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Work experience

MARKETING DIRECTOR

from 06.2018 to 06.2020 (2 years)
TASCOMBANK, Киев (Finance, banking, and insurance)

KEY RESPONSIBILITIES:
* Brand management
* Advertising
* PR
ACHIEVEMENTS:
* Developed brand positioning for the bank corporate and retail business - separate positionings (TASCOMBANK brand) and small&medium enterprise business (TAS24 BUSINESS brand)
* Developed and implemented creative platform, communication platform, visual style for TAS24 BUSINESS
* Developed and implemented Media Person Project for the boss

BUSINESS CONSULTANT AND TRAINER

from 01.2017 to now (7 years 4 months)
FREELANCE, Киев (business consulting)

PROJECTS: business strategy development, brand creation, brand architecture building (brand positioning, brand portfolio), creative brand platforms, company philosophy development sessions with top managers (mission, vision, values, behavioural patterns, rules of conduct)
TRAININGS: Corporate Philosophy Creation, Brain Training and Creative Thinking (creativity for non-creators)
CLIENTS: production companies, media, medical services, health care, restaurant business

MARKETING DIRECTOR

from 05.2016 to 10.2016 (5 months)
SUSHIYA, Киев (restaurant chain)

Key responsibilities:
•Assortment management
•NPD
•Profitability management and pricing
•New product development
•Brand communication and visual guidelines
•Interior and exterior restaurant design
•Digital communication
•CRM
Achievements:
•Built marketing department (functions & structure, internal team recruitment, agencies selection)
•Developed new brand visual style
•Developed summer special menu and launched national promo campaign
•Developed new restaurants design concept
•Developed new office design

MARKETING DIRECTOR

from 02.2014 to 07.2015 (1 year 5 months)
NEMIROFF, Киев (Food industry)

Key responsibilities:
•Brand and product portfolio management
•Product design and re-design (bottles, decor, labels)
•Marketing finance (P&L, pricing, commercial policy for distributors and key accounts)
•Consumer communication (ATL, HoReCa, www, facebook), including sponsorships (Harley Davidson & Playboy)
•Social projects and internal communication
Achievements:
•Developed 2 new brands by myself (without creative agency)

DIRECTOR

from 04.2013 to 10.2013 (6 months)
INTERNATIONAL DESIGN CONTEST “UKRAINIAN DESIGN: THE VERY BEST OF”, Киев (Design contest)

Key responsibilities:
•Promo campaign development and implementation
•Co-ordination of international jury work
•Award ceremony, exhibition and master classes management
Achievements:
•Silver award for car security belt design (design aimed at changing drivers’ behaviour and paying more attention to secure driving)

MARKETING DIRECTOR

from 01.2012 to 10.2012 (9 months)
TV CHANNEL “UKRAINE”, Киев (TV channel)

Key responsibilities:
•TV channel brand positioning (building brand architecture)
•Creative developments for all channel activities: from programme and studio design to promotional creative ideas, scenarios, texts, visuals, etc. Programme video design
•On-air and off-air promo (promoting all channel programmes and activities on air and in an off-air media – OOH, press, radio, BTL)
•Promo in new media channels (new web site launch, building consumer relations in social media, promoting video content in youtube, developing big screen and small screen applications, etc.)
•PR (product and corporate)
•Consumer research: from daily TV panel analysis to big psychological projects like NeedScope
•Attracting sponsors to channel programmes by developing creative ideas for sponsors’ brands integration into channel’s content
Achievements:
•Teletriumph (Ukraine national TV award) for EURO-2012 integrated communication campaign in all media (TV channel “Ukraine” was an official broadcaster of EURO-2012)

STRATEGIC GROUP BRAND DEVELOPMENT MANAGER

from 01.2010 to 01.2012 (2 years)
KYIVSTAR, Киев (Telecommunications and networking)

Key responsibilities:
•Strategic brand management for all company brands: brand portfolio, brands’ platforms, communication strategies, creative strategies, etc.
•Brand management methodology development for brand managers: brand planning process and templates, briefing rules and templates, brand health tracking, campaign effectiveness analysis, etc.
•Strategic partners’ management (advertising agencies, TV production houses, photo production houses, etc.): configuration (outsource functions vs in-house), defining contract terms and conditions, prices, tenders, work procedures
Achievements:
•Developed and implemented Kyivstar new creative platform
•Developed and implemented Kyivstar new visual identity
•Develop, produced and launched social patriotic campaign “I love Ukraine” with Bogdan Stupka as a guest star

