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Спортмастер (Sportmaster)
- E-Commerce Director
Москва
2014 - maintenant
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Otto
- General manager
2014 - 2014
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KupiVIP
- Chief Marketing Offcier
2011 - 2013
In charge of all marketing activities for KupiVIP Holding - leading a team of 33 persons covering Product development, Online marketing, CRM, PR& advertising, Design & Product design, along with management of Private Labels departement and Shoptime leadership.
Growth of members’ and buyers’ database 5 folds through management of different channels of customer acquisition (CPC, CPA, CPL, SEM, SEO campaigns) – optimization of return on CAC (10 months, 5 folds payback on 1 EURO basis)
Creation of brand platforms with definition of main attributes and brand’s features under unique fashion platform – creation of communication tools – including shooting of TVC and management of media campaigns
Implementation of reporting and web-analytics – Adobe Digital Solutions
Creation and implementation of Customer Management System – aiming at optimizing customers activation – drop in consumers activation costs from 20% down 5% of net sales (automation of display advertising targeted campaigns, automation of activation campaigns, drop in churn rate, acceleration of conversion – member to buyer)
Improvement of performances in emailing and on-site conversion through profiling and personalization of consumers’ communication (13 profiles and up to 4,500 triggered segments)
Budgeting and forecasting – 5 years plan
Budget optimization and costs allocation enabling the company to break-even in Q4 2013 (premiere in e-fashion industry on Russian market)
Creation, growth and management of portfolio of private labels, from scratch – 7 brands – based on datamining, they account for 450 MRUR turnover (or 7 and 12% of each BtoC BU turnover)
Creation, lifting and release of internet sites – Shoptime, KupiVIP for Moms, Fashion Stylist portal...
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Inbox Russia
- Executive Director
2009 - maintenant
As Executive Director, I was in charge of the management, the growth of revenues and workload of the agency. Main purpose of Inbox's activities is to improve the efficiency of commercial and marketing plans through the understanding of interactions with consumers and their relevant translation into actionable plans.
Full management, assessment, reset or amendment of Customer Relationship Management programs in FMCG, Retail, Luxury, Industry, Cosmetics & Fragrances
Design, implementation and execution of CRM programs – coordination of third parties involved
Business Development and growth of turnover with a focus on retail – online and offline and brand.
Management of Department, guiding the team of CRM Project Managers, KPIs and deadlines control, securing Service Level for the customers
Preparation of propositions, definition of loyalty programs, definition of relational strategies, analysis of the actions
Calculation of ROI and KPI's of implementing projects, results' monitoring, reporting, recommendations to clients
Management of clients’ accounts – full responsibility regarding meeting targets, presentation of specific outcomes, defining next steps in CRM development
Preparation and issuance of commercial & technical proposals
Definition of key principles of client's Databases organization in terms of functionality, segmentation and scoring mechanisms application
Analysis of consumers' surveys - identification of main actionable outcomes to be implemented in CRM-strategies based on the consumers data-analysis
Management of suppliers (design, digital, IT-agencies), coordination of activities within implementation of CRM strategy
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TSUM - Department Store
- Marketing Director
2008 - 2009
Heading department made of 5 divisions – Creative Department, In-House Production, Loyalty Programs, Trade Marketing and Advertising & PR – 76 subordinates. Set-up of new organization, definition of duties and responsibilities; budgeting; sales planning; Budget 12 ME
Design, development and execution of yearly commercial plan in terms of period, content, execution and partnership (X'mas market, Denim Bazaar, Fashion shows...)
Analysis, definition of consumers profile segmentation and categorization (current & prospects)
Generation, development and implementation of events – by our own or through partnerships (Repetto, Miss Dior Cherie, MAC Collections,...) or openings of corners
Project management - Partnership settlement with third parties (services, retailing,...) or internal projects (Champagne Bar, TV network, lightscreens, …)
Implementation of sales incentives programs (brands and consumers matrix segmentation) – growing sales out performance.
Media planning and placement for key brands under management (Press, Radio,…) and main actions of commercial plan
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Altadis
- Marketing Director Russia
Paris
2005 - 2008
Altadis is a tobacco company, that entered Russia in 2005 through take over of russian independent player in order to develop its portfolio of international brands on the 2nd market worldwide in volume. Appointed as Marketing Director, my main assignement is to turn around the company from a former industry driven approach towards a consumer driven activity relying on the international portoflio of brands of the Group. Main current achievements are the launch or relaunch of 4 brands over the last two years, implementation of processes aiming at developping products in ompliance with consumers' demand, recruitment & development of full marketing team. Duties cover marketing, trade marketing & sales planification.
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Altadis
- Brand group manager
Paris
2004 - 2005
In charge of portfolio of brands & products, I was in charge of the development of key brands in cigarettes & RYO/OTP products outside France. Issuance of Strategic plan on RYO/OTP, rejuvenation of key brands, opening of 2 markets in Western Europe (Italy & Germany) for RYO. Introduction of cigarettes brand in Morocco.
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Altadis
- Brand manager
Paris
2002 - 2004
In charge of the second brand of cigarettes on French market, did develop and made executed plans aiming at boosting the brand's market share. The brand market share grew from 2.5% up to 5.1% MS, and from the 11th to the 6th place on the market. Brand was launched under my recommendation & coordination in Belgium, Luxemburg, Italy, Spain, Chili.
I developped the brand mix (including packaging rejuvenation)
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Altadis
- Regional Export Sales Manager
Paris
1994 - 2002
Appointed a market manager for non French speaking african countries, I grew in position and duties over 7 years, moving in position each 2 years and covering different geographical areas - North & South American, Balkans, Central Asia, Caucasus & Russia. In 1998, I was appointed as Regional Export sales manager in charge of Americas & Emerging Countries (including Eastern European countries & Middle East). I grew the activity from 1% to 12% of the overall company's volumes and driving the activities of my business development managers over 25 countries.
Issued a training book on how to select and appoint a partner while entering a new country.
