Татьяна

Biloshytska Tetyana

[відкрити контакти](див. вище в блоці «контактна інформація»)
[відкрити контакти](див. вище в блоці «контактна інформація»)
[відкрити контакти](див. вище в блоці «контактна інформація»)

Head of Marketing / CMO

TOP manager with 5 years of experience in marketing and management decision-making, in leading international companies, with present around the world, and Ukrainian as well.
Successful long-term marketing experience in B2C, FMCG, non-food and food, from building marketing and operational processes, launching brands & categories to the market from the scratch, to bringing existing brands to leading positions.
Experience in transforming marketing and company processes to digitalization, automation, personalized communication.
Strong analytical skills, allowing to analyze big scope of information, get quick conclusions, form strategic and tactical plans.
My success is the success of my team, the formation and development of which I put as a top priority.

Principles at work
Strategic approach, creativity, quick decision-making, responsibility, openness, flexibility, teamwork, drive yourself and everyone around me, find opportunities in problems, enjoy the result.

Experience
Oct. 2018 – Dec. 2021 Hipp Ukraine, https://www.hipp.ua/
Head of Marketing, board member
6 people directly subordinate to me (heads of departments, assistant, analyst), 50 people in total. 4 departments (Medical Marketing with a field team, Digital Direct Marketing, Brand Group, Product Group).
Hipp is an international company with over 120 years of experience in the production and sale of baby food and cosmetics, the leader in the organic baby food market. The main brands are HiPP, BabySanft, Babivita.

Strategic goals:
Company's strategic goals achievement: turnover, profit, market share.
Long-term & short-term development strategy for company and in marketing in particular, flexible and quick adaptation to speed changes in the external and internal environment.
Converting TOM awareness into sales and loyalty (expanding the Brand funnel).
Maintaining/growing leadership positions in the premium & organic segments on the market.
Ensure effective working processes in the mrk. Dep. and cross-functional.
Analysis of the company's activities to accordance with external Ukrainian and global business trends, propose the innovative ideas for the company development and in particular marketing.
Building a solid team capable of moving mountains, performing even the most difficult tasks, working dynamically, coping effectively with a large workload, being motivated and result-oriented.
Responsibilities:
Strategic top analysis of internal and external environment, competitors in order to identify potential and threats. Regular sales, profitability, market & SOM analyses.
Develop Brands attitudes & funnel
Control ROI and efficiency of all marketing projects and processes.
Communication with TA: TV, Digital, On-line activities, Direct Marketing (mailing, messengers, chat bot, on-line chats), Hot line, Parental services, SMM, bloggers, OLs, PR, BTL, events. Crises communication management.
Management and development of the Hipp online shop
Launch, development and modernization of 2 CRM systems (Quadrasoft  For Doctors, Bitrix  for End consumers). Database management, personalized communication, analytics.
Management of medical marketing in general, and in particular by territories, new initiatives to improve performance in medical channel. Partnership development with medical institutions (maternity hospitals, polyclinics, outpatient clinics, hospitals, private clinics, medical institutes), with doctors of general and narrow specialization, with a pharmaceutical channel. Managing a regional team of medical representatives.
Marketing budget and the budget of the operating expenses in Mrk.
Assortment management, product innovations development & launch, P&L, price strategy.
Ensuring conformity of local marketing activities with UA & EU legislative, anti-monopoly acts.
Ensuring accordance with the HQ requirements in processes, of brands identity, of guidelines in communication. Works closely with HQ team (marketing, TOP management, Product management, Scientific marketing, medical marketing), strategic & tactical plan & projects approval.
Development, inspire, motivate team and control the personal KPIs (BSC) achievement. Hiring, replacing employees by ones that are more efficient.
Achievements:
Turnover & profit growth each year incl. crises 2020-2021 years while a significant marketing budget cut.
Many new marketing strategies/project, adapted to the external environment, have been launched, existing projects have been optimized, key marketing suppliers have been revised.
Hipp became the leader in the BF premium segment in 2019 and maintains its leadership, in spite of the crisis period. in 2020-2021.
Maintaining leadership in organic product segment, cosmetics SOM growth in 1.5 times for 2 years, SOM growth of focused product categories.
The highest indicators for brand health in crises 2020 year, entered the top positions in Brand awareness, healthy Brand funnel in comparison with market leaders in 2021.
Reconfigured old working processes, set up new ones, within the mark. and between cross departments, which led to optimization and freed up working time for employees, and allowed them to be more productive.
An automated unified analytic system (dashboards based on Microsoft Power BI) has been launched for primary and secondary sales, profits, planned and actual indicators, external and internal distribution, market data, shelf rotation, etc.).
Marketing Strategies change towards digitalization, online, personalized narrow targeted communication
My wonderful team: everyone is different, but together they are effective. They give all the best, create, try not to let me down, take on new projects without fear, not afraid to make mistakes, and then get great results finally.

