Tasks: • Led a team of 360 in-house employees, managing over 1,000 staff members including outsourced teams. • Oversaw operating income growth, with a strong focus on improving marginality and achieving sales targets. • Managed the development and execution of the route-to-market strategy, including B2B operations and value chain enhancements across the country. • Directed the setup and expansion of the retail footprint, establishing consumer acquisition and retention strategies. • Managed the full P&L for own retail stores and launched a franchise platform (established from scratch in 2021). • Orchestrated consumer journey management, improving consumer satisfaction and Net Promoter Score (NPS). • Led field sales force and directed consumer promotions and B2C marketing activities.Results: • Achieved significant share of market (SoM) growth in both product categories (conventional cigarettes and smoke-free products), placing Kazakhstan among the top 5 markets globally to deliver such growth. • Doubled consumer acquisition year-over-year (Q1 2022 vs. Q1 2021). • Established a new retail footprint, enabling enhanced consumer acquisition and retention. • Successfully developed a franchise platform that contributed to retail expansion and revenue growth. • Strengthened the value chain, driving efficiency and improved market penetration. • Enhanced consumer satisfaction metrics and NPS through effective journey management and targeted promotional activities.

Tasks: • Managed IQOS category sales and consumer acquisition in the South region, accounting for 25% of Russia’s total volume. • Led a team of 80 in-house employees, overseeing a total workforce of 300. • Oversaw the entire consumer journey and conversion funnel, from initial contact to purchase and after-sales service. • Established and developed a comprehensive commercial footprint, including 35 own retail stores, 90 franchise stores, and partnerships with over 500 retail outlets (platform size doubled within 12 months). • Managed full P&L and revenue performance across the retail platform. • Drove consumer satisfaction and improved NPS through proactive measures such as call-backs, feedback huddles, and sharing sessions. • Ensured effective post-purchase and after-sales support, including replacements, trade-ins, and upgrades.Results: • Achieved the fastest performance recovery in Russia during the COVID-19 lockdown, leveraging a strategically diversified network of retail partners and franchise stores located outside shopping malls. • Service operations were restored within 1 month, while full sales recovery was achieved in just 40 days. • Successfully doubled the commercial footprint size within a year, significantly boosting consumer reach and revenue. • Improved consumer satisfaction and NPS across the entire platform through consistent and effective feedback management.

Tasks: • Built the world’s largest digital task management network in the FMCG of 35k POS, retailers, and shop assistants who execute business and educational tasks daily, driving efficiency & scalability. • Set up and management of this unique ecosystem, from system logic to business processes, establishing digitalized retail activation model, unique for FMCG. • Shift in the company’s field operations, reallocating field force time from basic tasks (e.g., merchandising) to high-value activities focused on consumer engagement, activation through digital integration. • Led the segmentation of retail channels across 240k POS pan-Russia, optimizing prioritization and resource allocation to maximize ROI. Managed field force coverage (frequency and call mission), investment efficiency benchmarks, and volume-boost initiatives. • Developed and executed lead generation, consumer referral and awareness-building activities in general trade and key accounts, focusing on each stage of the consumer journey to drive brand adoption. • Designed and implemented an innovative system to track shop assistants’ interactions with consumers using video recording tools, ensuring 100% proof of performance based on a Pay-for-Performance model—unprecedented in the retail FMCG. • Led the commercial planning for Russia, establishing KPIs and performance targets for the field sales team, directly managing a team of 16 in-house employees.Results: • Successfully transformed retail operations by shifting field force focus to strategic consumer-facing activities, driving significant increases in consumer engagement and IQOS market penetration. • Generated more than 2 million verified consumer contacts annually, significantly enhancing lead quality and driving higher conversion rates. • Delivered exceptional IQOS user acquisition results through targeted retail activation, lead generation, and trial initiatives, contributing to the growth of the brand’s market share in the region.