Mariya Menshikova

Currently taking care of the regional marketing (GCC) for Apparel Group brand portfolio plus Juicy Couture and Skechers

JUICY COUTURE
Changing brand perception in the market
Rolling out 360 degree marketing campaigns
Initiated influences program
Launching local social media channel


CAREER HILIGHTS BRANDS
EMPORA - DEPARTMENT STORE
● Developed and implemented brand identity and launch campaign
● Found the way to register name which was already existing
● Launched 45, 000 sq.ft store with minimum assistance
● Set the brand strategy for 6 regions (Bahrain, Oman, KSA, Qatar, UAE, Kuwait)

AEROPOSTALE
● Superbrands Award 2015
● Retail ME Award 2014 “Most Admired Retailer of the Year - Fast Fashion”
● Retail ME Award 2013 “Most Admired Retailer of the Year - International Retailer”
● Launched local Social Media Accounts
● Manage brand through its transition phase across 5 regions (Bahrain, Oman, KSA, Qatar, UAE)

KEY RESPONSIBILITIES HANDLED
Brand Marketing Strategy
● Ensuring brand consistency across the markets and overall brand performance and image presence with principle expectations
● Formulate Brand Strategy based on business environment and research
● Identify business requirements and customer needs in order to translate them into marketing opportunities
● Continuously organize the research in order to understand customer behavior
● Launching entry of brand to the new/existing markets across GCC and further sustenance/Store Openings
● Preparing Seasonal Competitor/Market overview and analysis

Marketing Planning & Implementation
● Suggesting plans and monitoring brand related promotional schemes and evaluating their execution
● Marketing Budget Formulation, Management and Execution across GCC
● Media planning and execution of Omni-Channel campaigns across all customer touch-points (print, radio, outdoor, direct media, in mall, online etc.)
● Campaign evaluation through measurability reports and post campaign/events ROI calculation

Brand Launch & Development
● Developed and implemented the new private label of Apparel Group
● Creative agencies management (Briefs Creations; Campaign Development: Creatives Developments)
● Building the brand: Brand Identity; Brand Guidelines; Brand Book; Brand Stationary; POS material, In Store Marketing
● Creating an entry strategy and presentation for the market entries; mall entries; brands pitching

Corporate Marketing Responsibilities
● Partially being involved into corporate marketing activities
● Group Corporate deals analyzing and negotiation
● Organising and hosting Annual Regional Meetings
● Being part of the Managing Committee for the Group Corporate events and launches

Brand Principals Management
● Day to day interaction with brand principals in order to understand and follow brand DNA
● Annual Trainings
● Provide periodic reports to the principal’s office such as Marketing Activities ROI analysis; Annual Road Map Strategy; Budgets; Expenses; Seasonal Marketing Activities ReCap

PR & Communication
● PR calendars and Press Management (seasonal media kits; press days; product feeds)
● Evaluation of PR value and returns
● Bloggers Collaboration and special projects

Digital Marketing & Social Media
● Digital media strategy across GCC
● Create social media strategy to achieve channel specific engagement and conversion rates for Facebook & Instagram
● Social Media Agency Management
● Launched social media platforms in the region AeropostaleArabia and EmporaStores

KEY RESPONSIBILITIES HANDLED
● Preparation of annual Marketing budgets related to Tactical and Thematic campaigns/activities
● Comprehensive marketing/ media planning and implementation for Local and Pan Arab mediums (Print Media, Radio, TV, Outdoor, Airport, Airlines; Online)
● Maintain the annual marketing calendars
● Organized and managed company events, exhibitions, shop openings, launches, fashion shows
● Assisting in preparation of the brand campaign (photo shoot preparation, realization through the BTL and ATL campaigns)
● Liaising with the creative agency for the seasonal campaign and other marketing materials
● Working closely with suppliers and building the database, getting best negotiated quotations.
● Handling all invoicing and payments through the Oracle System

● Provided retail and marketing assistance to international partners/distributors: Salam Group, Paris Group, Bin Hendi, Bugatti Fashion Group etc. (35 monobrand and over 100 multi brand shops) in the Middle East, Africa, India, Turkey and Cyprus
● Handling coordination with franchisees for multiple brands across the region VJC Versace, Versace Sport, Just Cavalli, Galliano, GF Ferre, Ferre Milano, Gianfranco Ferre
● Clear communication, direction and support focusing on marketing strategy and advertising: Media plan and artwork coordination/approvals; PR and media kits distribution; Events support and lead for the customers
● Assisting with a new store opening: shop design, layout and fit out and further look monitoring
● Collating monthly sales report from all regional customers

● Implementation control of advertising campaigns in mass media, direct mail, radio, TV.
● Participation in development of annual marketing strategy
● Organizing launches of new car models, participation in sponsorship campaigns, special promotions, events
● Control and supply of all POS materials (catalogues/quotes/pricing/car model descriptions) in showroom, spare parts and service section
● Research towards market segmentation, pricing analysis & consumer preferences
● Collecting sales data from competitors
● Day to day communication with the German head office on executions and local market adaptation
● Preparing monthly MIS to the head office of executed campaigns
● Organizing annual team building for the group

─ Developing and implementing marketing plans.
─ Defining the local positioning of the product, profile of target group / market research
─ Ensuring high level of market knowledge: competition analysis
─ Compiling with allocated marketing budgets and show budgetary control
─ Organizing Events and exhibitions
─ Day to day leasing with printing presses / advertising agencies / modeling agencies, suppliers