Марина

MARINA
SHEVCHENKO
BRAN D | P RO D UCT | M ARK ETIN G PRO JECT M AN AG ER

CONTACT PRO FILE
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Marketing professional with over 15 years of experience in brand, product and project
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management. Proven expertise in developing and executing successful marketing
campaigns across diverse industries including FMCG (beverages, food), Hospitality and
Drahomanova Street, Consumer Electronics. Skilled in brand management, brand identity, category
Kyiv, Ukraine management, new product development and launches, market analysis, consumer
insights, creative assets, packaging, digital marketing, events and cross-functional team
KEY SKILLS leadership. Proficient in managing the expanded marketing mix, including pricing,
positioning, and portfolio management for brands with over 100 SKUs.
BRAND MANAGEMENT WORK EX PERIENCE

Brand strategy Brand Manager Spices & Seasonings October 2025 – Present
Brand positioning PRIPRAVKA
UA Company, leading producer of dry spices, seasonings and food concentrates.
Brand identity www.pripravka.ua
INNOVATION ● Lead market, category and competitor analysis for the spices & seasonings
portfolio to identify growth opportunities and shape category strategy
Product innovation (flavours, ● Develop and present comprehensive 4P marketing strategies grounded in
ingredients, range) internal sales analytics and consumer research
Packaging innovation (pack ● Manage new product development end-to-end — from concept and recipe
design, shape) direction to naming, packaging design and launch
Product portfolio planning and ● Commission and interpret consumer research with external agencies to
development validate new product directions
● Build and present strategic business cases and pitches to key retail accounts
Collaboration with top global and senior management
and local design, packaging and
ingredients suppliers:
Huhtamaki, IFF, Agrana, Senior Category Manager February-December 2024
Boxer, SGK, DPJN, THE CHUMAK COMPANY
Reynolds&Reyner, DOZEN, UA Company, specializing in food production: tomato paste, sauces, mayonnaise,
etc. pastas, etc. www.chumak.com
● Market research and analysis to develop long-term category strategies based
COMMERCIALITY on market trends and competitive landscape
● Product assortment management, pricing and profitability strategies (Sauces
P&L ownership portfolio)
NPD budget management ● New product development (6 SKUs) from concept to market launch
Product portfolio management ● Development and implementation of comprehensive communication strategies
Trade marketing collaboration to drive Sauces category growth
DATA & ANALYTICS Frontline Activations Brand Manager October 2021 - July 2023
THE COCA-COLA COMPANY
Market intelligence (internal, The global leader in the beverage industry
external sources) ● Coca-Cola brand management in coordination with Coca-Cola HBC (bottler)
Research data panels: UA&MD
ACNielsen, Kantar, GFK ● Support of Senior BM on cross-functional initiatives, work assignments and
Marketing dashboards and tasks
reporting ● Coca-Cola plus Coffee brand management and Coke App mobile application
support
● Data analysis and monthly performance reports and strategic presentations for
CREATIVE & leadership team
CAMPAIGNS Internet marketeer January - September 2021
DOIT STUDIO
Brand assets production & local Creative digital agency, Kazakhstan www.doitstudio.kz (remote)
adaptation ● Comprehensive market research and competitor analysis using digital
Successful collaboration with marketing tools
top world creative and media ● Competitors' digital strategies analysis across multiple channels (content,
agencies SMM, PPC, SEO)
Omnichannel campaigns ● Semantic cores development for SEO website optimization; briefs and
execution, evaluation and specifications for website development
reporting ● Positioning strategies and marketing mix recommendations for B2B and B2C
clients
DIGITAL & MARTECH Brand manager May 2019 - August 2020
THE THREE BEARS COMPANY
AI tools for market research, UA Company - leading producer of ice cream and frozen food products.
content and strategy www.3bears.ua
development: Claude, ● Management of frozen food category brands: “Try Vedmedi”, “Mishutka”,
ChatGPT, Gemini, Gamma.App “From the Chef”, “Don Pizzerone”
● Assortment planning, pricing, P&L, communication campaigns; market
research and sales forecasting

ACTIVATION Marketing Project Manager June 2016 - May 2018
FIABCI UKRAINE
Brand partnerships with UA representative office of FIABCI - International Real Estate Federation
McDonald's, Coca-Cola, Kraft www.fiabci.org
Foods, Adidas ● Local and international real estate events coordination and supervision: Young
Sport Sponsorship partnerships Members Global Business Camp (Odessa), National Forum of Real Estate
with UEFA, FIFA Professionals (Kyiv), MIPIM exhibition (Cannes, France)
Music Fests Sponsorship and ● International guests' invitation process coordination and hospitality support:
other partnership events and visa opening, events logistics, accommodation
activations (incl. samplings & ● Pre- and post-events evaluation reports
tastings) ● Leading FIABCI Ukraine staff; maintaining communication with global
FIABCI representatives and headquarters

EDUCATION
Brand Manager June 2014 - May 2016
Professional Diploma in LACTALIS UKRAINE
Marketing Group Lactalis - world leader in dairy production. www.lactalis.com.ua
CIM, United Kingdom, ● Brand strategies support for Dolce, Loko-Moko, Lactel, Lactonia brands (dairy
product lines)
2006-2008 ● Lactonia brand relaunch, incl. packaging re-design, new product line
Master’s Degree in Marketing development and launch (drinking yogurts, Imun+)
Academy of Labor and Social ● Dolce brand identity relaunch, incl. packaging re-design; new product
Relationships, Kyiv, Ukraine, categories’ launches planning and implementation
1994-1999 ● P&L analyses and pricing strategies management; sales and distribution plans
Head of Digital Marketing / forecasts and performance metrics monitoring
Digital Marketeer
Webpromoexperts.net, 2021 - UEFA EURO 2012 Marketing Project Manager March 2011 - August 2012
2023 MCDONALD’S UKRAINE
QSR market leader with corporate ownership restaurants.
● McDonald’s Ukraine – UEFA EURO2012 Sponsorship Projects planning,
BRANDS coordination and evaluation with McDonald’s Poland, UEFA (Global &
Local), Host Cities and agencies; partnerships with Coca-Cola, Adidas and
TNS Global
● Key projects: Mascot Launch Events in 4 Host Cities; Mascot Naming
Campaign; McCafé Launch in Media Center; Player Escort Program (280
children walked players onto the field)
● Results: 90,000 families reached, 81% awareness as UEFA EURO 2012
sponsor, 500,000 website visitors, ESA Multi-National Excellence Award

Senior Brand Manager December 2009 - January 2011
MCDONALD’S UKRAINE
● McD’s marketing research projects planning, development and
implementation in terms of annual plans and budget
● Collaboration with key partners - Coca-Cola, Kraft Foods, Adidas on co-
promo campaigns and consumer research initiatives
● McDonald’s new packaging design launch; FIFA 2010 sponsorship projects
and employee incentive programs (Coca-Cola Trophy Tour)
● McCafé launch in Ukraine (6 locations): Guest counts +2% and sales volume
+5% in restaurants with McCafé presence
*Experience is provided for last 15 years, more can be found on LinkedIn:
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