Marko Mladenovic

Led the Southeast Europe Commercial Organization Development agenda, strengthening commercial
capabilities, execution standards, frontline performance and customer/consumer engagement across B2B
and B2C channels. Partnered with market leadership teams to deploy consistent commercial standards,
coaching routines and certification programs across approximately 1, 000 frontliners. This supported the
achievement of business objectives and secured competitive advantage for the company and its partners.
Key Achievements:
• End-to-End Journey Creation & Deployment: Designed and implemented comprehensive B2B
and B2C field force development journeys for approximately 1, 000 front-liners across Southeast
Europe markets, ensuring consistent capability building / coaching and operational excellence.
• Commercial Capability Platforms: Led the development and deployment of digital and in-class
capability platforms, driving consistent commercial standards, frontline engagement and
continuous learning across Southeast Europe.
• Global CXE Standards & BoTG Certification: Co-created and deployed global Consumer
Experience Essentials (CXE) standards for B2B and B2C field force and BoTG (Boots on the
Ground) certification, elevating consumer engagement and frontline performance. Received a
global award for outstanding CXE deployment.
• Net Promoter Score (NPS): Learning programs scored above 90. Notable increase vs last year in
retailer NPS

Led national sales execution and commercial capability agenda across South African market, managing a
multi-layer field organization of 60 frontliners, 10 territory managers and 4 regional area sales managers,
together with GTM team and distributor/wholesale partners. Owned national execution governance, route
to-market improvement, distribution performance, retailer engagement, shelf and promo architecture,
commercial standards and performance routines.Key Achievements:
• Commercial Impact: Strengthened market impact through improved execution governance,
distribution management / KPI achievement, retailer engagement, shelf and promo architecture
and continuous improvement of sales standards and store calling.
• Digitalization of order taking: collaborated with distributors and WH teams during preparation
phase and supported execution roll out with national sales team
• Team Leadership: Led a national sales force ensuring alignment and operational excellence
across all regions. Employee NPS scored 92 total with Wellbeing at 81 and Inclusion at 89.
• New Category Launch: Spearheaded the launch of a new category - nicotine pouches - achieving
rapid numerical distribution and availability, contributing significantly to total PMI global volume
of the category.
• Capability Development: Designed and deployed targeted learning programs to elevate the skills
and effectiveness of national sales, brand retail, wholesale/distributor partner teams, and third
party merchandising field force.

Led Serbia commercial planning agenda, managing a 25-person team across commercial organization
development, cycle planning, trade marketing deployment, reporting and analytics, budgeting and go-to
market strategy. Acted as a key integrator between strategy, commercial execution, retail ecosystem
development, field force deployment and performance management. My Go-To-Market work focused on
IQOS strategy creation and strengthening the ecosystem - aligning product availability, consumer
journeys, and commercial activities to ensure consistent market impact and commercial transformation.
Key Achievements:
• Commercial cycle / Sales Planning: Built market and channel plans (including indirect / direct
execution), translated strategic priorities into revenue, volume, share and profitability actions;
developed monthly / quarterly targets and investments, and drove corrective actions based on KPI
performance vs plan.
• Led the end-to-end commercial launch of IQOS Iluma, ensuring alignment of commercial ops
functions and field execution to deliver a fast and effective consumer base transition to new
technology. Objective achieved in 4 months since launch.
• Drove the deployment of the IQOS Partner Stores format, strengthening the retail ecosystem and
elevating consumer experience through standardized execution and upgraded commercial
capabilities.
• Stakeholder Alignment: Partnered with internal legal, corporate affairs and commercial
leadership teams on market-sensitive initiatives, ensuring compliant execution, stakeholder
alignment and disciplined issue management,
• Designed and rolled out new trade program templates, accelerating IQOS sales, stronger retailer
engagement, and consistent in-store activation.
• Ensured rigorous sales cycle deployment and visibility platform, speed to the market and solid
execution across all touch points.
• Led the digitalization of POSM, elevating visibility, brand impact and multi category excellence
in execution.
• Assortment, Shelf & Sales Activation Guidelines: Defined and controlled execution standards
for assortment, visibility, shelf-space, and promotional activities via cycle deployment routines and
POSM governance.

As National Key Account Manager, I managed a multi-million USD budget and led the team of 11 people
covering big national KA, local KA as well as brand retail account. My focus was on driving strategic growth,
creating national KA strategy, building partnerships, negotiating, managing distribution and ensuring
commercial excellence. Key Achievements:
• KA Strategy: Defined the national KA growth agenda, prioritizing strategic accounts, investment
choices, commercial fundamentals, NPL, trade terms and execution standards to strengthen
customer partnerships and deliver sustainable commercial impact.
• Joint Business Planning: Led annual planning (account plans and P&L, targets, initiatives
calendar, budgeting investment allocation and ROI discipline, forecasting etc.) with key customers
and internal stakeholders as well as with distributor to ensure business growth and strong in-store
execution.
• Digitalization of Ordering: Successfully implemented an e-ordering platform, streamlining the
ordering process and enhancing operational efficiency for entire organized trade universe.
• Market Share / Accounts Growth: Delivered significant share of market growth for SFP products,
with particularly strong results in Belgrade.
• Strategic Contracts Acquisition: Secured new strategic partnerships with major accounts within
food and petrol channel, resulting in taking position of the tobacco category leader and securing
the IQOS consumers base.
• Business Continuity During Covid (Crisis Management): Protected SFP business during the
pandemic by moving touch points from shopping malls to key accounts, ensuring consumer service
and acquisition

Led regional sales organization (PMI and 3rd party) ensuring achievement of volume, distribution and share
of market targets. Key Responsibilities:
• Prepared joint regional business plan in collaboration with distributor based on regional
market potential and national commercial plan
• Monitored sales calls, field visits and execution KPIs.
• Led territory reviews and structured performance discussions.
• Implemented national products roll-outs at regional level.
• Coordinated with distributor to secure availability and commercial fundamentals.
• Distributor Scorecards & Reviews: Set volume and distribution targets, tracked execution KPIs,
and led regular performance reviews with distributor sales teams (coverage, OOS, visibility, etc.)
• Market Visits & Store Checks: Conducted on-the-ground audits to confirm assortment, shelf
space, and promotional execution, and agreed corrective actions with distributor teams.

Led end-to-end territory performance under Direct Store Delivery (DSD) model with full company ownership
of distribution. Key
• Managed DSD sales representatives and merchandiser responsible for order taking, delivery,
merchandising and collections.
• Owned territory-level performance drivers: volume, distribution, visibility, execution standards.
• Optimized route planning and coverage efficiency.
• Maintained credit discipline and payment compliance.

Managed territory-level commercial execution across organized trade, driving availability, visibility,
distribution and in-store activation of the Coca-Cola portfolio. Worked closely with customers to secure
incremental placements, improve execution standards and identify local growth opportunities. Built early
Coca-Cola system knowledge in route-to-market, outlet execution, cooler/visibility standards, promotional
implementation and customer relationship management.

Led regional retail operations and sales performance across convenience stores, supermarkets and
hypermarkets in Serbia and Montenegro. Owned regional/store P&L performance across multiple retail
formats, ensuring turnover and revenue growth, disciplined cost control, execution excellence and high
HACCP standards. Maintained strong in-store standards and consumer experience across all formats.