Profile
Performance-driven and highly motivated seasoned marketing professional with diverse background encompassing Commercial Marketing, Product / Brand Development and Communication. Nine years of experience in defining and driving effective marketing strategies, with successful track record in identifying new business opportunities. Profound knowledge of international markets, sound business judgment and extensive experience in project management across borders. People
leader, with strong interpersonal skills that provide the ability to operate effectively at all levels and across all disciplines, while absolute fluency in four European languages supports working in multicultural environment in an international setting.
Professional Experience
August 2012 – presently
International Category Marketing Manager
World Duty Free Group Global HQ, Madrid, Spain
Travel Retail
Full responsibility for planning and managing innovative and profitable marketing activity across all retail brands and 13 international territories. Developing and delivering, in conjunction with key company stakeholders, effective marketing strategies that drive continued branding and sales growth.
Analyzing and interpreting customer, market, internal and competitor insight to develop effective promotional strategy to maximize sales and drive bottom line profitability in each international territory.
Creating and managing a rolling marketing calendar for each airport, ensuring business commitment, legal compliance and end delivery – focusing on newness, innovation and points of difference.
Managing and developing a team of 13 marketing executives responsible for producing customer-focused, tactical and persuasive online, offline and digital materials to deadline and agreed budgets with accurate reporting of performance.
Improving marketing efficacies and fostering best practice through campaign analysis and evaluation.
Ensuring maximum impact of marketing activities across consumer touchpoints, adding value to the implementation of core marketing campaigns, pre-awareness activity, online presence & proposition, customer eCRM program, category marketing planning/execution, promotional & value activity, in-store experience and core consumer communications (POS) to deliver critical sales objectives and maintain consistency with the tonality and personality of the brand to the consumer.
Managing development and deployment of the brand propositions and identities for new & existing retail brands in accordance with agreed global guidelines.
Actively contributing to the development and building of good working relationships with airport partners to enhance business performance and retail marketing output, as well as fostering commercial relationships with airline / other third party partners in order to maximize business opportunities.
Managing the expectations of various stakeholders by balancing between different interests.
November 2010 – July 2012
International Marketing Manager EMEAA
Carrera y Carrera, Madrid, Spain
Manufacturer of High-End Jewelry Products
Developed and implemented external brand and marketing strategies to achieve business objectives. Raised brand awareness and generated publicity in the international markets, contributing to the growth of sales volume.
Formulated and executed marketing plan and campaigns for international markets (EMEA and Asia) in the frame of company’s global marketing strategy. Developed local marketing concepts in line with corporate guidelines, policies and philosophy.
Prepared advertising materials, taking part in creative processes. Planned and purchased media in the frame of brand’s advertising campaign, coordinated guidelines with Media Agencies. Drew and managed advertising budget.
Supervised and participated in web content in the assigned markets.
In conjunction with countries’ management, lead planning and organization of VIP and Clients Events.
Managed brand information in order to achieve maximum media coverage. Organized and conducted PR pitching and oversaw preparation of press releases. Monitored brand’s PR ranking and value.
Organized international brand events, such as Moscow International Film Festival, and press presentations.
Tracked and analyzed campaigns’ performance and ROI of all marketing and communications activities.
Daily liaisons with country branches in Moscow, Tokyo and Dubai to oversee the management of the local marketing budgets.
December 2007 – November 2010
Product Manager Senior (Jewelry and Textiles)
CIL Group – Galería del Coleccionista, Madrid, Spain
Spain’s Leading Direct Marketing Company
Successfully managed a line of fashion accessories, increasing its turnover to reach 70 mln. Euros in 2010.
Generated market and customer insight, analyzing market trends and translating that information into product strategy.
Led product development process, from a commercial product idea to business plan and from detailing of market needs to product features and specifications.
Determined product pricing: prepared cost estimates, developed the pricing structure and / or defined discounts.
Performed product viability tests with 4 weekly product test runs. Analyzed product performance.
Identified external manufacturing resources and suppliers (mainly in Far East countries) available for producing designs.
Negotiated manufacturing costs and lead times with suppliers. Visited manufacturing facilities on a regular basis to carry out quality and work standards control.
Managed product development and purchasing budgets.
February 2006 – November 2007
Product Manager (Hair Care Products)
DRV S.A. Group, Madrid, Spain
Manufacturer of Professional Cosmetic Products
Re-launched the brand Monna Lisa both on the Spanish market and internationally through updating brand’s image, amplifying product portfolio and implementing a promotional campaign that resulted in significant increase in market interest.
Designed brand’s marketing strategy and coordinated the implementation of the marketing campaigns. Tracked and reported campaigns’ status. Monitored budgets.
Conducted market studies and supervised the launch of new product lines.
Supervised a team of buyers in the task of inventory control and optimization.
Managed a team of 4 product training professionals.
Organized and carried out promotional and industry B2B events.
Coordinated design of the brand’s website.
December 2004 – January 2006
Key Account Manager
Andromedical S.L., Madrid, Spain
Manufacturer of Medical Supplies Created a product distribution network in Eastern European countries reaching a turnover of 2 mln. Euros during the first year.
Developed company’s business in the countries of Central and Eastern Europe by creating a product distribution network.
Managed licensing and collaboration agreements with government agencies.
Collaborated in the organization of events and international marketing activities.
Education & Qualifications
September 2000 – February 2004
Bachelor Degree in International Business and Management
University of Applied Sciences, Osnabrück (Germany)
September 1997 – May 2003 Graduate Degree in Finance
Russia State University, Irkutsk (Russia)
Languages
English Absolute proficiency
German Proficiency
Spanish Absolute proficiency
Russian Mother tongue
Computer Skills
Advanced user of Microsoft Office.
HTML, Photoshop, SAP
Other Interests
Fashion, Photography, Music (play piano), Sports (cycling and sailing).
