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Highly motivated leader to bring value across business and teams.Specialties: Brand Management, Corporate Entrepreneurship, Private EntrepreneurshipExperience in both Russia and emerging markets for major international companies.
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Martini Brand Director, RussiaBacardi Nov 2023 - Present
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Rums Category Director, Region (East Europe, China, Japan And South Korea)Bacardi Jan 2021 - Oct 2023
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Marketing ManagerBacardi Sep 2018 - Dec 2020
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Brand Marketing Rum & Female PortfolioDiageo Jul 2016 - Aug 2018 -
Sales&Marketing Director, Managing PartnerPlan B Trade Marketing Services, Llc Feb 2013 - Jul 2016Moscow, Russian FederationPlan B is a strong team of FMCG and marketing agency experts that help their clients (FMCG) to excel in trade marketing programs. We provide route to market strategy development as well as implementing these activities to life. Successful projects have been executed in consumer promotion programs, trade audit, POP activation in different cities of Russia. Achievements:- Team recruitment and full operations set-up (from scratch)- Achieved status of preferred marketing supplier for major Pharma FMCG client- Development and market entry of Mobile Application for Field Research (Retail Audit)www.planbagency.ruKey clients: Danone, GlaxoSmithKline, British American Tobacco
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Mba ProgramMoscow School Of Management Skolkovo Aug 2011 - Dec 2012 -
Velkopopovicky Kozel Brand ManagerSabmiller Oct 2008 - Aug 2011VK is one of the company’s top priority brands. Delivering companies largest volumes (1.5 mln HL per year) and growing. Main Responsibilities:- Brand 3-5 year strategy development and approval with Russian Directors Board and Global Brand Owners - Brand annual activities game plan development and cross-functional alignment for years 2009, 2010, 2011.- Full responsibility for annual activities plan execution, brand budget allocation and DME impact to Brand P&L (NPD, Research, Creative, ATL, BTL, Digital, Trade Channels Activations, Sales Activations).- Manage daily operations and team of 3 JBM’s.Achievements:- Launch support of Kozel Cerny. Execution of full TTL campaign delivering campaign KPI's and bringing total brand growth to +20% vs. LY. (Received a worldwide SAB Miller Mercatus award for best example of premium brand building, Received an OMA Russian 2010 award for best sales promotion) - Development, launch and execution of brands so far biggest and innovative national consumer promotion (full TTL campaign). Campaign targeted to support both core range and fresh Cerny launch. Driving trial amongst non-users and brand advocacy through loyal users. (awarded best beer promotion campaign in 2009 by Bojole research agency) - Fine-tuning Kozel positioning and launching refreshed label design with ATL support in January 2010.- Awarded “Best Brand Manager” in F11 at annual SABMiller Sales and Marketing Conference -
Knorr Brand Building ManagerUnilever Nov 2007 - Jul 2008Moscow, Russian FederationKnorr is a 16m Euro savoury business in Russia managed by Unilever with a new built production facility in Tula.Main Responsibilities:- Business Planning process (Sales forecasting, A&P budget management, Media Planning) - Market Analysis (Research by Nielsen, Millward Brown, ATP tracking)- Brand Communications (ATL adaptation, BTL), - Brand Strategy (in line with category needs and global Knorr identity), - Consumer/Trade ActivationsAchievements:- Knorr portfolio optimization (delisting 30% of non-profitable SKU’s) to deliver a high brand gross margin- Re-Launch of universal seasoning category and launch of national promo on mono-seasoning (50% of Brand volume) growing national market share +1 p.p. as per retail audit -
Management TraineeUnilever Jul 2006 - Nov 2007Russian FederationMarketing Management Trainee - Undergoing series of rotations in companies key departments for fresh University Graduates. In each function was responsible in leading 1 or more projects. Beseda Brand Executive, Marketing: (Moscow) July'06 - Feb'07 - Lead projects on implementing promo-packs - Brand web-site development and launch (http://www.besedatea.ru/)Sales Rotation: (Yekaterinburg) Feb'07 - May'07 - Sales Territory analysis - New planogram implementation in 2 leading local retail chains for Unilever Total Food portfolio - Manage sales team merge with merchandiser HR Rotation: (Moscow) May'07 - July'07 - Internship program for University student’s development and implementationSupply Chain Rotation: (St. Petersburg) July'07 - Nov'07 - Analysis of tea plant “mixing” (factory bottle-neck) department to improve its efficiency - Decreased mixing time used for flavored tea by 44%, made sufficient input for justifying “mixing” department CAPEX needs
Maxim Popov Skills
Maxim Popov Education Details
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Skolkovo, Moscow School Of ManagementMaster Of Business Administration (Mba)
Frequently Asked Questions about Maxim Popov
What company does Maxim Popov work for?
Maxim Popov works for Bacardi
What is Maxim Popov's role at the current company?
Maxim Popov's current role is Marketing.
What is Maxim Popov's email address?
Maxim Popov's email address is ma****@****mail.ru
What is Maxim Popov's direct phone number?
Maxim Popov's direct phone number is +790356*****
What schools did Maxim Popov attend?
Maxim Popov attended Skolkovo, Moscow School Of Management, Institute Of International Business Education.
What skills is Maxim Popov known for?
Maxim Popov has skills like Brand Management, Fmcg, Entrepreneurship, Integrated Marketing, Marketing Management, Market Analysis, Strategy, Business Planning, Market Planning, Marketing, Start Ups, Competitive Analysis.
Who are Maxim Popov's colleagues?
Maxim Popov's colleagues are Omar Perez Arias, Natalya Vodichenkova, Fabrice Dauxere, Rachelle Gignac, Martina Capati, Nicolas Surieux, Sherry Camacho.
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