Marketing director

Был больше месяца назад

300 000 ₽

44 года (родился 06 мая 1981)

Москва

Занятость

не указано

Гражданство

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Телефон

Почта

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Опыт работы 23 года и 10 месяцев

- Декабрь 2011 – работает сейчас
- 14 лет и 1 месяц
Head of Brand Marketing and Development
VAILLANT GROUP RUS, LLC, Москва
Обязанности и достижения:
5 years of working in Vaillant Group - a worldwide known German manufacturer of heating equipment and innovative systems (solar/air/ground), the leader in Russia in the markets of gas/electric boilers, water heaters, heat pumps, solar collectors, heating solutions, engineering services. Broad international cooperation: Active cooperation with the head-quarters in marketing, partners network development, cooperation with domestic and international partners. Good command of English. Large geography of operations: Europe, Russia, Kazakhstan. Corporate and strategic planning: Business planning and creation of functional strategies in marketing (new products entry, brand, communications, cross-functions, loyalty), partners network (dealers, distributors, trade marketing), regional sales. International concepts development. Organization, launch and development of business functions, new territories coverage: Leadership of marketing and partners network development functions. Overall marketing function reform to meet new challenges – launch of important sub-functions: new products entry mechanism, brand management, trade marketing, advisory board for marketing issues, marketing communications, loyalty. Further development of the specified functions. Introduction of international business concepts. New markets coverage (Siberia, Far East, Kazakhstan). Staff management and marketing teams creation: Creation and leadership of marketing, project, cross-functional teams. Teams creation, staff search, hiring, adoption, training, job description, target agreements, overall and operational staff control, results estimation, further development, motivation. Staff potential and strengths development. Marketing management: Marketing function reform to meet new targets and challenges. Marketing strategy and concepts. Federal and regional planning and budgeting. Brand management. Product management. Marketing communications. Advisory board. Loyalty programs. Trade marketing. Project management. Marketing-mix. Cross-marketing. Close cooperation with the respective departments and sales teams in Moscow and regional offices in Saint Petersburg, Rostov-on-Don, Krasnodar, Kazan, Saratov, Ekaterinburg, Novosibirsk as well as in Kazakhstan (Almaty) for all marketing related issues. Reporting. Representation of the company’s interests on the level of top management. Negotiations.  Brand management: Launch of brand management as a new function in the company. Sustainable and long-term VAILLANT brand development. Brand strategy. Brands positioning, promotion, development. New brands entry. Brand awareness and perception increase. Brand concept creation and introduction (brand promise, brand values, brand attributives). Brand information (presentations, brand books, brand maps). Brand communication to the relative audience. Research (brand awareness, perception, competitive brands, market segments, new markets, customers). Finding the best ways to effectively promote brands. Brand trainings. Reporting. Sales forecast and analysis.  Product management: New products entry. Product information arrangement (product literature). Market information collection and research (customers, competitors, users, installers, loyalty). Finding the best ways to effectively promote products. Sales forecast and analysis.  Marketing communications: Marketing communications function reform to better fit the renewed promotional concept. Communication strategy and planning. Budgeting. Communication channels management. Introduction of new tools to better promote brands and products. Design management. Communication content arrangement (make-ups, layouts, texts, graphics, video…). Information arrangement (manuals for dealers, presentations). Agencies selection and approval. Analysis of effectiveness. Research. Reporting. Public speeches.  Media: TV, radio, specialized press, own corporate issue «Kotel`OK».  Outdoor: Billboards, flags, video screens, transport, brand objects…  Printed materials: Product catalogues, leaflets, brochures, flyers, certificates, diplomas…  Souvenirs and giveaways: Image souvenirs, gifts, giveaways for events…  Digital: Web site development, internet shop, products and services promotion via corporate internet resources (SEO, SMM, context and banner advertisement, e-mail marketing (OPTIVO)), forums, B2B internet platforms creation (www.vaillant-mir.ru), mobile apps…  PR: Specialized federal and regional press, press conferences, press tours to the head-quarters and production sites, partners meetings, exhibitions, web sites, forums, social net, e-mail marketing, «Kotel`OK» corporate issue, social and sport sponsorship.  Exhibitions: Federal exhibitions «Aqua-Therm Moscow», «Aqua-Therm Novosibirsk», «Aqua-Therm Almaty», «YugBuild», «StroiSib», as well as regional exhibitions in Russia and Kazakhstan.  Events: Partners meetings, company’s jubilees, factory tours, regional events for partners, corporate events, open door campaigns, road shows.  Infomobiles: Local promo events with VAILLANT Infomobile – regional exhibitions and fairs, public events, events for particular target audience, events at a dealer’s shop, partners meetings.  