Head of marketing department / руководитель департамента маркетинга / group brand manager

Была больше месяца назад

По договорённости

43 года (родилась 27 декабря 1981)

Москва

Занятость

полная занятость

Гражданство

Россия

Контакты

Телефон

Почта

Будут доступны после открытия

Фото, имя и контакты доступны только авторизованным пользователям

Опыт работы 18 лет и 3 месяца

- Июнь 2017 – работает сейчас
- 8 лет и 7 месяцев
Marketing manager
Beiersdorf, Москва
http://www.nivea.ru
FMCG Cosmetics/ Beauty
Обязанности и достижения:
Leading full scope marketing management for SKIN CARE (total 30% of NIVEA business, 6 categories incld. TOP 2 strategic priorities): - Creation and execution of long-term and short-term marketing strategy - Consumer and market research and analytics - Portfolio and pricing management - Insights-based NPD and innovation launches - P&L and budget management - 360° communication campaigns development (TV, digital and SMM, PR; BTL) - Team management: 6 people with various seniority levels (3 direct reports) - Business coordination with Near East HQ (Dubai) and Global HQ (Hamburg). Business: - Delivered NS growth above targets in key categories - Gained highest MS growth from TOP FACE brands: NIVEA #4 beating L’Oreal - Driven NIVEA penetration growth by 3ppt Communication & promotion: - Developed new Big Idea for premium sub-brand in Face, locked TOP famous local celebrity endorsement - Launched the first customized consumer promotion in TOP perfumery chain - Launched 10 ATL campaigns: all locally produced, 3 - local shooting. Total coverage in digital >60 mln consumers. Examples: - Black Foam (TA 16-25 y.o.): TVC: https://www.youtube.com/watch?v=u0qRj1wWFjY OLV: https://www.youtube.com/watch?v=fe7NK9nXA4E INSTAGRAM: #освободипоры - Make Up Expert – local shooting (TA 18-35 y.o.): OLV: https://www.youtube.com/watch?v=IJDCzhNz8cc Strategy: - Framed portfolio structure, launched >15 innovations, created long-term innovation pipelines in key categories - Lead creation of winning marketing strategy for launch of new premium brand.
- Октябрь 2012 – июнь 2017
- 4 года и 9 месяцев
Senior brand manager
Kellogg, Москва
http://www.lubyatovo.ru
FMCG food
Обязанности и достижения:
- In 2,5 years launched Lubyatovo brand re-positioning project that transformed Kellogg's business in Russia: new portfolio architecture, design, communication. TVC example: https://www.youtube.com/watch?v=zY1J_dtwiEk - Built long-term platform for activations in Lent, owning one of biggest occasions in biscuits; launched the first charity project with strong media and in-store visibility. TVC example: https://foodbankrus.ru/video/post-luchshee-vremya-dlya-dobryh-del - Launched several NPD projects, driving overall brand profitability to +2ppt annually. - Handled full P&L and budget responsibility for assigned categories, reported to Russian Board of directors and European Marketing HQ. - Recruited, directly managed and coached the team of 2 brand managers. Brand re-stage campaign results: - Highest ever brand equity scores - Off-take growth to +15% for TOP SKU - Positive market shares dynamics in all 3 categories - Double net sales uplift against forecasted - Highest appreciation at global level - ‘Kellogg's commercial excellence award’. Lent activation results: - Record high MS in biscuits - Boost of Lubyatovo cross-category consumption
- Октябрь 2010 – сентябрь 2012
- 2 года
Brand manager
PepsiCo, Москва
http://www.pepsico.ru
FMCG food
Обязанности и достижения:
- Launched the first cross-brand promotion in snacks (3 brands, >65% of salty snacks market): developed unique promo platform, built scalable 360° marketing plan. TVC example: https://www.youtube.com/watch?v=cVVwFAXJAZ4 - Developed and launched full scale marketing campaign behind innovation, involving celebrity endorsement (A. Arshavin) and local production (TVC, digital). TVC example: https://www.youtube.com/watch?v=jrA0B6AT3Aw - Launched various portfolio optimization projects (upsizing/ downsizing, re-design) - Actively contributed to development of new Big Idea and equity campaign, resulted in strong growth of Lay’s consumer KPIs related to brand image, trust and loyalty. Consumer promotion delivered impressive results: - Over 1 mln unique users on site - Over 10 mln reach via Odnoklassniki application - 3% higher sales volume uplift against forecasted Marketing support of innovation brough: - Highest ever consumer scores in media - Record high sales of NPD in 6 months - Prize for creativity at Kiev international advertising fest for digital campaign (2011)
- Октябрь 2007 – сентябрь 2010
- 3 года
Brand manager
L'Oreal, Москва
http://www.loreal-paris.ru
FMCG cosmetics/ beauty
Обязанности и достижения:
Adopted global marketing strategies and implemented local marketing plans for L'Oreal Paris make-up, delivering business growth up to 10% annually. - Launched 8 innovations, including the new range Extra-Volume Collagene, providing consistent sales uplifts (>1 mln units sold in Y1, line extensions launched year-on-year) - Expanded brand portfolio into premium segment - Organized several events for 300+ participants (Example: concert and fashion show of local designer S. Efremov at Royal Yacht Club in Moscow) - Launched several customized promo activations in key perfumery chains

Образование

- Кандидат наук
- Дневная/Очная
- 2007
Российский экономический университет имени Г.В. Плеханова
Факультет: Реклама
Специальность: Реклама
- Высшее образование
- Дневная/Очная
- 2004
Российский экономический университет имени Г.В. Плеханова
Факультет: Международные Экономические Отношения
Специальность: Мировая Экономика

Обо мне

Дополнительные сведения:

STRENGTHS: - Result oriented achiever: Through variety of my projects I learned to be focused on the ultimate business goals and drive others to achieve them despite multiple challenges in the fast changing business environment. - People oriented team leader: During years of work in various business cultures I learned that creating a collaborative partnership with internal and external parties is the best way to set up an engaging and motivating environment and ensure high quality input from every member of the team. ACHIEVEMENTS: - Held several lectures & master classes in brand strategy for students of Highest School of Economics - Speaker at 2019 Quorum conference in trade marketing ‘War on Shelves’ - As a local specialist, outsourced by a private french consulting company to contribute into projects for international clients in retail and banking - Author of 13 scientific articles (both in English and Russian) - Brand management - People management - Project management - Business management - Marketing communications - NPD - Budget and risk management - Public presentations