Download Head of Marketing (last updated 15 Aug 2013)

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Alisher
Date of birth:
Location:
Relocation:
29 May 1972
Other countries
Контактные данные резюме
скрыты
Head of Marketing
(last updated 15 Aug 2013)
Experience
Co-owner, CEO
Jan 2012 - present time (5 years 6 months)
Global Team, North West Division, St. Petersburg, Russia
Реклама и PR-услуги
Business Unit management - established capabilities and developed leadership to accelerate growth:
- Turnover grew from less than a 1 mln RR to 23 mln RR over 2012
- Net profit achieved target of 25% from turnover
- Designed and introduced optimal Agency structure to meet Client's needs
- Recruited team of 5 new employees
- Introduced relevant processes and procedures both internal and external to address Client's requirements
- Within 1 year the division became self-running, requiring minimal on-line supervision from Moscow headquarters
Marketing Director
Aug 2010 - Dec 2011 (1 year 5 months)
Grandkhaan Holding (GKH) Ulaanbaatar, Mongolia
FMCG
Contributed to overall FMCG business set up and Marketing function in particular including 3 Operation Companies: SBB Local Vodka business, Coca Cola, Anungoo (Distribution of P&G, Wrigley, Pringles, Selpak).
Bottom line KPIs achievement:
- Market share growth by 5% (41,3% in 2010 vs. 43.5% in Nov 2011)
- EBIT growth + 55%
Built Marketing capabilities :
- Structure: Developed, approved and introduced Marketing Structure for the Operating Companies
- Processes: Introduced key processes: Portfolio Management, Brand Planning, Cycle planning, Score Carding, standard
processes in relation with Research and Creative agencies (briefings, evaluations, etc.)
- People Development: Recruited 10 new employees and 1 department head, introduced Skill matrix for all levels of
marketing population, FDA (Functional Development Assessment) and facilitated 8 Master Classes on key Marketing
competences resulting in evaluation scoring 4,3 out of 5
- Using own international professional network together with the local cross-functional team developed and introduced
Retail Audit in line with Nielsen methodology
- Within tight timeframe created DNA, Positioning, Communication Strategy in dark market environment and re-launched all
vodka portfolio (3 key brands in different price segments) resulting in arrest of Premium Brand (Chinggis) decline and
growth vs. LE by 18%
- Re-defined marketing and pricing strategy for Coca Cola products in changed environment due to Pepsi entry, which
allowed to strengthen market shares without diluting EBIT
Brand Manager
Jun 2007 - Feb 2010 (2 years 9 months)
British American Tobacco (BAT) Russia, Moscow, Russia
FMCG
Formulation of short/mid-term Dunhill strategy for end market and alignment with Regional Hub
- Coordinated development and execution of 2 brand families re-launch resulting in 12% growth of Super Premium Brand
under new economic environment
- Finalized long lasting development and launched Brand's web site, insuring effective use of this channel
- Initiated qualitative research - Brand Equity study results of which will address current bottlenecks and form future brand
communication
- Ongoing development of team and Agency of record
Management of Pall Mall brand pan Russia
- Strategy was reformulated with the focus on new format and agreed with Headquarters / Regional Hub
- All required research tests for re - launch have been conducted (pack/communication). Re-launch transition plan was
finalized and approved by Regional Hub
- Three projects were developed and launched. They became a best practice and formed a tool kit for rollout in Europe
Retail Communication Manager
Mar 2008 - Mar 2009 (1 year 1 months)
British American Tobacco (BAT) Russia, Moscow, Russia
FMCG
Development and implementation of Retail Communication Strategy which is to serve as a relevant communication platform
for Global drive brands' support in retail pan Russia
§ Effectively coordinated Grocery and Convenience channel specific activities development & execution insuring all Brand
communication activities in retail are timely supported as per the strategies defined with required POP materials covering all
touch points planned by brand/channel
§ Developed and piloted two B2B2C projects which are aimed for roll out nationally. Projects will increase quality of
communication and control increase of investments to trade
§ Revised list of trade equipment bringing it to a default set: from many to few resulting in significant financial and time
benefit
§ Managed department of 18 people with 5 direct reports. Additionally Agency of record was managed on relevant projects
Brand Marketing Manager
Aug 1995 - Jun 2007 (11 years 11 months)
British American Tobacco (BAT) Uzbekistan, Tashkent, Uzbekistan
FMCG
Brand Marketing Manager, May 2005 - November 2007
Development and coordination of consumer marketing strategies execution for the whole portfolio of BAT Central Asia
- New portfolio strategy developed and implemented for all Central Asian markets
- Developed and implement new portfolio strategy for Uzbekistan market (3 successful launches, portfolio streamlined,
market share increased by 11.3%)
- Successfully re-launched Global Drive Brand in Uzbekistan - 7, 2 % SOM within 5 months
- Managed and developed a team of 4 brand managers and their subordinates which resulted in promotion of the key
talents within the team
Group Brand Manager, July 2004 - May 2005
Development and execution of consumer marketing strategies for International brands of BAT Central Asia, in order to
secure the successful achievement of the pre-set objectives in terms of volume/value sales, profit and share of market
Area Brand Manager, May 2001 - July 2004
Manager of local brands Yava Gold, Karvon, and Astra in Central Asia. Developed and launched new brands, advertising
campaigns, consumer and trade promotions, and sponsorships. Developed product designs and ensured compliance with
all market regulations. Developed pricing strategies for all brands in every market
Hotels, Restaurants, Cafes (HORECA) Manager, May 2000 - May 2001
- One year appointment to manage Trade Marketing's strategic HoReCa program
- Managed a team of 6 people in Tashkent and Samarkand
- Partnered with owners of top entertainment establishments to achieve market familiarity with BAT brands
- Coordinated special events to support market awareness of BAT brands
Brand Manager, June 1998 - May 2000
- Fostered development of the first two National cigarette brands in Uzbekistan: XON and XON Lights
- Developed and executed consumer trade promotions and sponsorships to support the brand
- XON became #1 cigarette brand in Uzbekistan in terms of market share
Brand Group Assistant September 1995 - June 1998
- Executed various tasks in relation to marketing programs during foundation of Marketing Department of BAT Uzbekistan.
As a result was assigned to Brand Marketing department
Education
Chartered Institute of Marketing (CIM) (Berkshire, U.K.)
End date 2001
Marketing Postgraduate Diploma, CIM Membership Number: 463023
The Uzbek State World Languages University, (Tashkent, Uzbekistan)
End date 1996
Diploma of Higher Education English Linguistics, GPA – 4.43 / 5.00
Language skills
English - fluent
I can be interviewed in this language
Russian - native
I can be interviewed in this language
Ukrainian - intermediate
Uzbek - intermediate
Courses, Trainings, Certification
The Leadership Trust (Training) Limited(Ross-on-Wye, Herefordshire, UK)
End date 2008
Effective Leadership Programme
BAT International Training Center(Horsley, UK)
End date 2002
International Marketing Programme
Additional Information
Objective
To get position of Head of Marketing in multinational or solid local FMCG company in Kiev.
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