Anna Samoylova Email and Phone Number

Responsible for Johnnie Walker, Haig Club, J&B, Bulleit.-Lead Physical & Mental Availability-Gather and analyse each category Market Intelligence, includedcompetitor analysis, the trends in each category to seek gaps andopportunities in the portfolio -Write business plan documents and annual brand guidelines ( inc A&P)-Update existing and create new packaging, launch new flavours through Eastern Europe markets;-Build a premium consumer/trade equity for each brand, through thedesign, advertising, promotion, digital marketing and events;-Portfolio marketing strategy development & implementation-P&L ManagementAchievements:•Lead the Walker Campaign in EE. JW became The Most Talked aboutbrand in high season, which led to Market share increase to 1.3% (+0.4 ppYoY)•JW VAPs development for market share winning;•Create new JW Super Deluxe Toolkit to fuel Reserve Portfolio growthambitions;•New Launch: JW AirInk project development: packs, support (ATL&BTL)•New Launch: Haig in Romania communication strategy preparation, incl tool kit, KV, and launch strategy.

Based on the shopper insights, I connect the Brand Strategy with Commercial Ambitions to deliver the best-in-class Omnichannel activation campaigns and excellent assets, both traditional and digital, to deliver a triple win for Shoppers, retailers and Distribution partners across 30 Easter European & MENA countries. • Launched Johnnie Walker campaign in Offline & E-Comm focused on driving the trial rate and recruiting young and female audience. As a result, the brand’s share of market grew by 2pp YoY• Reacted to the emerging premiumization trend in the spirits category and developed the Johnnie Walker Blue Label Omnichannel Activation Toolkit to further drive Value growth. SoM in Israel: +0.5pp in 3 months• Developed and launch Bayley’s Treat Bar Campaign in Offline & e-commerce• Managed to launch Occasion-based Multibrand campaigns in addition to focus Whisky brands ones:o Cocktails Mixing – to fill the gap in ‘Easy Evening’ occasion during the summer periodo Redesigned the Gifting Toolkit by shifting the focus from NY to the Year-Round Gifting shopping missiono Led the Digital tools & Landing pages development for E-Comm campaigns• Designed excellent assets to drive Whisky performance across EE Region: Store / Bars / E-Comm branding, Value Added Packs, Social media assets

-Develop trade marketing strategy for all channels (include channel segmentation, Picture of Success and activation's guide);-Provide guidelines on sales promotions effectiveness;-Develop new equipment based on occasion, channel and segmentation;-Develop 360 activation's and realise promo opportunities and mechanics by top retailers and propose appropriate solutions (BTL, ATL, TTL);-Evaluates market reactions to trade promotions and reports on the results in order to ensure the timely adjustment of the strategy and plans to meet changing market and competitive conditions-Review and analyse trade budget past performance by retail customer;-Cross-promo development;-Analysis and reporting (work with Nielsen, GFK, Romir)-Consumer promotion execution in trade (Address programs, mechanics, coordination)-Price promo strategy development and execution on the basis of market research and internal existing practice and experience-New pack development (local co-packing, occasion based packs and new SKU for Russian market)-Tailor made promotion offers (equipment, secondary placement, exclusive offers) for Key accounts, including business case and ROI evaluation with Sales department, coordination with HQ trade marketing, leading local co-packing partners;-Manage the team

- Create the Long-Range Plan and annual BP from Channel perspective and gives the Channel vision based on relevant customer and shopper insights and local channel understanding;- Control budget (Direct Marketing Expenses (DME)&OPEX);- Define 360 LofS Channel KBIS and responsible for results delivery;- Search for best practices and ideas from other industries for re-applying; - Negotiation with NKA and key accounts: tailor-made activations, promo panorama, budget, P&L;- Analyze researchers and business and shopper insights;- Coordinate designers and marketing/media agencies;- Manage Channel idea creation process to enable Channel programs execution and by having customers and shoppers at the center of validating potential,- Manage Channel programs business cases with keeping Return of investment, leadership growth potential and customer-centricity central; - Negotiation with NKA and key accounts: tailor-made activations, promo panorama, budget, P&L;- Coordinate Sales team and Local marketing team to ensure companies strategy, implement new LofS, budget control;- Estimate promo effectiveness (ROI, Uplift)

-Create, implement and lead the effective trade marketing strategy for MT channel (NKA&LKA) in Russia to maximize distribution, sales volume, contribution and market share of Premium Spirits; -Develop assortment&placement promo strategy for MT channel; -Work closely with the sales team, TM HO, Finance, regions; -Provide inputs to Commercial and Regional TM team on national and local programs; -Developing types of trade marketing equipment and POP needs, collecting information from market and sales team, agree types of equipment as per region/cities/customers; -DME and promo budget control, ROI and uplift estimation;-Execute POSM support project in store according to Merchandising Standards and MT channel strategy; -Prepare analytics report for the sales department and TOP management;-Coach and supporting of Sales Team in the frame of MT Channel activation & execution standards;-Negotiation with NKA and key accounts: tailor-made activations, promo panorama, budget, P&L;-Lead Catman Project in all regions.

-Manage the orders of materials for market activation within the framework of the FIFA project;-Account for the marketing budget of FIFA and monitoring its use during all project;-Development and production of creative designs within the framework of the FIFA project (activations for employees, clients, and TOP-management);-Support the FIFA Trophy Tour 2018 (tailor-made activations, government agreement, gifts for TOP-clients and company’s employees); -Working with the government administration to agree on the placement of outdoor furniture and branding of outlets;-Control and distribution of tickets within the framework of the FIFA project throw the clients and employees;-Manage the incentives programs for the sales and marketing department;-Lead the market visit for stakeholder groups.During the FIFA project, I led sales and marketing teams across the country in such initiatives like tailor-made activations for LKA clients, developing marketing materials, led the process of branding, manage the budget and tickets allocation. We achieved high results, integrated the best ideas and collected great best practices portfolio throughout the country.

Support the sales forces with marketing programs; Provide marketing performance reports to higher management.Create promo plan on a monthly basis – check planned dates, quality and quantity target fulfillment;Develop annual activities plan for each key account, according to company priorities, new product launches plan and clients’ strategy;Communicate with KAM and BTL agency to develop custom made consumer promotions to meet operational targets; Response for budget planning (DME, Promo Budget, free product, national activation); Prepare market to high management visits.

-realization of pictures of success in retail outlets -develop plans for outlets activations-internal and external advertising activities, presentations for sales department-leading the training for sales department-work with vendors of marketing services and goodsWithin this position, I prepared a strategically important territory "from scratch" by implement the strategies of success in HoReCa channels; develop market territory and create new marketing materials and lead activations from start to finish (budget, realisation, control)

-development, implementation and monitoring of national and regional promotional programs to promote products on the territory of Russia;-development and creation of promotional materials for the successful promotion of the product (POSM, the development of models of equipment, auxiliary materials for promotions );-analysis of the effectiveness of national and local programs;-budget control, aimed at the promotion;-collection and reporting on ongoing activities;-communication with regional and territorial managers in Russia;