Mikhail Kalachev Email & Phone Number

Moscow, Ru

Moscow, Moscow City, Russia

- Manage Premium Spirits portfolio in Russia.- Manage team of three direct subordinates and external agencies (Digital, PR, BTL, events, etc.).- Define and execute brand strategy in light of the business objectives, market context and brand vision & guidelines.- Off/on-trade tailor-made visibility & activations mechanics: creative development and production of premium POS with high visibility potential, personnel promo in strategic KAs, trial stimulation mechanic in on-trade venues with national roll-out. KPI, effectiveness evaluation.- Develop & deliver communication campaigns (360) based on consumer insights and commercial objectives.- Manage respective brand's A&P budget: media, creative adaptation and development, market research. Proper reporting.- New brands (Telmont champagne) and products (single malt limited releases) launch in Russia.- Lead creative development including alignment with HQs: influence marketing campaigns with KOLs, in-store communication (POS materials, catalogs).- Lead consumer research (via Ipsos agency) to uncover actionable insights about consumers and translate them into the marketing strategy (IWSR and Nielsen data), BHT.- Development and delivery of various educational & experiential programs, events/partnerships, cross-promo etc.- Portfolio projects for Eastern Europe zone (eg. Portfolio Summer Guidelines) & Russia.Achievements:▪+30% sales growth for malts & gin brands YoY▪+14% market share growth for Cointreau YoY▪Developed go-to-market strategy for new ultra-premium champagne (new category)▪Launched the first ever Digital campaigns for Cointreau & Metaxa on market with +12Mio total reach

Moscow, Moscow City, Russia

- Launch PHD brands (Bruichladdich, Port Charlotte, Octomore single malts & The Botanist gin) on Russian market.- Define brand positioning and adapting global initiatives to dark market limitations.- Develop brand plans across all touchpoints (ATL, BTL, digital)- Manage multiple external partners: e.g. agencies (Creative, PR, Media) and consultants to deliver brand values across a variety of functions.- A&P Budget management- Leading educational and expirientional agenda- Creation & implementation unique, exceptional events and tastings for HNWIs- Private sales (85% of top SKUs)Achievements:▪Double sales of PHD brands YoY▪Developed go-to-market growth strategy for single malts portfolio & gin▪Private sales contribute 22% to portfolio value

Moscow, Moscow City, Russia

- Planning & full implementation of portfolio training calendar for Russia & CIS- Brilliant implementation of educational plan- T&E budget management- Reporting related to the role- Creation and conduction of unique, exceptional events and tastings - Private sales (HNWI)

Moscow, Moscow City, Russia

- Creation and conduction of training, presentations and competitions for luxury alcoholic beverages (including in Germany, Armenia, Georgia, Iceland, in Malta).- Leading educacional program and competition Diageo Reserve World Class in Russia (activations in top-10 cities). - Organization of exhibitions (Moscow Bar Show 2011-2014), project management. - Creation of unique, exceptional events and tastings for HNWIs- Reporting related to the role

Moscow, Moscow City, Russia