Євгеній

Yevhenii Hrab
[відкрити контакти](див. вище в блоці «контактна інформація») [відкрити контакти](див. вище в блоці «контактна інформація») Kyiv, Ukraine

Education Yevhenii Hrab
Master’s Degree in Economics, specializing in Sep 2004 - Jun 2009 Date of birth
Antitrust and Competition Policy November 18, 1986
STATE UNIVERSITY OF TRADE AND ECONOMICS, Kyiv
Specialization in Antitrust and Competition Policy, focused on market regulation, Driver's license
competitive dynamics, and legal frameworks governing fair competition, including B,C (20 years of driving experience)
analysis of market structures, pricing strategies, and prevention of anti-competitive
Nationality
practices.
Ukraine
EXECUTIVE SUMMARY
Civil status
Commercial Leader with 15+ years of experience in FMCG and the Tobacco
Married
industry, having progressed from field sales roles to leading key commercial
functions. LinkedIn
Strong expertise across multiple sales channels (Retail, HoReCa, Foode Store, [відкрити контакти](див. вище в блоці «контактна інформація»)
Super/Minimarkets, Petrol Stations, Distributors), with a deep understanding of how 966771324
distribution and execution are built “from the ground up.”
Currently responsible for business areas generating up to 40% of the company’s
operating profit, consistently delivering growth above market through channel
strategy, negotiations, and effective investment management.
Recognized for driving commercial transformation, recovering lost business, and
building scalable, data-driven execution models.

KEY BUSINESS IMPACT
Annual Sales Volume growth +23% in Key Accounts vs Market +2.8% YoY
Market share growth (Salles Out):
Key Accounts: 13.7% - 14.8% YoY
Distributors: 16.9% - 19.5% YoY
Coverage expansion:
42 - 49 contracts YoY
9,000 - 11,000+ POS YoY

LEADERSHIP & MANAGEMENT STYLE
Strong ownership mindset with full accountability for business results (P&L,
revenue, profitability)
Data-driven decision making with clear ROI focus
Advanced negotiation capability with National and Regional key accounts
Proven ability to build and develop high-performing teams (including internal
talent growth)
Transformation-oriented leadership (digitalization, automation, and process
optimization)
Strong focus on execution excellence at the point of sale

KEY BUSINESS CASES
(Business Recovery & Growth)
Situation: Full loss of business (zero presence in the chain)
Actions:

Secured Cluster-level approval for FCT Brand exclusivity Languages
Led strategic negotiations with the retailer
Result: Ukrainian
From 0 to 7% market share
Established a new sustainable revenue stream
Англійська
KEY BUSINESS CASES
Channel Strategy Transformation
Situation: Structural shifts in market channels
Actions: Hobbies
Developed and implemented channel strategy
Reallocated investments towards high-growth channels (petrol stations, Actively engaged in youth sports
convenience, supermarkets)Result: development through supporting
+10% sales growth my sons in national-level football
Significant improvement in investment efficiency and ROI competitions. Winter ice fishing,
reflecting a preference for focus,
KEY BUSINESS CASES endurance, and time in nature
Digital Sales Ecosystem
Situation: Unstructured and unmanaged non-contract channel
Actions:
Designed and launched a mobile-based ecosystem (gamification + KPI
Qualities
execution)
Strong ownership mindset with
Integrated 140+ field employees and 11 managers
full accountability for business
Result:
results
6000+ outlets under active management
Created a new scalable channel for sales and distribution growth Strategic thinking combined with
Enabled real-time, data-driven execution hands-on execution focus

KEY BUSINESS CASES Advanced negotiation and
Trade Investment Optimization influencing skills at senior
Situation: Manual management of Trade Investment Program (Excel-based, stakeholder level
fragmented processes)
Actions: Ability to drive commercial
Implemented digital platform to manage planning, budgeting, and execution transformation in complex and
Result: changing environments
Full transparency of investments
Data-driven decision making with
Increased efficiency and control
strong focus on ROI and
Released field force capacity for commercial activities
performance

