Резюме от 31 октября 2018

Zakmane Helena

Директор по маркетингу

Полная занятость, удаленная работа.

36 лет

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Опыт работы

Marketing & Business Development Consultant

с 03.2014 по наст. время (4 года 10 месяцев)
HZ Consulting (собственный бизнес) - Франция, Киев (Консультирование с сфере маркетинга и управление экспортом)

There are 3 main directions of my work as an individual entrepreneur:
1. Helping food & beverage products entering new markets & creating new business,
2. Consulting on existing business development & providing marketing and commercial support,
3. Developing marketing & communication strategies for both existing and new products.
My current business partners and contacts include various premium spirit (Latvijas Balzams/SPI Group, SRI Brands, Destilerias MG, Fashion Beverages, Amber Glen, Hughes Craft Distillery), wine (Bocelli, Filadora, Renzo Sgubin, Ombra), soft and functional drink (Sant’Anna, Tranquini, Spumador, Tassoni, Healthy Thirst, Moka Instinct, Story, Brainwave, OCOO, Hotel), mineral water (Dolomia) and several exclusive food product brand owners (Villa Karesema, Vkus Tea, Oro Caffè, Otto Chocolates, etc.), as well as importers and distributors in more than 40 countries around the globe.
Achieved ongoing export/distribution: Dolomia (Mexico, UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Lithuania), Tassoni (UAE, Saudi Arabia), SRI Brands (Latvia), Bocelli (Latvia), Hughes Craft Distillery (Finland), Destilerias MG (Finland), Latvijas Balzams/SPI Group (Iceland), Filadora (Latvia, Lithuania).

Business Development Manager

с 10.2013 по 02.2014 (4 месяца)
ILKO Coffee International (JV between The Coca-Cola Company and illy Caffè) - Италия, Киев (Глобальное управление брендом холодного кофе illyissimo)

ILKO is a global joint venture between The Coca-Cola Company and illy Caffè and is managing globally the premium RTD Coffee brand – illy issimo. I had a project-based work focusing on several major points: preparation of Business Plan 2014 (long-term strategic vision, product innovation pipeline, geographic expansion, marketing activities, etc.), new market business development (specifically Germany, France, Canada, Australia, Austria, Poland, Russia, Baltics, Georgia, Bulgaria, Finland, Sweden, Kosovo, Qatar, Lebanon, and Hong Kong), new packaging graphics implementation (work with the design agency, technical approvals with production, change management with 27 existing illy issimo markets), innovation process organization (specifically for the Japanese market and globally), and Communication & PR global strategy.

Category Activation Manager

с 06.2012 по 08.2013 (1 год 2 месяца)
Coca-Cola Hellenic Italy - Италия, Киев (Производство, продажа и трейд маркетинг всех продуктов The Coca-Cola Company в Италии)

Area of responsibility: Trade Marketing activation of the Still Beverage category: water (Lilia, Sveva, Toka, Solaria), energy drink (Burn), sport drink (Powerade), RTD Tea (Nestea), RTD Coffee (illy issimo), and the responsibility for the Product Development, Communication, and Trade Marketing activation of Amita, Coca-Cola Hellenic juice brand.
Day-to-day activities included the definition of marketing plans in cooperation with The Coca-Cola Company and ILKO International; definition of channel promotional plans in cooperation with Channel Managers, Commercial Department, and Finance department; leading the execution of product activation projects from the bottler point of view (business case, financial evaluation, supply chain, shopper positioning, merchandising standards, in-store activation, trade visibility, sales and trade incentive programs, sales volume recovery plans).
Achievements: significantly improved the day-to-day cooperation with The Coca-Cola Company in terms of project planning and implementation; implemented the launch of innovative water products under Lilia brand, as well as a series of tailor-made projects, such as „Torino – Powerade city” (based on Powerade sponsorship of Juventus soccer club), „Burn F1 car tour at Carrefour” (based on Burn global sponsorship of Lotus Formula 1 team); implemented full launch of Amita juice new flavor, as well as significantly improved illy issimo performance in Italy (40% YoY volume growth).

