Marketing & Strategy Senior Consultant

Responsibilities: * Ensuring the BAT commercial activities & new product introductions are bringing value and go in line with corporate marketing strategy in the region of Russia and the CIS (for combustibles as well as for PRRPs). * Strategy & Operational Plan development and contribution. * Different types of analysis & forecasting with direct reporting to Board of Directors: - Market dynamics, brand and product performance, identifying market segments, consumer and customer trends; - Analysis of company's marketing KPIs including Competitors Investigation & analysis; - NPI and marketing activities impact estimation and post-activity performance evaluations; - Power BI dashboards development. * Government relations strategy contribution in terms of duty non paid products reduction. * Driving the company agenda related to digital & agile transformation, business processes simplification, insights gathering, alternative ways of business audit. * Ensuring the project are delivered on time in full at different levels: team, cross-functional and cross-markets as well. * Conducting the specific and global market researches. Supporting development of in market consumer, customer and competitors insights by ensuring delivery of actionable and forward looking insights. * Providing insights to understand consumer behaviour, perceptions and needs in relation to the product landscape, driving the development of differentiated portfolio. * Driving the search of new market data sources & suppliers’ analytical products testing. Achievements: 1. Alternative way of retail audit for «LYFT», «glo». Goal: to tackle the out of stock & retail awareness issues. Role: project director Results: - New crowdsourcing methodology was established in 2 months; - Cost efficiency (-90% from current Retail audit); - Project was prioritised to «business as usual basis» by BAT CEO; - Actionable insights gathered in short timings and the trade marketing strategy was immediately revised; - OOS decrease -30% in a quarter. 2. Marketing research on Price Elasticity in Modern trade. Goal: to optimise the special price offers investment. Role: business consultant Results: - Millions of RUB budget optimization within pricing strategy; - Price support investments reprioritization; 3. Think-Cell integration to the company. Goal: to optimise the workload by PPT making simplification. Role: project director & initiator Results: - The product was distributed cross-functionally on BAU; - Time for PPT making & regular reporting decreased twice. 4. Government support with latest insights on nicotine consumtion in Russia. Goal: to prevent the nicotine pouches category from the Regulatory Ban. Role: project lead Results: - The research was designed and carried out in 2 weeks; - Several publications in MASS Media on the results: https://m.kp.ru/daily/27098/4172313/ 5. New sources of monitoring the nicotine categories performance in Russia. Goal: to measure the nicotine categories. Role: project lead Results: - The first data source with national scale was introduced to measure Vaping and Snus products (Market Share, volumes, distribution); - Data was the directional off-take in traditional trade from online cash registers across Russia on a weekly basis; - The data become vitally important for Operational plan & brand strategy 6. Big Data based consumer research for «Snus» category in partnership with Sberbank Russia. Goal: to define the right consumer segments for targeting. Role: product owner Results: - The first ever research of this type; - Consumer base achieved by matching cash receipts data with bank cards of all Sberbank users ( 2mn vs 150 people for traditional research); - Profound research outcomes were implemented in the Brand Strategy; 7. Agile transformation support. Goal: to simplify the processes within a constantly growing team scopes. Role: product owner Results: - «Kanban» introduced for the company and was supported by Management Board; - The efficiency and deliverables quality of 3 functions is increased by now (~40 people); - Cost efficiency - «zero» cost on deployment.

Responsibilities: * Developing and executing brand plans to meet brand target objectives within the corporate strategy. * Promotion of brand understanding, insights and commitment throughout the organization and area markets. * Understanding and constantly meeting the consumer needs. * Differentiation of marketing activities according to consumers’ disposition funnel. * New product introductions to the market. * Suppliers management (from tender procedures completing with joint project roll-out). * Organising and conducting internal & external briefings. * Promotion of a fact based decision making through data-analysis, reporting and providing recommendations. * Analysing the market research data to understand brand issues and market opportunities. * Monitoring and reporting brand expenditure to ensure it does not exceed budget defined in operational brand plan. * Monitoring of external agencies to ensure brand programs are performed with required quality and agreed cost & timescales. Achievements: 1. Brand «LYFT» in market launch in Russia & CIS. Goal: to become a #1 company in products with reduced health risks. Role: brand manager Results: - Product was developed and launched in 4 months; - New nicotine category was not only introduced, but it started to boom exponentially (Nicotine pouches w/o tobacco); - Enormously positive impact on company Net Turnover & commercials - the most efficient BAT product launch in 2019 (worldwide); 2. Careline/hotline services launch for «LYFT». Goal: to provide the consumer with full 24/7 support. Role: project lead Results: - Project rollout in 2 months with global supplier; - Alternative local supplier tendering & contracting - cost reduction (-50%); - Product education on early stages was introduced - boost in category usage awareness; 3. SMM strategy for «LYFT». Goal: to drive the brand awareness. Role: project lead Results: - The SMM strategy was developed and launched in 3 months; - Share of SMM in sources of awareness - 10%. 4. Product upgrade for «YAVA». Goal: to stop the continuous national share drop. Role: project initiator Results: - The loss avoidance from share drop -10% was compensated with +3% gain;

