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Work experience

Head of Marketing and Product development

from 09.2022 to now (3 years 8 months)
TRENDFORMER, Київ (IT)

Key Responsibilities
- Defined and executed global brand and product marketing strategy across 20+ markets (US, EU, MENA for HEY CLAY, PIXIO, VOXART).
- Led GTM strategy and product portfolio development
- Owned product positioning and value proposition based on customer insights
- Managed cross-channel marketing campaigns (digital, retail, content, influencer)
- Worked directly on mobile app roadmap and monetization strategy
- Led and scaled cross-functional teams (~50 people), including product, marketing, SMM, trade, and creative
- Collaborated with product, R&D, and commercial teams to align product and market strategy
- Oversaw budget allocation, marketing performance tracking, and KPI frameworks

Key Achievements
- Built Brand ecosystem
- Built product portfolio where top 10 SKUs now generate significant % of total revenue
- Incremental volume growth +25%
- Brand presence across Target, Walmart, and other KA

Head of Marketing Export markets

from 11.2019 to 05.2022 (2 years 7 months)
IDS Borjomi International, Київ (Харчова промисловість)

• Driving Borjomi product development on the export markets (US, Israel, Germany, Canada, Asia-Pacific), incl.: Geo
expansion strategy and market strategy development; Strategic consumer identification, launching consumer journey tests; customer development, Marketing annual planning, market piloting, A/B testing, Pricing, managing and guiding export partners and teams (Facilitating product understanding, annual marketing cycle planning, budgeting & P&L)
• Marketing campaigns launch: users/non-users segmentation, extracting key challenges, designing annual content plan to address challenges though: TV, OLV, SMM and other digital channels.
• Agencies selection, briefing (media and content plans), KPIs execution.
• Guiding Trade marketing strategy development, incl. channel strategy and promo support execution.
• Results: Export sale out share 10% (+3pp), volume growth +30%, Borjomi Top 2 in carb segment in IL

Senior Shopper marketing manager

from 05.2017 to 10.2019 (2 years 6 months)
Coca-Cola Hellenic Ukraine, Київ (Харчова промисловість)

• Managing portfolio of The Coca-Cola Company & Monster Energy Company: Development and ownership over full annual marketing calendar (Coke, Fanta, Sprite, Schweppes, Bottled water, Ice Tea, Energy), new launches, national campaigns,
Communication assets development, marketing budget ownership.
• Product management and Cross functional collaboration with Sales, Insights, Planning, Operations to ensure product
analysis, insights generation, alignment on activities between departments.
• Team management, incl. development plans supervision, ongoing support, feedback, coaching.
• Results: Coke market and value shares superiority, Schweppes MS growth to #2 brand after Coke in portfolio; launch of
15+ NPD projects

Group brand manager

from 01.2015 to 12.2015 (1 year)
Eastern Beverage, Київ (Food industry)

- Brand management and maintenance of Vodka Portfolio (Medoff, Ridna Rosa, Mernaya, Nasha Marka, Birch Buds). New products development (from scratch).
- Strategic planning, portfolio optimization, pricing management;
- Development of communication platforms (incl. TV adds, in store Trade activities, sponsorship, pricing).
- Development of common platforms and processes for new product introduction with Commercial and Operations departments
- Agencies management and coordination

New Product Introduction Manager, Ukraine and Moldova

from 06.2013 to 09.2014 (1 year 4 months)
British American Tobacco Ukraine (Food industry)

This role is accountable for delivery of Area New Products Introduction according to Cycle Plans enabling the delivery of all NPI activity in the allocated End Markets.
- Ensure “on time in full” implementation of New Product Implementation activities:
- Plan and manage multi-market product changes for Ukraine and Moldova implementation of Kend HD and Kent HDi pack change UA and MD, Rothmans LEP activities, Prilucky pack changes
- Proactive communication and risk assessment and management for NPIs, in particular innovations
- Ensure projects deliver the required products, HQ of execution and within the specified constraints (time, cost, relevant legal and environmental guidelines of EE End Markets and Operations).
- Robust and timely management, communication and authorisation of each material origination budget for forward charging to the end markets.
- Initiate and chair cross-functional meetings for new projects (communicate the project idea, assess risks and agree further steps).
- Conduct NPI performance analysis on a regular basis to deliver sustainable improvement of project implementation based on feedback.
- Reinforce the internal NPI controls (checklist, Post Implementation Reviews) for the bullet-proof stability of standard projects execution.
- Regular monthly updates for Top Team meetings
- Manage direct reports providing coaching and support to develop their skills and competencies.