HEAD OF BRAND MANAGEMENT DEPARTMENT

from 02.2004 to 12.2009 (5 years 10 months)
KYIVSTAR (2004-2012) STRATEGI, Киев (Telecommunications and networking)

Key responsibilities:
•Full range of brand-management activities: strategic and tactical brand planning, image and promo communication development, media planning and media placement, BTL and trade marketing strategic guidance, budgeting and managerial financial control
•Managing advertising agencies (creative, media, BTL)
•Team management (personal development plans, coaching, on-the-job training, motivating)
Achievements:
•Brand portfolio revisions:
-2007: Developed and launched new sub-brand for corporate clients - Kyivstar Business
-2006: Developed and launched new brand for financially constrained customers – Mobilych
-2004: Launched first in Ukraine real life-style brand for young people – DJUICE
•Brand developments:
-2009: Developed new big idea for Kyivstar brand and launched its implementation 360°
-2007: Refreshed DJUICE brand positioning, communication strategy and visual identity
-2006: Repositioned Kyivstar mother brand and developed new visual identity
-2005: For the first time in its history Kyivstar passed ahead of UMC in terms of Coverage perception due to successful Coverage campaigns; and became market leader both in customer base, and in brand perception
•Effie Awards:
-GOLD EFFIE for Kyivstar campaign “The Best Country – The Best Coverage” (2006)
-SILVER EFFIE for KYIVSTAR campaign “Call your parents” (2008)
-SILVER EFFIE for Kyivstar Eurovision sponsorship campaign “Ukraine is The Heart of Europe” (2006)
-BRONZE EFFIE for DJUICE “Djingle” campaign (2009)
-BRONZE EFFIE for DJUICE campaign “Singing deers” (2008)
-BRONZE EFFIE for DJUICE launch campaign (2006)
•Created and developed team of highly professional and motivated managers
•Over 200 TVCs in my portfolio, including 2 campaigns with Gerar Depardieu and Timur Bekmambetov, campaigns with Andrey Shevchenko, Irina Rozanova, Potap & Nastya, Boombox, Vakarchuk, TNMK and many other celebrities

MARKETING DIRECTOR

from 08.2003 to 10.2003 (2 months)
PROCREDIT BANK, Киев (Finance, banking, and insurance)

Key responsibilities:
•Bank rebranding
•Developing image and product communication materials
•PR
Achievements:
•Complete bank re-branding in 2,5 months from Microfinance Bank to ProCredit Bank

SENIOR TRADE MARKETING MANAGER FOR UKRAINE AND MOLDOVA, GLOBE PROJECT LEADER

from 08.2001 to 07.2003 (1 year 11 months)
NESTLÉ S. A. GROUP, Киев (Food industry)

Key responsibilities:
•Channel strategies development and implementation for Ukrainian and Moldavian markets
Achievements:
•Established Trade Marketing in Nestle Ukraine

BRAND MANAGER (NESQUIK, NUTS, LION, KIT-KAT, MAGGI) FOR UKRAINE AND MOLDOVA

from 08.1998 to 07.2001 (2 years 11 months)
NESTLÉ S. A. GROUP, Киев (Food industry)

Key responsibilities:
•Brand strategies, tactics, implementation
•NPD
Achievements:
•Launched first Nestle nation-wide promotion in Ukraine
•Launched new Nesquik chocolate bar, Nesquik drink formula, Maggi bouillon cube recipe

PROJECT MANAGER, LECTURER

from 09.1996 to 07.1998 (1 year 10 months)
INTERNATIONAL CENTRE OF PRIVATISATION, INVESTMENT AND MANAGEMENT, Киев (Training & Consulting)

•Developed original training programmes, successfully delivered lectures and trainings in Marketing, Total Quality Management

BUSINESS CONSULTANT

from 01.1996 to 05.1996 (4 months)
ARTHUR ANDERSEN, Киев (Audit & Consulting)

•Provided consultancy on Internal Control Corporate Systems

ASSISTANT AT ECONOMIC RESEARCH DEPARTMENT

from 09.1989 to 08.1991 (1 year 11 months)
E.O.PATON ELECTRIC WELDING INSTITUTE, Киев (R&D Institute)

Education

KIEV NATIONAL ECONOMIC UNIVERSITY

FACULTY OF INTERNATIONAL ECONOMIC RELATIONS AND LAW, Киев
Higher, from 1991 to 1996 (4 years 9 months)

Knowledge and skills

Language proficiencies

English — advanced

Additional information

MBA focusing on International Business Management (1995-1996)
“Red” MBA Diploma for Graduation with Honours
Bachelor of International Economics (1991-1995)
“Red” Bachelor Diploma for Graduation with Honours