Anna Koshevaya Email & Phone Number

Paris, Île-De-France, France

Go-to-market for EMEA and NA markets.

Moscow, Moscow City, Russia

L’OREAL PARIS - SKINCARE• Pioneered brand strategy transformation for Men Expert in Russia: restructured product lines, distribution channels, and communication approaches; achieved a 20% growth in market share • Launched a new Men Expert franchise: launch sizing and distribution strategy creation, creative materials for media campaign preparation• Spearheaded strategic planning and execution of 3 media campaigns for Revitalift & Hydra Genius, achieving CTR & VTR rates exceeding the set benchmarks by 40% and significant revenue growth• Directed process of creative photo-shooting and video-making for the Hydra Genius media campaign • Led 360 campaign for Men Expert: got it back to growth +15% YTD Jul’23 and 360 campaign for new launch of focus Revitalift Vitamin C franchiseL’OREAL PARIS ELSEVE - HAIRCARE• Prepared and implemented local design of product packs for all new and renovated Elseve products• Led 2 media campaigns for the Hyaluron franchise (the biggest launch among CPD mass categories). CTR &VTR exceed the planned values on average by more than 35%• Developed launch strategy for a new treatment with launch in 2023• Conducted marketing analysis based on Nielsen & inner data• Developed 4 quality research with focus groups for future product launches

Moscow, Moscow City, Russia

LUXURY DESIGNER FRAGRANCES• Developed launches of two new perfume brands (Diesel & Ralph Lauren) on the Russian market: price, assortment, distribution strategy creation and validation, promo-plan preparation• Led and monitored two 360 IMC campaigns to support key franchises for Viktor&Rolf (key achievement: +20% YTD June’21) and for a new product launch for Cacharel• Led 4 media campaigns for Viktor&Rolf, Cacharel, Prada, and Mugler • Spearheaded mugler.ru website: adaptation of materials, creation of special pages, CRM program

Moscow, Moscow City, Russia

NYX PROFESSIONAL MAKEUP• Developed launch of the new lip product (bestseller with activation in TikTok)• Led all trade-marketing functions for own retail: promo plan creation, GWP planning, production of all activation materials, cooperation with malls• Proposed and led a special project with the limited edition of a bestseller eye palette with a QR-code as exclusive for the biggest online retailer on the Russian market – WildberriesProposed and led a special project with the Ultimate palette with QR-code, WB exclusive

Monitored & analyzed data on the activities of competitorsLed several projects with the launch of the new perfume "LIBRE"

Analyzed and optimized the assortment matrix for different retailer chains

Master'S Degree, Marketing

Activities and Societies: Specialization in Luxury&Fashion

Бакалавр, Marketing, 4.5/5

Marketing

Fall semester exchange