Brand Director
SPLAT Cosmetics
Total des années d'expérience :14 years, 5 Mois
- Marketing & product strategy development, new markets strategy development, company sales target setting
- New product development: from idea creation, market research & insights to pack design, launch support and sales
- Market research: conductiong qual & quant researches both with agancies and in-house
- Portfolio management: assortment matrix & MML creation
- Marketing support: trade promotions, PR & digital communications (together with Trade & Comm teams)
Responsible for ful portfolio: SPLAT (#2 toothpaste brand in Russia, #1 local brand), INNOVA, Iney, BioMio, Lallum Baby + niche products & new categories business. Portfolio size 150 SKU +
Region: Russia + CIS + export markets (total 32 countries incl Asia, Europe & MENA)
- Category strategy development: responsible for tea category business (brands Lipton, brooke Bond, Beseda; annual turnover 200+ mnl euro) performance & strategy development within Unilever trade marketing across all channels (NKA, Local MT, Traditional Trade, Wholesale)
- Prepare & launch national annual promo plan (promotions, new product launches, gift packs & promo offers, motivation programs for sales force)
- Supervise tailor made client’s category plans: tailor mades, BTL, sampling in NKA, Local MT
- Product launch: take part in product development, fully prepare product launch support (presentations, selling story, promo plans, POSM for launch), track launch performance
- S&OP: take part in demand planning on monthly/quarterly basis.
- Budget management: responsible for full trade marketing & client’s A&V budget management, planning on annual & monthly basis
- POSM development: develop all category’s POS materials & merchandising equipment, coordinate execution in-store
- Cooperation & communication with sales team
- Team Management: 1 direct report, 2+ indirect reports
Project of Unilever sales integration with biggest Russia’s perfumery concern “Kalina”: project management, business model & trade terms optimization, teeam optimization & capability increase, integrating org structure of key accounts, field sales and trade marketing teams.
Direct reporting to Head of Capability and Business Development and Board of Directors.
Undertaken different positions as a part of 2-year Unilever Future Leaders Programm (UFLP):
- Brand Building JrManager on Dressings (Ketchup&Sauces& Mayo)
- Channal Marketing HoReCa in Foodsolutions Unilever
- Key Account Management METRO C&C
Succesfully finished program and was promoted to managerial position within company.
Graduated with Honor