Dec. 2016 – Jul. 2018 Henkel Ukraine, https://www.henkel.ua/
Marketing Head of laundry
4 people directly subordinate to me, 6 people in total.
Henkel is global international company, has 3 business: Laundry&Home Care, Cosmetics, Adhesives.

Strategic goals:
Ensure effective work of the marketing department to achieve the global company goals (NS, Profit, SOM)
Become leader on the laundry market, to strengthen the leadership on the Softener market.
To build strong motivated team
Responsibilities:
Long and short-term marketing & advertising strategies development to reach strategic goals. Apply innovative marketing and advertising strategies to be in stream with the rapidly changing trends in the markets, advertising, consumers
Development and implementation of media strategies that resulted in improved brands indexes, ensuring that media budget spent efficiently and in accordance with the brand priorities.
Managing the marketing budget, ensuring that it is spent efficiently, and in accordance with the marketing strategy.
Control of all brands campaigns (ATL & BTL) effectiveness, using as a measure ROI, CPC, reach, coverage etc.
Regular monitoring of the turnover, profitability, SOM of the whole company and by brands in particular; depending on the situation, changing / adjusting tactical plans to achieve global targets.
Different complex projects management, marketing and business related (e-commerce strategy establish, set-up for 1st time implementation of wide trade BTL campaign, education application launch for internal team, massive consumer educational campaign, National PR campaigns, agility project, and others)
Strong cooperation with other department heads to identify new business opportunities, simplify working processes, to be more agile, to reach company targets
Team Leadership, Supervision, establish a healthy team-spirit
Hiring staff, employees’ assessment, development, support and motivation
Achievements:
All strategic goals were reached previous year (SOM increase +1,5pp. (29,2%) decreased SOM gap with competitor by 1,7рр. (from 6,2рр. to 4,5рр.), overachieved OSG growth target (target +14%, achieved +17%) a lot of successful projects were implemented, Henkel UA was granted award on national level 2 times for achievements.
Grew up from junior position to strong brand manager several employees
Built a strong motivated team ready to achieve ambitious goals

Jul. 2010 – Dec. 2016 Brand Manager/Group BM
Silan (Softener), Rex (VFM detergent), Perwoll (light premium detergent), Somat and Pur (premium hand and automatic dishwashing), Clin (window cleaner), Bref (toilet cleaner) – 3 times brands rotation for 6 years.

Responsibilities:
Planning short and long term marketing & promo brands development strategy
Marketing mix planning and execution for success brands development
Global strategy and advertising materials adaptation, taking into account Ukrainian specific
Local specific campaigns (BTL, PR, events, charity, digital etc.) development and realizing
Market and consumer researches (AC Nielsen, GFK, consumer & trade panels)
P&L, pricing, margin, NES planning and control according to set targets
Analytics
Reporting tо HQ, close co-operation with all functions & departments (financials, legal, sales & TM, controlling, sales operation, logistics)
Additional:
Market research coordinator, Acquisition projects holder, certain analytical tools and processes coordinator.
1 year key account manager responsibility (management, full development of client, sales&promo strategy, negotiation with clients, orders, payments, overdue control, documents flow, sales planning, fulfilment of all sales KPIs).
Achievements:
SOM, NES, margin are performed according to targets.
Successful launch of new product categories (kids, sensitive, premium).
Novelties implementation in marketing, which have never been using in Henkel Ukraine (new promo tools & new kind of brand & sales support).
New brand E (acquired brand) launch in Ukraine.