POS-materials, showrooms and brand zones: Introduction of «Showrooms and Brand Zones» concept in Russia and Kazakhstan. Development and implementation of the needed POS materials and systems.  Sponsorship: Social sponsorship (SOS villages), sport sponsorship (regional teams for football, mini-football).  Sales stimulation: Events and action to stimulate retail sales.  COOP: Billboards, transport, regional exhibitions, digital, regional press, radio, TV, printed materials, branding, joint projects.  Marketing cross functions: Foundation and development of advisory board for marketing issues with the involvement of other related departments (sales, service, training, technical support). Creation of the advisory board regulations and agenda.  Loyalty programs: Increase of the loyalty of retailers, installers, service centers, end-users. Distributors and dealers network management: Distributors and dealers networks development. Concepts development and introduction (“Showrooms and Brand Zones”). Planning. Development. Trade marketing. Reporting. Strong knowledge and understanding of distributors’ wholesale business as well as dealers’ retail business. Understanding of the peculiarities of the relationships with distributors and dealers. CRM operations. Close attention to CoV and customers’ feedback. Finding the ways to increase sales via distributors and dealers networks.  Development: General regional analysis (players, demand, specifics). Strategic development (general standards, categories, premises, sales, motivation, geography of business). Operational work. Joint projects (COOPs, factory tours, head-quarters tours, dealers meeting, individual planning and consulting). Trainings.  Trade marketing: Launch of trade marketing as a new business function. Trade marketing strategy development. Planning and budgeting. Standards and procedures. New concept launch – “Showrooms and Brand Zones”. Dealers’ shops and saloons equipment and branding (POS materials, signboards, demo units, trade equipment, giveaways…). Analysis of effectiveness. Competitors’ activities analysis. Trade promotion (B2B activities). Sales promotion (B2C activities). Reporting. Regional sales management: Dealers’ sales control. Sales stimulation on all levels of trade: manufacturer – distributor – dealer – installer – end user. Distributors and dealers daily support. Analysis and research (market situation, competitors’ activities and sales). Responsibility for dealers sales. Creation and development of good relationships with clients. Representation of the company’s interests on the level of top management. Negotiations. Clients database development. CRM operations. Close attention to CoV and customers’ feedback. Cooperation with manufacturers: Broad cooperation with the factories in Germany, Slovakia producing heating equipment, innovative systems. Knowledge of production process of the respective products. Advanced business English: Good command of English – the main language in all business operations. Key achievements: LAUNCH AND DEVELOPMENT OF FUNCTIONS AND PROCESSES:  Overall marketing function reform to meet new targets and challenges: Introduced brand management and brade marketing as new functions in the company, introduced new models entry mechanism, improved marketing communications, founded advisory board for marketing issues, supported the launch of loyalty programs for retailers, installers, service centers, end users, introduced new approaches in budgeting.  Supervised the expansion of the company’s business to Siberia, Far East, Kazakhstan (regional offices launched in Novosibirsk and Almaty), arranged brand and product promotion in the respected regions.  Created professional marketing team. BRAND AND PRODUCT:  Introduced 30 new models to the Russia market.  Supported the introduction of 25 packages to the market.  Developed new product materials for sales.  Developed and introduced proper approaches for premium brand VAILLANT positioning and promotion.  Valliant Brand awareness increased.  Adopted new brand materials. Introduced and conducted a number of brand trainings for target audience.  Created new promo instruments to develop the brand. DEALER NETWORK:  Launched dealer development international concept “Showrooms and Brand zones”. Realized 120 projects.  Revised and improved the range of marketing communication tools to support regional partners (COOPS).  Introduced marketing manuals for dealers.  Developed and introduced sales reporting system for dealers and partners. COMMUNICATIONS:  AD Content: Over 85% of the all materials are new developments.  Media: Realized over 200 projects with Russian media including TV, radio and press – specialized magazines as well as FORBES, AEROFLOT and S7. Introduced own corporate magazine «Kotel’OK», published 14 issues.  Outdoor: Realized over 1000 projects (billboards, video screens, transport, brand objects).  Printed materials: 75% of all printed materials are new developments.  Digital: Supported the launch of corporate internet shop, provided smooth migration of the main corporate web site to another platform, realized over 80 promo campaign in the internet (SEO, SMM, context and banner advertisement), introduced e-mail marketing, launched B2B internet resource for partners (www.vaillant-mir.ru).  PR: Realized over 100 PR projects and campaigns (press, press conferences, press tours, partners meetings, exhibition, web sites, forums, social net, e-mail marketing, «Kotel`OK», sponsoring).  