Alexey Kuznetsov Email and Phone Number

Brick Labs

1.Trade marketing management-Team management. Manage the TM team of 4 people. (2 managers, 1 specialist, 1 assistant )-Create and present Trade marketing strategy, aligned with brand and sales commercial goals-Launch and management FY TM Calendar with Top and Second priorities-Develop launch plans for novelties include 360 (possible in a dark market) support2.Budgeting-Plan the FY budget in case of all TM areas (Big equipment; POS materials, New launches, KA clients TM investments, POS Logistics)-Procurement management. Make a tender process for all the procurement more that 200k RUR. Apply the yearly based contracts with a chosen suppliers-Monthly control of spendings, make an accruals, budget extra or budget cut if needed3.ROI control-TM planning include ROI efficiency control-Calculate efficiency of each TM instrument-Regular best practice sharing meeting organization4.People management-Recruite a candidates for TM manager and Marketing manager-Develop team members from specialist to managers-Setup the level of compensation and bonus for marketing team in close collaboration with HR department-Negotiations with non-performing employees5.Brand activities leadership-Lead events - Festivals and Open air activities-Lead the 1-2-1 hostess (promoters) program. More than 20 cities, more than 90 hostess work

•Support the delivery of the winning strategy and Brands performance targets in the Region, driving value creation for Bacardi company. •Helping to create the legacy of portfolio RUM brands and contributing to key decisions that will significantly affect our presence and positioning in the Region. •Lead the development and contribute to the execution of customer programs and brand assets in the Region and you will drive effective activation of these across Countries.Work cross different markets & cultures to deliver winning trade strategies, programs and activations considering the consumer & customer differences, local specifics and limitations (dark markets).Current markets: Baltics, Ukraine, Belorussia, Balcans, Poland, Czech, Russia, Kazakhstan, CIS, China, Japan, S.Korea

Marketing & Business Management• Managment brand marketing budget, planning, and execution across a portfolio of LEGO themes (includes both Core and external licensed IP)• Develop and execute high-impact consumer marketing programs through collaboration with regional marketing and agency partners (creative & media)• Responsible for leading communication planning and execution for a focused consumer audience segment• Synthesize data from multiple sources and identify key trends driving business performance and implications• Accountable for developing business plans and presenting to RU leadership team• Co-develop marketing programs with external partners to drive active consumer base and sales growth.Product Management• Develop RU Brand Marketing input into REEMEA Marketing team, including tactical and strategic input to the Communication Toolbox, product assortment, and go-to-market strategy.• Be consumer obsessed with a pulse on competitive toy and game landscapeCustomer (Retailer) Engagement• Present product assortment and marketing activities to external stakeholders (retailers) at key selling-in meetings• Collaborate and align with account managers, retail marketing, licensing and IP partners (if relevant) on topline objectives, strategies, and opportunities.• Work with key account teams to ensure high level alignment on priorities to drive mutual value creation with our customersLeadership• Builds a cross-functional team that is able to execute and deliver its business objectives in the most productive and efficient way• Translates objectives into clearly defined short-term team deliverables• Role models good team behavior

• Create and drive TM agenda ( as part of Customer Business Planing process) and TM execution with Toy specialist channel, HM channel and LEGO mono brand stores (include strategic planning, communication to sales team, execution, results review, ROI review)• Obtain & utilise understanding of shopping behavior and retail landscape • Identify key shopper focus areas and deliver strategy how to win with the shopper in the most effective way.• Reflect priorities in Activation calendar and ensure consistency within RU/CIS markets.• Drive occasion strategy and deliver relevant campaigns, toolboxes for markets.• Building shopper capabilities within marketing organization, primarily focus on TM.• Define picture of success, establish measurement standards for trade marketing and track performance.• Manage TM Budget • Adapt the international and local toolbox to the needs of the customer• Develop customer specific activities for key customers • POSM management (global + local)• Clients in-store data tracking (Traffic, conversion, basket size, etc.) and regular reporting• Drive trade related customer specific projects in close co-operartion with KAM & Marketing• Maximise the use of customer specific tools and consumer touchpoints• Develop and execute consumer activations according to priority calendar• Maintain leadership instore, drive both shopper and consumer engagement• Main contact TM person for the client• An active member of the account wheel (weekly customer meeting)• Efficiently manage Trade marketing spend allocated for those specific customers as well as activate to the maximum the contractual marketing obligation

