Marketing campaigns development & execution for total beverage portfolio (CSD, water, tea, juices, energy drinks) in 3 markets (Kazakhstan, Kyrgyzstan & Uzbekistan) to enrich brand IMP with strong VFM/edutainment initiatives and provide strong trade focus. Holding BTL agenda for total portfolio including brand activities at events and in key spots. Leading co-promo with top KA to ensure sales & SOM uplift via additional in store visibility/focus. Responsibility for brand health indicators: SOM and brand funnel KPI + promo KPI. People management responsibilities.

Overall responsibility for marketing support, budget and P&L of Coffee, Confectionary, Food & Dairy businesses in Kazakhstan. Implementation of regional strategy (communication, pricing, product) in line with local landscape. Lead marketing initiatives such as local celebrity endorsement campaign under relaunch of Nescafe Classic, resulted in share & sales recovery, launched Starbucks brand for retail sales, developed consumer promo campaigns and executed holistic plans for key regional initiatives. Developed new price promo strategy for Nescafe Gold & Nescafe Classic brands by channel & occasion. Responsibility for brand health indicators: SOM, brand funnel KPI, key image attributes. Marketing department supervision, guidance, coaching.

Developed communication, pricing, promo strategy & plans for Nutrilon & Malyuta brands. Set direction for cross-functional team (medical & sales departments). Developed & executed local marketing campaigns such as superiority campaign and pediatricians’ endorsement campaign for Nutrilon brand, resulted in market leadership in premium segment; Naturalness campaign for Malyuta cereals relaunch resulted in equity improvement. Developed and produced POSM for in store and medical communication according to annual IMP. Led consumer & market research analysis. Marketing team supervision & coaching.

Overall responsibility for Rastishka and Actimel brands in Kazakhstan including P&L. Launched local product inno/renno (from collaboration with R&D to shelf) such as Rastishka Kefir, UHT, NF in spoonable yogurt, pack re-design. Developed and executed local marketing campaigns and initiatives such as educational campaign via Pediatric Association, edutainment VFM bundles, sampling campaign in kindergartens, national consumer promos resulting in share gain within total kids’ dairy segment. Consumer and market analysis, brand P&L responsibility.

Lead quality improvement projects, new flavors launch, pack redesign. Developed new design of trade equipment by channel/store size, production control. Brand analytics & budget control.

Established CMK function in P&G Kazakhstan. Lead consumer, shopper & market research for total portfolio: analyzing and providing conclusions and recommendation for brand teams based on ACNielsen retail audit, GFK home panel data, measuring Media effectiveness (copy awareness, attribution, etc), brand funnel KPI and image attribution based on quarterly Brand health tracking. Building strategic relations with research agencies in CA.

Estimation of insurance companies’ liabilities and elaboration of statical plan methodology

МЭО

USAID, Actuary