Marketing Director

с 08.2007 по 02.2012 (4 года 6 месяцев)
Pernod Ricard Latvia - Латвия, Киев (Импорт, продажа и маркетинг всех продуктов Pernod Ricard в Латвии)

Area of responsibility: strategic development and planning of all marketing activities for all the company brands (the biggest: Absolut, Jameson, Ballantine’s, Chivas Regal, Ararat, Martell, Beefeater, Havana Club, Olmeca, Malibu, Kahlua spirits, Jacob’s Creek, Montana, Campo Viejo, Tamada wines); responsibility for the 4-year strategic plan and tactical fiscal year budget plan development and presentation within the Group (to the regional management); implementation of the planned activities through cooperation with media, BTL, and PR agencies; direct cooperation and reporting to the regional Nordic Cluster head Office in Stockholm (Sweden) – dotted line reporting and direct communication with Pernod Ricard Nordics Marketing and Business Development Director; marketing budget full-scale planning and implementation; managing marketing department (trade marketing manager, marketing coordinator) – supervision, training, performance evaluation; direct and deep involvement in all company operations: sales, logistics, finance (company P&L), communication with clients (fulfilling the tasks of deputy GM); member of the management committee; representation of the company in negotiations with the Brand Owners within and outside of Pernod Ricard Group.
Special regional project (August-November 2010): introduction of the internal marketing procedure for planning, communication, and evaluation of marketing activities in Pernod Ricard Nordic region (Sweden, Finland, Norway, Denmark, Estonia, Lithuania, Latvia) – 4-month long project as a special task (20% of time).
Professional achievements: reverted the local corporate culture of Latvia representative office of the company towards truly marketing thinking, resulting in a product- and brand-focused approach to sales, increased loyalty to the company brands among sales people; created a comprehensive local marketing strategy for all the key brands; successfully implemented the marketing part of Absolut takeover after the V&S acquisition; significantly improved key brand performance (Jameson, Ballantine’s, Jacob’s Creek, Ararat); turned around Havana Club performance.
Pernod Ricard Nordic Best Practice Award 2010 in International Spirits category for Malibu media campaign (September 2010). Jury member for Pernod Ricard EMEA Best Practice Awards (Events & Sponsorship category evaluation, January-February 2011).

Baltic Marketing Manager

с 05.2006 по 07.2007 (1 год 2 месяца)
Samsung Electronics Baltic - Латвия, Литва, Эстония, Киев (Импорт, продажа и маркетинг всех продуктов Samsung в Латвии, Литве и Эстонии)

Area of responsibility: corporate brand marketing, sponsorship activities and corporate PR; market intelligence, channel marketing, online marketing, CRM programs, PVI (Product Value Information) as well as ATL activities for all 4 product categories (telecom, audio/video, IT, home appliances); marketing and PR agency management, direct projects with suppliers; strategic budgeting and budget implementation; reporting and result presentation to the top management on CIS & Baltics Headquarters level (Kiev, Moscow); management of marketing department (3 team members: marketing assistant, in-store activation manager, web-master); responsibility for 3 countries (Latvia, Estonia & Lithuania).
Achievements: „Samsung Premier League”, (Latvia Open Ice Hockey Championships) – a very successful sponsorship project in terms of public & media interest, wide publicity, social contribution, branding and improved information flow. Awarded 1st place as best sponsorship project in 2006 by The Association for PR Professionals of Latvia.

Marketing Executive

с 07.2004 по 04.2006 (1 год 9 месяцев)
Coca-Cola HBC Baltic - Латвия, Литва, Эстония, Киев (Производство, продажа и трейд маркетинг всех продуктов The Coca-Cola Company в Латвии, Литве и Эстонии)

-Baltic Water & New brand Marketing Executive (Baltic level)
-Marketing Project Manager (Latvia level)
Area of responsibility: creation and implementation of trade marketing activities for Bonaqua, Powerade, Burn, Cappy, Cappy Ice Fruit and Nestea brands on the Baltic level; implementation od trade marketing activities for all Coca-Cola HBC Latvia distributed brands on Latvia level; presentation of marketing plans to Latvia sales team; organization of POP and other merchandising material purchasing (work with agencies & suppliers); reporting and evaluation of marketing activities; tracking marketing budgets for water and new brands via SAP; preparation of reports on brand performance using statistical programmes (Margin Minder, Nielsen); special events for Coca-Cola HBC customers; strategic plans for trade marketing support of Powerade and Burn brands on the Baltic level (from research to implementation mechanics); management of marketing assistant including performance evaluation.
Professional achievements: in 6 months after I started working for Coca-Cola HBC I was given the challenging opportunity to fully work out and manage marketing activities for two Coca-Cola products – energy drink „Burn” and sports drink „Powerade” – in all three Baltic countries; I have implemented several special distribution channel projects (petrol stations, night clubs, sports clubs, open air sports tracks), and these activations were especially successful for „Burn”: sales increased by more than 120% and the leadership position was achieved in Latvia in terms of market share.

