Svitlana

SVETLANA TSYGANOK

Kyiv, Ukraine
Digital Commerce | Omnichannel | Brand Marketing | Business Development
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PROFESSIONAL PROFILE

Digital Commerce and Brand Marketing leader with 15+ years of experience driving
commercial growth and business transformation in FMCG and Fashion industries.
Proven track record of building new commercial capabilities from the ground up—
from international customer operations and supply chain optimisation to marketplace
expansion, omnichannel marketing and Direct-to-Consumer (D2C) business
development.
Known for combining strategic thinking with hands-on execution, leading cross-
functional initiatives, aligning diverse stakeholders and transforming complex
business challenges into scalable commercial solutions.

CORE EXPERTISE

Commercial Growth
• Business Development
• Commercial Planning
• Budget Management

Digital Commerce
• D2C & Marketplace Development
• Omnichannel Strategy
• Digital Merchandising

Brand & Marketing
• Brand Management
• Integrated Marketing Campaigns
• Retail Marketing
• Customer Experience

Leadership
• Cross-functional Leadership
• Project Management
• Agency Management
• Team Leadership

PROFESSIONAL EXPERIENCE

ROYAL CANIN UKRAINE
Digital Commerce Manager
September 2020 – July 2026
Selected for a newly created role to establish Royal Canin Ukraine’s first Direct-to-
Consumer business while shaping the company’s digital commerce strategy across
multiple online channels.
Worked closely with local leadership, regional cluster teams and cross-functional
stakeholders to identify growth opportunities, launch new digital capabilities and
strengthen the company’s omnichannel commercial presence.
Selected Achievements
• Built Royal Canin Ukraine’s first Direct-to-Consumer business by launching the
company’s inaugural online store, creating a new digital sales channel with 200+
SKUs.
• Led the initiative from concept through implementation, owning business
requirements, external agency management, commercial KPIs, operational
processes and promotional strategy.
• Managed annual marketing investments of up to UAH 1.5M, ensuring efficient
budget allocation and measurable commercial performance.
• Increased e-commerce sales by 15% YoY and improved online brand visibility
by 20% through digital merchandising optimisation, Product Detail Standards
implementation and integrated commercial activation.
• Directed digital merchandising, promotional campaigns and media investments
across 80+ e-commerce partners, collaborating closely with Key Account
Managers to maximise commercial performance.
• Coordinated complex cross-functional initiatives involving Sales, Marketing,
Finance, Customer Service, Supply Chain and external digital partners.
• Represented the Ukrainian market within the Turkey & Asia Cluster and led local
preparation for Royal Canin’s global Flagship Store programme.

CAMEL ACTIVE UKRAINE
Brand & Digital Commerce Manager
(progressed from Operations Coordinator)
July 2017 – September 2020

Progressively expanded responsibilities from retail operations to full ownership of
brand management and digital commerce for the official Camel Active distributor in
Ukraine.
Selected Achievements
• Led the company’s transition from traditional retail to omnichannel commerce
during the COVID-19 pandemic by launching Camel Active on leading Ukrainian
fashion marketplaces.
• Developed end-to-end marketplace operating processes covering assortment
management, digital merchandising, product content, ERP integration, logistics and
fulfilment.
• Managed 360° brand execution across company-owned retail stores and
wholesale partners, ensuring consistent brand presentation and customer
experience.
• Planned and delivered integrated marketing campaigns spanning outdoor
advertising, shopping malls, retail activation, social media and agency partnerships.
• Created and managed Camel Active’s digital presence through Facebook,
Instagram and Google Business, building direct customer engagement.
• Coordinated warehouse operations, inventory management and retail processes
while supporting commercial growth across multiple locations.
• Participated in the preparation of the company’s branded e-commerce store.

ESSITY UKRAINE
Customer Service Manager
(progressed from Sales Coordinator)
2005 – 2017
Built expertise in international supply chain, customer operations and commercial
coordination during a period of rapid business growth, progressing into a leadership
role managing strategic retail customers and an international customer service
team.
Selected Achievements
• Progressed from Sales Coordinator to Customer Service Manager, reflecting
consistent career growth and expanding leadership responsibilities.
• Built and led a Customer Service team of seven, establishing customer service
processes and operational standards.
• Managed customer operations for Ukraine’s largest retail chains,
including METRO, ATB, Watsons and EVA, together with a nationwide distributor
network.

• Coordinated international supply chain operations with manufacturing sites
across Sweden, Slovakia, the Netherlands, Austria, Germany, Poland and Russia.
• Supported the establishment of Essity Ukraine’s own warehouse operations and
the creation of dedicated Logistics and Customer Service departments.
• Coordinated customer service and order fulfilment across multiple CIS markets,
including Georgia, Armenia, Azerbaijan, Kazakhstan, Uzbekistan, Turkmenistan,
Tajikistan and Mongolia.

EDUCATION

Master’s Degree in Marketing Management
(University)

LANGUAGES

Ukrainian (Native)
Russian (Native)
English (Fluent)
German (Intermediate)
Spanish (Intermediate)

DIGITAL TOOLS

Microsoft Dynamics 365 • 1C ERP • Google Analytics • Meta Business Suite •
Microsoft Office • Google Workspace