As Commercial Director, I work under the guidance of the COO and CEO to transform Baku Caviar into a global brand. I lead efforts to expand our global presence, ensuring top-tier account management and delivering the best customer service in the luxury segment. My role encompasses leading sales and marketing initiatives, executing board-approved strategies, and supervising both wholesale and retail channels (Baku Caviar Boutique, AFF store at Yashil Bazaar, and AFF retail points at Bravo market chain), as well as managing Baku Caviar exports. Committed to sustainability, our team ensures the preservation of the Caspian Sea’s biodiversity by releasing 10 sturgeon into the wild for every jar sold.

In my previous role as Deputy Commercial Director, I assisted the Commercial Director in managing retail operations and caviar exports, as well as advising on data analytics, reporting, and problem-solving. My primary focus was on expanding Baku Caviar exports to new markets such as USA, Singapore, New Zealand, Qatar, Saudi Arabia, and Turkey, while enhancing our presence in Dubai. I made regular international trips to GCC countries and attended seafood fairs in Boston, Barcelona, Singapore, Tokyo, Moscow, Saudi Arabia, and Dubai to boost brand awareness, analyze market conditions and competition, and foster new partnerships.

As Commercial Director at Code Academy, the pioneer of professional skills training bootcamps in Azerbaijan, I led sales and marketing operations, focusing on mentoring, coaching, and team building. I actively contributed to the development of our CRM system and worked closely with the sales team to guide clients through the sales pipeline, initially boosting lead conversion and revenue. However, the lead generation system couldn’t sustain this growth, leading to a sales decline before the onset of COVID-19. My tenure at this educational institution, dedicated to the right values and real-time results, was a significant professional experience.

At itcity.academy, I played a fundamental role in branding and launching a local programming bootcamp led by Java Developer Ramin Orujov under the leadership of Tural Aliyev. I was responsible for developing the go-to-market strategy and tactics for itcity.academy and generating leads. We established a disciplined sales team and executed lead generation marketing through social media advertising.To boost brand awareness and engage our audience, we produced video content and hosted talk shows featuring prominent IT professionals and leaders as guest speakers. I also contributed to the development of our programming unit and participated in tenders, securing contracts with the Azerbaijan Tourism Board.In addition, I played a crucial role in the development of web and mobile app projects, serving as a product owner and managing client relations.

At LIBRAFF, I served as the Commercial Director, playing a pivotal role in driving strategic growth and ensuring operational excellence across our branches in Baku and Ganja. My responsibilities included overseeing all commercial activities such as sales, marketing, and logistics to establish a local bookstore chain and promote reading habits in society. Leveraging the knowledge and experience gained from my previous role at the global retail brand Mothercare, I implemented best practices to improve processes and deliver an exceptional customer experience.

At Mothercare, I honed my retail management skills, leading a focused team for the Azerbaijani and Georgian markets under Sabah Group, a franchisee rights holder. I regularly attended Franchisee Meetings at Mothercare HQ in Watford, UK, to network with global franchise professionals, sharing experiences and best practices.I achieved seasonal sales plans, implemented effective local marketing strategies, and monitored competitor activity. I ensured high store standards, analyzed department trends, and executed successful promotions. I managed stock and replenishment processes, supervised open-to-buy budgets and annual buying plans, and identified development objectives. By driving operational consistency through best practices and local opportunities, I maximized sales and profitability while ensuring an exceptional shopping experience.

At BOS Shelf, I gained invaluable experience in the oil and gas industry, focusing on logistics and project management within a diverse, multicultural environment. I assisted the Logistics Manager with on-field logistics operations, ensuring the timely execution of tasks, including loading and unloading ships and supplying necessary resources to oil and gas platforms, ships, and barges, such as water, food, fuel, as well as handling repair and testing jobs.I contributed to logistics operations by organizing receipt of goods either via railway or road, managing unloading, loading, and warehousing processes, as well as personnel provision during heavy lift and cargo transportation. I supported the Logistics Manager in materials management, inventory control, and reporting, while witnessing the design and execution of complex heavy lifts and abnormal cargo transportation.In one year, I successfully delivered over 150 Statements of Work (SOWs), maintaining high HSE standards and contributing to a zero-accident record.

In my first professional role, I managed logistical operations from material handling at the warehouse to truck loading and maintaining documentation for seamless cargo delivery. I negotiated freight rates for deliveries to Russia, Ukraine, and Kazakhstan, reducing transportation costs during seasonal lows. I developed strong relationships with textile factories and exporters, leveraging their client base to acquire new accounts. Additionally, I coordinated truck loading operations and maintained accurate weight lists. This role provided me with a foundational experience in logistics and customer relationship management.