Viktor

[open contact info](look above in the "contact info" section)
Ukraine, Kiev
[open contact info](look above in the "contact info" section)
radchych-4aaaba2a/

20 years professional experience in Sales in TOP FMCG NESTLE, PEPSICO
AREAS OF EXPERTISE
SALES B2B B2C P&L
TRADE MARKETING BUDGET BRAND ACTIVATIONS PEOPLE MANAGEMENT

PROFESSIONAL EXPERIENCE

Shopper Marketing Activation Lead Modern Trade
PepsiCo Ukraine LLC
Aug 2024 – current role ~ 2 year
KIYV, UKRAINE
As the Shopper Marketing Lead MT, I'll play a pivotal role in designing and executing strategies that engage and influence
consumers throughout their shopping journey. My role involves managing a team to develop integrated marketing
campaigns that drive brand growth and enhance customer experience at key retail touchpoints, both in-store and online.
Main Responsibilities:
Budget Management
• Oversee the shopper marketing budget, ensuring effective allocation of resources to maximize ROI.
Campaign Execution
• MT Tailor Made campaign management, from planning to execution, ensuring campaigns are on-brand, on-time, and
delivering measurable results (positive ROI, incremental volume)
Retail Partnerships
• Collaborate closely with retailers, sales, and brand teams to ensure execution of shopper marketing initiatives that align
with brand goals and retailer priorities
Team Leadership&execution
• Manage and inspire a team of shopper marketing , fostering a collaborative and high-performing environment
• Perfect Store Execution
• Drive performance with Sales Team to ensure PS KPI’s delivered
Key achievements:
• Executed 19 activations in TOP MT (incl ATB, FOR A, Novus)
• Unlock combo (mix strategy iniciative) visibility with top OT (50% coverage)
• Drive Snacks marginal category with additional 2ries in ATB (25% coverage)

National Key Account Manager (FOZZY GROUP)
PepsiCo Ukraine LLC
Mar 2019 – Jul2024 (5,5 years ) KIYV,
UKRAINE

Main Responsibilities:
• AOP goals achievement
• P&L management
• Budget controlling
• Strategy building
• Negotiate with Customers for annual agreements on prices and conditions and secure the commercial collaboration
• Track and analyze the evolution of the market and customers, closely monitor competitors (strategy, agreement, action
plan, organization and processes, innovations) in order to formulate growth opportunities.
• Ensure perfect execution of all category and brands strategy on customer level.
 • Handle the operational management monitoring evolution of sales volumes (weekly follow-up of the forecast, evaluate
promotions effectiveness )
• Provide efficient communication with the other departments (DX, Customer Service, Marketing , Supply Chain, Finance,
Legal)
• Coordinate Field Team for local Merchandising development (training, guide lines focus on customer conditions)
• Checking at the stores levels for the implementation of the agreements.

Key achievements:
• Snacks category project (SOS increasing from 50% to 60%+);
• NPD successful market test in Silpo (Lays Baked);
• 2ries project implementation – more than 1500 places :
• BIB Pepsi project;
• Pepsi+Lays Football programs coordination;
Key Account Manager at Nestle Professional Business (FMCG)
Nestle Ukraine LLC
Feb 2017 – Mar 2019 (2 years ) KYIV, UKRAINE

Main Responsibilities:
• Defining and executing sales strategies and plans for the Key Accounts (Transport: MAU, SkyUp, Azure; Retail- Novus,
Epicentr, Auchan, Kolo; HoReCa (MacDonalds, Fornetti, Mafia, Borisov,); Patrol Station -Okko, WOG, Shell, Socar) in line with
business requirements and Customer vision;
• Working cross functionally (Field Sales Force, Marketing, Finance, Trade Marketing, Supply Chain, 3 Plants Svitoch,
Torchyn, Mivina, Legal, etc) to identify, prioritize and develop commercial initiatives that meet the needs of the consumer,
shopper, customer and company;
• P&L, forecast, marketing budget for KA;
• To establish and develop Nestle Coffee Brands through special events and open festivals;
• Ensuring commercial plans are consistent with the identified category growth opportunities, as well as channel and
customer’s strategies;
• Collaborating in a joint business planning process by collaborating with the customer to develop and establish mutually
agreed business objectives and plans.

Key Achievements:
• Organic growth +15% (2017 vs 2018);
• Generated new leads from special events (more than 100 new clients);

District Sales Manager at Nestle Professional
Nestle Ukraine LLC
Apr 2015 – Jan 2017 (3 year 5 months) KYIV, UKRAINE

Main Responsibilities:
• Manage sales team (9 sales representatives);
• Distributor management (4 partners);
• Implementation promo marketing activities through sales team and distributors;
• Maintaining sales volume, product mix and selling price via constant interacting with supply and demand, changing
trends, economic indicators and competitors
• Developing of sales strategy and business plan to ensure sales and margin targets to be exceeded
• Coordination of distributors’ activities;
• Building and maintaining effective cross-functional internal and external business relationships.

Key Achievements:
• Build strong sales team;
• Organic growth from year to year +15%;

HoReCa Manager Beverages at Nestle Professional

Jul 2012 – Jan 2014 (1 years 6 months) KYIV, UKRAINE

Main Responsibilities:
• Develop HoReCa execution in line with sales and brand strategy;
• Build an effective working relationship with key customers of the HoReCa channel Beverages
• Develop and maintain the key customers network timely and professionally;
• Implement and recommend HoReca plans on channel Beverages;
• Implement promo activities;
 • Building and maintaining effective cross-functional internal and external business relationships.
• Manage the sales administration (credit, delivery coordination, cash, commissions and report writing) ;
• Maximize customer service and take any necessary action to maintain same including the satisfaction of any customer
complaints;

Key Achievements:
- Increased client database from 50 to 100 for 1,5 year;
- Earned customer loyalty for brands Buondi and Nescafe Milano through training sessions “Coffee Academy” for key clients;
- Signed contract with TOP 3 clients in Kiev region;

Sales Manager at «LIKOM» LLC
2008 –2012 (4 years) KYIV, UKRAINE
Likom is one of the key contractors of Nestle Ukraine
• Working within sales team to develop both new and existing markets in accordance with Nestle strategy;
• Developing of sales and pricing strategies;
• Developing existing sales processes to generate sustainable growth;
• Contacting prospective clients by phone or email and identifying the customers’ needs;
• Making appointments to meet new and existing clients;

«N.O.V.M» (National Operator of Vending Machines)- Nestle Professional Distributor
Technical Engineer
Jul 2005 – Oct 208 (3 years 3 months) KYIV, UKRAINE
Installation of vending machines, maintenance, support (i.e. installation, testing of hydraulic, mechanic, electronic and
payment systems in the process of operation). Maintenance, support and warranty repairs.

EDUCATION

National Technical University of Ukraine “Kyiv Polytechnic Institute”
Instrument making engineering department
Engineer
2000-2006

Goethe Institute Kiev
2004-2005

LANGUAGES

Ukrainian Russian English German
Native Native Upper intermediate Intermediate

DRIVE LICENCE

ABC