Alla

WORK EXPERIENCE

PRODUCT MARKETING MANAGER
Apr 2022 - Nov 2022
Esculab LLC (laboratory diagnostics)
Succesful launch of new laboratory tests in general clinical
directions
Medical promotion among Health Care Professionals
Consumer promotion & digital support
Educational trainings for FF (sales representatives)
Alla Kyselova
MARKETING MANAGER / BRAND MANAGER
DIGITAL MARKETING MANAGER /
BRAND / PRODUCT MANAGER STADA Oct 2020 - Mar 2021

Poland, Szczecin Succesful relaunch of Orasept brand in sore throat category with
[відкрити контакти](див. вище в блоці «контактна інформація») MS increase +1.3 pts within 3 month period
Alla Kiselyova (Kovtun) Medical promotion of Laferobion brand among Health Care
Professionals
[відкрити контакти](див. вище в блоці «контактна інформація»)

PROFILE MARKETING MANAGER OF COUGH & COLD, DERMA CATEGORIES
UA & CENTRAL ASIA SUB-CLUSTER

I have more than 16 years’ SANDOZ Jul 2017 - Aug 2020
experience in Marketing fields in Global generics leader, Pharmaceutical Company #7 in Ukraine
international corporations: I Responsible for marketing strategy & implementation for ACC, Exoderil,
executed the development and Lidoksan, Diclac, Acic, Venitan, Immunal, Lorano in Ukraine, Kazakhstan,
Uzbekistan, Mongolia
implementation of all elements
ACC strengthened leading position with record monthly MS 2 years in a
of the marketing mix in line with row (20.1% MS in Jan’19 +0.3 pts vs PY) due to integrated consumer
the marketing strategy and support & HCPs promotion
brand objectives. EXODERIL strengthened absolute leadership in AF category with 39%
MS in FY’18 (+2 pts vs PY) due to launch of Exoderil lacquer (3X
KEY SKILLS exceeded TGT’18, first year net sales 1 mln USD, actual MS 7% in
FY’18)
Project & Brand Management LIDOKSAN launched in Apr’18 exceeded FY TGT sales 2X and managed
Analytics & Market research to obtain 1,8% MS in Dec’18 in Sore Throat category with highly
competitive media environment (17 active players on TV)
Problem Solving
Creativity
Leadership BRAND MANAGER OF DERMA CATEGORY
Result oriented & Positive attitude Bayer Consumer Health Oct 2015 - Jan 2017
SKILLS German Pharmaceutical Company #3 in Ukraine
MS Office: Word, Excel, Power Point, CANESTEN is the fastest growing brand in VYI category in 2016
Outlook & shows significant growth both in volume and value vs. PY (in
CS3 (Chameleon system), CRM, SAP, units: +134% vs. +10% of category; in value: +124% vs. +19%)
Lotus Notes, Visio, Internet Explorer as a result of holistic support both in DTC (TV & promo-site
Trello, Canva, Miro, Get Course LMS, «Smart Solution») & HCP promotion.
Umnico, Tilda
Canesten jumped from #10 to #6 place and gained 4,1% MS
LANGUAGES (+2.4 pts) in 2016 due to TV & digital support and sharpened
Ukrainian - native key consumer message despite of highly competitive media
pressure.
Russian - native
CANESPOR sustained market position in value & increased
English - upper intermediate B2
consumption in 2016 (volume MS = 3,4% (+0,9 pts vs. PY)) due
Polish - intermediate B1
to implemented limited seasonal Digital support & HCP
Spanish - beginner A1
promotion with focus on nail segment
INTERESTS ADVANTAN showed positive trend & MS growth 4,1% (+0,7 pts
Latina dancing vs. PY) due to focused HCPs promotion based on fast itch relief
Fly yoga & safe benefits (implementation of new global E-detailer for
Travelling, Reading face-to-face visits, educational materials for HCPs, participation
Driving License (16 years) in Pre-training doctors courses in Kiev)

