Володимир

VLADIMIR VASILEVSKY
Kyiv, Ukraine | Open to relocation | [відкрити контакти](див. вище в блоці «контактна інформація»)
[відкрити контакти](див. вище в блоці «контактна інформація») | [відкрити контакти](див. вище в блоці «контактна інформація»)
TRADE MARKETING & BUSINESS DEVELOPMENT | COMMERCIAL TRANSFORMATION | PROGRAM DELIVERY

PROFILE
I have spent 18+ years at British American Tobacco and grown from Field sales to Trade marketing, then moved into IT operations for 2 entities for further development and being a part of Factory Leadership team. What I do best – Transformation and Change. I take a process or function that works slowly or has no clear owner and rebuild it so it runs faster with lower costs. I enjoy bringing new ideas to life: a lot of innovations created by me/under my leadership work effectively now in more than 20 000 outlets in Ukraine and 10+ markets. I know retail and field-force work from inside, as for 10+ years I worked closely with Field Force team and spent a lot of time in stores, bringing value and changes to further company’s activities and POS. I work easily across functions and with vendors, and I keep both People and KPIs in my view. I like building from zero: I co-founded BTL agency, and at BAT built two outsourced teams of 180+ people.

SELECTED RESULTS
• Made a valuable contribution in Route-to-Market Transformation: team member of Salesforce implementation, stream lead in R2M Transformation Project (30% fewer field positions, 25% lower merchandising and service costs, 2x faster POS placement and POSM delivery time cut from 10 to 3 days after I moved merchandising and equipment service to outsource)
• Built from scratch 2 large outsource teams: 120+ merchandisers with clear standards, visit steps, KPIs and motivation scheme and 60+ technicians with integrated equipment delivery, SLA, warranty for service and proactive approach
• Built and maintained the largest communications platform in Ukraine among tobacco companies with innovative equipment and non-standard solutions, National VW Share of Voice increased from 36% in 2022 to 42% in 2024
• One modular Backwall for 10+ markets. It started at a workshop in Kazakhstan I organized for the whole area, then close work with suppliers’ R&D, common order of 4000+ units for 10 markets with best price and price commitments for the next 3 years and the model entered the Global POP Catalogue
• Effective budget management (annual £10M+) with OTIF (on-time, in full) projects delivery, clear and transparent system for budget spends accounting and allocation
• Significant improvement of Vulnerabilities management (set clear process, provided decrease from 2000+ to less than 50 critical vulnerabilities in 3 months, then managed it to acceptable level)

KEY CAPABILITIES & STRENGTHS
Trade Marketing & Retail Activation | Route-to-Market & Distribution | Transformation & Changes | Large budget ownership | Program and Project Delivery | Procurement process | Governance and Risk control | Equipment R&D and Full Production | Consumer and Market Insights (focus groups, consumer behavior research, Nielsen data) | Data Analysis and KPI Tracking | Leading large in-house and outsourced teams in matrix organization

PROFESSIONAL EXPERIENCE
Head of Operations IDT + Service Level Manager (Ukraine/SEE)
British American Tobacco | Regional DBS Team | Feb 2025 – present
• Took over an IT function that had no manager for 4 years. Restarted and set processes, rebuilt and re-engaged the teams in both entities, restored key documentation
• Closed all compliance gaps within one year, rebuilt the process of evidence collection and management
• Set up vulnerability management process from scratch. Open items of critical vulnerabilities decreased from 2000+ to less than 50 critical vulnerabilities in 3 months, then managed it to acceptable level. Other markets in region now use this approach as best practice
• Introduced an IT budget process with a planning calendar, approvals flow and monthly reviews. Spending became visible and transparent, purchase process moved faster
• Provided valuable contribution in key business change projects: 1C migration to MS Dynamics Business Central, e-Excise launch in Ukraine, M-files (DocFlow system) improvements, SCADA implementation at the factory
• Reorganized the Backup & Disaster Recovery System with Cloud solutions and modern technologies
• As a member of Factory Leadership Team developed a strategy for the growth of production and IT operations