Brand Executive

from 09.2010 to 06.2013 (2 years 10 months)
British American Tobacco Ukraine (Food industry)

- Organization of national brand launch and supporting campaigns (most recent Rothmans – fastest growing cigarette brand in Ukraine, AC Nielsen Apr’13)
- Strategic planning (1-3 years), defining orientation to drive MS increase and timely and robust yearly activities, to crystallize competitive advantage and profitability increase.
- Product development – research briefs creation, communication with blending team to ensure consumer relevant attributes to be delivered.
- Packaging development – from the scratch development and adaptation. Mix of elements creation to highlight consumer relevant attributes;
- Communication campaigns development, incl. key visuals and campaigns strategy development to maintain brand health indicators and to delivering proper message to consumer
- 1-2-1 campaign implementation – development of idea consistent with Main campaign, promo staff training and materials preparation. campaign targets setting
- Market landscape and competitors’ activities analysis, regular monitoring of Brand Health and Brand Image indicators and providing Marketing Mix recommendation to fix brand’s bottlenecks.
- Focus Groups and Market data (Internal sales, AC Nielsen): Research set up (market and product), analysis to generate trends of consumer behavior and define key choice drivers, generate insight.
- Digital campaign creation and development supervision from the scratch: concept, design, role in main strategy deployment, analytic (CPC, CTR, SEO), recruitment (context, banners, etc.), user experience and interface improvements of upcoming product.

Area Manager Trade Marketing

from 08.2009 to 09.2010 (1 year 2 months)
British American Tobacco Ukraine (Food industry)

- Executed accountable territory development plan in full on time to deliver sales volume, distribution, visibility, availability, coverage and communication capabilities in order to achieve key goals in each channel.
- Efficient route planning and carrying out outlets communication coverage plan. Direct reports: 3 Trade Marketing Representatives and 2 Merchandisers. Providing assessment of Sales Reps’ job results (joint tours and audits, yearly performance review).
- Driving Team work by implementation feedback and coaching culture, appropriate motivation in order to achieve competitive advantage.
- Setting up the professional relationship with the Partner’s (distributors) and client’s (Retailers) management in the area.

Management Trainee, Innovations Western Europe

from 04.2009 to 07.2009 (4 months)
British American Tobacco (Food industry)

- Internet scouting for innovations department across markets and categories. Investigated new opportunities in product packaging materials, incl. existing and future development materials (e.g. e-ink paper), managed cross country suppliers (UK and Canada based) for prototype development, performance progress tracking.
- Delivery of monthly innovations updates (electronic newsletter) for Global and Regional Management.
- Providing pre selection of Creative Agency for WE Innovations based on Global consumer unmet needs research.
- Virtual team experience (independent work with Line manager in Brussels, Belgium), with business trips to Belgium and Germany for Regular Innovation Team meetings.

Management trainee

from 07.2007 to 08.2009 (2 years 2 months)
British American Tobacco Ukraine (Food industry)

- Sales Rep experience: execution of cycle activities in retail outlets, retail census. Shadowed Area Supervisor to manage 10 Sales Reps, KPIs analysis (Distribution, OOS, MS, internal database vs. retail audit comparison).
- RKA: Developed holistic Business model to analyze current performance and trends tracking, new potential channels investigation based on consumer behavior (book shops).
- Supported Development of New product launch in Moldova (Kent Nanotek). Communication visual adaptation, BTL activities implementation (HoReCa events), POS and promotional materials development, budget planning, execution & control, media communication and planning (200 Press releases in Media)

Education

Ternopil Academy of National Economy

Banking, Masters, Ternopil
Higher, from 2004 to 2007 (3 years)

Additional education and certificates

Asta Academy Ukraine, Product Manager Bootcamp

2023

Knowledge and skills

• Marketing
• FMCG
• Product marketing
• Brand Strategy & Positioning
• Customer Insights & Segmentation
• Mobile App Growth
• Monetization
• Marketing Analytics
• KPI Management
• Revenue & P&L Ownership
• Cross-Functional Leadership
• Digital Strategy
• Marketing Operations & Team Scaling
• Trade & Channel Strategy
• Competitive Analysis

Language proficiencies

• English — advanced
• Ukrainian — fluent

Additional information

NGO Experience
AIESEC, Youth CAN
Fund raising team, Projects coordination, Facilitator.
2004 — 2007