Олена

WORK EXPERIENCE

SHELL UKRAINE | 2019 – 2025
Director of Sales and Operations, Ukraine/ Operational Transition
Lead
Tasks:
• Responsible for P&L, sales and operations on 131 sites (1500 people),
leading the team of 4 direct and 15 indirect reports
•
• In charge of sales and operational strategy adjustment and
implementation to deliver country targets: sales volumes and turnover
for fuel and non-guel goods, margin, cost, safety targets;

OLENA
• Leading implementation of fuel and convenience retail pricing strategies
site by site within the country;
• Successfully managing Customer Value Proposition in accordance with
VARHANOVA the site operational standards incl. HSSE (health, safety, security,
environment) and Shell Business Principles;
DIRECTOR OF SALES AND OPERATIONS • Leading continuous improvement of Customer satisfaction, staff
satisfaction and Active Selling through enhancement of people
ABOUT ME competencies/skills and customer feedback;
• Developing and sustain adequate talent pipeline for the business,
Experienced sales lead with a demonstrated responsible for the continued development of staff competencies,
history in energy retail and telecom individual behaviours and business culture required supporting those
industries. plans.
Lead community of 1500 people on 131 fuel Achievements:
sites through difficult times of pandemic and • piloted fuel sales initiatives, surpassing the 2019 operational plan by
war, keeping operations going and +7%, the 2020 plan by +5%, and a remarkable +29% over 2021,
delivering significant business growth. navigating significant market disruptions due to the ongoing war
Strong commercial professional with passion • drove market share gains from 3.2% to 5.3% by 2021 through targeted
marketing campaigns and acceleration of sales
in Sales Management driven with
• provided C5 growth (+5 mln USD 2023) through sales initiatives and
commercial acumen - growing sales
precise cost management
volumes, non-fuel products turnover, • managed non-fuel products turnover +18% 2024 vs 2023 due to new
delivering financial results. products and new formats launch
Skilled team leader, passionate about • accelerated high level of premium fuel penetration >40% (2021), 42,6%
getting the best of the teams proved by (2023), 42,8% (2024)
annual employees survey results. • showed regular excellent results in Customers experience: CSI - 83,5%,
Driving continuous improvement, TLAG – 85.9%, NPS – 88,9% (2024)
transitioning through changes with high • implemented new digital tools on sites - (online daily sales reporting,
innovative potential (online reporting for the NFR monitoring from sites, Territory Managers visits digitalized, etc) to
increase site staff efficiency
sites, pricing tools automation, etc).
• reached excellent results of employees survey: Employee engagement -
SKILLS 85; Team Leadership – 95 (2024)
• rewarded as Best National Sales Manager in CEE 2019 and Q1 2024
- Sales management (B2C/B2B/indirect LANGUAGES
channels) • Ukrainian: native
• English: fluent
- Operational excellence • French: basic
- Management of change
EDUCATION
- Leadership
2011-2014 | Kyiv - Ukraine
- People management
Master’s degree Psychology
CONTACT
Taras Shevchenko National University of Kyiv
+38 050 469 55 33 1996-2002 | Kyiv - Ukraine

[открыть контакты](см. выше в блоке «контактная информация») Master’s degree Business Administration International
Economy
Kyiv, Ukraine Kyiv National Economic University
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SHELL UKRAINE | 2017 – 2019
Director of B2B Sales, Ukraine

Tasks:
• Leading the team of 21 direct reports covering sales, marketing support and development functions;
• Successfully managing sales and forming strategy in B2B channel across the country;
• Achieving high financial targets for new and existing customers in line with Shell Business policy & principles;
• Delivering all agreed T&R targets for Ukraine;
• Driving the continuous improvement of customer satisfaction, extending Customer Value Proposition;
• Introducing new alternative sales channels (indirect channel, digital platforms, etc);
• Managing the budget, forecasting and financial planning processes;
• Delivering sustainable sales growth and high KPI performance through the excellent work and collaboration
between all departments.

Achievements:
• achieved solid increase in B2B fuel sales (+15% vs OP 2018)
• showed growth of B2B fuel volume share to 50% in total sales (2018)
• successfully launched new functions (b2b marketing and indirect sales channel) to support and increase sales
(+10% in fuel volumes 2018)
• implemented digitalization of fuel cards processing to create additional CVP for customers
• updated fuel card design together with extended CVP (CR offer, carwash, tire service, etc)
• managed digital tool “Shell cards on-line” portal modification and improvement to increase NPS results
• launched new digital product “online coupons”
• introduced CRM in order to increase efficiency of customers attraction and further development

VODAFONE | 2014 – 2017
Head of National Accounts Department, Ukraine
Tasks:
• creating and managing a strong team of 7 National Key Accounts managers across all Ukraine (direct reports)
responsible for ~50% of total B2B sales;
• developing, coaching and managing talents pipeline;
• training sales team to improve sales and negotiations skills;
• successfully introducing new segment of B2B clients – National Accounts from the scratch;
• defining the strategy for acquisition, development, and retention of such clients with its further
implementation;
• introducing project management approach to deliver higher business results and satisfy need for innovations
and unique tools required by customers;
• driving growth of CSI and setting up customers' loyalty relationships;
• initiating and managing new products and services development to meet customers’ needs.

Achievements:
• successfuly created and implemented sales, development and after-sales service procedure for National Key
Accounts
• increased revenue – 12,5% (2015/2014)
• acquired “FOZZY group” (one of the biggest retailers in Ukraine) account
• rewarded for Best B2B projects (2014, 2015)