Lilia Gabueva

Communications & Sustainability Director @FMCG

💸 Marketing✔️ IT💼 C-level Executive🧨 Consulting🎥 Entertainment🧮 EducationLife CoachingCommunications ManagerPR Manager

A get-things-done strategic thinker working in international FMCG business . Strong background in the corporate sector including martech, demonstrating proficiency in strategic communications, sustainability initiatives, and public relations. 15+ years of communication experience, including reputation management, marketing services, digital, content and brand promotion. Delivered successful reputation management in B2B and B2C markets of international businesses. Supported media metrics growth by double-digit numbers and positive reputation dynamics. Besides her expertise in corporate communications, Lilia also has a strong passion for coaching and holds ICF certificate for transformational coaching. MS in Communication, PhD in Economics. 3 years of veterinary studies as a passion.

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Work Background

The Coca-Cola CompanyStrategic Projects Director│Public Affairs, Communications&Sustainability│Europe Operations

Jan. 2024Athens, Attiki, Greece

The Coca-Cola CompanyStrategic Projects Manager│Public Affairs, Communications&Sustainability│Europe Operations

Apr. 2021 - Jan. 2024Athens, Attiki, Greece- Lead strategic ESG initiatives to drive corporate reputation on Eastern European markets • Cooperate with subject-matter experts to make sure central strategy is well landed with the local markets • Set the governance to support execution of strategic projects • Work cross-function and cross-system to build consistent communication guidance and frameworks - Scale up market experience across Europe Operating Unit

The Coca-Cola CompanyExternal Communications Manager

Feb. 2019 - Apr. 2021Moscow, Russian FederationResponsibilities: • Provide thought leadership in implementation of integrated external relations strategy, inclsustainability initiatives, brand portfolio, speakership opportunities • Insure corporate narrative and key messages consistency across channels and various audiences • Organize top-level speakership engagement to amplify corporate messages • Build stakeholder narrative in close cooperation with GR • Partner with Marketing on brand comms • Manage PR agency Impact • Contributed to reputation index in 2020 being the highest. Contributed in 2019 to double-digit % in reach figure YoY even though compared with FIFA year activations. One of the drivers - SPIEF activation of company global president James Quincey. • Conceptualized milestone stakeholder events around sustainability and economic impact topics: • Positioned socio-economic impact study presentation as a best practice of foreign business investment study – the event was co-partnered with FIAC. The discussion was highlighted by Russia’s leading experts in economics, which was highly appreciated by the audience – 80+ top-level stakeholders & media reps; • Re-framed sustainability report public hearing to a full day conference with expert panel aligned withkey report pillars in 2019 & as partner session with Effie’s in 2020 having Company global VP as akeynote (led the briefing and prep) • Partnered with marketing on brand and mktg campaign launches with high metrics and talkability • SoMe accounts saw increased #of followers & ER is higher than average

Dentsu Aegis NetworkMarketing and Corporate Communications Director

May. 2018 - Jan. 2019Moscow, Russian FederationResponsibilities: • Created communication strategy for agencies portfolio & supervised execution • Developed and cascaded clear, concise messages for key events and campaigns to facilitate understanding and achievement of business goals, coordinating the approval process for all communications • Partnered with key stakeholders incl. top-tier media outlets to drive product pipeline promotion • Managed new assets launches, information support of M&A and integration of Dentsu Inc with AegisGroup Plc • Conceptualized group events for 500+ participants • Managed the team of 7 Impact • Co-developed PR function in the company • Built content strategy that resulted in Dentsu Aegis Network being market leader in terms of quality/quantity ratio of publications. Media index reached 7-10% more than player No2 • Supported smooth comms launch of 5 M&A. • Managed 19 DAN business events under own brand attracting top speakers and blue-chips delegates– each had 40+ speakers and 600+ delegates. In 2014 the format of Brand Hackathon for mobile appdevelopers was introduced to the market by Dentsu Aegis Network • Built high-performing team of 6

Dentsu Aegis NetworkBrand Strategy and Communication Director

Mar. 2017 - May. 2018Moscow, Russian Federation• Creation of communication strategy for brand portfolio • Create the strategy and implementation plan for the effective project communication • Monitor trends and community activity to inform plans for content creation • Develop and cascade clear, concise messages for key events and campaigns to facilitate understanding and achievement of business goals, coordinating the approval process for all communications • Partner with key stakeholders to assess organizational change impact. Drive the integration of communication and change enablement activities into project plans • New assets launches and information support of M&A • Media relations: - building confident and efficient relations with mass media - generating newsbreaks, creation and distribution of press materials - providing top management comments for business and trade press - organizing interviews - organizing turnkey press events - monitoring supervision – special projects with top media outlets • Event management – both business and entertainment formats for 500+ guests: content creation, visual concept elaboration, organizational and technical support, guest and media relations, managing project team • Preparation of PR pitch strategies for different companies, such categories as FMCG, Pharma, Beauty & Fashion, Sports, etc. • Employee communications coordinated with HR • Communications budgeting • Cooperation with industry associations and strategic partners • Project management across regions • Coordinating and consulting CIS offices regarding communications issues • Elaboration and implementation of CSR projects • Speech writing • Social media activity control • Team supervision