In this role, I actively engaged in strategic decision-making with the Board of Directors, contributing to the formulation and execution of both short-term and long-term development strategies. My responsibilities included designing and implementing strategic marketing initiatives, optimizing workflows for both internal and external communications, and managing brand processes on local and international scales. Additionally, I led strategic project management efforts to ensure alignment with the organization’s overarching objectives.In response to the COVID-19 crisis, under my initiative and direct supervision was launched the online charity initiative “ACT Strategist” just 10 days after the shutdown. This initiative was designed to support businesses facing unprecedented challenges and guide them through the crisis. I conceptualized and developed the first online consultation platform, complete with a fully functional website featuring an automated booking and consultation system. To elevate the platform’s expertise, I secured partnerships with industry leaders, ensuring a high level of knowledge and support for clients.Through this platform, I provided consultation to micro, small, and medium-sized businesses in critical areas, including: • Strategic Branding & Portfolio Management • Strategic and Crisis Communications • Process Optimization • Strategic Marketing ManagementThe project assisted approximately 500 companies nationwide during the COVID-19 period and successfully obtained financing from the European Bank for Reconstruction and Development (EBRD).

As a member of the managing board at Biblusi Group, I was actively involved in strategic, organizational, managerial, and commercial decisions across all six companies: Biblusi, Pepela, XS Toys in Georgia and Slovenia, Carter’s, OshKosh B’Gosh, Skip-Hop, and BookCafe.In my role overseeing Business Development, Corporate Sales, and Marketing, I led strategic initiatives to drive growth and enhance market presence. I spearheaded negotiations and established strategic partnerships with major Georgian financial institutions, including TBC Bank, Bank of Georgia, Liberty Bank, Visa, and Mastercard, securing over $3 million in funding for various promotional activities and projects.I managed cross-country marketing activities for the XS Igrace franchise in Slovenia, ensuring brand consistency and effective market penetration. I played a pivotal role in the acquisition and integration of the leading American children’s apparel brand, Carter’s, into our portfolio.Additionally, I oversaw the Biblusi New Year Festival 2023, managing all aspects from fundraising to project execution and communication strategies. I also prepared and participated in bidding proposals for international and cross-country tenders, expanding our business opportunities and market reach.

Lecturer of Principles of Branding

I joined Eurocredit at a pivotal stage in the company’s development, where I contributed to shaping its growth trajectory. In addition to Eurocredit, I also oversaw AUTOHUB, the company’s auto trading platform. I defined a comprehensive development strategy that was accompanied by a fully integrated marketing strategy, enhancing the company’s digital presence and positioning.I created both short-term and long-term marketing plans for Eurocredit and AUTOHUB, ensuring strategic alignment with business objectives. As part of a digital overhaul, I led the complete replacement of both front-end and back-end systems for the Eurocredit and AUTOHUB websites, optimizing functionality and user experience.I played an active role in introducing innovative, competitive auto leasing products to the market, strengthening Eurocredit’s offerings and positioning in the industry.

As Head of Marketing at Zedazeni Georgian Beer Company, I defined and implemented the comprehensive marketing strategy across all product lines, including Beer, CSD, Natural Juice, and Energy Drinks—a portfolio encompassing 21 brands. My role involved overseeing all aspects of new product development, from concept creation and naming to design and communications, ensuring each brand aligned with the company’s strategic vision.I managed the budgeting and planning for each brand individually, crafting both long-term and short-term strategies to meet market demands. I was responsible for overseeing a total budget of up to $10 million, ensuring effective allocation for marketing and trade activities.My experience includes the successful launch of five new products, driving every step from initial concept to their debut on retail shelves. I led a multidisciplinary team of up to 20 professionals, including brand managers, PR specialists, social media experts, designers, and trade managers, fostering collaboration and achieving impactful results across all marketing channels.

In addition to overseeing strategic marketing and PR initiatives, I also managed the integration of Internal Service Quality Control and the Call Center Department under my leadership. This expansion allowed me to drive a cohesive approach to service excellence, ensuring consistent quality across all customer interactions and enhancing operational efficiency.

