- Overall responsibility for the Nivea brand across Kazakhstan, Uzbekistan, Azerbaijan, and Georgia, covering multiple categories including deodorants, shave & aftershave, face care, and body cleansing & care. - Develop and execute marketing and media strategies to drive sustainable sales growth and market share - Lead cross-category brand strategy, including product innovation pipeline and pricing guidelines - Own and deliver annual brand plans aligned with commercial targets - Manage and optimize marketing budgets to ensure efficient spending - Lead and develop marketing team

- Developed and executed integrated marketing campaigns across CSD, water, tea, juice, and energy drink brands. - Strengthened brand image through value-for-money and edutainment-driven initiatives. - Led BTL agenda, including brand activations at key events and high-traffic locations. - Ensured strong trade marketing execution and close collaboration with Sales for commercial impact. - Managed and developed marketing team

- Overall responsibility for marketing strategy, budget, and P&L across Coffee, Confectionery, Food, and Dairy categories in Kazakhstan, ensuring effective local execution of regional communication, pricing, and portfolio strategies. - Developed integrated campaigns and consumer promotions to accelerate growth - Owned brand health KPIs (SOM, brand funnel, key image attributes) - Led and developed the marketing team, ensuring strong cross-functional execution

- Led communication, pricing, and promo strategy for Nutrilon & Malyuta brands.\ - Directed cross-functional alignment (Medical & Sales) to ensure strong execution. - Delivered key campaigns (Nutrilon Superiority & Pediatricians’ Endorsement; Malyuta Naturalness relaunch), driving premium segment leadership and brand equity growth. - Managed POSM development in line with annual IMP. Led market & consumer research - Supervised marketing team performance.

- Full P&L ownership for Rastishka and Actimel brands. - Launched local innovations and renovations (e.g., Rastishka Kefir, UHT, NF spoonable yogurts, pack redesign) from R&D collaboration to shelf. - Developed and executed marketing campaigns and initiatives, including pediatric educational programs, edutainment VFM bundles, kindergarten sampling, and national consumer promotions, driving share growth in the kids’ dairy segment.

- Led quality improvement projects, new flavor launches, and packaging redesigns. - Developed optimized trade equipment designs by channel and store size; oversaw production control. - Managed brand analytics and budget monitoring to support performance and ROI.

- Established CMK function in P&G Kazakhstan. - Led consumer, shopper, and market research across total portfolio. - Translated Nielsen retail audit & GfK panel data into actionable recommendations for brand teams. - Measured media effectiveness (awareness, attribution), brand funnel KPIs, and image metrics via quarterly brand health tracking. - Built and managed strategic partnerships with research agencies across Central Asia.