Project Manager

с 06.1999 по 06.2004 (5 лет)
Prospects Baltic - Латвия, Киев (Агенство маркетинговых коммуникаций)

-Advertising Agent
-Assistant Project Manager
-Assistant to General Director
-Project Manager (specializing in shopping centre marketing strategy and concepts – Ukrainian market)


University of Latvia

Social Sciences, Communication Sciences, Киев
Высшее, с 09.2000 по 06.2011 (10 лет 9 месяцев)

Completed 06/2011: Master (postgraduate) degree (MA)
University of Latvia Social Science Department, Communication Studies, Master Programme
(mass communications, popular culture, media studies, marketing communications, communication phylosophy, political communications, business communications, semantics, semiotics, history of advertising, etc.)
Master thesis: “Consumer behavior and socio-cultural identity correlation. Latvia alcoholic beverage market example”

Completed 07/2004: Bachelor (undergraduate) degree (BA)
University of Latvia Social Science Department, Communication Studies, Bachelor Programme
(mass communications, journalism, advertising, public relations, marketing)
Bachelor thesis: “Pseudoevents in Riga shopping malls, 2003-2004 experience analysis”

Профессиональные и другие навыки

Навыки работы с компьютером
Windows OS
MS Office: Word, Excel, PowerPoint
E-mail/Internet: Lotus Notes, MS Outlook, MS Internet Explorer
Other: SAP, Margin Minder, ACNielsen Nitro & Adviser, other internal mail clients and budgeting software

Знание языков

  • Русский — свободно
  • Английский — свободно
  • Итальянский — продвинутый
  • Французский — средний
  • Испанский — начинающий
  • Немецкий — начинающий

Дополнительная информация


Academic history

Completed 06/2011: Master (postgraduate) degree (MA)
University of Latvia Social Science Department, Communication Studies, Master Programme

Completed 07/2004: Bachelor (undergraduate) degree (BA)
University of Latvia Social Science Department, Communication Studies, Bachelor Programme

Work history

From 03/2014
“HZ CONSULTING” (Antibes, France & Riga, Latvia – Global)
- Marketing & Business Development Consultant

10/2013 – 02/2014 (4-month project contract)
- Business Development Manager

06/2012 – 08/2013
„COCA-COLA HBC ITALIA” (Milan, Italy – Italy)
- Category Activation Manager Still Beverages & Water

08/2007 – 02/2012
„PERNOD RICARD LATVIA” (Riga, Latvia – Latvia)
- Marketing Director

05/2006 – 07/2007
„SAMSUNG ELECTRONICS Baltic Representative Office” (Riga, Latvia – Baltic regional)
- Baltic Marketing Manager

07/2004 – 05/2006
“COCA-COLA HBC LATVIA” (Riga, Latvia – Baltic regional)
- Baltic Water & New brand Marketing Executive (Baltic level)
- Marketing Project Manager (Latvia level)

01/2000 – 07/2004
Professional supermarket business magazine “SUPERMARKETS” (Riga, Latvia)
- Project Manager and Journalist
06/1999 – 07/2004
Baltic Advertising and Marketing Communications Company “PROSPECTS” (Riga, Latvia & Kiev, Ukraine)
- Advertising Agent
- Assistant Project Manager
- Assistant to General Director
- Project Manager (specializing in shopping centre marketing strategy and concepts –
Ukrainian market)


Russian, Latvian, English – native/fluent; Italian – full professional proficiency; French – good; Spanish, German – passive/beginner; Ukranian – limited knowledge

Computer skills
Windows OS
MS Office: Word, Excel, PowerPoint
E-mail/Internet: Lotus Notes, MS Outlook, MS Internet Explorer
Other: SAP, Margin Minder, ACNielsen Nitro & Adviser, other internal mail clients and budgeting software

Professional interests
General Management, Business Development, Export Development, New Product Development, Brand
Development, Marketing Strategy, Marketing Communications, Public Relations, Media Relations

Industries of interest
Wine, Spirits, Soft Drinks, Mineral Water, Functional Drinks, Hospitality, Luxury, Premium Food, Premium Retail

Personal characteristics
Attention to detail, Stress resistant, Multitask, Hands-On approach, Reliable, Sociable, Strong communication and
presentation skills, Public speaking skills, Responsible, Great project management and working process organization
skills, Ready to work in team and independently

Additional skills
Driver’s license since October 12, 2000 (European, B category).

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