Вікторія

Viktoriia
Cherkasova
/ EDUCATION
NATIONAL UNIVERSITY OF FOOD TECHNLOGIES, UKRAINE
• Master degree, Institute of economy and management Marketing / CONTACTS
/ WORK EXRERIENCE Mob.: [открыть контакты](см. выше в блоке «контактная информация»)
E-mail: [открыть контакты](см. выше в блоке «контактная информация»)
Location: Kyiv, Ukraine
PEPSICO UKRAINE/EUROPE
GROUP BRAND MANAGER YOGHURT-DESSERTS CATEGORY – UKRAINE
07/2023 – PRESENT
• Leading create market (local brand strategy and production)
/ ABOUT
• Managing 2 brands (almost 50 SKUs) – Chudo & Mariyka Hi! My name is Viktoriia, nice to meet you.
• Strategy development: I am a marketer who wants to take a new
✓ Communication (both brands’ relaunch wo changing brand name) career path to let business and brands
✓ Price positioning grow significantly making them
✓ Short/long term portfolio planning unreachable for competitors. I adore
• Creating local marketing communication (from taste territories and challenges, have high level of respon-
creative concepts development to full execution for both brands) sibility and strong communication skills
• Working closely cross-functionally to execute projects with Sales,
Revenue, Production, Insights, Media and other teams – full cycle
• Driving category profitability via recipe/pack/ portfolio optimization / SKILLS
• Managing ATL&BTL activities execution according strategy
• Brand team coordinating
Strategic
• Key results – volume growth after new brand positioning launch for key
planning
subcategory: +21% 2024 vs 2023, +2% 2024 vs 2021 (Jan-Feb)
Leadership
QUICK COMMERCE ACCOUNT MANAGER – EUROPE 05/2022 – 07/2023 skills
• Development of European multi-market E-commerce partnerships (Glovo, Communi-
Getir, Uber Eats, Just Eat), unlocking commercial benefits for PepsiCo cation skills
Europe markets, working directly with partners
• Collaboration with different PepsiCo European markets to establish Negotiation
strategy & operational plan to enhance performance skills
• Working with brands across full PepsiCo portfolio categories – snacks,
beverages, grains, dairy / LANGUAGES
• Consulting European e-com team from marketing/brand perspective, on
world-wide best practices to find opportunities on specific market
• Best practices & Insights sharing among countries Ukrainian
BRAND MANAGER PEPSI – UKRAINE 02/2020 – 05/2022 English
• Developing Pepsi with focus on non sugar segment as a key challenge &
Fr/It/Sp
company’s focus (Pepsi Max, Pepsi Flavors)
• Global strategy localization
• New products & new platforms launches in Ukraine
• Business performance reporting (market, brand health, marketing / SPECIAL COURSES
activities, media, trade)
• Annual support planning & execution Ferrero Marketing Academy, 2019
• Working cross-functionally to execute projects with Sales, Media and
other teams
FERRERO UKRAINE
JUNIOR BRAND MANAGER NUTELLA & TIC TAC 12/2019 – 02/2020 / HOBBIES
• Managing 2 brands (10 SKUs)
• Global strategy localization • Dancing
• Marketing reports preparation and research data analytics • Snowboarding
• Brand’s communication localization & execution, annual support plan. and • Pottery
execution, product packaging supervising • Painting
JUNIOR BRAND MANAGER NUTELLA 04/2017 – 12/2019
• Managing 1 brand ( 5 SKUs)
• Global strategy localization
• Launch of new products & platforms in Ukraine
• Other responsibilities – same as above
JUNIOR BRAND MANAGER PRALINES 08/2016 – 04/2017
• Supporting Brand manager (Raffaello, Ferrero Rocher) in brand’s
communication localization & execution
• Budget management and optimization
• Packaging supervising, SMM-brand pages creation and coordination
• Document work-flow coordination
TRADE MATKETNG INTERN 10/2015 – 08/2016
• Document work-flow coordination, promo-activities post-evaluation
• Store-checks, reports preparation
• Organization of SL&TM team building events
TEORET LLC UKRAINE/ VAVILON BTL AGENCY 09/2012 – 10/2015
SUPERVISOR FOR PROMOTERS
• Teaching and selection of promoters
• Supervising and coordinating
PROMOTER 06/2010 – 09/2012

/ ACHIEVEMENTS
PEPSICO
GROUP BRAND MANAGER YOGHURT-DESSERTS CATEGORY
• Strategies for 2 brands development (from almost zero), starting from deep consumer researches to creating concepts &
execution
• Curd Desserts (key subcategory) volume growth results since launch of new brand positioning in Jan 2024:
+21% 2024 vs 2023, +2% 2024 vs 2021. Source: Internal data, Jan-Feb period
QUICK COMMERCE ACCOUNT MANAGER
• Establishment of close partnership with Glovo on European level, Glovo-PepsiCo JBP plan development
• Returning Ukraine to the scope of European contract with Glovo
BRAND MANAGER PEPSI
In 2021 first time in Ukraine – Pepsi leadership vs Coca Cola both in market and in Ukrainians mind:
• Pepsi Market share 52%, +5 pp vs 2019 when started to work with brand (Source Nielsen, Dec21)
• Pepsi Brand Power is +2 pp higher vs CC (Pepsi 36 % vs CC 34%) according Ipsos 3 waves 2021. Pepsi Brand power is
getting stronger (35% in Jul 21,+3 pp vs Jul 19), while CC Brand power is getting weaker (36% in Jul 21, -2 pp vs Jul 19).
Effie Ukraine 2021: Team reward: Best Marketing Team 2021, Team reward: Most effective marketing team , Team reward:
Bronze reward: Battle of titans: how Pepsi became the main circle of the company, Project lead: Pepsi Music Star project
2020 – 3 Bronze rewards: Branded Content, Social Media, Youth Marketing
FERRERO UKRAINE (Nutella performance)
• Nutella volume growth +40% after 2 years on the position +3 seasons built (instead of 2 earlier existing)
• Key brand image indicators growth. Average percentage grew by 11 pp. (from 44% to 57%) after 2 years on the
position (these indicators have never been so high in the history of the brand in Ukraine)
• Average sales per seller indicator growth in main seasons in average +1 pp. every year vs PY (in the period of last 4
years this indicator has never been as high as now)
• New approach to projects for brands in SMM that became trend setters for other brands in Ferrero
UNIVERSITY
• Active participant in the faculty students’ life (faculty events organizing, dance team)
• I-III prizes for best repots in marketing, economy, foreign languages sections on International students conferences
• Participant of II round of the Ukrainian Student Marketing Olympics among bachelors, 2016
• Participant of the 10th students’ advertising festival, “One call – saved future” project