Олена

Olena Kuvaieva
Brand Marketing Head
Marketing and Brand Strategy professional with 15+ years of experience in FMCG, including
leadership roles in brand management. Proven expertise in brand development, product
launches, and integrated marketing communications, with end-to-end ownership from strategy
through execution. Strong background in market research, consumer insights, and data-driven
decision-making, translating business and consumer data into actionable strategies. Analytical,
structured, and results-oriented professional with a creative mindset, strong adaptability,
attention to detail, and a proven ability to connect data with real business impact

Contacts Project Experience
[відкрити контакти](див. вище в блоці «контактна інформація»)
As a Brand Marketing Head | Well-known Domestic Brand:
[відкрити контакти](див. вище в блоці «контактна інформація») · Led the brand relaunch through a fully integrated digital communication campaign (YouTube,
digital OOH, and social media), targeting younger consumers based on consumer research and
Telegram | Linkedin
pre-/post-campaign analysis.
Kyiv, Ukraine · Delivered sustainable growth in key brand metrics, including sales, market share, brand
awareness, advertising recall, and in-store visibility over two consecutive years following the brand
communication relaunch.

Hard Skills As a Senior Brand Manager | Well-known CIS Brand:
· Led multiple brand repositioning initiatives based on international consumer research and cross-
Business & Marketing Background market insights, strengthening brand perception and refreshing visual identity.
· Marketing strategy and tactics – · Redesigned packaging and communication strategy to support a more modern and premium
development, implementation, brand positioning.
· Expanded brand presence across multiple international markets by adapting brand strategies to
evaluation
local consumer and cultural insights.
· Brand development and promotion · Developed new consumer segments, including younger audiences, through integrated
· Market, competitor, consumer and marketing campaigns across digital, media, and influencer channels.
user behavior analysis · Established a consistent brand communication framework with annual flagship campaigns and
· Working with research data (Ipsos, always-on media presence, supported by continuous consumer research and performance
Kantar, Millward Brown, MRC) analysis.
· Macro- and micro-analysis (PESTEL,
SWOT)
· Digital Marketing
Work Experience
Analytics & Methodology 2022 – till now Brand Marketing Head |Well-known Domestic Brand
· Exploratory Data Analysis (EDA) IDS Ukraine · Owned brand strategy and long-term brand development for one of the
· Business Metrics: conversion, company's leading domestic brands.
· Managed end-to-end marketing activities, including annual planning, budget
retention, churn, ARPU, LTV
management, integrated communication, and product initiatives.
· Performance evaluation: KPI, ROI · Led cross-functional collaboration with sales, production, R&D, and external
· Data Visualization, Data Storytelling, agencies to deliver marketing and business objectives.
Statistics, SQL, Python and Data · Managed packaging development, communication assets, and brand identity to
Cleaning & Validation ensure consistency across all consumer touchpoints.
· A/B testing and results analysis · Used market research, consumer insights, and business performance analysis to
· Translating data into insights, support strategic and tactical decision-making.
· Monitored brand performance, competitive landscape, and consumer trends to
recommendations, and action plans
identify opportunities for sustainable growth.

Tech Stack 2013 – 2022
IDS Borjomi
Senior Brand Manager | Well-known CIS Brand
· Managed brand communication strategy across multiple international markets,
· Excel / Google Sheets: data ensuring alignment with global brand positioning while adapting to local market
International needs.
handling, pivot tables, analytical
· Planned and coordinated integrated marketing campaigns across digital, media,
reporting, incl. cohort analysis
PR, and BTL channels.
· BI tools: Tableau, Power BI, basics · Worked closely with international creative and media agencies, coordinating
Amplitude campaign development and production processes.
· SQL (PostgreSQL, BigQuery): · Supported brand innovation initiatives, including packaging development,
queries, subqueries, aggregations, communication materials, and new consumer engagement formats.
JOINs, functions · Coordinated cross-functional teams and external partners to deliver marketing
· Python (Pandas, NumPy, Matplotlib,
initiatives across diverse markets.
· Analyzed market trends, consumer research, and campaign performance to
Seaborn), Jupyter Notebook— basics
optimize marketing activities and support business decisions.
of data processing and analysis,
working with dataframes,
visualizations, A/B test analysis
Education
· AB testing: hypothesis, approaches,
basics in math statistics Jun’26 – till now · IT Mate Academy student. Data Analytics·
Nov’25 - Jun’26 · IT School GoIT. Data Analytics (Certified)

Language 2024-2025 · Goethe-Institut Ukraine. Elementare Sprachverwendung (Goethe-Institute, A2)

· English - B2 · CIM | The Chartered Institute of Marketing (UK). Professional Diploma, Level 6
2009-2012
· Deutsch – A2
· Ukrainian - Native · Kyiv International University of Civil Aviation. Master's degree in electronic
1996-2002
technique. Specialization – tech services of communication systems in airports