As Head of Marketing, I led both long-term and short-term marketing strategy, planning, and budgeting. Through detailed market and competitive analysis, I identified key growth opportunities, introducing new product development plans that strengthened our market position.I transformed the company’s auto insurance strategy by restructuring product offerings and implementing a more competitive, flexible pricing model. This included launching a fast-track indemnification line—a first for the Georgian market—which, along with targeted marketing initiatives, drove a 300% increase in motor insurance sales compared to the previous year.Additionally, I oversaw the introduction of Georgia’s first functional insurance mobile app and online sales platform, enhancing accessibility and customer experience across digital channels. I also restructured our property and travel insurance products, making them more competitive and appealing to a wider customer base.Through these consecutive and strategic marketing activities, the company achieved a historic market advancement, moving from 7th position to the top three for the first time in its presence.My role encompassed overseeing PR activities and media relations, where I developed and managed the company’s brand portfolio. I spearheaded initiatives in digital communications, exploring alternative channels to amplify our reach and engagement.I was responsible for creating service quality guidelines and optimizing internal operations, including improving retail sales channel structures, streamlining document flow in claims and operations, and managing call center operations. My initiatives included developing service protocols, implementing guidelines, and crafting procedures to enhance customer service and operational efficiency across the company.

Trainer in Strategic Brand Management, Marketing Management

As Managing Director, I led the development of the local marketing strategy, budgeting, and brand strategies to elevate our presence in the Georgian market. For the first time in 15 years, I initiated and organized a local advertising campaign, collaborating with DDB Georgia to produce impactful, locally relevant content.I partnered with international research firms to design and implement comprehensive marketing research, gaining valuable insights tailored to the Georgian market. Additionally, I developed a two-year marketing, event, and communications calendar, including budget allocation to ensure strategic alignment and resource efficiency.To enhance operational insights, I conducted product mix analyses and created tailored sales support plans for each restaurant. Recognizing a need for organized data, I proposed and established the company’s first electronic database for sales and product mix analysis, laying the foundation for data-driven decision-making.I also crafted digital marketing strategies, conceptualizing a local corporate website and Facebook page to enhance brand engagement. Collaborating with local and international advertising agencies, I managed both short-term sales campaigns and long-term strategic initiatives.My responsibilities included implementing competitor-based strategies and providing regular reports to both local and headquarters management, ensuring transparency and alignment across all levels of the organization. Through these efforts, I strengthened the brand’s market position and drove sustained growth.

My primary responsibility was to deliver world-class service to our global network clients, establishing the company as a premium choice in the Georgian market. I led the introduction of the company to key international clients present in Georgia, including industry leaders such as McDonald’s, Novartis, Henkel & Schwarzkopf, Nestle, and Wrigley, all within the first months of operation.Thanks to these strategic partnerships, we surpassed our financial break-even point within just two months, securing financial stability for the entirety of 2013. Through consistent service excellence and targeted brand positioning, I successfully elevated the company’s reputation among local audiences, positioning it as a premium brand and significantly raising brand awareness.In less than six months, DDB Georgia emerged as one of the leading advertising agencies in the Georgian market, recognized for its strong client service and high standards.

In my role, I managed the company’s corporate accounts, focusing on strategic alignment and client satisfaction to foster strong business relationships. I was responsible for planning, budgeting, and executing targeted marketing activities for these accounts, helping to drive engagement and sustain growth.I also contributed to the company’s innovation by developing new services and products, enhancing our portfolio and enriching the customer experience. My responsibilities extended to overseeing event planning and management, ensuring that each event was impactful and aligned with corporate objectives.Additionally, I planned, budgeted, executed, and closely monitored a range of marketing, advertising, and BTL campaigns, maximizing brand visibility and achieving key business goals. Through these efforts, I helped position the company as a dynamic and client-centered organization in the market.