May 2009 – June 2010: Bel Ukraine, https://www.groupe-bel.com/en/
Senior brand manager of TMs Kiri, Babybel, Leerdammer, Apericube.
International company is the leader of hard cheese market in Ukraine. Company covers 120 countries. Core brands: Kiri, Babybel, Leerdammer, LVQR (Vesela Korivka - ua), Bursin, Apericube, Shostka (ua).

Strategic goal:
Launch core BEL international brands to the Ukrainian market.
Responsibilities:
Sales, marketing, promo strategy development and implementation
Budget & margin control, price positioning, sales planning, stock & product supply monitoring.
Market research, competitors and consumer understanding.
Define product range and further actualization.
Development/adaptation of packages and POSM for UA market.
Management agencies (creative, media, BTL) and suppliers (tenders, briefing, execution).
Analytics (sales, market & consumer data)
Сlose cooperation with:
Quality dept. (product quality control, new recipe development, package adaptation in according to UA legislation)
Fin. dept. (cash flow, payments, budget, P&L, documentation) & legal dept. (documentation, intellectual property protection)
Trade-mrk. & sales dept. (targets set, mrk. training for team, BTL planning and implementation, distribution level & listing control).
Supply dept. (package quality control, plan products orders, delivery schedule).
HQ: Reporting to a Head Office (CR).

Achievements:
Was launched 4 core international brands (unique premium segment).
Was reached 40% level of WSD (for 5 months). Overachieved volume plan in 2 times.
Reached set targets of launch with very limited budget.

Feb. 2007 - May 2009: Unimilk (Belongs to Danone now), https://danone.ua/milk-product/products/prostokvashino/
Brand-manager «Простоквашино».
Leader of dairy market in Ukraine also was present in Russia and Kazakhstan: «Простоквашино», «Био Баланс», «Актуаль», «Тема»

Strategic goals:
To be a leader in dairy market in Ukraine
To increase SOM & marketing indexes
Responsibilities:
Strategic planning, annual planning, marketing budget planning, plans realization, result analysis.
Product range development, new product category development, price and profit control.
Market and consumer understanding & researches.
Marketing mix implementation: ATL, BTL, PR, other events
Work with advertising and research agencies (tenders, briefing, control of execution)
Packaging modernization and actualization
Internal documentation.
Achievements:
Initial «Простоквашино» SOM was 3.7% => then «Простоквашино» took first place (7%) in the dairy market (volume) in 2009.

Aug. 2002 – Jan. 2007: JFK Ukraine import/export, production & sales tea/coffee (Indian Coffee, Magrett, Ласковый чай)
Position: at the beginning - Project manager, then - Head of packages and advertising supply and marketing department.

Responsibilities:
Marketing:
New brands development from the scratch (market and consumer researches, product lines & package development).
ATL and BTL planning and implementation, strategy development, advertising production (TVC, POSM, press, OOH, trade equipment, BTL events, exhibitions, promo-ladies)
Analytical-purchase-production:
Sales analysis, purchase planning (for product production and for advertising), budget control and optimization, tenders, contractors search, qualitive control of all production levels
Other: intellectual property, EAN coding, normative documentation, People management (2-3 subordinators)
Achievements:
Magrett (premium segment): At the peak of sales, SOM 7%.
Ласковый Чай (VFM): SOM 3%.
Indian Coffee (VFM): At the peak of sale SOM 12%.

Nov. 2001 – Jul. 2002: «Dobrynya» import/export, production & sales tea/coffee, (Brands: Доброе Утро, Добрыня, Maximus).
Position: project&marketing manager.

Apr. 2001 – Nov. 2001: «Anid» (meat industry supply).
Position: project manager.

Additional information

Education:
Ukrainian State University of food industry. Diploma of «Construction, technologies and package design»

Kiev Slavistics University. Advertising & Marketing

European Business Association, Marketing school

International Marketing Business Academy. Digital Marketing

Mercer, International Development Center, Germany, Leadership

KMBS, Management

Constantly: Trainings aimed on developing hard and soft skills

Other:

Languages: Russian, Ukrainian, English (Advanced).
Driving license: B
Family Status: married, daughter 8 years old.
Date of birth: 18.06.1979