Марина

MARINA
SHEVCHENKO
BRAND | PRODUCT | PROJECT MANAGER

CONTACT PROFILE
Marketing professional with over 15 years of experience in brand, product and project
[відкрити контакти](див. вище в блоці «контактна інформація») management. Proven expertise in developing and executing successful marketing
campaigns across diverse industries including FMCG (beverages, food), Hospitality and
[відкрити контакти](див. вище в блоці «контактна інформація») Consumer Electronics. Skilled in brand management, brand identity, new product
development and launches, market analysis, consumer insights, creative assets, packaging,
Marina Shevchenko digital marketing, events and cross-functional team leadership. Proficient in managing the
expanded marketing mix, including pricing, positioning, and portfolio management for
Kyiv, Ukraine brands with over 50 SKUs.

WORK EXPERIENCE
KEY SKILLS
BRAND MANAGEMENT Senior Category Manager
THE CHUMAK COMPANY
Brand strategy UA Company, specializing in food production: tomato paste,
Brand positioning sauces, mayonnaise, pastas, etc. www.chumak.com
Brand identity February-December 2024

INNOVATION Market research and analysis to develop long-term category strategies based on market
trends and competitive landscape
Product innovation (flavours, ingredients, range) Product assortment management, pricing and profitability strategies (Sauces portfolio)
Packaging innovation (pack design, shape) New product development (6 SKUs) from concept to market launch
Development and implementation of comprehensive communication strategies to drive
Product portfolio planning and development Sauces category growth
Collaboration with top global and local design, Collaboration with creative and media agencies to ensure high-quality marketing executions
packaging and ingredients suppliers: Huhtamaki,
Frontline Activations Brand Manager October 2021 - July 2023
IFF, Agrana, Boxer, SGK, DPJN,
THE COCA-COLA COMPANY
Reynolds&Reyner, DOZEN, etc. The global leader in the beverage industry
COMMERCIALITY
Coca-Cola brand management in coordination with Coca-Cola HBC (bottler) UA&MD
P&L ownership Support of Senior BM on cross-functional initiatives, work assignments and tasks
NPD budget management Coca-Cola plus Coffee brand management and Сoke App mobile application support
Product portfolio management Management of program budgets and timelines to ensure flawless execution
Trade marketing collaboration Data analysis to track brand and projects performance
Monthly performance reports and strategic presentations for leadership team
Packaging and other projects in collaboration with Coca-Cola Poland& Baltics
DATA & ANALYTICS
Internet marketeer January - September 2021
Market intelligence (internal, external sources)
DOIT Studio
Research data panels: ACNielsen, Kantar, GFK
Creative digital agency, Kazakhstan www.doitstudio.kz (remote)
Marketing dashboards and reporting
Comprehensive market research and competitor analysis using digital marketing tools
Competitors' digital strategies analysis across multiple channels (content, SMM, PPC, SEO)
Semantic cores development for SEO website optimization
CREATIVE & CAMPAIGNS Briefs and specifications for website development
Positioning strategies and marketing mix recommendations for B2B and B2C clients
Brand assets production & local adaptation
Successful collaboration with top world Brand manager May 2019 - August 2020
creative and media agencies THE THREE BEARS COMPANY
Omnichannel campaigns execution, evaluation UA Company - leading producer of ice cream and frozen food products. www.3bears.ua
and reporting
Management of frozen food category brands: “Try Vedmedi”, “Mishutka”,
“From the Chef”, “Don Pizzerone”
DIGITAL & MARTECH Assortment planning, pricing, P&L, communication campaigns planning, control and evaluation
Market research, internal and external data analysis, sales forecasting
SEO, SEM Google ads, google search console Trade marketing activities planning, implementation and effectiveness evaluation
Campaigns execution, evaluation and reporting
Key projects delivered:
"Mishutka" – packaging redesign, new SKU launch, supported by communication campaign
"Try Vedmedi" – packaging redesign supported by communication campaign
“Don Pizzerone” - packaging redesign, new SKUs launch
MARINA SHEVCHENKO
BRAND | PRODUCT| PROJECT MANAGER

