Product Development

Red Communication Group https://www.sostav.ru/rcg Moscow, site.rcg.agency/#/Management Corporate Strategy and Innovations Director, Top Management Initiated and guided RCG's Corporate Strategic Transformation throughout a 16 month project in 6 offices around Russia, 280 people. Objectives: optimization of operational spending, reimagine new business opportunities, shape creative environment to foster corporate innovation throughout all segments of an organization. Delivered a 3-year Business Plan, supported by policy development, in context of digital evolution and sustainable trends: • Shifted business focus from communication services to product development acceleration. • Restructured management approach to creative leadership by increasing EVP ( the level of love and trust, empowerment and flexibility, by bringing transparency to information, positive supervisor relations, involvement and credibility, positive interpersonal exchange and social entrepreneurship. https://zen.yandex.ru/media/id/5ddba6246e457f443424533b/chetvertaia-promyshlennaia-revoliuciia-transformaciia-i-adaptaciia-5ddbdf230c408a20fc3f48f9?fbclid=IwAR3l1yuAJn95EJsfAokF64tzAnjxgyPJfioxPVdSCnL1sqcxrbTU2KMKdd4 Evaluation & Analysis • Conducted a Synergetic Organizational Diagnosis (Syndag™). A team-based managerial self-audit of the key internal issues to improve overall performance. • Evaluated current economic, political, cultural and environmental implications • Evaluated current company situation throughout 4 dimensions – market, finance, process and personnel • Formed Future scenarios on the basis of Business vs Technology Forecast • Introduced “Business Canvas» - a tool for managerial trend-watching among and beyond industry. Optimization, Value Creation, Launch • Formed a Plan of Optimization by restructuring the current AD-agency model, reducing costs in HR, creative talent in house, office space, working hours. • Created new value by re-positioning current agencies and launching new business projects: 1. Influencer marketing eco-system - Punk Blogger community https://www.sostav.ru/publication/r-avokadus-v-rossii-zapushcheno-pervoe-punk-bloggers-community-40224.html 2. Story-making PR agency KS 3. Vladivostok Digital Hub – new office focus oriented on a unique Asian client 4. The Agency of Sustainable Events (Concept for Event Sharing Platform) Implementation • Establishment of SynerTeam of 15 people • Launch of digital HR multifunctional HR platform for «Employee Development & Appraisal System» • Establishment and launch of an Employee Motivation System (using crypto currency) • Development of new policies, standards and guidelines to ensure that a consistent framework is applied across the organization • Development of RCG brand book, website and merchandise • Introduced a systematic approach to education on all levels by creating a customized employee development system in “Creative Engineering” to enhance disruptive innovation mentality and entrepreneurial spirit among employees. • Introduced business development techniques and canvases, including Performance Lab: leadership canvas/ culture map / sustainability canvas /performance • Set up an Innovation Culture Index measurement on quarterly basis (Matrix of Innovation) • Development of the “Code of Conduct” • Establishment of “Corporate Eco Etiquette” (eco-bot / information/navigation codes) • Establishment of Happy Culture Management Department (training, induction, probation, celebration) https://www.sostav.ru/publication/elena-kalinina-vozglavila-novoe-napravlenie-v-gruppe-kompanij-rcg-na-pozitsii -direktora-po-upravleniyu-strategicheskimi-izmeneniyami-36607.html

Room485 is a millennial-minded AD-agency, focusing on creative consulting, omnichannel content and experience. Founded in 2016 as an internal creative department of RCG. In 2017 launched an office in Miami, Florida on the basis of Miami AD School, providing creative and digital services. Since 2017 relocated HQ to Moscow at Flacon District. In 2018 Room485 reinvented its brand and expertise to become an independent agency, providing brand solutions to millennial minded audiences. Services: Creative Consulting, Communication Strategy, Transmedia Content Production, Communication & Experiential Campaigns, Digital Solutions, Design and Animation. Brand DNA: Experiential Disruption, Phygital Gamification, Transmedia Storytelling, Social Good https://www.sostav.ru/publication/kak-upravlyat-neupravlyaemym-pokoleniem-room485-menyaet-svoyo-pozitsionirovanie-34525.html Total Number of employees: 54 Responsibilities included: Managing the launch, development and strategic positioning of the Digital Content Studio both in Moscow and Miami. Provided Creative Strategic Vision and Execution of the company’s business strategies. Examination of the most efficient ways to implement a firm’s ultimate objective: Maximizing Shareholder’s Value. Built an agile organizational ecosystem to facilitate flexible, cross-functional operations. An Invention of new digital services and products to outstand in the competitive digital environment. Recruitment and training of professionals, creative teams, producers, digital strategists, planners and buyers. Preparation and implementation of an efficient financial planning cost-effective operations & market development activities. Management of all creative process from concept to completion: • Translation of marketing objectives into clear creative strategies • Close coordination with multidisciplinary project teams, including IT • Leading and directing creative teams in the production of all marketing collateral • Ensuring visual communication and brand standards are met • Oversee client pitches and proposals, as well as developed self-promo activations • Created all visual representation of the brand Experience of Clients: Burger King, PepsiCo, Unilever, Mondelez, Audi, Philip Morris, Samsung, P&G, Alfabank, Мegafon, VDNH, Bacardi Russia,Toyota Motors, Swatch, Heineken, MEGA IKEA, Efes Russia, Tele2, Bridgestone, Yandex, Baltika, PUIG, Rosbank, NMGK, KFC, Adidas, H&M, LV Group, Simple, Nestle.

