Resume from December 10, 2019 PRO

Парфенова Олеся

Chief Marketing Officer, 25 000 UAH


39 years

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Work experience

Head of marketing department (1 subordinate)

from 05.2016 to 11.2017 (1 year 6 months)
Univest (, Київ (Paper packaging production, printing house)

Main division: Foodinbox (disposable paper tableware -

Additional: Univest Packaging (cardboard wrapper -, Univest Print (publishing -, Avant Logistic (logistic -

- Working out marketing strategy (positioning, media planning, budgeting) on Ukrainian and Polish markets
- Wotking out sales strategy (price & discount policy)
- Market analysis (competitors, segments, price, products)
- New business direction promotion (Foodinbox, Avant Logistic)
- Creating new websites Foodinbox, Univest Packaging
- Online marketing (SEO, SMM, contextual advertising, email target letters)
- Product catalogues, presentations creating
- Client service contentment analysis
- Rebranding of all business divisions
- Organization and taking part at exhibitions and conferences (Ukraine, Poland).

- Meeting the sales plan after 1st year of Foodinbox working at the market.

Head of marketing department (3 subordinates)

from 05.2015 to 02.2016 (9 months)
Ekopups (, Київ (Manufacture and distributor goods for child care)

- Working out of marketing strategy (online, offline), budget.
- Working out of positioning, brand-book, logo.
- Creating od new packaging.
- Competitors’ analyzing.
- Management of the offline and online sales of sales channels, sales plans, assortment/
- Management of pricing, discount policy.
- Creating of B2B commercial proposals.
- Working out of trade-marketing instruments, analysis of planning and real effectiveness.
- Management of Internet-site effectiveness (increasing sales, conversion, average check).
- Management of production (materials plan, finished goods, budgets, warehouse stock balance).
- Creating of marketing department.
- Working out of motivation program for marketing department.

1. Sales grow on 15% at IV quarter 2015 vs 2014.
2. Positive dynamic of sales since june till December 2015 on Sales grow on 12% at IV quarter 2015 vs 2014.
3. Online sales grow on 10% at IV quarter 2015 vs III quarter 2015.

Head of marketing department (4 subordinates)

from 10.2011 to 06.2014 (2 years 8 months)
Santa Bremor, Київ (FMCG (official distributor fish, milk products), (fish, seafood), (dairy products))

- Working out the products' marketing strategy;
- Budgeting, media-planning;
- Assortment's optimization (ABC/XYZ analysis);
- New products' promotion into the market;
- Organization of re-branding;
- Carrying out ATL activities (TV, radio, press) and BTL activities;
- Carrying out trade-marketing activities in retail;
- Working out incentive programs for the trade team;
- Carrying out of marketing analysis (competitors, products, shares, tendency, price monitoring etc.);
- Creating the POSM, gadgets;
- Holding the sales trainings for trade team;
- Collaboration with research companies (TNS, Nielsen);
- Composing press-releases for company's web-site;
- Created the new one and coordinated marketing department.
Mix of advertising and trade campaigns of salmon increased sales on 35% in 2012 comparing with 2011. Market share increased on 0.7%.
Mix of advertising and trade campaigns of caviar increased sales on 17% in 2013 comparing with 2012. Market share inreased on 2%.

Marketing manager (the only at the company)

from 10.2007 to 03.2011 (3 years 5 months)
News Outdoor Group (News Corporation), Київ (Mass-media, (outdoor advertising))

- Carrying out marketing analysis (competitors, products, shares, tendency, price monitoring etc.);
- SWOT-analysis,
- Carrying out clients' database analysis (purchase amount, share, tendency);
- Company's price policy elaboration and working out discount policy for the clients;
- Working out products' package proposals;
- Composing press-releases for company's web-site, its compiling;
- Organizing of company's participation in clients' advertising tenders.
Implemented on-line sales of the panels which increased the amount of clients' requests.
Worked out new price list which made work with clients easier and quicker (reduce 500 amount of price to 7).

BTL-project manager (1 subordinate)

from 05.2006 to 08.2007 (1 year 3 months)
Children magazine «Posnayka» (, Київ (Mass-media)

- Creating the concept of the project;
- Budgeting, timing, cost-control of the project;
- Working out project style, POSM;
- Organization of events during the championship (in regions & Kiev);
- Involving foreign celebrities (world sport champions);
- Involving sponsors to the project (confectionary company);
- Organizing media support of the project (TV, press, Internet);
- Involving The Ministry of sport and non-government organization into partnership;
- Import of sport equipment from Sweden (Stiga) and providing by customs documentations;
- Tenders' organization;
- Organizing and participation in exhibitions.
- Involved into the project over 25 000 participants that increased magazine subscription on 12%.
- Made agreement with The Ministry of sport to support the project that help to solve quickly all organizational issues.

Marketing manager (the only at the company)

from 11.2003 to 05.2006 (2 years 6 months)
Publishing House «Slovo», (Publishing books,

- Composing presentations for clients;
- Participation in exhibitions;
- Government tenders' participation;
- Created company's web-site, implement on-line sales.
Initialized creating web-site and start of on-line sales that increased sales thought new channel - to the individual persons.


The Institute of international relations of Kiev Taras Shevchenko National University

International economic relations. Specialization: International business, Kiev
Higher, from 09.1998 to 06.2003 (4 years 9 months)

Ukrainian financial-economic institute (now - Ukrainian state tax academy)

Accounting. Specialization: Accounting, Irpen (Kiev region)
Specialized secondary, from 09.1995 to 06.1998 (2 years 9 months)

Additional education

  • Excel advanced study (2012, 1 month)
  • Extension courses «Head of sales and marketing department», Research and Academic Institute for Master and Postgraduate Studies, (2011, 4 monthes)
  • Speech technique, Gablyuk’s school (2009, 1 month)
  • Sales & marketing conference, News Outdoor Group (Warsaw) (2008, 3 days)
  • Professional sales, Rublevsky's productivity school (2005, 1 month)
  • Language practice in Greate Britain (Ashford summer school) (1994, 1 month / 1995, 1 month)
  • National Pedagogical Dragomanov University, Management of foreign economic relations with course of business English language (2014, 3 monthes)
  • Anti-bayer course or How to control sales of retail, National training agency (2013, 12 academic hours)

Professional and other skills

Computer skills
MS Office (Word, Excel, PowerPoint, Access), Photoshop, Lotus, Internet Explorer, Opera,
1C (primary documents), APR-Marketing

Language proficiencies

  • English — advanced
  • Russian — fluent


  • Гаркавий Олександр Едуардович
    Генеральний директор, ПП "Санта-Україна", +38 067 234 49 72
  • Октябрина Лісовська
    Директор з маркетингу, Дитячий міжнародний журнал «Пізнайко», +38 050 388 62 88

Additional information

Personal identity: fresh view, responsibility, searching new desicions, permanent self-education.
Hobby: rafting, piano playing, paintings.

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