Anastasia Sergienko

Business Development**
- B2B client acquisition and conversion across UAE/GCC, expanding HORECA and corporate channel penetration.
- Key account management for premium cafés, hotels, and distributors — owning contract negotiation, pricing architecture, and supply agreements.
- Market expansion planning for new GCC territories via feasibility research, go-to-market customization, and alignment with local consumer, regulatory, and logistics realities.
- Industry presence at international coffee trade shows, building partnerships with buyers, agents, and collaborators.

**Operations, Product Development & Quality**
- Custom product development: designed bespoke roasted coffee blends brief-to-final, running structured cupping sessions and green coffee profiling to match flavour characteristics to client taste and business needs, balancing quality with cost-efficiency.
- Green coffee sourcing & profiling via hands-on sensory analysis; origin farm visits in Colombia for direct knowledge of processing, varietal selection, and post-harvest QC.
- Roasting operations management: scheduling, roast profile calibration, batch efficiency, and systematic post-roast quality checks (colour, aroma, grind, extraction).
- Coffee tasting & sensory evaluation as a Licensed Q Grader (SCA), leading cupping sessions for objective quality benchmarking and flavour profiling.
- HACCP Level 3 compliance ensuring food handling, storage, and processing met UAE regulatory and international food safety standards.

**Logistics, Export & Customs**
- End-to-end export/import management for inbound green coffee and outbound finished goods — freight forwarder coordination, export documentation (invoices, packing lists, certificates of origin, phytosanitary certificates), shipment tracking.
- Customs compliance with UAE regulations, international trade standards, and Dubai Municipality food import requirements, resolving documentation issues with authorities.
- Freight & cost optimization: carrier selection/negotiation by cost, reliability, and transit time, with continuous savings identification.
- Supply chain coordination from procurement and inventory management through production scheduling and last-mile delivery, aligning sales and operational capacity.

**Team & Operations Leadership**
- Cross-functional team management across sales, operations, and production — setting objectives, resolving bottlenecks, driving accountability.
- Designed and delivered internal training on coffee expertise, quality standards, and sales technique to raise team capability and consistency.

WORLD BEST F&B has been registered in Switzerland. It is one of the biggest suppliers of the Italian coffee brand, Swiss tea, mineral water and professional coffee equipment worldwide.
The company, as a member of Association of Restaurateurs and Hoteliers of Russia, is focusing on long-term and reliable business relationship with international 5-star hotels and top-restaurants.

Major Contributions:
 Enter into long term contracts with major Hotel chains, restaurants and grocery store chains;
 Negotiating with C-level and key decision-makers across a variety of sized business;
 Manage new leads and existing customers within HORECA and retail, pitching the expanding range of products;
 Planning and organizing all related sales activities starting from prospecting, qualifying, initial contact, arranging solution and commercial presentations, degustation, quotation, assistance in payment collection as well as to ensure customer satisfaction;
 Remaining up-to-date on competitor and market knowledge. Conduct research to identify new markets and customer needs;
 Maintain and monitor, and regularly evaluate pricing and contracts with customers;
 Expanding the supply base and developing relationships overseas (Europe, GCC countries).
 Represents the company in exhibits and trade shows;
 Meeting and exceeding quarterly revenue targets.

Achievements:
 Achieved an increase in the number of projects and expanded company’s customer base by building promising business relationships (Signed long-term contracts with 4 Seasons Hotels and Resorts, IHG, Belmond Group, Sokos Hotels, Lotte Hotels, Radisson Group, National Grocery Store Chains, restaurants);
 Ideated new ways of increasing sales by conducting product presentations, establishing marketing techniques that add value to the business.

• Key Account Wins: Secured long-term supply contracts with Four Seasons Hotels & Resorts, IHG, Belmond
Group, SOKOS Hotels, Lotte Hotels, Radisson Group, and national grocery chains — significantly expanding
the companys premium client portfolio.
• C-Level Negotiation: Negotiated directly with C-level executives and senior decision-makers across businesses
of all sizes, closing complex multi-year commercial agreements covering pricing, volumes, exclusivity terms,
and payment structures.
• Full-Cycle Sales Management: Owned the entire sales process from prospecting and qualification through
tastings, commercial presentations, quotation, contract closure, and payment collection — consistently meeting
and exceeding quarterly revenue targets.
• Product Launch & Customisation: Gained hands-on experience launching new coffee and tea products into
market; conducted product degustation sessions and tailored range recommendations to each clients
operational profile, customer base, and quality standards.
• HORECA & Retail Strategy: Managed a dual-channel portfolio spanning luxury hospitality and fine dining —
adapting sales approach, product positioning, and pricing strategy across each channel.
• Competitive Intelligence: Maintained continuous monitoring of market trends, competitor activity, and
evolving customer needs, feeding insights directly into commercial strategy and product planning.
• Brand Activation: Represented the company at international trade shows and exhibitions; designed and
delivered product presentations that strengthened brand positioning and generated qualified pipeline.

