X5 Tech department. A nationwide 360 degrees launch of an add-on subscription service to a loyalty program offering discounts and cashback in 20 000+ grocery stores. Responsible for large-scale multichannel campaigns - TV, OLV, outdoor, BTL & special promo. • Orchestrated 3 advertising agencies in performing outdoor promotions, TV and OLV (online video) campaigns with a total budget of 100+ mln rub with an impact on the Brand knowledge increase of 38% (Brand health research by Nielsen) • Expanded Brand presence from Moscow and Saint-Peterburg to 15 major cities (above 1 mln citizens) after successful new subscription service MVP evaluation by the board • Achieved annual KPI of subscription users by the end of 2021, boosting the total number 5 times in 3 months • Coordinated 3 new projects with other BU departments of the Group to achieve mutual goals in the product promo campaigns that allowed to share the budget • A marketing annual plan creation with budgeting, users acquisition prognosis and costs. Hypothesis analysis and validation

• 2 employees under direct report • Established marketing function for the company. Composed and proved marketing & communication strategy from a scratch, launched 4 new products during the 1st year, achieved an annual plan of 146% • Reported directly to the CEO and the board of the parenting company PJSFC Sistema • Contracted and coordinated 4 marketing and branding agencies in compliance with tendering procedures to expand the Brand presence

• 2 employees under direct report • Developed and implemented a digital marketing strategy focused on the USA and EU markets, accelerated SEO optimization with 23% growth in website traffic • Coordinated client satisfaction management, integrated global guidelines for regional markets across offline and online channels

• Operated marketing campaigns for 70 medical centers in Moscow (ATL, BTL, digital), transferred new services knowledge to the sales team, external stakeholders • Launched 15 new services, executed marketing and promotional activities with 14% growth in cash flow in the business unit