Proven leadership in building and
CAREER developing high-performing
teams
Head of Key Accounts Jun 2024 - Present
IMPEIAL TOBACCO UKRAINE, Kyiv High resilience and ability to
Scope of Responsibility: deliver results under pressure
Full ownership of Key Accounts function at national level
49 contracts / 11,000+ outlets
Team: 5 Key Account Managers + Analyst
Management of 4 key regional distributors
Accountability for ~40% of company operating profit
Participation in commercial strategy and business planning
Ownership of sales, distribution, investments, negotiations, and KPI delivery
Key Responsibilities:
Leading annual negotiations with national and regional retail chains
Managing commercial terms, trade investments, and customer strategies
Developing and executing channel strategy
Managing distributor performance (KPI, Pay-for-Performance model)
Driving execution across all key KPIs: share, volume, distribution

Cross-functional collaboration (Sales, Finance, Marketing)
Additional Scope – Moldova Market (since 2026):
Full commercial ownership of Moldova market (via exclusive distributor LeBridge)
End-to-end responsibility for:
P&L
Sales & distribution strategy
Pricing and portfolio management
Supply chain coordination
Team expansion to 18+ people (indirect management)

Key Achievements
Delivered +23% sales growth in Key Accounts vs market +2.8% YoY, significantly
outperforming market dynamics through channel prioritization and investment
reallocation
Increased market share across all key channels, including:
Petrol Stations: 6.6% - 8.7%
Supermarkets: 10.8% - 13%
Overall Key Accounts: 13.7% - 14.8%
Expanded commercial footprint:
Contracts: 42 - 49
Coverage: 9,000 - 11,000+ outlets
Recovered and scaled key national accounts.
Led 49 high-stakes negotiation cycles within 2 months, achieving 100% contract
retention and securing commercially sustainable terms
Designed and implemented Pay-for-Performance model for distributors,
introducing KPI-driven management (distribution, stock, payment discipline,
volume), resulting in share growth from 16.9% to 19.5%
Reallocated investments through channel strategy, shifting focus to high-growth
channels (Petrol Station, Minimarkets, Supermarkets)

Head of Trade Marketing Apr 2022 - Jun 2024
IMPERIAL TOBACCO UKRAINE, Kyiv
Scope of Responsibility:
National leadership of Trade Marketing function
Coverage: 9000+ outlets / 2500 clients
Full ownership of:
Trade Investment Program (TIP)
POSM and merchandising standards
Trade equipment
Service operations
Digital tools

Key Responsibilities:
Development and execution of trade marketing strategy
Investment planning and ROI management
Merchandising and POSM development
Supplier and contractor management (incl. Modern Expo)
Service operations management (installation, logistics)
Operational process optimization

Key Achievements:
Investment Transformation
Conducted full audit of trade investments
Introduced channel-based investment strategy
Result: +10% sales growth

Equipment & Visibility

Developed new equipment line (display units, storage solutions, illuminated
POS)
Launched “Promin” project (magnetic panels for visibility)
Result: improved brand visibility and sales

Digitalization
Implemented iCount platform
Result: full automation of Trade Investment Program

Trade Marketing Manager Sep 2015 - Apr 2022
IMPERIAL TOBACCO UKRAINE, Kyiv
Scope of Responsibility:
Development and execution of trade marketing programs (Ukraine + CEE)
Budget management and performance tracking
Non-contract channel development
Coordination of field teams

Key Responsibilities:
Trade program design and implementation
Agency management
Sales and performance analysis
KPI setting for field teams

Key Achievement:
Built iTeam mobile APP
6000+ outlets
140+ field employees
Gamification-based execution
Result: transformed non-contract channel into structured, scalable business driver

EARLY CAREER Feb 2004 - Oct 2015
ABINBEV EFES - IMPERIAL TOBACCO UKRAINE, Kyiv
Sales / HoReCa / Retail (2004–2015)
Field sales roles across multiple channels
Distribution development and customer acquisition
Achievement of sales and coverage KPIs
Direct negotiations with clients
This experience built a strong foundation in market dynamics, customer behavior, and
execution, enabling transition into leadership roles.