Exhibitions: Arranged the company’s participation in 10 key thematic exhibitions in Russia and Kazakhstan: «Aqua-Therm Moscow», «Aqua-Therm Novosibirsk», «Aqua-Therm Almaty», «YugBuild», «StroiSib».  Events: Arranged over 40 events (partners meetings, jubilees of the company, factory tours, regional events for partners, corporate events, open door campaigns, road shows…).  Infomobile: Introduced a new tool to promote the brand and products – Vaillant Infomobile (realized 250 events with partners in the regions of Russia and Kazakhstan).  POS materials, Showrooms and Brand zones: Introduced a new concept «Showrooms and Brand Zones». In Russia and Kazakhstan, realized over 120 projects, 95% of all POS materials are new developments.  Sales stimulation: Developed and realized 20 activities for sales stimulation and sales increase.  COOP: Introduced a new COOP catalogue to support regional partners.
- Июль 2005 – ноябрь 2011
- 6 лет и 5 месяцев
Head of Category Product Marketing & Sales (2008–2011). SR Sales & Marketing Manager (2005-2008)
YAMAHA MOTOR CIS, LLC, Москва
Обязанности и достижения:
8 years of overall experience in Yamaha Motor Corporation – a worldwide known Japanese manufacturer of recreational products, the leader in Russia in the markets of moto-, marine vehicles, power products. Broad international cooperation: Active cooperation with head-quarters in marketing, sales, dealer network development, production projects, cooperation with domestic and international partners. Good command of English. Large geography of operations: Europe, Japan, Russia, Kazakhstan. Corporate and strategic planning: Business planning and creation of functional strategies in marketing (product, brand, communications), partners network (dealers, trade marketing), sales (federal, regional), cooperation with manufacturers (production projects strategy). International concepts development. Organization, launch and development of business functions, new territories coverage: Leadership of marketing, dealer development and sales functions. Creation from zero level and development of product management, brand management, marketing communications, dealer network operations, sales, production projects. Launch and implementation of respective of business concepts. New markets coverage (Kazakhstan). Staff management and marketing teams creation: Creation and leadership of marketing, project, cross-functional teams. Teams creation, staff search, hiring, adoption, training, job description, target agreements, overall and operational staff control, results estimation, further development, motivation. Staff potential and strengths development. Marketing management: Marketing and product strategies and planning. Concepts creation. Budgeting. Product management. Brand management. Marketing communication. Project management. Marketing-mix. Cross-marketing. Close cooperation with regional sales teams. Frequent business trips. Reporting. Representation of the company’s interests on the level of top management. Negotiations.  Product management: Product strategy. Product portfolio management (positioning, market segments, new products development and entry, existing products adaptations, increase of products competitive strength, keeping optimum product line-up, modification campaigns). Package solutions. Pricing (price policy, competitive prices analysis, positioning, price comparisons, segments, price break-downs, price lists creation and approval). Product information (presentations, product literature, arguments). Market data collection and research (competitors, dealers, products, prices, activities, sales, clients, customers, market shares and volume, production volumes). Finding the best ways to effectively promote product. Reporting. Product trainings (Yamaha Riding Academy for boats and water vehicles). Active cooperation with dealers. Sales analysis and sales forecasting.  Brand management: Sustainable long-term YAMAHA brand development. Brands strategy. Brands positioning, development and promotion. New brands entry (YAMARIN, YAMARIN CROSS, SPORT BOATS, VELVETTE). Brands awareness and perception increase. Brands information creation (presentations). Brand communication to the target audience. Research (brand awareness, perception, competitive brands, market segments, new markets, customers). Finding the best ways to effectively promote brands. Reporting. Active cooperation with dealers. Sales analysis and sales forecasting.  Marketing communications: Communication strategy and planning. Budgeting. Communication channels management. Invention of new tools to better promote brands and products. Design management. Communication content arrangement (make-ups, layouts, texts, graphics, video…). Information arrangement (manuals, presentations). Agencies selection and approval. Analysis of effectiveness. Research. Reporting. Public speeches.  Media: TV, radio, thematic federal and regional press, own corporate magazine «Yamaha Digest».  Outdoor: Billboards, flags, transport…  Printed materials: Product catalogues, leaflets, brochures, flyers, dealer’s certificates.  PR: Thematic press, press conferences, press tours to head-quarters and factories, test drives, boats and water vehicles races, partners meetings, exhibitions, web sites, forums, internal corporate magazine «Yamaha Digest», sport sponsorships  Exhibitions: Key federal exhibitions: «Moscow Boat Show», «Burevestnik Boat Show», «Motor Park», regional exhibitions in Russia and Kazakhstan.  Events: Test drives, boats and water vehicles races, dealer meetings, tours to head-quarters and factories, corporate events, open door campaigns, family days.  