POS Infrastructure Manager + Car Fleet Manager (Business Development/Trade marketing)
British American Tobacco | Kyiv, Ukraine | Jan 2020 – Jan 2025 | 12 000+ points of sale – 200+ vehicles
• Changed the operating model after a Trade marketing review within R2M Transformation Project. Merchandising and technical staff moved to outsourced providers, so the field-force could focus on sales (30% fewer FF positions, 25% lower merchandising and service costs, 2x faster POS placement and POSM delivery time cut from 10 to 3 days)
• Managed annual £10M+ budgets across this role and previous one. I led the procurement process within the department and delivered 15% savings per year.
• Worked closely with Route-to-Market, Distribution, Activation teams and Field force and had a real voice in the Company’s Trade Marketing strategy. I know retail and field-force work from inside, as I spent a lot of time in stores, bringing value and changes to further company’s activities and POS
• Redesigned the POP and Car fleet teams twice, first for COVID and then for the war challenge. The team became faster and easier to scale, effectiveness and motivation increased
• Managed combined in-house and outsourced structure of about 200 people
• Ran the fleet of 200+vehicles with leasing companies, car importers, dealers and service stations. I know how this market works
• Brought National VW Share of Voice back above 2020 level (40% in 2020, 36% in 2022, 42% in 2024)
• Cancelled or digitized 80% of the document flow
• Designed a wide range of trade equipment. 2 Backwalls and Overhead models entered the Global POP Catalogue

POSM Executive (Business Development/Trade marketing)
British American Tobacco | Kyiv, Ukraine | Jul 2015 – Dec 2019
• Cut POSM Delivery from 10 days to 3 on average. Data quality and reporting speed improved as well
• Organized and led a retail equipment workshop in Kazakhstan for the UCAB area, then close work with manufacturers’ R&D from requirements to production. The result is a single modular Backwall, common order of 4000+ units for 10 markets with best price and price commitments for the next 3 years and the model entered the Global POP Catalogue
• Launched glo and Velo in Ukraine providing best innovative solutions which were new in Ukraine
• Digitized communication from paper inserts to TV-screens with almost unlimited capabilities of changing visuals and centralized management from cloud in 2000+ outlets
• Changed equipment specifications and added valuable input in production process: production lead-times decreased by 15%, production costs by 20-30% vs previous specifications
• Organized effective planning and order system for POSM and equipment for communication campaigns, promo and activations together with Activation team and the Field-force

Trade marketing Specialist (Campaign Development/Trade Marketing) / Brand Executive (Brand marketing)
British American Tobacco | Kyiv, Ukraine | Jan 2013 – Jun 2015
• Ran cycle activities, creative production and campaigns’ effectiveness analysis
• Saved budget by combining similar material purchases in large batches and by choosing new materials for production
• Managed creative agency for communication activities development
• Built portfolio strategy (pack, product, price, communication) and delivered growth programs with strong visibility in retail
• Worked in product development teams on packaging, consumer research and product testing. Took part in focus groups and in-store studies and used Nielsen data
• Created the Rothmans Spirit of London HoReCa Roadshow, from idea to realization

Area Manager (Field Force/Trade marketing) / Channel Development Manager (Trade Marketing)
British American Tobacco | Odesa, Ukraine / Minsk, Belarus | Feb 2008 – Dec 2012
• Grew distribution by 5-10 pp per SKU and area market share by 7 pp. Rebuilt key accounts’ relationships and built strong, effective and motivated field team
• Created and developed a Key Accounts Club for retailers, with its own magazine and informal meetings, to share best practice and to get best relationships with key retailers

Head of Marketing, Fresh ideas BTL Agency
Minsk, Belarus | Dec 2005 – Jan 2008
• Co-founded the agency with a partner and built it from scratch
• Set up the core agency processes and a regional promo team structure across the country

EDUCATION, LANGUAGES, DRIVING LICENSE
Belarusian State Economic University | Manager of Economics, Banking Faculty | 1998 - 2003
High School of Marketing | Marketing Manager, Advertising Management Faculty | 2003 - 2005
Languages: Ukrainian: as Native | Russian: Fluent | English: Upper-Intermediate+ (B2)
Driving license: B