Stars & Fishes (S&F) is a private B2B Marketing consulting company, which provides its сlients with complex solutions in design & creative, research and marketing strategy, user experience creation (online and offline), marketing & sales automation software configurations. S&F сlients list is headlined by Danone Russia, Heineken Rus, RUSAL (the largest aluminum producer), Lukoil (one of the largest oil & petroleum producers), S7 Technics (aviation maintenance), and followed by other large and medium companies. Currently S&F is also a Solution Partner of Adobe providing expertise in automation marketing systems. I headed the company in June 2015 and was responsible for all marketing and operations processes setting. Here are some results of my almost 4 years work: - Business strategy clearly identified on the basis of clients segmentation and company product portfolio forming. - Marketing and communication strategy crystalized after trying several different approaches. (Current strategy focuses on inbound marketing approach with strong usage of account-based marketing tools). - Key strategic clients acquired under my direct leadership via targeted marketing actions and further personal relationship development with marketing management teams.  - The company grew up from 1 to 25 mln rubles annual turnover. - Under my supervision a strong team was built for content creation, user experience development and operational management. (S&F structure consists of 14 direct employees and a system of over 50 constant and permanent remote partners). - According to clients surveys the company maintains a high project execution level (new brands launches, consumer research and marketing strategy building, branding, packaging and communication materials design, web development). The results of our work are defined by clients’ marketing teams as creative, innovative and fast. Important note: For the past 4 years Stars & Fishes demonstrated absolute records in comparison to average Russian new company with 10-25 employees in acquiring such amount of large clients (all clients mentioned in our portfolio are contracted directly with no intermediaries). 2018 was closed with almost all KPIs growth. For 2019 an optimized portfolio, renovated team and clear process was identified in order to keep growth in priority segments in Russia & CIS. As for me I have decided and aligned with my partners to distance myself from S&F operational management. I personally feel the need to expand boundaries and embrace the challenge of getting a Marketing Manager role in a fast growing and multinational business environment.

Senior Brand Manager (January 2015 - May 2015). Activia brand. Key projects & achievements: 1. Marketing strategy for relaunch of profit-driving portfolio part (cheeses category). Аfter several years of constant decline of the category I identified the strategy and took the lead of its implementation in order to turn around the negative trend. I conducted a series of consumer researches in order to identify triggers and barriers towards the category and reasons for other brands switching. On the base of received learnings and found insights I created a new user experience pattern for the category, tested the concept online and offline and developed a strong marketing plan for relaunch. The plan consisted of a new category positioning, portfolio optimization, innovations launch, customer offers for channels, new pricing & promo strategy.  The whole plan was realized already after I left Danone, but I am aware that the results were positive: in short perspective the negative sales trend was stopped and after all planed actions realized category sales showed +7% growth YTD. 2. New brand positioning and communication development I took an active part in the new Activia positioning creation. Together with global team and local Strategy & Insights team we performed a series of insights generation researches and took part in big Needscope Study initiated by the Global team. As a result a new brand territory was chosen and a new communication platform was developed with vast implementation across channels. 3. Special portfolio strategy development for sales chains. In the crisis period we saw strong brand underperformance in Discounters sales chains. On the basis of sales insights and strong sales analytics I developed a strategy to support the brand in discounter channel. The strategy included several actions from downsizing part of portfolio to improve price per unit to special customized offers and strong promotion plan. Innovations Manager (September 2013 - December 2014). New brands (Danio & Oikos), Danone, Danissimo. Key projects and achievements: 1. Leading the insights generation process for new brand launches. I was responsible for consumer research performing in order to understand key consumer needs and insights which could be the base for future innovations. For example I was responsible for cross-brand and cross-category online study (Innoscreen) the idea of which was to identify most potential territories and innovative concepts for launch. 2. Leading complex cross functional NPD projects with CAPEX. I performed full marketing circle activities for the launch of a new dairy category on Russian market - high protein yoghurt. This included global practices analysis, conduction of several qual and quant research studies (online and offline) for insights and product concept generation, new product development with a new industrial process implementation, CAPEX justification for the global and local financial team, P&L management and pricing definition, sales and communication strategy development. Initially the developed marketing plan focused on a new brand launch (Danio), but with the strike of the crisis in late 2014 I reshaped the launch plan for current brand portfolio. (Activia and Danone brands). 3. Leading the company portfolio adaptation for the crisis period As a part of the anti-crisis marketing plan I took the lead over several projects for portfolio optimization towards more valuable offer for crisis. For example, discontinuation of Danone drinkable yoghurts in bottles towards family offer in a new packaging format (Ecolean). The launch of 4 SKUs with roll-out on 3 production sites allowed to turn around the negative sales trend of drinkable yoghurts under Danone brand and sustainably grow brand via drinking category sales volume during 6 months (+18% YTD growth vs previous year) with increase of incremental profit. 4. Leading the innovation process transformation in the company Together with Innovation Director I was part of Danone transformation towards more agile and structured Innovation process. The process was reshaped from ad-hoc meetings with suppliers towards constant learnings sharing sessions with other markets and big innovation days with suppliers. A special criteria for innovation selection and prioritization was introduced to Inno Committee. 5. Contributing to forming and implementing profitable growth strategy for the company. I was invited to become part of a special committee of high level executives and high potential middle managers to identify and implement the strategy for profitable growth during the crisis years. As part of the committee I leaded several projects which resulted in incremental and profitable sales growth. Brand Manager (August 2010 - August 2013). Prostokvashino brand. Prostokvashino is the biggest brand in Danone Russia portfolio and #1 brand on the dairy market in terms of volume and value share. During 3 years experience of brand management I moved from Trainee position to Brand manager position and took the lead of projects in different marketing fields. Here are some achievements of mine while managing this brand: - In 2013 I contributed to the new marketing approach implementation In Danone. Prostokvashino was #1 brand in the company starting CRM. I participated in the project of CRM-club launch which exists till now on and contributes to loyal user base growth from year to year. - I leaded the strategy identification and later on full scale launch of the new category under Prostokvashino brand called Zakvaska. It was a new product category for Russian dairy market and after Prostokvashino launch other big producers followed up with this product launch. During this project I performed strong market analysis, initiated several consumer researches, developed the product with RnD team, supervised the launch on plants, developed communication strategy (including TV-support, In-trade activations, PR and Digital promotion). The newly launched category became #1 innovation in terms of incremental sales uplift during previous 5 years and contributed almost 20% in 2013-2014 brand sales increase. - In 2012 I was part of the new brand portfolio and communication strategy development. Together with my team members I relaunched the brand packaging and communication. As a result the brand almost doubled its sales volume and showed strong growth in image KPIs such as «The brand I trust», «The brand for me», «Perfect quality products» etc.