Віталій

Vitalii Sergieiev-Ronskyi
Kyiv, Ukraine | [open contact info](look above in the "contact info" section) | [open contact info](look above in the "contact info" section)
LinkedIn: [open contact info](look above in the "contact info" section)

Summary
Senior commercial leader with 18+ years of experience in FMCG and retail across trade marketing, category development, customer marketing, promo strategy and commercial efficiency. Proven track record in building and rebuilding trade marketing functions, managing promo budgets and profitability, developing category growth plans, and improving execution standards. Experienced in both manufacturer and retailer environments, with strong understanding of how pricing, assortment, promo mechanics, visibility and execution impact sales, margin and market share.
SELECTED COMMERCIAL IMPACT
• Built the trade marketing function at Roshen Ukraine and rebuilt the trade marketing function at Biosphere Ukraine after wartime downsizing.
• Launched the category management function for PepsiCo Ukraine, developing category selling stories, assortment recommendations and planograms based on shopper and category insights.
• Managed promo budgets, promo profitability, margin performance, trade investment efficiency and ROI evaluation across FMCG categories and retail formats.

Professional Experience
Silpo Retail — Senior Manager, Promo Department
May 2025 – Present
• Drive promo strategy and commercial efficiency for food retail categories, balancing customer value, supplier funding, category priorities and margin targets.
• Develop and optimize promo planning logic, promo calendars and commercial mechanics across different promo types and promo depth levels.
• Analyze promo performance, margin impact, supplier support and category-level promo intensity, building data-driven governance around prioritization, promo frequency, price-depth logic and margin control.

Biosphere — Head of Trade Marketing, Ukraine
May 2023 – Oct 2024
• Rebuilt the trade marketing function in Ukraine after wartime downsizing in 2022, restoring key capabilities across channel support, budgeting, merchandising and field execution.
• Developed a 3-year trade marketing strategy for Ukraine.
• Hired and onboarded new team members, relaunched the merchandising function and strengthened field execution control.
• Updated merchandising standards and MSL principles to improve availability, visibility and execution quality.
• Managed a team of 4 direct reports.
Roshen — Head of Trade Marketing, Ukraine
June 2017 – May 2022
• Built the trade marketing function in Ukraine, transforming fragmented responsibilities across departments into a structured, dedicated and business-oriented team.
• Managed national promo budgets and promotional plans across modern trade and traditional trade channels.
• Handled revenue management-related responsibilities, including promo profitability, margin performance, trade investment efficiency and ROI evaluation.
• Participated in strategic planning, bringing channel, customer, promo and profitability perspective into business decision-making.
• Developed merchandising standards to improve in-store visibility, execution quality and brand presence.
• Managed a team of 3 direct reports and coordinated cross-functional cooperation with sales, marketing and related business teams.

PepsiCo Ukraine — Trade Marketing Manager / Category Development Manager
January 2010 – April 2017
• Managed trade marketing agenda for the modern trade channel, supporting customer plans, promo execution, visibility and channel development.
• Launched the category management function for PepsiCo Ukraine, building a new approach based on shopper insights, assortment logic and customer-specific solutions.
• Developed category selling stories, planograms and assortment recommendations for retailers and internal stakeholders.

Colgate-Palmolive Ukraine — Customer Marketing Analyst / Assistant Brand Manager
September 2007 – January 2010
• Earlier experience in customer marketing, brand management, new product launches, promo packs, POP materials, assortment recommendations and market analysis.

Education
Kyiv National Taras Shevchenko University, Institute of International Relations
Master’s degree, International Information / Public Relations, 2005 – 2007

Skills
Commercial strategy; Trade marketing; Promo strategy; Revenue growth management; Pricing and margin; Category development; Shopper marketing; Trade investment planning; Promo ROI; P&L; Modern trade; Traditional trade; Merchandising; Team management.

Languages
Ukrainian, Russian — native; English — professional working proficiency.