audit was conducted from the very beginning (Рrice structure, credit policy terms, territory deviation principles, product flow control status, sales forces –own and distributors - development levels, exclusive trade groups in distributor's trade structure…), key personnel Performance Appraisal was carried out.
Total Company sales department has been restructured as well as existed for that moment distribution system
Country was divided into 8 Regions (managed by newly hired Regional Managers with their own organization structures), territories fixed and divided between distributors (principle – one outlet – one sales representative – fix pricing),
Credit Policy has been developed and implemented (total control on clients cash flow set as a main goal)
Distributors operations manual was developed and implemented – number of distributors reduced to 220 out of more then 1300, main principle – 100% product portfolio availability 100% of time at fixed price national wise has been achieved.
Merchandising standards were established and launched on the national base, more than 960 sales reps./merchandisers hired
Own, Exclusive and Hybrid sales forces were set for established direct sales system under same requirements,
Top-10 (for cities with population more than 1 mio people) and Top-100 cities sales & marketing development program was established and launched. More than 40 representative offices were opened.
Trade marketing department was separated from Marketing department in order to make it closer and more specific for national and local trade marketing programs aimed to conduct activities on local level.
Training department was organized in HQ with presence in every regional org.structures, field trainers were hired, and training programs for all sales force levels were developed, field force training strategies have been defined
First national conference of Company’s distributors in SPb was conducted with presentation of “Baltika & partners program”. Clear goals and targets also as Company sales and distribution system were presented to each company distributor
All levels incentive program was developed and launched
The Key to Success program was initiated and launched on national base
Distribution (Quality not quantity)
In outlet Branding (If you are not visible you are invisible)
Outlet Support (Less and more is better)
Company Focus (Motivate those you need to and frustrate the others…)
As a result of 2003 business restructuring, new system was established where Baltica brand and SCU portfolio were distributing national wise under total control of Baltika’s responsible people in 100% of alcohol selling POS according to Company standards and with Baltica support. Bases for future growth (+15% 2004/2003) have been established.
Marketing
Developed the Baltica brands development strategy 2004
Continued brand growth (Current markets: internal prioritization of brand, New markets: Growth market focus & support)
Implemented new brand identity program (Primary pack design -standard bottle / can & Euro; Secondary packaging design – standard and Euro
New POS visibility program
Strong end of the year activity program
Initiated and implemented Brand portfolio structure development program