Anna Krazhan Email & Phone Number

Helsinki Area, Finland

We are a strategy insight and brand innovation consultancy at the forefront of change. We decode and recode changing world to create meaning for consumer brands. Our team of researchers, designers, strategists, and data scientists helps brands learn, grow and transform. We leverage years of global and local insights into markets and brands with ever-expanding toolkit of disruptive methodologies to solve our client’s most complex, yet, fascinating challenges.

East Europe

Leading consumer insights and analysis for PepsiCo beverages portfolio for East Europe to ensure proper qualification for business opportunities and innovations; Leading consumer insights for beverages brands within ideas prioritization, brand building, trade activation, and communication development; Regular business updates and analytical support; Providing insight input for strategy development and annual planning; Driving fact-based recommendations for brand marketing to ensure key business implications are achieved; Managing consumer and analytical cross-cultural teams; Third party management, incl. contract negotiations with suppliers; Sustaining and enhancing relationships with key suppliers to drive quality of deliverables and investment by PepsiCo; Bringing and exchanging best practices and knowledge across the regional insights and marketing; Leading annual research planning and budgeting; building and sustaining effective teams ensuring high potential employees are engaged and motivated.

Europe

Leading ready-to-drink tea category and brand insights agenda for East Europe by building Lipton as most loved brand; Providing insight support for delivering breakthrough innovation in West Europe; Leading insights for the ready-to-drink tea across in Europe via Lipton brand building based on consumer behavioral data across multiple geographies; Running business intelligence analysis for building core and innovation brand platforms in Europe; Providing category and brand consumer insights based on variety of research tools to drive consumer-centric and actionable decision making in the complex business model (JV, PepsiCo, Unilever, global, regional, local leadership teams); Leading annual research planning and budgeting; Managing cross cultural insights teams; Running cross functional activities for brand building.

Russia, Ukraine, Cis

Managing FMCG sector research team; Supervising and growing key accounts; Facilitation and running client events (workshops, meetings, presentations, conferences, etc)Shopper research development, incl. launch of the eye-tracking and bio-sensory shopper; Launch of the syndicate research function within GfK; Client liaison; Internal strategy planning and budgeting; Junior staff methodologies training.

Usa/Ukraine

Facilitation of research projects (B2B, needs assessment, attitude studies among academic and government institutions); Assistance in developing strategic plans for management programs in business schools; event management (trainings, seminars, conferences); Program evaluation; Educational and labor markets monitoring; Liaison between business, business schools and government agencies.

Master'S Degree, Economy And Society

Bachelor Of Business Administration (B.B.A.), Business Administration