WORK EXPERIENCE

CATEGORY MARKETING MANAGER / STRATEGIC MANAGER
Novartis Consumer Health Sep 2011 - Jul 2015
Swiss Pharmaceutical Company, fastest growing in top 10 in Ukraine, #3 worldwide
Growth of Region priority brands: Lamisil +19.6% PY, MS 18.4% +0.2ppt vs. PY; Fenistil +12.4% PY, MS
34.5% +2.5ppt vs. PY;
New product launches Fenistil Pencivir Tinted, Fenistil Emulsion
Strengthening leadership of Fenistil Gel in the category with 35.5% MS (+3.4 pts vs. PY) & 3X GR above
the category; consumer off-take sales increase +69% vs. PY
Fenistil Drops delivered 3x growth vs. market (+11%) and moved from #4 to # 2 position with 12.6% MS
(+3.1 ppt vs. PY) showing constant growth in sell-in and sell-out (+41% vs. PY)
Commercial Capabilities: Smart aggressive differentiation through winning claims assessment &
implementation for the Regional Priority Brands in Ukraine
Innovation: Energizing Derma category with New Product launches
Strategic Initiatives:
-Leading & coordinating Strategic Plan preparation for 5-year period
-Leading & coordinating Turbocharge project to ensure effective communication at local &
regional levels
-Ensure sales volumes achievements for global priority brands within Turbocharge plan
-Preparation of White Space Analysis & results to be recommended for inclusion in Strategic plan

MARKETING MANAGER
Novartis Consumer Health Apr 2009 - May 2010
Swiss Pharmaceutical Company, fastest growing in top 10 in Ukraine, #3 worldwide

Monitoring consumer trends and identifies gaps in the market/categories that provide opportunities for
segment development
Contribution to the growth of the brands on Ukrainian market, by driving new product launches and
pushing growth on pillar products through the implementation of promotional and advertising excellence
Managing annual budget planning process
Coordinate new product launches and strive to maintain growth of pillar products
Annual Media Agency Briefing and Annual Deal setting
Demand planning within S&OP process
Reporting to Headquarter, Developing and approval with head office annual activity calendars for each
brand
Briefing and working with marketing agencies to get them to deliver outstanding creative solutions to
assigned brand needs
Ensure timely & quality activation execution

GROUP BRAND MANAGER
COUGH AND COLD, PAIN, DERMA CATEGORIES
Novartis Consumer Health Apr 2007 - Mar 2009
Swiss Pharmaceutical Company, fastest growing in top 10 in Ukraine, #3 worldwide
Lamisil exceeded target: it has strengthened leadership (+8.8 pts YTD vs. PY) and consumer launch of
Lamisil cream 30g exceeded planned volumes
Trade & consumer launch of Lamisil cream 30g brought incremental sales with no cannibalization of Cream
15g and Lamisil gained record MS increase from 20% in August’07 to 36.7% in August’08 (+16.7 pts)
Strengthening position of Theraflu (moving from 4th to 3rd position)

BRAND MANAGER
Pain category
Novartis Consumer Health Dec 2006 - Mar 2007
Swiss Pharmaceutical Company, fastest growing in top 10 in Ukraine, #3 worldwide

Successful implementation of Voltaren Emulgel product and packaging re-launch with new communication
through the line => sales increase is 100% up, MS is +1.1 ppts vs. PY

JUNIOR BRAND MANAGER
British American Tobacco Sep 2004 - Jul 2006

Successful implementation of Kent 3TEK product and packaging re-launch
Viceroy launch at national level
Prilucky Osoblyvi “Ukraine is known by the world” Limited Edition Pack project
Lucky Strike “City in shot” project implementation
Lucky Strike product & packaging re-launch

CHIEF TOBACCO MASTER IN LEAF PURCHASING DEPARTMENT
(CERTIFIED INTERNAL BAT AUDITOR TŰV RHEINLAND)
Sep 2000 - Aug 2004
British American Tobacco
Leaf purchasing system creation & implementation
Implementation of ISO 9001 2000 requirements for Leaf Purchasing Department
Acknowledgement with all production & operational processes at the factory and in Leaf Purchasing
Department

EDUCATION HISTORY
International Marketing Business Academy 2020
Digital Marketing Director
Netherlands Institute of Marketing 2014 - 2015
Marketing Management (NIMA-B level)
Diploma according to European Marketing Confederation & EQF requirements

POST GRADUATE STUDIES KIEV NATIONAL UNIVERSITY OF ECONOMICS 2003 - 2004
DEPARTMENT OF MANAGEMENT

Kyiv National University of Economics
Master: Manager of Small Business 1999 - 2000
Diploma with honor
Bachelor: Manager in Production Sphere 1995 - 1999
Diploma with honor