Creating and communicating promo/activities/activation strategies for a given Category. Translate Category plans into promo/activities and communicate to the sales force to maximize distribution and sales volume; grow profit and market share1. Develop category activation plan using all data available (AC Nielsen, Internal Data) for assigned brands clients covering objectives, strategies and executional programs. Provide leadership and expertise in working across functional fields.2. Develop tailor made programs for chosen NKAs, leveraging partner’s strategy based on shopper insights knowledge3.​ Develop annual JBP for the Category for TOP 7 clients in cooperation with SKAMs/KAMs and participate in Plan presentation to customers4.​ Contribute and support SKAMs in regular category review with Clients.5.​ Develop and agree launch plan for NKA clients ( incl. targets, planograms, activities)6.​ Responsible for QPM (quarterly product meeting) preparations, follow up, communication to Sales Force7.​ Lead development, implementation, and evaluation of assigned trade marketing initiatives8.​ Perform data archiving required by Tax & Legal9. Define merchandizing standards for assigned brands by customer. Lead customized POSM brief development till pilot sample approval. Involve POSM Specialists and agency.10. Execute constant analytical monitoring and systematic tracking of the competitive situation in the market place via field visits and Nielson data for assigned brands, make inputs for Competition report11. Identify and implement profitable volume opportunities. Develop actionable trade marketing programs based on the findings12.​ Establish and manage trade campaign budgets. In time action on necessary shifts and revisions by program13.Lead the Metro Expo 2014 project (All MDLZ categories)14.Price strategy development. Provide price reducing/increase. Participate in pricing strategy development for new launches.

Trade marketing responsibility for Russian and CIS markets. Directly subordinate to the Marketing director. Close work with the sales department.1. Create, control and provide seasonal national promo campaigns for NKA and LKA clients.2. Introducing monthly updated Trade marketing planning procedure for NKA and LKA clients with ROI efficiency control. 3. Develop quarterly sales motivation programs for: -wholesales club; -trade reps. of distributors; for KAM of distributors and for company Sales and Field sales force team.4. Creating exclusive promo for NKA and LKA clients.5. Weekly store check in Moscow and Moscow region. Business trips to St. Petersburg and other big regional centers. In-store control of National promo campaigns.6. Monthly Russian market situation report to Finland office.7. Creating and introducing monthly Price monitoring system. Update, manage and support it works.8. Presentation new products of the company to company staff, for partners, and for Field Sales Force teams (Supervisors, Merchandisers etc.)9. Updating company planogram, creating new planograms for clients needs.10. Communication with BTL agencies. Development and production of POS materials for trade activities, lead the promoters projects (Tastings, Consultants in store, Exclusive tastings (for example in Dutu free shops)).11. Promounits development (concept, gift of discount offer, design and packaging). Making special offers for NKA clients with promo SKU.12. Russian market analytics (AC Nielsen).

Key account coordinator (X5 Retail Group)Coordination with the largest Russian Retail customer X5 Retail GroupDevelop and maintain partnerships with customer1.Looking for execution of sales plan. Weekly update shipping schedule2.Weekly update sales forecast3.Planning and coordination trade promo. Alignment with buyers and store staff. Evaluation of promo profits4.Adjustment of the assortment matrix. Preparation of proposals for introduction of new products. Calculation of the commercial conditions5. Participation in pricing. Weekly update and analytic price monitoring infromation.6.Organization of trainings about the company and products for X5 retail group staff.

• Monthly consolidation TM planning divisions Moscow-Golden Ring, Center-Volga, South. Matching of activities with Divisional sales managers and national Trade marketing manager. If necessary, the reduction of TM planning within the current monthly budget. Compliance with TM Focus of the company (Priority SKU or category monthly). Checking and tracking of TM planning for compliance with TM focus and limit promotional activities to prohibited at the moment SKU. Compensation for completed activities. Reports processing, alignment of compensation with a distributors, efficiency analysis, the monthly presentation of the best activity of the region. • Working with the finance department of the company, the monthly accruals planning of national and regional TM activities.• Control of TM activity in the region, divisions. Store check (including compliance wit MSL)• Participation in the divisional Sales meetings. Preparation and presentation, including reviews of the division, information on the new products of the company, presentation new incentive programs etc.• Participate in innovative projects and initiatives of Sales and Trade Marketing departments

Workflow, approval of documents with the legal department, accounting, maintenance of an electronic document archive.Preparation of presentations on new products, and also on planned trade marketing actionsInteraction and support of sales representatives advertising and P.O.S. Materials. Sending of advertising production on Russia, the presence and manufacturing control in the coordination with designers.Working with large advertising agencies, carrying out activities of TM, the order of various events and services.The Analysis of the market and the analysis of competitors. Departures «In fields». Interaction with the manager of shop about placing additional P.O.S. materials in shopCoordination of promoters of the company (15 persons), gathering of weekly reports on sales, carrying out of trainings and certifications, working out of the new motivational scheme.