Responsibilities: * Project Road Map & Consumer Journey development & alignment * Suppliers management (from tender procedures completing with joint project roll-out) * Setting of the objectives within the projects, developing technical specifications for internal & external teams/suppliers * Internal & external stakeholders management & engagement (incl. BAT CEO, etc) * Project budget control & ensuring the project cost efficiency * Project risks evaluation and prevention meausures implementation * Organisation of regular project reporting across all the project stages * Project documentation & contracting management Achievements: 1. glo zone in Sheremetyevo Airport Duty Free. Goal: to support the glo launch & improve brand penetration *and image. Role: leading the deployment of the 1st in Russia & CIS «Flagship» store with smoking zone starting from the design development completing with post-project support. Results: - extremely fast launch in 3 months; - increase in sales MoM +30%; - generated trial +70% vs pop-up; - huge product awareness & image boost. 2. Internal Motivational program development & launch as BAU process. Goal: to engage all the employees and boost the sales & brand awareness through their friends. Role: leading the program from dev. to awarding followed by project transferring to BAU processes. Results: - 3 GEOs involved: Moscow, SPB, Saratov; - 3 legal entities; - 400+ participants; - 2500 devices sold bringing significant LTV increase; - 6 events organised incl. business team-buildings in Sochi & Tokyo, Japan

Responsibilities: * Contribution to the development and implementation of local business strategies designed to drive volume, share and profit growth. * Continuous reviewing and identifying opportunities for process improvement / sales performance. * The development of effective peer working relationships and contribution to the new product launches providing the full marketing support within Trade channel. * Management of the achievement of cycle objectives through accurate, timely reporting and feedback. * Ensuring the appropriate product range is present in all outlets with the required support. * Ensuring the optimal stock levels, product quality and freshness through stock management and report on supply chain and product issues. * Confirming that pricing is in line with the company strategy and report anomalies in key areas properly. Achievements: 1. I’ve built the new product (glo) distribution in my area twice faster versus corporate KPI’s supporting the glo momentum on the background of tough competition with IQOS.

Military service, machine gunner, Airborne troops of the Russian Federation. Achievements: Departmental award "For the excellence in the airborne forces"

Responsibilities: 1) Establishing and maintaining long-term relationships with the client ; 2) Presentation and sale of new cars, as well as a wide range of related services, such as financial products, additional equipment and services; 3) Attracting new clients, working with objections; 4) Implementation of plans for the sale of cars, additional equipment, credit and insurance products of partner companies. 5) Compliance with corporate sales standards. Achievements: I’ve managed to have a significant progress in interpersonal relations, commercial understanding and defining what people have in their minds behind the words. In brief: an extreme boost in convincing people and driving the negotiations in my way politely and achieving the business goals.

Responsibilities: 1. Ensuring the fulfilment of corporate KPIs in the Moscow region according to the strategy. 2. Ensuring the dominant representation of the Company's products and services in all sales channels. 3. Technological support, development and optimization of sales procedures, office subscription services and support for partners in all sales channels of the Moscow region. 4. Providing consolidated reporting and analytical information to the Unit Marketing Director in all areas of sales. 5. Conducting continuous monitoring and analysis of competitors ' actions (marketing activities for products and services, new product introductions, trading conditions updates and contract relations) 6. Offering the business recommendations for ensuring the company's competitive advantages. Achievements: Analytical mindset development supported with MS Excel, PPT, SQL expertise gathering. I’ve learnt how to be responsible for the data and outcomes I provide.

Responsibilities: 1. Project manager assistance (quality control, deadlines, budgeting and risks, initial project assessment, analysis); 2. Communication with the partners (coordination of plans, deadlines, requirements, budgets); 3. Analysis of project and technical documentation; 4. Organization of project implementation in accordance with the work plan; 5. Preparation of presentations; 6. Business processes optimization. Achievements: A first successful introduction to the corporate world. I’ve understood where I want to be in 5 years perspective.