Володимир

VLADIMIR VASILEVSKY
Kyiv, Ukraine | Open to relocation | [open contact info](look above in the "contact info" section)
[open contact info](look above in the "contact info" section) | [open contact info](look above in the "contact info" section)
SENIOR MANAGER — TRADE MARKETING & BUSINESS DEVELOPMENT

PROFILE
Senior Trade Marketing & Business Development leader with 18+ years in multinational FMCG (British American Tobacco), combining hands-on commercial growth — distribution and market share expansion, retail equipment innovation adopted into global catalogues, high-impact campaign launches — with large-scale program governance and cross-functional delivery across Ukraine, SEE and CEE markets. Currently part of the Regional DBS (Digital Business Solutions) team, BAT's cross-market digital transformation function. Open to relocation for a regional-scope role.
KEY ACHIEVEMENTS
• Led a trade marketing transformation — outsourced merchandising and equipment service for a ~300-person field organization to 2 providers, cutting field headcount by 30%, merchandising costs by 25%, and doubling placement speed.
• Grew NVW Share of Voice from 36% (2022) to 42% (2024), recovering above pre-disruption 2020 levels through disciplined commercial execution.
• Re-engineered POSM delivery lead time from 10 to 3 days, directly improving retail activation speed across the market.
• Led a regional retail-equipment workshop (Kazakhstan, UCAB area) that produced a modular Backwall model now deployed across 10+ markets, with 4,000+ units ordered (2,000+ in Ukraine alone), and later adopted into the Global POP Catalogue.
CORE COMPETENCIES
• Trade Marketing & Retail Activation Strategy
• Consumer Insights & Brand Strategy
• Business Development & Commercial Growth (Distribution, Market Share)
• Program / Project Delivery & Cross-Functional Transformation
• Vendor, Budget & SLA Governance
• Regional & Multi-Market Rollout (CEE / SEE)
• Stakeholder & Change Management
• People Leadership (cross-functional, matrix teams)
PROFESSIONAL EXPERIENCE
Head of Operations IDT + Service Level Manager (Ukraine / SEE)
British American Tobacco | Regional DBS (Digital Business Solutions) team | 2025 – 2026
• Member of the Regional DBS team, BAT's cross-market digital transformation function; leads the IT function across 2 entities in Ukraine and SEE — brought in to rebuild governance and operating rhythms after a multi-year gap.
• Introduced budget governance (planning, approvals, monthly reviews) across 2 entities, increasing spend visibility and control.
• Established a vulnerability/risk management discipline, cutting a 2000+ item remediation backlog to under 50 through structured, continuous process improvement — a model since referenced for other regional entities.
• Leads a team of 10+ people, strengthening service delivery and stakeholder experience to reach 4.4/5.0 satisfaction on end-user survey.
POS Infrastructure Manager / Car Fleet Manager (Business Development)
British American Tobacco | Jan 2020 – Jan 2025 | Kyiv, Ukraine | 12,000+ points of sale · 200+ vehicle fleet
• Led a trade marketing transformation — outsourced merchandising and equipment service for a ~300 person field organization to 2 providers, cutting field headcount by 30%, reducing merchandising costs 25%, and doubling material/equipment placement speed.
• Indirectly led a combined internal/outsourced structure of ~200 people and a 200+ vehicle fleet, raising fleet management standards over the period.
• Recovered and grew NVW Share of Voice above pre-disruption levels (40% in 2020; 36% in 2022 → 42% in 2024) through disciplined commercial execution.
• Digitized or eliminated 80% of the documentation workflow, cutting cycle time and improving control.
• Designed and developed trade equipment solutions, including models adopted into the Global POP Catalogue.
POSM Executive (Business Development)
British American Tobacco | Jul 2015 – Dec 2019 | Kyiv, Ukraine
• Re-engineered POSM delivery lead time from 10 to 3 days on average, while improving data quality and reporting speed.
• Organized and led an Area Retail Equipment workshop in Kazakhstan for the UCAB area, resulting in a single modular Backwall model now deployed across 10+ markets, with 4,000+ units ordered (2,000+ in Ukraine).
• Drove the Glo & Velo launch in Ukraine with unconventional creative solutions — an innovative M-category zone and digital screens with centralized content management.
• Redesigned the approach to communication-equipment production, cutting production costs by 20–30%.
• Managed retail modernization initiatives across the market.
Trade & Brand Marketing — Trade Marketing Specialist; Brand Executive
British American Tobacco | Jan 2013 – Jun 2015 | Kyiv, Ukraine
• Built brand and portfolio strategy (pack / product / price / communications) and delivered growth programs with high-impact visibility executions.
• Conducted consumer insights work — participated in focus groups and consumer research, and ran in-store consumer analysis across Ukraine retail points to assess the impact of equipment and POSM investment.
• Created and delivered the Rothmans Spirit of London HoReCa promotional roadshow end-to-end, from concept to realization.
• Achieved budget savings through materials-purchase aggregation and an innovative approach to production material selection.
Field & Channel Development — Area Manager; Channel Development Manager
British American Tobacco | Feb 2008 – Dec 2012 | Odesa, Ukraine / Minsk, Belarus
• Grew distribution +5–10pp per SKU and area market share +7pp; rebuilt key-account relationships and built a high-performing field team.
• Built retail communication channels and launched a Key Accounts Club, sharing best practice with retailers via an exclusive magazine and informal meetings.
Early Career: Head of Marketing, Fresh-ideas BTL Agency (Dec 2005 – Jan 2008, Minsk) — established core agency processes and built a regional promo-team structure across Belarus for rapid activations.

EDUCATION
Belarusian State Economic University — Manager of Economics, Banking Faculty (1998–2003)
High School of Marketing — Marketing Manager, Advertising Management Faculty (2003–2005)

LANGUAGE SKILLS
Ukrainian: Native | Russian: Fluent | English: Upper-Intermediate
Driving license: B