National Trade Marketing Manager
Russian Federation
During my eight-year career with Heineken, I was promoted four times, often assuming a dual role during the transition process. For the last four years, I have successfully managed a team of Channel Managers and Specialists. Additionally, I have led cross-functional projects within the commercial department, including the GP Net Management educational project, Market Cut-Through integration meetings project, Commercial Cycle Planning project, and Brand Ambassador project.As part of my customer management responsibilities, I have developed tailor-made activation strategies for key on-trade and off-trade customers, organized annual distributors' conferences, implemented incentive programs for outlet staff and owners, and organized product training programs for outlets' staff.Regarding consumer management, I have successfully managed various events, such as the St. Petersburg Beer Festival in 2010, rock concerts, and client hospitality programs for UEFA Champions League matches. Furthermore, I have planned, implemented, and tracked national and regional consumer promotions, including added value, gift packs, and x+1 promotions.I have also conducted onsite visits to meet with multiple trade clients and provide a detailed market analysis breakdown. This includes defining market segmentation and priority channels, conducting shopper analysis to define key consumer and customer value drivers per channel, developing on-trade channel strategy, creating channel activation plans, managing Capex and POSM, and developing sales merchandising standards such as sales folders and manuals. Finally, I have also managed FS and OFC budgets.