POS materials: Cradles for motorboats and water vehicles, stands for outboard motors, flags, banners, light boxes, logotypes…  Sport sponsorship: International water vehicles tournaments, 24-hour motorboats racing, sport fishing.  Sales stimulations: Activities and events to stimulate retail sales, open door campaign, fishing tournaments. Dealer network management: Strategy and concepts (“Four Seasons”, “Monobrand”, “YCA, YCB, 3S”, “Product Focus”). Planning. Assignment. Development. Trade marketing. Strong knowledge and understanding of dealers retail business and peculiarities of the relationships with them. Finding the ways to increase sales vis dealer network.  Assignment: General regional analysis of the North West, South, Urals and Moscow (main market players, demand, regional market situation). Standards and procedures development (general standards, categories, premises, motivation, orders, allocations, payment, logistics, PSI). New dealers analysis and selection (negotiation, evaluation, business planning). Dealers assignment in the mentioned regions (final decision, dealer contract, integration).  Development: Regional markets dynamics analysis (retail shops, sellers, competitors, demand). Strategical development for each dealer (general parameters development, premises, motivation, sales, network expansion). Operational work. Joint projects (COOPS, factory tours, head-quarters tours, dealers meetings, individual planning and consultancy). Product trainings. Close attention to CoV and customers’ feedback.  Trade marketing: Planning and budgeting. Dealers’ shops and salons branding and decoration. POS materials (water vehicles and boats cradles, outboards stands, banners, indoor posters, signboards…). Demo units (boats, outboards, water vehicles, generators). Trade promotion (campaigns for dealers). Sales promotion (online and offline fishing tournaments, retail sales promo). Competitors’ activities analysis. Reporting. Presentations. Sales management: Sales strategy and concepts. Sales management. Budgeting. Planning and forecasting MTP/ LTP. Full responsibility for sales. Creation and development of good relationships with clients. Close attention to CoV and customers’ feedback. Representation of the company’s interests on the level of top management. Negotiations. Clients database creation and development. Personal sales.  Federal sales: Federal sales management. Federal sales of particular product categories to 85 companies in Russia and Kazakhstan. KAM. Key customers (TOP 10) operations control. Close attention to CoV and customers’ feedback. Federal sales planning (cumulatively for all regions). Consolidated orders and stocks management. Shipment management. Key clients (TOP-10) accounts receivable control. PSI Reports. Sales plans fulfilment. Staff coaching. Product certification. Personal sales.  Regional sales: Regional sales management. Regional sales of all product categories to 27 companies in the North West and Volga regions. KAM. Close attention to CoV and customers’ feedback. Dealers daily support. Regional sales planning (for each dealer and cumulatively for the region). Full responsibility for sales and results (starting from order taking and ending in the delivery of goods to dealers’ warehouses). Orders, stocks and shipment management. Payment control. Recommendations to optimize stocks. PSI Reports. Execution of key KPIs. Market situation analysis. Staff coaching. Personal sales. Cooperation with manufacturers and suppliers: Close cooperation with 12 factories in Russia, Japan, USA, China, Finland, producing moto-, marine vehicles, power products. Knowledge of the production processes of the mentioned products. Localization of the production of Japanese vehicles in Russia (Kazan and Vladivostok). Adoption of the existing products for the Russian market (from market data collection – till the introduction of the modified products to the market). Advanced business English: Good command of English – the main language in all business operations. Key achievements: LAUNCH AND DEVELOPMENT OF FUNCTIONS AND PROCESSES:  Recreations products business is successfully overtaken from distributors.  Created from zero level and launched key business functions: product management, brand management, marketing communications, dealer network development, federal and regional sales, production projects.  Created strong sales-marketing teams, arranged needed operations.  Supervised the expansion of marine vehicles business to Kazakhstan. BRAND, PRODUCT AND MANUFACTURERS:  Introduced new Finnish FRP boats brands – YAMARIN and YAMARIN CROSS.  Introduced new Japanese sport motor boats brand – YAMAHA SPORT BOATS.  Introduced and localized new Japanese FRP motor boat brand – VELVETTE ACTIVE SEDAN  Introduced over 100 new models to the Russia market (outboard motors, water vehicles, motor boats, generators).  Arranged package projects with 8 domestic boats builders.  Implemented international business concept for brand development – MONOBRAND.  Implemented international business concept for product – FOUR SEASONS.  Created from zero level and introduced new product materials for sales.  Realized 2 projects of Japanese recreational vehicles production localization (Kazan, Vladivostok). COMMUNICATIONS:  Communication content: over 95% of all communication content are new developments.  Media: Realized over 200 projects with Russian media including TV, radio and specialized press. Introduced own corporate magazine «Yamaha Digest», published 6 issues.  