Катерина

Kateryna Koshova
Brand Director | International Markets (USA, Europe, Ukraine) | Beauty & FMCG

Milan | [open contact info](look above in the "contact info" section) | [open contact info](look above in the "contact info" section)

Summary
Results-driven Brand Director with 6+ years of experience in international beauty and
FMCG companies (L’Oréal, Unilever, Bayadera). Currently leading the brand Lamel
Cosmetics across the USA, European, and Ukrainian markets, with full responsibility for
brand strategy, P&L, product development, go-to-market execution, and marketing
campaigns. Experienced in building Gen Z–oriented brands, launching hero products,
driving digital-first strategies, and expanding retail presence across offline and e-commerce
channels. Skilled in managing cross-functional teams, influencers, and global stakeholders.

Professional Experience

Lamel Cosmetics
Global Brand Director — Apr 2025 – Present

• Full ownership of Lamel brand development across USA, Europe, and Ukraine.
• Defined and executed international brand positioning, pricing strategy, and channel
expansion.
• Building the go-to-market strategy for US and European launches.
• Leading hero product development and limited collections tailored to Gen Z audiences.
• Overseeing integrated marketing campaigns (digital, PR, influencers, trade marketing).
• Managing P&L, marketing budgets, ROI analysis, and strategic reporting.
• Supervising cross-functional teams and external partners.

L’Oréal Ukraine
Senior Brand Manager, Matrix & Biolage Professional — Sep 2024 – Apr 2025

• Led consumer recruitment strategy and product launches.
• Managed sales forecast and O+O activation (offline B2B & e-comm).
• Delivered PR, events, and digital projects for professional haircare.

Brand Manager, Matrix & Biolage Professional —Sep 2023 – Sep 2024

• Planned and controlled marketing budgets and sales forecasts.
• Developed consumer recruitment strategies, new product launches, and activation plans.
• Contributed to the brand development strategy in Ukraine.
• Organized PR and brand support events, digital projects.
Brand Manager, L’Oréal Professionnel — Aug 2021 – Sep 2023

• Full-cycle marketing: launches, promo packs, B2B & e-comm activations.
• Organized large-scale PR events and salon activations.

Bayadera Group
Brand Manager, Cognac Koblevo — May 2021 – Aug 2021

• Planned and controlled marketing budget.
• Conducted competitive and consumer analysis.
• Expanded portfolio with new product types.
• Launched digital projects and sponsorship activities.
• Collaborated with export sales team.
• Created a new local brand.

Unilever Ukraine
Brand Manager, Deo & Skin Cleansing (Dove, Rexona, AXE, Silky Hands, Camay) —
May 2021 – Aug 2021

• Managed launches, promo packs, and portfolio expansion.
• Worked closely with export teams, initiated digital & sponsorship projects.

Marketing Assistant (ULIP program) — Dec 2018 – Jun 2019

• Assisted in planning and control of marketing budgets.
• Supported global launches and localizations.
• Adapted and developed promotional materials.
• Conducted market and consumer data analysis.

Education
Master’s in Entrepreneurship, Trade and Stock Exchange (Kyiv National Taras Shevchenko
University), 2019–2021

Bachelor’s in Economics of Enterprise, 2015–2019

Languages
Ukrainian (native), English (fluent), Italian (beginner), German (beginner)

Core Skills
Brand strategy • P&L ownership • International market expansion • New product
development • Digital & influencer marketing • PR & events • Retail & e-commerce •
Leadership & stakeholder management