Anna Bobrova Email & Phone Number

Moscow, Ru

Москва, Москва, Россия

I joined Leroy Merlin to lead social impact projects and increase the company's contribution to local communities development. From Oct 2023 took the lead of the whole Sustainability agenda, including decarbonization, circular economy and more responsible offer.Managing a team of 8 people.

When I joined IKEA Russia, the company was preparing for the Leap year of Sustainability planning to inspire more than 100 million people around the world to live more sustainably. My key task was to provide a communications breakthrough to achieve this goal on the Russian market, which I successfully did.Key achievements:- developed a yearly Sustainability plan in order to schedule required functions’ support;- brought to a new efficiency level the relationship of the Sustainability department with the functions of Marketing, Communications, Selling and Public Affairs;- reshaped the internal communications system to increase the overall co-workers’ awareness about IKEA environmental and social projects: as a result, 91.2% of co-workers stated they were proud of how IKEA took care of people and planet;- ensured IKEA a stable first place among Sustainability leaders in media; arranged a substantial increase of Sustainability messages in owned channels from 10 to 30% (website, social media, IKEA Family, in-store);- led several country projects to involve external audiences: Sustainable living shop, digital manual on how to create home décor using IKEA cardboard, IKEA-branded training course on waste recycling;- developed supporting documentation for the internal grant competition; strongly contributed to the team’s decision to change the social focus, which resulted in IKEA Russia exploring the topic of domestic violence;- provided constant support in implementation and communication of well-known IKEA Sustainability projects: partnerships with social entrepreneurs, circular services, going 100% renewable, switching to EV deliveries, food waste recycling and other;- significantly increased awareness about Russian Sustainability projects on the global level.Used to be one of IKEA official speakers on environmental and social responsibility.

Moscow, Russian Federation

ELTA is the only Russian manufacturer of blood glucose meters. I was invited to help overcome the company’s positioning crisis and to ensure further dynamic development on the market of innovations and telemedical services. My expertise in the areas of social responsibility and branding helped ELTA to finally be seen by its target stakeholders as a modern, socially responsible and client-oriented company.Key achievements:- developed strategies for external and internal communications with a focus on care for people, launched a complete rebranding of the company;- fully produced a unique YouTube reality show about the life with T1 Diabetes, which became the most discussed topic in Diabetes community and the first company’s global project in the sphere of CSR (youtube.com/DiaChallenge);- increased user-generated content by a factor of 15, formed loyal brand community in social media, built strong relations with ambassadors;- relaunched 2 websites that later won the Russian Golden Website Award (satellite-express.ru and eltaltd.ru);- led a telemedical software development project.Managed a team of 2 people.

Moscow, Russian Federation

I joined the foundation as Head of Communications department and throughout 5 years was contributing with my commercial marketing experience to create high-level educational and social projects.The organization was founded by Alisher Usmanov, who by 2022 used to be one of the world’s 100 wealthiest people.I was heavily involved in the area of GR and managed a portfolio of all-Russia and international cross-functional projects.I was responsible for elaborating the foundation’s media strategy and ensured its continuous engagement with the Alisher Usmanov’s group of businesses, state, regional and federal media. I initialized the foundation’s rebranding and built its online presence (websites, social media).My key achievement was creating a specialized educational program for children left without parental care, that successfully rolled out in 23 Russian regions. This program was supported by the Russian Ministry of Education and Science and the Agency of Strategic Initiatives.I organized more than 70 cultural events, that were visited by up to 6000 people in the regions where Usmanov’s group had physical presence.I developed strong partnerships with the UNESCO, the 2018 FIFA World Cup Russia Local Organizing Committee, the Russian Olympic Committee, the British Council, as well as a number of theatres, museums, universities and sport federations.Managed a team of 4 people.

Moscow, Russian Federation

The agency was established by a famous Russian public figure & author Sergey Minaev (used to be the Esquire magazine editor-in-chief). Among my responsibilities were: - account management - preparation of commercial offers and reports for clients - projects implementation - communications with contractors My clients were: Rostelecom (Russia’s largest provider of digital services and solutions), Bacardi-Martini group (spirits company), MBG (wine trade) and a TV channel KontrTV.

Moscow, Russian Federation

- brand management (full support for new brands: visual concept, media strategy, advertising campaigns, website development and printed materials)- event management (special events for VIP clients, participation in exhibitions, trainings for personnel, corporate parties)- copywriting (press releases, website content, etc.) - media communications- creation of the corporate magazine which won the Corporate Press Contest in 2011