Senior Marketing and Sales Manager
World Economic Forum
مجموع سنوات الخبرة :14 years, 7 أشهر
Shaped a new Marketing/Sales strategy to attract Global Innovative companies, Revenue between 30 M$ and 2B$, Defined the new communication based on insights, built an analytical process to monitor and improve the companycommunication via automated emails (Salesforce marketing cloud and Pardot) and social media (mostly on LinkedIn).Reorganized the community via implementing effective ambassador program. Leads + 150%, Conversion +200%.
Chief Marketing Officer, Ailet.com Ai computer vision for FMCG
London, Moscow 2020-June 2021
•Created Marketing and Sales strategy, relaunched global communication, Shaped the team, created a new go tomarket, defined new complementary products, implemented coordinated action-plan to systematically leverageHubspot ABM. SEO and education material developed. Leads + 500% (Contracts signed with P&G, Nestlé, Coke).
Marketing & Sales Director, Pedco.eu B2B Agile Methodology SW
Zurich, Aug 2018- Apr 2019
•Reshaped company strategy, relaunched global communication, enforced attribution based marketing. Increasedquality leads & Sales + 200% (contracts agreed with FORD, BOSCH, AIRBUS).
CEO & Mktg Director, ArtWallet.io, B2B2C SaaS Fintech
Moscow, Dec 2017- May 2018
•Global Role with a focus on UK, Asia & US. Shaped the Idea from scratch, designed the strategy, assembled the team(marketing, sales and technical operations) and guided the company to release the first MVP. Oversaw all the contractswith partners, developing a solid network of backers. Led the company through private funding rounds.
•Managed PR, Marketing and technical agencies. Launched the global crowdfunding plan with a smart use of marketingautomation tools. Results: Qualified lead +500%, Gathered 8 M$ in private round funding.
Mktg & Sales Director SONM, B2B SaaS for Distributed IoT computing
Moscow, Oct 2017- Feb 2018
•Global Role with a focus on US, Russia, and China. Joined the company with the mission to shape up the Marketing &Sales organization. Launched Attribution Based Marketing to deliver +4000% subscriptions.
•Product & Service strategy: Led redesign of Product & Communication to focus on IoT & attract a global audience
•Professional sales expertise: managed negotiations and closing contracts with global companies Nvidia, Microsoft andLuxoft to create a strong pool of professional customers, eager to leverage SONM innovative services.
•Results: Received 30m$ in crowdfunding, + 900% in conversion.
Mktg & Sales Director Mycelium, B2B SaaS Payment Ecosystem
San Francisco, Jan 2016 - Mar 2017
•When joined: Global Company with liquidity problems, stuck on innovation choices, with no clear path to success
•Company strategy: Streamlined Company projects portfolio, divested products with limited consumer pull. Designedand led implementation of a new product road map to drive growth for the coming 3 years.
•Market expansion: Identified key global geographical areas for growth. Strengthened the marketing actions with localtop business partners. Hired 15 new sales members and sharpened the digital marketing material.
•Multi-channel campaigns: Launched retention campaigns covering email, social media, retargeting, web and customercare. Web A/B test led to +50% in conversion. (Consumers base 17 Million)
BRAND DIRECTOR - B2C ROUST Corp (World Top 10 Alcohol)
Moscow, April 2014-Dec 2015
Regional P&L ownership for EMEA. Reporting line to Group CEO and holder of a board seat.
•When joined: Company just merged with the second biggest market competitor. An enormous challenge to createcompany scale. National currency rapidly devalued by 40% in 4 months. Brand sales at index 45 vs. YA.
•Brand Strategy Re-Designed brand portfolio, identifying clear marketing and financial role for each product cluster. Ledthe creation of a new brand communication idea earning strong support from National Accounts & Consumers.
•Portfolio management: Increased revenues by 13 M$ as a result of successful portfolio optimization. Increased listingof key products by 45% in top National Key Accounts. Led with passion a newly established sales team of 35
•Channel management: Defined the strategies and objectives for every channel (On trade, Off trade, Digital). Launchedproduct promotions, trade campaigns, merchandising plans, and optimized profitability via Ecommerce.
•Results: Turned around Revenue from 45 IYA to 127IYA in EMEA; Profit +120 %.
SR. BRAND MANAGER - Procter & Gamble - (ARIEL, TIDE)
Geneva, April 2012-Apr 2014
Regional Commercial responsibilities for top EMEA markets: UK, DACH, Russia & Saudi Arabia in B2B and B2C. Brand Design responsibility for EMEA & Global. Led E-commerce team for WE P&G Digital.
•Demand Generation: Designed & led partnership with CIO Olympics. Identified communication idea, Multi-brand strategy & activation plan. Managed Saatchi & Saatchi agency for campaign development and launch.
•Results: Awarded from CMO as best ever Commercial innovation for Professional.
•Brand Strategy: Created the P&G Professional brand worldwide. Worked with top global agency (Landor) to redefine a new brand architecture. Defined winning ecommerce strategy in partnership with Amazon and Alibaba.
•Results: Brand equity implemented globally in record times, Brand equity scan ix 300 vs. previousBRAND MANAGER - Procter & Gamble - (ARIEL, TIDE, LENOR) Geneva, Dec 2009-Mar 2012 Regional P&L ownership for Southern Europe & Middle East. Responsibility for EMEA Brand development, Promo -Pricing & Consumer Research qualification. Led the WE store thought team to increase the shoppers experience outside and inside the stores (Pilot results 25% sales in tested store)
•Portfolio strategy: Launched New Brand in EMEA, exclusive for Professionals, with Multi-category and Multichannel scope. Launched the new P&G professional website driving visits to 200Kusers in only 6 months
•Commercial Leadership: Fixed Iberia & Italy profitability through new Communication on Value reframing, strengthened Sales fundamentals with new Pricing and Promo plans. Results: Revenues, Italy +25%, Spain +20%.
•Brand strategy: Uncovered potential for “LENOR” Brand. Identified market opportunity, envisioned lead team, engaged local stakeholder to create scale with company products. Designed a full marketing plan, artwork, instore, print and innovative concept sell for distributors. Results: Initiative in market results: +45% vs. firm.
•Product strategy: Redefined strategy to increased consumer penetration (+20%). Designed fit for use toolboxes with limited resources. Created the Promo box tool which step-changed customer support. Led all the promo and commercial plan to increase Sales and improve the bottom line sweetening the product mix.INITIATIVE MANAGER - Procter & Gamble - ORAL B/Pharma Geneva, Santiago Aug 2007-Nov 2009
•Initiative excellence: Led the team to design Instore, print and online communication. Increased service level to >99%on top profitable Products, from 95% initial stage. Fine-tuned planning system and local partner integration to reduce time to market of new pharma initiatives whilst increasing sales. Results: Sales +187% in Pharma
•Operational Mastery: Global Supply Process redesigned. WIP reduced by 12% for a cost saving of 14MM$. Led Oral Care Latin America Supply network planning integration. Led the biggest Global Oral care initiative (NPV 30 MM$)