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Work Background
FreelanceMarketing Consultant
Jan. 2018Lisbon, PortugalTrade Marketing & Sales Growth
- Developed and executed trade marketing strategies for groceries brand, achieving volume share growth pasta +8% and grain cereals +3%, number of AA +11% and MT shelf share +6 pp. - Developed and executed strategy for battled water brand with sales volume growth of +6%. Brand Development & Launches
- Launched new brands (sparkling/still water, pasta), leading full-cycle from brand positioning to retail visibility, achieving for water +11% sales volume vs. BP, market share up to 2.9%; for pasta +3% sales volume vs. BP, market share up to 4.1%.
- Developed and launched 2 medical training courses with ROI of 149% and 34%, CSI 4.9 and 4.2
- Created brand concepts for eco construction company, shopping center and souvenir solutions. Communication - Led brand communication strategies for restaurant group, resulting in +14.2% average order value growth and +12.4% increase in regular visitors, CSI improvement from 4.2 to 4.6 - Created omnichannel marketing activations integrating digital, social media and shopper marketing for FMCG (water and groceries) brands. Digital Marketing & Social Media
- Rise ER for 2 medical turnings on Instagram (6.24%–7.49%) and Telegram (2.39%–4.48%).
- Managed medical influencer collaborations Training, Education & Engagement
- Built team engagement via motivation, cross-functional coordination and a focus on continuous
improvement, achieving sales team turnover reduction to 4% (–2 pp) for groceries company
with a commerce team of 50+ and 8 pp decrease in waiter turnover for restaurant complex.
Coca-Cola HBCMarketing Supervisor
Jan. 2011 - Jun. 2017Kazan, Tatarstan, Russia* Led trade marketing in a region of 5.7M+ people, managing a commerce team of 300+, with up
to 10 direct reports.
* Project leadership: Summer Universiade 2013, 16th FINA World Championship 2015,
Confederation Cup 2017 Achievements - Value market share (%% during the period of holding the position): Core + 8% / Juice + 17% / Water + 2%/ Energy + 6% / Tea + 35%
- Successful product launches: (sales in the year of launch, % vs BP): CC Zero +23,4%, Fanta Citrus +33.5%, Sprite Cucumber +108,7%, Pulpy Orange / Grapefruit / Tropic +40.5% / +26.5% / +6.6% Burn Apple Kiwi +8.9, Monster Energy +17,8%
- Branded equipment coverage: + 29% (49 to 78%)
- Mix of small packages: In MT + 2% (17,7 to 19,5%) /In TT + 6% (20,1 to 25,7%) Developed strategies
- RGM: Transactions > Volume, OBPPC, CDE & activations | Mix management | Promo efficiency Consistency in brand (Coke & Juice) & channel (MT & IC) strategies, category development &
insights by channels
- Channel development: boosting distribution and active accounts - Team effectiveness: talent development, organizational efficiency, loyalty and engagement
Nesco Kazan | Official distributor of Martini-Bacardi in RussiaMarketing Specialist
Nov. 2006 - Dec. 2010Kazan, Tatarstan, RussiaPopulation in the area of responsibility - more than 5 mln.
Number of direct subordinates - 2 people. Responsibilities:
1. Work with the marketing budget of Bacardi Rus LLC:
2. Work with the marketing activities of Bacardi Rus company.
3. Training of the personnel of Nesco Kazan CJSC.
4. Direct participation in the planning of sales of the company by departments.
5. Direct participation in the formation of the order of goods from Bakardi Rus.
6. Audit of retail outlets.
7. Control of the work of sales personnel "in the fields".
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