Outdoor: Realized over 300 projects in outdoor, including billboards, flags, transport.  Printed materials: over 70% of all printed materials are new developments.  PR: Realized over 100 PR campaigns and projects (specialized press, press conferences, press tours, partners meetings, exhibitions, corporate and partners’ web sites, forums, social net, «Yamaha Digest», sponsoring, test drives, boats and water vehicles races, fishing tournaments, open door campaigns).  Exhibitions: Arranged the company’s participation in 12 key exhibitions in Russia and Kazakhstan: «Moscow Boat Show», «Burevestnik Boat Show», «Motor Park».  Events: Arranged over 50 events (test drives, boats and water vehicles races, dealers meetings, head office and factories tours, corporate events, open door campaigns, family days).  POS-materials: 100% of all POS-materials are new developments. Developed and introduced cradles for motorboats, water vehicles, stands for outboard motors, flags, banners, light-boxes…  Sponsorship: WV tournaments (2 events), motorboats 24-hour race (6 events), fishing tournaments (5 events).  Sales stimulation: Developed and introduced 20 activities to stimulate and increase sales. SALES AND DEALER NETWORK:  Assigned 30 dealers in the North Western, South, Urals Federal regions and in Moscow.  Controlled sales operations of 27 dealers in the North West and Volga in Russia.  Raised turnover of the product group (outboard motors, motorboats, water vehicles, power products) by 32%.  Implemented international business concept for sales and dealer network – YCA, YCB, 3S.  Developed necessary standards and procedures for YCA, YCB, 3S assignments.
- Октябрь 2003 – июль 2005
- 1 год и 10 месяцев
Marketing manager. Certification manager
YAMAHA MOTOR СO LTD Representative Office, Москва
Обязанности и достижения:
8 years of overall experience in Yamaha Motor Corporation – a worldwide known Japanese manufacturer of recreational products, the leader in Russia in the markets of moto-, marine vehicles, power products. Broad international cooperation: Active cooperation with head-quarters in Japan. Good command of English. Organization, launch and development of business functions: Leadership of marketing, wholesale, dealers network development. Leadership of marketing, project teams. Preparations for the launch of Yamaha Motor CIS and main business functions and concepts. Participation in the product certification launch. Marketing management. General marketing planning and budgeting. Big product matrix management – over 140 models. New models entry. Price comparisons and break-downs. Product management. Promotion. Marketing-mix. Reporting. Sales analysis. Presentations. Media. Printed materials. Events (boats, WV test drives, dealers meetings). Distributors network management: Control of the operations of distributors in Moscow and Saint Petersburg. Strategy and concepts. Understanding of the peculiarities of doing business with distributors. Understanding the basics of the distributors’ wholesale business. Full responsibility of the distributors’ operations (sales and marketing). Negotiations. Representation of the company’s interests on the level of top management. Holding negotiations with the distributors regarding the transfer of the business to Yamaha Motor CIS. Close attention to CoV and customers’ feedback. Product certification: Creation the mechanism of the centralized certification of Yamaha products for the needs of customs clearance, sales and state registration, starting from certification planning and preparation of the necessary documents and ending in the final issue of certificates and approvals. Cooperation with manufacturers: Cooperation with factories in Japan, USA, China producing recreational vehicles. Advanced business English: Good command of English – the main language in all business operations. Key achievements:  Executed all necessary preparations for the successful launch of Yamaha Motor CIS in Russia.  Successfully controlled the operations of 3 Distributors in Russia (50% of the TTL turnover).  Realized 20 marketing projects.  Launched centralized product certification, conducted certification for all groups of products (140 models).  Introduced 5 new models.
- Март 2002 – октябрь 2003
- 1 год и 8 месяцев
Senior Marketing Manager
Gaz Group, Москва
Обязанности и достижения:
Almost 2 years of working in Gas Group - all-Russia known automotive holding controlling the operations of more than 10 manufacturers in Russia, the leader in Russia in the markets of road construction machinery, warehouse and transportation vehicles, busses, cars, multipurpose engines, special-purpose vehicles. International cooperation: Cooperation and communication with foreign partners. Good command of English. Marketing management: Participation in the development and implementation of general business plan and product strategy. Planning and budgeting. New models entry support. Price analysis and price comparison. New brands entry. Promotion (ATL, BTL, Joint projects with manufacturers). Reporting. Presentations. Dealers cooperation: Dealers’ sales analysis, joint projects. Cooperation with manufacturers: Close cooperation with factories in Tver, Bryansk and Chelyabinsk, producing road construction machinery, warehouse and transportation vehicles. Control of the marketing operations of the manufacturers. Key achievements:  Successfully introduced and developed new earthmoving machines brands – TVEKS and CHSDM.  Realized 40 marketing projects. Entered 10 new models.