ACTIVATION Marketing Project Manager June 2016 - May 2018
FIABCI UKRAINE
Brand partnerships with McDonalds, Coca-Cola, UA representative office of FIABCI - International Real Estate Federation
Kraft Foods, Adidas www.fiabci.org
Sport Sponsorship partnerships with UEFA, FIFA
Local and international real estate events coordination and supervision: 1st Young
Music Fests Sponsorship and other partnership
Members Global Business camp, Sep 2016 Odessa, Ukraine; VI National Forum of Real
events and activations (incl. samplings & tastings)
Estate Professionals, Dec 2017, Kyiv, Ukraine; MIPIM exhibition in Cannes, France,
EDUCATION March 2017:
Local and international guests’ invitation process coordination (Email newsletters,
Professional Diploma in Marketing International Call Center, social chains, direct calls, etc.).
CIM, United Kingdom International guests’ hospitality support: visa opening, events logistic, accommodation
2006-2008 Pre- and post-events evaluation reports
Master’s Degree in Marketing Leading FIABCI Ukraine secretariat staff
Academy of Labor and Social Maintaining communication with global FIABCI representatives and headquarters
Relationships, Kyiv, Ukraine
1994-1999 Brand Manager June 2014 - May 2016
LACTALIS UKRAINE
Head of Digital marketing
Group Lactalis - world leader in dairy production.
Digital Marketeer
www.lactalis.com.ua
Webpromoexperts.net
2021 - 2023 Brand strategies support for Dolce, Loko-Moko, Lactel, Lactonia brands (diary product lines)
Lactonia brand relaunch, including packaging re-design, new product line
AWARDS development and launch (drinking yougurts, Imun+).
Dolce brand identity relaunch, incl. packaging re-design
Multi-National Award at the ESA New product categories’ launches planning and implementation
Excellence Awards for McDonald’s P&L analyses and pricing strategies management
EURO 2012 Player Escort Programme. Sales and distribution plans forecasts and performance metrics monitoring
Management of marketing budgets and brand communication mix

MARKETING TOOLS UEFA EURO 2012 Marketing Project Manager
March 2011 - August 2012
Semrush, Similarweb, Serpstat MCDONALD’S UKRAINE
QSR market leader with corporate ownership restaurants.
Mailchimp, Unisender
McDonald’s Ukraine – UEFA EURO2012 Sponsorship Projects planning, coordination, and
Wordpress, Canva
evaluation in collaboration with McDonald’s Poland, UEFA (Global & Local), Host Cities, and
ChatGPT, Gemini, Claude.AI, Gamma.App agencies (DDB, OMD, Aimbulance, BTC, RPMC, Noblet, LeoSports). Partnerships with official
GA4, AppsFlyer sponsors (Coca-Cola, Adidas) and research agency (TNS Global).
Key Projects:
Mascot Launch Events in 4 Host Cities (Kyiv, Lviv, Donetsk, Kharkiv)
Mascot Naming Campaign – national media and digital activation
BRANDS McCafé Launch in Media Center (Kyiv Sports Palace)
Player Escort Program – social initiative within which 280 talented children from across
Ukraine were selected to walk football players onto the field before UEFA EURO 2012
matches in Ukraine and Poland
Results of the “Player Escort – UEFA EURO 2012” campaign:
90,000 families with children aged 6–10 reached (number of applications received)
81% awareness of McDonald’s as a sponsor of UEFA EURO 2012
72% awareness of the “Player Escort – UEFA EURO 2012” program
500,000 visitors to the mcdkids2012 website (including 300,000 unique visitors)
ESA Multi-National Excellence Award

Senior Brand Manager December 2009 - January 2011
MCDONALD’S UKRAINE
McD’s marketing research projects planning, development and implementation in terms of
annual plans and budget.
Collaboration with key partners - Coca-Cola, Kraft Foods, Adidas on co-promo campaigns
and consumer research initiatives.
McDonald's new packaging design launch
FIFA 2010 sponsorship projects and employee incentive programs (Coca-Cola Trophy Tour)
McCafé launch in Ukraine (6 locations). Launch results (aligned with strategic goals):
Guest counts (GCs) increase +2% in McDonald’s restaurants with McCafé zones
Sales volume growth +5% compared to average sales in McDonald’s restaurants with
McCafé presence
*Experience is provided for last 15 years, more can be found on LinkedIn