Ukraine
Marketing Ops: Transforming marketing into a measurable operational function Innovation & NPD: From ideation to commercializing and scaling GTM Strategy: Entering new markets and industries Shopper: Deep trade marketing expertise to maximize sales Change Management & AI: Implementing innovations through transformation and AI-savviness
• Marketing Ops & Strategy: designing brand portfolio architecture with long term horizon and global outline (Ukraine, export - USA, EU, China, Middle East), establishing brand positioning, communication and promotion strategy, embedding performance efficiency metrics • Innovation & NPD: scaling to new categories and industries (Water+, CSD, RTD Tea, Energy drinks etc), profitable launch cases, systematic product development cycle frameworks management leading to high launch success rates • Shopper, GTM & Trade Excellence: streamlining launch strategy behind commercial principles, trade marketing modeling, optimizing category performance and channel profitability across retail, omnichannel integration behind shopper needs • Change Management & AI Leadership: organizational transformation by integrating AI-native workflows and agile methodologies, managing budget pressure through digitalization and AI integration
• Marketing Ops & Strategy: Orchestrated global brand architecture across Ukraine, CIS, and Europe, establishing long-term positioning and communication frameworks that synchronized diverse markets; successfully reassessed media strategies to drive high-efficiency coverage and optimize cost management • Innovation & NPD: Spearheaded the company’s R&D process to fuel a robust innovation pipeline; utilized Design Thinking and Consumer Usage Experience tools to drive product development, implementing a systematic Stage-Gate process to manage assortment and ensure high launch success rates • Shopper, GTM & Trade Excellence: Integrated Go-To-Market approaches with rigorous efficiency tracking; bridged the offline-online gap through strategic e-commerce launches and connected omnichannel experiences aligned with specific shopper needs • Transformation: Drove organizational transformation by implementing integrated Cost and Assortment Committees to navigate budget pressures, while pioneering digital activations • Commercial & Leadership Excellence: Managed full-scale P&L responsibilities, led high-performance cross-functional teams, and executed 360-degree integrated marketing campaigns featuring high-profile celebrity partnerships and digital-first activations.
• Commercial & Strategy: Designed long-term 5-year commercial planning and portfolio architecture; established robust commercial policies and business models with distributors, embedding performance efficiency metrics into pricing and marketing strategies to drive sustainable growth. • Marketing & NPD: Managed profitable portfolio revisiting sourcing and logistics; implemented systematic development frameworks that aligned product launches with long-term strategic commercial goals, ensuring high profitability and market resonance. • Shopper, GTM & Trade Excellence: Streamlined route-to-market development across modern retail, traditional trade, e-commerce; optimized category performance and channel profitability through rigorous demand planning and omnichannel integration focused on diverse shopper missions. • Change Management: Led large-scale organizational transformation by reframing supply chain models from 9 international factories; drove operational efficiency through KPI model integration & digital support frameworks; streamlined budgeting to navigate complex competitive landscapes. • Commercial & Leadership Excellence: Managed full company P&L, integrating comprehensive sales, marketing, and trade marketing strategies while leading high-performance teams to achieve long-term strategic objectives within the CIS markets.
• Marketing Ops & Strategy: Designed 3-year commercial planning models with advanced scenario mapping; architected comprehensive brand portfolio strategies, including complex brand morphing and new product launches, while embedding rigorous P&L and SKU efficiency metrics to drive profitable growth in competitive environments. • Innovation & NPD: Led full-cycle product development (Stage Gate Process) —from research and packaging to positioning—establishing systematic frameworks for brand launches that successfully navigated market downturns and pricing wars to capture profitable segment share. • Shopper, GTM & Trade Excellence: Streamlined route-to-market strategies and channel-specific marketing models; integrated digital touchpoints into the consumer journey and developed robust shopper marketing platforms that aligned brand communication with retail execution. • Transformation: Spearheaded organizational transformation by integrating Agile Scrum methodologies into project management; pioneered early-stage digital and immersive technology adoption (AR/VR, CRM platforms, Salesforce integration) to optimize support processes and drive team performance. • Leadership & People management: Managed 75% of the business portfolio in UA & CIS markets, leading high-performance cross-functional teams and international STAs to achieve breakthrough results in brand positioning and segment profitability.
• Marketing Ops & Strategy: Managed 54% of the J&J business across 10 diverse categories (Baby, Beauty, OTC, etc.), designing long-term portfolio architecture for 300+ SKUs; established brand positioning and communication strategies that secured marketplace leadership and earned an Effie Award for excellence. • Innovation & NPD: Executed full-cycle product launches, including category-defining entries; implemented systematic planning and demand forecasting frameworks that transformed brand performance and drove sustainable market share growth. • Shopper, GTM & Trade Excellence: Streamlined launch strategies by integrating shopper marketing into core communication; pioneered e-commerce partnerships (pampik.ua, makeup.com.ua) and developed advanced ROI/profitability calculators for Top Clients (Watsons, Silpo, Eva) to optimize channel performance. • Change Management & AI Leadership: Led complex cross-functional teams (Sales, Finance, Logistics) through anti-crisis transformations, streamlining decision-making and operational workflows to maintain profitability under high-pressure retail environments. • Commercial & Leadership Excellence: Leveraged POME (Point of Market Entry) programs and KOL cooperation to drive growth in OTC categories, while orchestrating high-performance team development to achieve aggressive share-of-market targets.