Largest private luxury property developer in the Middle East.
• Developed business development plans to generate high-quality leads and maximise revenue for luxury
residential properties.
• Converted company-generated leads into confirmed sales — qualifying prospects, conducting tailored property
presentations, addressing investment queries, and guiding clients through the full purchase process to close.
• Monitored real estate and financial market trends across UK, UAE, Russia, and Kazakhstan to inform long-term
sales strategy.
• Delivered detailed investment presentations covering ROI, lock-in periods, and portfolio projections to HNW
clients and investors.

Damac Properties is the Largest Private Luxury Property Developer in Middle East.
Reporting to the sales Director.
Major Contributions:
 Conceptualizing business development plans to generate revenue/ quality leads and maximize profit margins by identifying high potential sales opportunities of Private Luxury Property.
 Researching the current market scenario, identifying new opportunities to achieve profit goals and market share.
 Monitoring global financial and real estate trends (UK, UAE, Russia, and Kazakhstan), major travel agencies, freelance agents, forecasting long term strategic plans to secure guaranteed returns.
 Handling detailed presentations and responding to specific queries pertaining to ROI, lock-in periods and real estate investment portfolios projected returns. Establishing contacts with potential and existing clients, key investors, analysing/ proposing new business ideas to the management to tap opportunities.
 Conducting local and regional market research to keep abreast with competitor initiatives and market trends to formulate long and short term strategies for enhancing organizational revenues.
 Consistently demonstrating corporate values, encouraging and assisting team members to achieve their goals.

Achievements:
 Expanded the customer base by building promising business relationships to acquire new and existing customers boosting growth and development.
 Found new ways of increasing sales of projects establishing innovative tools and marketing techniques that adds value to the business.

• Managed end-to-end leasing cycle — prospecting, deal closure, and lease documentation — for equipment
financing across B2B and B2C segments.
• Streamlined the sales process through systematic overhaul, resulting in a measurable uplift in overall sales
figures.
• Built strategic relationships with car dealerships to generate qualified leads and consistently surpassed sales
targets.

Major Contributions:

 Handled a range of functions associated with leasing, sourced new customers, closed deals, prepared lease documents.
 Conducted situation analysis, identified current, anticipated future market opportunities and competitive threats and executed sales administration functions to maximize the companys growing share of the marketplace.
 Responded to client enquiries and present company profile ensuring client expectations are met / exceeded by providing quality services.
 Recorded all follow ups taken place with client base (B2B, B2C) and ensuring their requests are attended on time to secure repeat business.
 Ensured all objectives and targets are achieved by monitoring results and implementing changes if necessary to guarantee maximum optimization of resources.

Achievements:
 Successfully established strong relationship with car showrooms in order to obtain leads of potential customers for generating business.
 Streamlined sales process and set of improvements through complete overhaul that resulted in a jump in overall sales figures.
 Consistently surpassed sales targets that led to wide recognition.

«Avtodom» - the largest Official BMW & MINI dealership in Russia. Reporting to sales director i was responsible for loan and insurance department.

Major Contributions:
• Kept in close contact with clientele to identify new opportunities and customers - Maintained availability for addressing customer issues, queries and requirements.
• Gathered customer satisfaction surveys to ensure repeat business.
• Regularly updated contact database.
• Introduction and sale of Finance & Insurance related products to all retail customers.
• Monitored competitor activities closely to identify any business threats.


Achievements:
 Successfully developed strong business relationship with partners (Banks and insurance companies) in order to provide the best financial options for the customers.
 Played a stellar role in maximizing the profitable sales of finance and insurance products.
 Instrumental in achieving repeat business up to 90% by developing and maintaining long term relationships with customers.

Largest official BMW & MINI dealership in Russia. Reporting directly to the Sales Director with full
responsibility for the Finance & Insurance department.
• Department Leadership: Held full responsibility for the Finance & Insurance department — managing day-to
day operations, setting targets, overseeing team performance, and ensuring seamless integration with the
broader sales process.
• Partner Selection & Management: Researched, evaluated, and selected the optimal mix of banking and
insurance partners to offer BMW clients the most competitive and tailored financial solutions — negotiating
terms, commission structures, and product conditions directly with partner institutions.
• Financial Product Advisory: Identified and recommended the best-fit financing and insurance instruments for
each client based on their profile, purchase type, and budget — covering auto loans, leasing structures,
comprehensive insurance, and GAP coverage.
• Client Retention: Achieved a 90% repeat business rate through consistent relationship management, proactive
follow-up, and delivering a premium finance experience aligned with the BMW brand standard.
• Revenue Growth: Maximised the profitable sales of finance and insurance products, playing a key role in
growing department contribution to overall dealership profitability.