Envisioned strategic future scenarios by unleashing creative courage, collaboration, critical analysis, experimentation, bold and fast action, risk taking, agility, inclusivity and hard work to serve the triple bottom line (planet, people, profit). • Applied group's unique DNA – Innovation, Transformation & Sustainability to develop and implement marketing and communication campaigns for external clients and all creative assets of the RCG ( 6 companies , managing 56 people, 300 people in total ). • Develop innovative ideas through the shared ambition of improving the world by remodeling organizational structure, cross-functional teams approach, shape shifting culture & talent and constantly seeking for opportunities beyond markets. • Promote innovative thinking, entrepreneurial spirit and disruptive approach to campaign architecture. • Maintain flexibility and initiate changes that will create viable future changes resonating clients and enterprise needs, embrace technology, provide opportunities and give feedback, foster innovation and reward people, maintain diversity, but share similar values among employees. • Provided professional guidance to an array of industries and businesses, through a variety of PR, Marketing and Strategy tools. • Executing campaigns among all dimensions of 360 degrees : Trade Promotions, Digital Campaigns, Corporate Events, Communication Strategies, Employee Brand Development, Social Cause Marketing and Influencer Marketing, Innovations, Digital Solutions, Content production and management . Strategic Creative Solutions (not just Ideas) • Focusing on providing disruptive creative solutions to Group's clients and partners • Establishment of unique brand products for internal use and external ( corporate, cultural, business tools, new territories, HR ) • Directing overall advertising management, marketing and communication functionalities of concept development to create outstanding client experience, networking and value. My focus: Creative Talent Management • Head hunting the best talents beyond the industry • Recruiting, training and maintaining high level of curiosity and motivation within the creative teams • Responsible for creating an inspiring work environment boosting a unique culture of innovation. • Collaborating with the creative and non creative teams to provide disruptive and meaningful cross-functional solutions, exceeding expectations and personal capabilities. • Leading educational programs to go beyond professional development and have the ability to best self-reflect. • Directing the team to achieve company's objectives, but contributing very personal values and super powers, that can not be replicated. • Business coaching teams to open up unique talents for best self reflection, enabling to reboot personal systems of values and achievements, capabilities and opportunities, giving the entrepreneurial power and courage to turn it into a business objective. Client's Experience: 7 key industries, 8 multinational corporations, 32 major brands, more than 1000 executed projects. - Speaker at International Advertising Festivals and Events: Red Apple Moscow, Ploschadka Sochi, Silver Mercury Moscow, KIAF - Jury at Advertising Festivals including Silver Mercury 2015, 2016, KIAF - Lector at Wordshop School BBDO - PR http://wacademy.ru/prepodavateli/elena-kalinina/ - Analytical Partner at https://trendwatching.com , London - A member of "+Imagepartners" Independent Creative Agencies Association

Organizational & non profit work for Dutch Alumni Association. Organization of public events for students, top management of Dutch Companies in Russia, assistance in recruitment, business consulting, special event management, networking.

Movie Research Company - Lionpride www.movieresearch.ru/eng Creative Director Lionpride ( agency inside MRC) - an advertising agency specializing in providing full range of advertising services to Russian and International MOVIE production companies. Movie promotion, product placement, non standard integrations. Responsibilities: strategic and creative development of business proposals, generating ideas and visual support to clients, briefs and movie release campaigns. Clients Experience:: Samsung, Johnson & Johnson, ВСК - Insurance , BMW, Bazelevs, Winx.

“Fresh” - is one of the agencies within the Orange Group - a TTL agency, 2009-2010 – Position: New Business Creative Manager. Developing new clients, creating business proposals and generating creative, presenting to clients, executing special projects. Clients of Experience: Adidas, Mondelez,Heineken Group, Toyota Motors , Pernod Ricard Rouss, Alfa-bank, Castorama.

Orange Group http://orange.co.ru Senior Account Manager Started as an Account Executive moving on to the Account Manager position: Execution of regional and international campaigns , management and communication of the organization’s (logistics, production, creative), composing commercial proposals, presentations to clients, budgeting. Clients of Experience: MTS - Launch of an iPhone in Russia, Sony, PepsiCo.

Under the direction of the General Manager, performed a variety of administrative, analytical and technical support for the General Manager and the employees.

Internship at “Van Straten Medical” company as an assistant of the export manager, focusing on Eastern Europe. Monitoring Russian market, with an aim of detecting realistic partners and building bonds for further penetration of the Eastern European market (Russia & Poland)

Research & Analytics.

Junior Researcher ( Internship Programme) Research, Monitoring, Assistance & Projects Coordination.