Ганна

Hanna Kuzmenko

Location: Kyiv
Phone: [відкрити контакти](див. вище в блоці «контактна інформація»)
Email: [відкрити контакти](див. вище в блоці «контактна інформація»)
LinkedIn: [відкрити контакти](див. вище в блоці «контактна інформація»)

Objective

Senior marketing professional with 12+ years of experience in brand management, communications
and analytics. Seeking a leadership role in marketing where I can combine strategic thinking,
business-oriented decision making and hands-on execution to drive brand growth and measurable
commercial results.

Education

National Technical University of Ukraine "KPI"
Specialist in Marketing, Faculty of Management and Marketing | 2013
GPA: 4.4

Key Skills

 Marketing Strategy & Brand Management: Development and execution of
comprehensive marketing and communication strategies; Brand positioning, rebranding and
adaptation of global brand frameworks to local markets; Portfolio management for multi-
brand environments (premium and mass segments); 360° campaign planning across digital,
PR, offline, B2B and influencer channels
 Business & Growth Focus: Alignment of marketing strategy with commercial objectives
and sales plans; Identification of new growth opportunities and market white spaces;
Experience launching new product lines in high-uncertainty environments; Revenue-impact
thinking: marketing as a driver of sales and long-term brand equity
 Leadership & Project Management: Building and managing internal marketing teams and
processes; Cross-functional collaboration with sales, digital, CRM, finance and external
partners; Ownership of complex projects from concept to execution and performance
evaluation; Stakeholder management at management and executive levels
 Analytics & Performance: Market analysis, target audience segmentation and customer
journey mapping; KPI framework development and performance tracking (plan vs. fact);
CRM and sales data analysis to optimize campaigns and pricing strategy; Advanced Excel,
Power BI and business reporting
 Budget & Operations: Annual marketing budget planning and allocation; ROI-focused
decision making and cost optimization; Integration of marketing planning with business
forecasting

 Digital & Tools: Social media strategy development and performance analysis; Website and
digital platform management (UX coordination, content structure, SEO basics); Email
marketing and CRM coordination; Brand communication standards and content governance
Professional Experience

Marketing manager
Myskinpro company | May 2025 – February 2026

 Leads marketing strategy for a portfolio of global premium beauty brands on the Ukrainian
market.
 Adapts global brand strategies, positioning and communication frameworks to local market
specifics.
 Plans and manages annual marketing budget and campaign calendar.
 Builds and manages internal marketing team and processes.
 Oversees development of corporate websites and digital platforms (UX, content, SEO, e-
commerce support).
 Coordinates promotional campaigns: seasonal offers, B2B programs, CSR initiatives.
 Manages brand launches and 360° communication campaigns (digital, PR, influencers,
offline).
 Represents brands at industry exhibitions and professional events.

Achievements:

 Launched and scaled 4+ international premium brands in Ukraine.
 Led company’s digital platform launch.
 Implemented charity-based promotional initiatives improving brand reputation.

Head of Communications
Caparol Ukraine | Jan 2022 – Oct 2024

 Led the development and execution of comprehensive marketing and communication
strategies, focusing on market analysis, audience targeting, and performance metrics.
 Managed the launch of a new product line during wartime conditions, ensuring the rapid
adaptation of business processes to meet market demands.
 Optimized SMM campaigns and enhanced brand presence across social media platforms,
driving increased engagement and brand visibility.
 Directed a successful company rebranding, revitalizing the brand image and strengthening its
market position.
 Developed and launched a new line of branded merchandise, significantly boosting brand
recognition and customer loyalty.
 Introduced updated communication policies, enhancing consistency in internal and external
messaging.
 Managed marketing budgets, optimized spending to achieve maximum ROI, and coordinated
the development of corporate websites.

Achievements:

 Successfully launched a new product line during the war, adapting business processes for
market entry under challenging conditions.
  Drove significant improvements in brand perception through a comprehensive rebranding
initiative.
 Developed a new branded merchandise line, increasing brand recognition and customer
loyalty.
 Implemented new communication standards, enhancing the alignment of company messages.

Business Intelligence Analyst
Caparol Ukraine, Marketing Department | Jul 2017 – Jan 2022

 Conducted market analysis, sales planning, and portfolio reviews to drive strategic business
decisions.
 Managed promotional activities and partnerships, enhancing lead generation and customer
engagement.
 Analyzed CRM data and market trends to optimize marketing strategies and pricing policies.

Achievements:

 Conducted multinational BHT studies and created detailed customer profiles and journeys
for various target audiences.
 Led the transition to a new nomenclature structure, optimizing product categorization and
communication strategies.

Qualitative Research Manager
Kantar, Qualitative Research Department | Jul 2015 – Jun 2017

 Managed qualitative research projects, including focus groups, shop-alongs, and in-depth
interviews to gather consumer insights.
 Developed research proposals, tools, and reports, providing actionable recommendations to
clients.

Achievements:

 Developed promotional strategies for the automotive market and optimized advertising
placement for a leading hypermarket chain.

Junior Market Research Specialist
Nestle Ukraine, Marketing Excellence | Sep 2013 – Jun 2015

 Organized and managed qualitative research and internal surveys to support marketing
strategies.
Achievements:

 Successfully conducted over 10 60/40 tests and finalized several commercials based on
research findings.

Moderator
BÜRO.MT, Qualitative Research | Aug 2012 – Apr 2013

 Conducted focus groups and in-depth interviews, preparing comprehensive reports for
strategic decision-making.

Training and Seminars

 Time Management
 Microsoft Excel Advanced
 Power BI Fundamentals (Laba)
 Build Better Products with a Human-Centered Product Backlog (SAP)
 Digital Marketing Guide (Udemy)

Personal strengths

 High level of proactivity and ownership
 Structured and systematic thinking
 Strong attention to detail
 Creative approach to problem solving
 Reliable communicator in cross-team and partner environments

Languages

 Ukrainian – Native
 English – Upper-intermediate