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Ivanna Genyk
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in LINKEDIN

Applying for role Head of Brand and Product Marketing

10 years of commerical experience with worldwide well-known
brands. Diverse experience with commercial projects & launches
LANGUAGES realization, ATL & BTL activations, P&L management and process
optimization. Experience in project launches from scratch, agency
Ukrainian Native
and partner collaboration, and team building and leadership.
Upper-
English
Inintermediate
Key competencies
Marketing & Leadership
• 5+ years of marketing experience and 6 years in leadership roles (Trade
EXPERIENCE Marketing & Marketing)
SOFT SKILLS • Building and managing cross-functional teams
• Developing long-term partnerships with marketing and creative agencies
◦ RESPONSIBILITY Brand Strategy & Market Positioning
• Brand strategy development in highly competitive (“red ocean”) markets
◦ RISK MANAGEMENT • Building brand philosophy, defining brand uniqueness and value
◦ PROBLEM-SOLVING proposition
• Development of recognizable brand identity and brand assets
◦ STRATEGIC THINKING • Audience research and identification of optimal messaging, channels,
and communication tools
◦ CREATIVITY Brand Awareness & Communications
◦ LEARNING-ON-FLY • Brand awareness growth through integrated media mix: Digital, SMM,
Influencer Marketing, PR, and TV
◦ PUBLIC SPEAKING • Achieved +30% growth within 2 years
Product Marketing & Market Research
◦ FLEXIBILITY
• Market, category, retail and trend analysis to identify opportunities and
HARD SKILLS product niches
• Customer insight research through focus groups, surveys, mystery
shopping and analysis of negative consumer feedback
◦ DATA ANALYSIS ( MS Excel, GFK,
• Hypothesis testing and validation for product development
NIELSEN) • Product vision development and briefing of R&D teams
Product Development & Launch
◦ PRESENTATION (MS PowerPoint, • Organization of product testing and tastings with internal stakeholders
presenting skills, storytelling experince) and target audience
• Packaging design development and production quality control
◦ PROGRAMS (SAP) • Finalization of new product launch processes
• Coordinating with production teams on product launches, including
packaging testing and initiatives to improve product quality and
performance
HOBBIES International Markets & Export
• Experience launching and exporting products to EU, Canada
Yoga
• Managing compliance with quality standards, packaging requirements
Human psychology & consumer and technical documentation
behaviors Quality & Compliance
Reading of classical literature • Participation in obtaining international FSSC certification
Traveling • Ensuring compliance with company regulatory and production policies
during product launches
Creative advertising
• Coordination with production teams on standards, regulations, and
processes
• Building operational frameworks, procedures, and best practices for
EDUCATION newly established teams and departments
Financial & Analytical Tools
Master of Social Work • Product analytics and marketing performance analysis
• Budget and financial tools for marketing planning
2005-2011 Team leadership and management
National University of Kiev-Mohyla • Building effective team collaboration frameworks and workflows
Academy (NaUKMA), Kiev • Motivating, supporting, and empowering team members to drive
performance
• Creating individual development plans to strengthen expertise and
Coursework in Social Psychology leverage team members’ strengths for higher team effectiveness

and Conflict Resolution
NaUKMA 2005-2009 Chief Marketing Officer, Tea&Food
Biosphere corporation / CupSoul (Tea&Food business unit)
Feb’25 – on going

Key achievements in Biosphere:
o Brand Graff in TOP3 brands at market in high season at 2nd year of its
existing
o Brand knowledge at 41+% at market with more than 200 active brands
o 2 Bronze Effie awards 2025 – for launch of new product and AI usage
o Best marketing team in Hot Beverages with the highest score at
Ukrainian market
o Leading launch of 2 tea collections and support with all media
instruments.

Marketing manager
Philips Ukraine / Versuni Ukraine
Mar’20 – Mar’25

Key achievements in Philips-Versuni:
Global-level award for identifying new business opportunities (2025).
Market share improvement:
o Delivered Value MS growth +5,5pp in Coffee in situation of out of stock
challenges in situation of highly competitive surrounding (2023)
o Co-lead achievement of Leadership position in KA (the biggest category
on the market) and sustained for 3 years
Strategic processes effectiveness optimization:
o Developed and implemented in-store support promo plan and alignment
process with customers that improved promo ROI
o Developed tool for IGM managing with estimating
o Gaining triple digit growth in sales due to effective strategy
Sales targets and in-store excellence:
o Realization of 2 national motivation program with uplift 23-28% in sell-
out (ROI over 90%).
o Creation of educational program for sales team with direct uplift in sales
of Coffee category
o 2 Effie awards:
a. Bronze for OHC project of proper oral hygiene (2020);
 b. Bronze for KA project in 360° support campaign for AF
(Marketing, Trade Marketing, Sales & PR cooperation) – the first
for company in KA in the world (2018).
Consumer preference:
o Launch and local adaptation of mobile app for Kitchen Appliances –
NutriU/HomeID – the unique app at UA market

Trade & Shopper Marketing Manager, KA, Coffee & OHC
Ukraine
Philips Ukraine
Jun`17 – Feb’21
Shopping Marketing Supervisor, Traditional Trade, Ukraine
JDE Ukraine (former Kraft Foods Ukraine / Mondelez, FMCG)
Apr`16 – Jun’17

Non-commercial experience

Trade Shopper Marketing Services, Ukraine
Kraft Foods Ukraine / Mondelez, FMCG
Jun`12 – Apr’16

Finance analyst & Marketing Services Executive
PrJSC Philip Morris Ukraine (FMCG)
Sep`08 – Jun’12