Anton Zuev Email & Phone Number

Moscow, Moscow City, Russia

• CRM strategy implementation and support: lifecycle triggered targeted programs for on-boarding, converting and retention • Communication & contact policy development and maintenance: promo-calendar, sport marketing activities calendar and its implementation in Winline own mobile app. Design, content creation, channels. 3+ communications per dayGrowing database up to 300K+ active players in last 30 minutes (Google Analytics metric) in rush hours during peak major sporting events• On-boarding campaign set of relaunches. + 9p.p. conversion (from new registrations to active players) growth during 3 years. Step-by-step enhancement in each funnel stage• Loyalty programs relaunch: finance justification, enhancements and fine-tuning+6p.p. of VIP players segment share in database during 2 consecutive years• Retention lifecycle program relaunch. Manual reactivations with different set of mechanics. +2p.p. of retention in active stage, during 3 years• Automated and manual marketing campaigns planning, creation, business requirements development and further running and analysis• Analytical systems development: business requirements for main CRM and product marketing analytics creation (PowerBI, GA, MyTracker, AppsFlyer and internal ones). Reporting automation, resulted in significant time efforts decrease• Cross-promos: API requirements creation for external platforms, for enriching marketing activities: providing Winline bonuses for activities on external platforms• Database segmentation: value-based, RFM segmentations update • New markets: Belarus & Kazakhstan, full scale of launch activities from CRM & side, including regional peculiarities and different legislations • Promo Budget planning, management and control: 2Bln+ Rub / year• Consumer anti-fraud business process implementation• Managing and growing the team of 4 professionals. 2 of the persons of my team promoted during my 3+ years within the company• Marketing insights management

Moscow, Russian Federation

• CRM strategy implementation and enhancements: lifecycle triggered targeted programs for on-boarding, nursing and retention for b2c & b2b pillars of the business • Russian Market support with insights, based both on internal CRM data & external marketing researches data• Marketing calendar campaign creation, implementation and support: > 60 promo-campaigns in 2019• Regional retail potential assessment: where should we open our new retail locations, basing on CRM data & area potential• Pre-/post- evaluations to ensure positive ROI on promo campaigns. As a result, minimum ROI of 122% in 2019 is achieved• Reporting automation & processes enhancement, resulted in significant time efforts decrease• Budget (>1M$) management, planning and control: < 0.1% deviations vs plan • Monthly Business & Sales planning, targets split between sales channels to ensure ambitious growth year-on-year• Process improvements both for b2c & b2b businesses, to minimize human mistakes & time efforts, and increasing the data quality • Both market-level management & HQ CRM stakeholders alignment, in business and IT flows• Qualitive & Quantitative researches management at the market-level, both initiated locally and driven by HQ• Managing the team of 4 persons

Moscow, Russian Federation

• Ecommerce project set-up, internal start-up: business model selection, alignments with key stakeholders, partner selection, negotiations, approach alignment with all internal functions & HQ. Rapid launch in 3 months after business model finalization (vs 6 months HQ estimation)• Ecommerce daily operations: promo-calendar creation, management and implementation across all consumer touchpoints. Reporting, budgeting, control• Digital platform ecosystem for new Reduced Risks Category creation and set-up, capitalizing on existing consumer database, solutions and processes• Online media placement management: from brand awareness building to 1st steps in performance marketing • Social media presence: own community, influencers, reputation management, reviews• All interactions with Digital HQ team, both business and IT flows• KPIs system set-up, monitoring

Moscow, Russian Federation

• JTI Innovations management system IT platform relaunch (“BITL”) management in tight schedule, constrained budget and constantly changing priorities• System KPIs set-up, both for quality and quantity and its achievement during Y2015: +150% vs previous year• Business process description and alignment with key stakeholders with further Change Management Requests creation (as per JTI IT One-Change-Management policy)• Positive end users’ feedback on system update was achieved

Moscow, Russian Federation

• Creation of the Digital and CRM business strategy for JTI Russia consumer database, with statistically proven (by IPSOS) effect on brand awareness, loyalty and retention, creating CRM benchmarks for the whole FMCG industry in Russia• JTI adult smokers United Database creation management (with 3rd party implementation) and further development: from different non-structured data in separate XLS files before to one united IT solution, with all streamlined multichannel processes, capable of storing JTI smokers’ personal data, their tracked activities in online and offline channels with instant access and API integration with any digital touchpoints• Multi-million USD Digital & CRM budget management: justification, planning, control • Behavioral and attitudinal consumer segmentation development, testing and implementation • Consumer Marketing programs for JTI GFBs creation, evaluation and optimization • Websites, UX and mobile applications development (by 3rd parties) management for all brands process set-up, control, testing and management as per existing category insights and target audience relevancy• Vendors evaluation and pitch for Digital product design & CRM scope: strategy and analytics, digital, creative, mobile apps, database management, SMS, email, post, hotline, call-centres• New channels and media evaluation in terms of ROI, financial implication • Back-end CRM system for JTI smokers management of the development (by 3rd party) and daily operation• Digital engagement and CRM KPIs creation, tracking and in-depth analysis • Best practice cross-regional intra-brand sharing by guidelines creation and regular update• Maintaining the regular dialog with all key stakeholders: JTI Brand Marketing, Legal & Corporate Affairs • Database, CRM and Digital agencies’ management - up to 6 agencies simultaneously • Consumer anti-fraud business process development and implementation• Managing the team of up to 3 persons

Moscow, Russian Federation

• TME Siebel Sales and Analytics CRM implementation for Trade Marketing: business processes and legacy data systems description, localized interface preparation, training materials preparation• IT functional specifications creation, development, implementation and go-live management• Key Accounts portfolio optimization model creation: business process description, • Trainings for Sales force conduction (27 trainings in 14 cities, >400 persons trained in person)• In-depth industry analysis to support strategic decisions: pricing environment, price parity, retail margin management, programs efficiency evaluation

Moscow, Russian Federation

• Analytic Consulting projects for premier FMCG clients: BAT, P&G, Pepsico, Unilever and many other top players in Russia. Selling, managing, calculating (using SAS), analysis, presentations for the customers • Retail Audit Ad-hoc Analytic projects: In-Brand Cannibalization, Source-of-Growth identification, Price Elasticity, Brand Portfolio Optimization, POSM efficiency• Doubling the company turnover on this type of services during Y2005