Тетяна

Koval Tetiana
Strategic Operations Leader with over 25 years of experience in driving revenue growth and service excellence. Expert in scaling customer support operations and optimizing complex processes to maximize profit margins. Proven track record of managing multimillion-dollar budgets and leading high-performing teams in IT & FMCG sectors. Focused on adapting growth strategies for AI-driven SaaS products to meet specific business objectives. Demonstrated success in scaling support and account management structures through process automation and operational efficiency
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Work experience
2017-2025
ASNOVA Holding
10.2024-now
Chief Customer Officer (CCO), IPland
• Driving a customer-centric strategy to maximize Net Retention Revenue (NRR), increasing average contract value (+15% Asia region +5% Ukraine) and overall SaaS profitability.
• Architecting strategic engagement frameworks between client C-level executives and Account Management to foster long-term partnerships and reduce churn (+20% Project Health index ).
• Leading joint strategic road-mapping and development with TOP customers to align product development with client business goals and AI & SaaS solution adoption.
• Implemented a new data-driven customer collaboration framework, incorporating systematic service index, performance KPIs, and optimized workflows. Conducted a comprehensive audit of existing processes, transforming them to align with the company’s strategic development priorities
• Coordinate cross-functional synergy between Support, Product & Development, Project Delivery, and Marketing to ensure customer satisfaction.
• Optimizing financial performance by improving the ratio of Monthly Recurring Revenue (MRR) to total financial costs, driving margin growth in Q1 2026 through strategic annual commercial negotiations
01.2018- 10.2024

General Manager | BENICE (Cosmetic Distributor)
• Business Transformation: Successfully transitioned the company from a traditional distributor model to a multinational corporate approach, driving a 50% sales increase and sustainable margin growth.
• Strategic Leadership: Managed a multifunctional team of 80+ staff (5+ direct reports), aligning organizational strategy with shareholder objectives and P&L targets.
• Operational Excellence: Optimized portfolio efficiency (SKU optimization) and business processes across HR, Logistics, and Marketing; improved service levels by 15%.
• Commercial Strategy: Directed full-cycle marketing and sales execution across all channels, securing top-tier partnerships and expanding distribution for brands like Rimmel, VS, and Lumene.
• Talent & Culture: Built a high-performing corporate culture by implementing new hiring standards and leadership development programs (Asnovator), fostering innovation and ownership.
• Supply Chain & Analytics: Optimized Supply, Demand, and Inventory management using advanced monitoring systems (EFFIE) to ensure data-driven decision-making.
• Transforming the focus of the company from the traditional distributor approach into the multinational company approach resulted in a strong increase in sales and margin.
• Created a unique corporate culture of leaders aimed at positive change innovation and results
Awarded by partners:
• Most powerful Launch 2020 by Coty
• Best Distributor in 2019 by Lumene
• Best Base Business Amplification in 2018, 2023 by Coty
09.2017- 01.2018

Modern Trade Divisional Manager, SAVSERVICE
• Strategic Brand Transition: Managed the smooth transition of the Perfetti Van Melle portfolio from a previous distributor, ensuring zero operational downtime and sustained market presence.
• Commercial Terms Optimization: Led the redesign and implementation of new Terms & Conditions, aligning trade agreements with updated profitability targets and market standards.
• Customer-Centric Performance: Facilitated the "Customer Review" project, a comprehensive audit aimed at improving client satisfaction and strengthening strategic partnerships.
• P&L & ROI Accountability: Managed full financial responsibility for sales targets and budgets, ensuring high Return on Investment (ROI) across all commercial initiatives.
• Sales Force Leadership: Directed a high-performing team of Key Account Managers, Sales Representatives, and Merchandisers to ensure excellence in retail execution.
• Market Expansion: Spearheaded the launch preparations for Skviryanka within Modern Trade (MT) channels, including distribution setup and go-to-market strategy.
03.2015-2017
Consulting Projects/trainings in IT, pharmacy and FMCG
10.2011- 02.2015
Customer Development Team Leader, Colgate-Palmolive Ukraine
• Strategic Commercial Transformation: Led a large-scale restructuring of Terms & Conditions (T&C) across all trade channels in Ukraine, managing complex negotiation cycles from 2012 to 2015.
• Rapid Revenue Growth: Delivered a 44% YoY sales increase by establishing long-term Joint Business Planning (JBP) and fostering strategic partnerships with key Retailers and Distributors.
• Market Share Expansion: Driven significant market share growth in Modern Trade: TP (+3.8 pp), TB (+3.1 pp), and SG (+1.2 pp) compared to 2011 benchmarks.
• Retail Excellence: Achieved a 10% increase in share of shelf within Modern Trade channels and successfully launched Optic White, capturing a 3 pp market share in just 3 months.
• Category Leadership: Spearheaded the launch and implementation of Category Management methodology in Ukraine, serving as a strategic consultant for the initiative.
• Capability Building: Facilitated the "Business Fundamentals" project for the sales organization and built a high-performing team of top-tier talents through cross-functional collaboration.
• Corporate Recognition: Honored with prestigious company awards for three consecutive years (2013, 2014, 2015) for significant contributions to business development in Ukraine.
2001- 2011
Colgate-Palmolive Ukraine | Various Sales & Marketing Roles
• Trade Marketing Leadership: Managed the TM department, significantly strengthening its strategic role and overseeing the execution of national sales support initiatives with high ROI.
• Growth & Distribution: Tripled sales and expanded distribution from 15% to 84% through the implementation of a nationwide distribution program.
• Market Innovation: Successfully launched a consolidated CSPR portfolio (replacing 4 SKUs with 1) and pioneered the first Oral Care boutique in Ukraine.
• Sales Performance: Consistently exceeded sales targets (up to 125% of plan) and built strategic relationships with top national accounts (Furshet, Cosmo, Carrefour).
Awarded for demonstration principles of management with respect in 2010
PROFESSIONAL DEVELOPMENT & CERTIFICATIONS
• Strategic Client Management: Certified Trainer for Customer Engagement (Joint Business Planning), Development of Our Customers, and Customer Growth & Profitability Planning.
• Commercial & Financial Excellence: Advanced Negotiations, P&L Management (Money Matters), Return on Investment (ROI) in Action, and Shopper Marketing.
• Leadership & Team Effectiveness: Driving Team Effectiveness in Organizations, Effective Team Management, and Business Presentation Skills.
• Industry Expertise: Retail Category Management (Magellan); Speaker/Expert at the FMCG Industry Forums; Subject Matter Expert: "Digital Transformation of In-Store Execution".
EDUCATION & TECHNICAL SKILLS
Graduated from the Kharkiv Railway Transport Academy as a Mechanical Engineer (excellent marks diploma)
English -Upper Intermediate
Jira and Confluence for project management and knowledge sharing
Experience with Adonis for business process modeling and optimization
Skilled in CRM system management and the MS Office