This role was one of my most challenging and rewarding experiences, providing me with the unique opportunity to shape the branding of Georgia as a premier tourist destination. I strategically planned, budgeted, managed, and monitored an international marketing campaign with a budget exceeding $1 million, developing comprehensive marketing communication plans for both local and international markets.One of the most successful campaigns I led was the 2011-2012 winter resort awareness campaign in Poland. This campaign encompassed nearly every communication channel—TV advertising and PR (including a series of TV shows about Georgia), outdoor advertising, digital, and social media marketing. As a result, demand for Georgia as a tourist destination increased by nearly 50% within that year.I also played a significant role in developing new tourism products and directions, including Medical Tourism, Hunting Tourism, and MICE Tourism. This involved attending trade shows, creating specialized catalogs, and producing targeted marketing materials to promote these sectors.Additionally, I planned and executed our presence at major international tourism fairs and exhibitions, where we effectively marketed and showcased Georgia’s unique tourist offerings. Through these efforts, I significantly contributed to positioning Georgia as an attractive and diverse travel destination in the global market.

As the Marketing Manager for Tbilisi’s inaugural Fashion Week, I was responsible for crafting and implementing the comprehensive marketing strategy that introduced this groundbreaking event to a national and international audience. I led the planning, execution, and ongoing monitoring of targeted marketing campaigns, ensuring maximum visibility and engagement.In addition, I oversaw the creation and maintenance of the official website, serving as the event’s primary digital platform. I coordinated advertising efforts to drive brand awareness and played a key role in the planning and execution of the PR campaign, enhancing the event’s profile across media channels. Through these efforts, I contributed to establishing Tbilisi Fashion Week as a premier event in the region’s fashion landscape.

I formulated and led the company’s marketing strategy, overseeing budgeting and the development of a strong brand platform to solidify our market presence. My role included heading marketing research initiatives, analyzing sales dynamics to inform future planning, and making strategic decisions on sponsorship opportunities. Additionally, I spearheaded product branding efforts, analyzed business cases, and collaborated closely with marketing agencies to ensure alignment and effectiveness in our campaigns.In the aftermath of the 2008 war, when the real estate sector nearly collapsed, I took on a critical role in fundraising to support recovery. My efforts led to securing two tranches, each $10 million, from OPIC, which serves as the U.S. Government’s development finance institution, providing essential capital for project continuity and resilience in a challenging environment.

During my role, I actively contributed to the company’s branding and promotional initiatives, helping to enhance our public presence and align our messaging with strategic goals. I conducted in-depth market analysis of the hotel and real estate sectors in both Tbilisi and the Adjara region, allowing our team to gain valuable insights and make informed decisions.My responsibilities also included researching land size allocations across Tbilisi and performing a comprehensive construction census to track development trends. In parallel, I conducted consumer pricing research, providing our team with critical data on market fluctuations and customer preferences.I developed and analyzed case studies on tourism development from various foreign markets, enabling us to apply global insights to local strategies. Preparing monthly economic reports became a core responsibility, allowing me to communicate key trends to stakeholders. I also created and maintained an updated privatization schedule, ensuring that we were always current on public and private land offerings.Monitoring land price dynamics in both Tbilisi and Adjara provided essential data for our investment strategies. I managed our reporting system, improving efficiency in data dissemination, and regularly compiled and analyzed press reports to keep our team informed on relevant media coverage.In addition to this, I conducted census studies in Tbilisi and Batumi and led competitor analysis efforts, studying market players to sharpen our competitive edge.

In my role, I led the development and monitoring of the company’s marketing strategy, conducted market analysis to identify growth opportunities, and oversaw marketing research efforts. I also managed flight forecasting for Georgia and built strong global relationships with ANS providers and customers.My responsibilities included ensuring effective internal and external communications, representing the company at international events, and addressing various marketing challenges. I maintained the “Sakaeronavigatsia” Ltd website, provided updates to international organizations, managed customer relations, and organized an electronic information database.