Олена

Elena Feoktistova
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Marketing Executive
PROFILE
Results oriented marketing leader with over 20 years of corporate experience in driving business through market analysis, strategic planning, product development, creative projects and marketing innovation across industries and cultures. Award winning marketing work plus high-profile sponsorships integration that drives customer / consumer engagement and delivers profitable growth.
Change manager, growth catalyst, team player and people builder, multicultural.

CORE COMPETENICES
• Market and business analysis
• Strategic planning
• Brand marketing
• Product development
• Creative and media planning
• Creative development
• Sponsorship assets assessment and activation
• Agency relationship management
• Process, budget and team optimization
• Talent management
• Multicultural experience
• Multilingual: English, Ukrainian, Russian

PROFESSIONAL HISTORY

JAN 2021 TO NOW:

PRIVATE CONSULTING: Market Analysis, Expansion Opportunity Analysis, Branding, Marketing Strategy, Consumer Journey, Product Development, Business Development (including luxury sector)
Business planning for global expansion, brand positioning, brand narrative, brand book creation, market analysis, competitive analysis, overall marketing strategy, pricing, product offering and storytelling, consumer insight, creative campaign design, media strategy, e-com business plan and site development.

MASTERCARD:
VP CONSUMER MARKETING / SPONSORSHIPS LAС
AUG 2016 – MAR 2020
Regional consumer marketing and sponsorships strategy, marketing planning and creative development, regional sponsorship deals ideation, analysis, negotiation and implementation (Neymar, Messi, Juanes, Copa America, Copa Libertadores, Latin Grammys), global sponsorship deals integration (e.g. UEFA, League of Legends, Arnold Palmer Golf, Grammy Awards, Cannes Film Festival). Acquired sponsorship assets proven to drive revenue through differentiated consumer and customer engagement.
• Regional and local strategic planning and development including creative, media mix, implementation excellence and active knowledge sharing
• Endorsed brand consistency: implemented 4 regional creative development projects also generating over a million dollars in production efficiency
• Regional sponsorship assets portfolio analysis: restructured to maximize differentiated consumer and customer offering, discontinued the assets that did not show relevant ROI
• Ran local sponsorship opportunities analysis, valuation; consulted country teams on negotiation and implementation/activation
• Regional marketing support for product development and implementation
• Collaborated cross functionally with Divisions, Regional Product Team, Comms Team, partnered with Global Marketing and Product Marketing Teams
• Managed Advertising, Media, Research, and Experiential agencies

VP DIVISIONAL MARKETING СЕЕ
MAR 2009 - AUG 2016

Strategic marketing planning; implementation of consumer, product and partner marketing projects including sponsorships across Central and Eastern Europe (over 30 countries).
• Led annual marketing planning inclusive of strategy, budget, creative and media
• Developed and executed monthly budget and KPIs monitoring system
• Ran divisional creative development projects to generate brand consistency and budget efficiencies
• Supervised sponsorship projects: local ideation, acquisition, implementation, and global assets activation (e.g. UEFA, Continental Hokey League, Disney Films, Cannes Film Festival)
• Drove culture of agency management across London, Warsaw, Istandul hubs, and local teams
• Drove team’s talent development
• Marketing strategy and assets helped triple the division’s gross revenue and gain market leadership in multiple countries
• Effie and MIDAS awards

TELEGRAAF MEDIA UKRAINE:
MANAGING DIRECTOR MAGAZINES
AUG 2007 – FEB 2009
Managed 3 departments: Editorial, Production, and Marketing across 7 publications.
• Production restructuring and efficiencies
• Marketing department establishment and successful titles promotion
• Titles redesign and relaunch in cooperation with Dutch mother company; titles sale

EARLIER CAREER:

COCA–COLA COMPANY
MARKETING DIRECTOR UKRAINE
AUG 2005 - JUL 2007

UNILEVER
SENIOR BRAND MANAGER
UKRAINE / CIS
JAN 1998 - AUG 2005

EDUCATION /CERTIFICATIONS
• Master’s in Arts and Linguistics, Kharkiv State University
• Diploma with Honors