Lead Market Intelligence and Analytics, Pricing, Consumer and Shopper Insights

Supported VPs with data on business results and market trends, grew category management capabilities via bringing customer data in the center of decisions and developed advanced analytics tools, including loyalty program analytics. Also responsible for execution of price & promo strategies.• Prepared launch of loyalty card program, including tender of analytics software, segmentation and targeted promo principles• Built Category Insight department to elevate category management expertize• Streamlined reporting, popularized BI tool, launched master data management projects• Developed and successfully execute new promo strategy, which significantly grew promo margin

Responsible for Digital Transformation Projects in X5 in Promo, Assortment and Shelf Layout:• Designed scope of Digital Transformation projects. Reported to CEO on the projects implementations and results• Cooperated with global leaders in Promo and Customer Data Science (SAS, Dunnhumby, McKinsey etc) on design and development of advanced analytcis in X5• Guided Big Data team on needed analytics tools, processes and methodology

Responsible for promo strategy creation and execution (40% of business). Supported top management team on consumer and competition insights. Created data based promo strategy for Food and Non Food categories. Initiated and established Category Insights department of 5 reports. Automatized wide range of promo processes via optimization of ERP system

• Shopper research plan and budget management, market and trends analysis, business analytics, development of market research suppliers• Consulting of P&G Sales organization and retailers’ TOP management up to CEOs on strategic choices based on revealed shopper insights: retailers’ market positioning, traffic and basket opportunities, loyalty programs, price and promo optimization, category management, shopper segmentation• People management experience

• Research plan creation, leading of numerous qual and quant research technics: product tests, volume forecasting, ideation and insight generation, campaign and copy testing, strategic trends identification• Strategic consulting of marketing team on product launches including white space expansion, portfolio management, brand differentiation, support models optimization, global initiatives adaptation for local market needs, marketing campaigns ideation and testing and etc for Russia, Poland, Turkey, Germany and UK markets

• Assessment of effectiveness of local multi-brand marketing activities• Identification of consumer barriers & drivers for brands market share growth• Regional marketing initiatives optimization for local consumer needs (concepts and claims testing, tv copies testing etc)