Образование

- Среднее специальное образование
- Очно-заочная
- 2013
Six-Sigma Business School under Vaillant Group GmbH
Специальность: Increase of the effectiveness of processes by the mythology of Six-Sigma (green belt level)
- Высшее образование
- Дневная/Очная
- 2003
Moscow State Technical University of Automobile Engineering
Факультет: Economics
Специальность: Business Management and Marketing in automotive industry. Graduation with honors
- Среднее специальное образование
- Вечерняя
- 2001
The Higher Diplomatic Courses of the English Language under the Ministry of Foreign Affairs
Специальность: English language, advanced level. Graduation with honors

Обо мне

Дополнительные сведения:

Languages: Russian – native. English – advanced level (good command of English). Italian – basic level. PC User: Advanced PC user (Windows, MS Office, Internet, Lotus, Outlook, 1S system). Hobby: Boating, skating, skiing, travelling, reading specialaized literature. Business trips: International passport, business trips possibility. About myself: The leader, result oriented, creative, initiative, responsible, self-motivated, diplomatic, fast learner, able to find non-standard decisions, high level of working capacity, good analytical and communication skills, proactive approach. I have 15 years of experience in marketing, dealer network development and sales in the world-scale industrial companies with head-quarters in Europe (Germany, Finland, Italy), and Asia (Japan) – leaders in the markets of automotive vehicles, traditional and innovative heating systems, warehouse and construction vehicles and equipment. For more than 10 years I have been working in the leading managerial positions as Head of brand marketing and development, Head of category product marketing and sales, Sales regional manager, leading marketing and dealer development functions and teams, directly reporting to head-quarters, general managers and their deputies. My experience and expertise cover the following markets: road construction machinery; warehouse and transportation vehicles; marine recreational vehicles; marine & multipurpose engines; land recreational vehicles; power products; heating equipment; renewable energy innovations; engineering services.