Natalia Smirnova Email and Phone Number

Assortment range and purchasing Pricing  Negotiation with suppliers  Local team and assortment for the regions  Cross-functional projects – marketing, reporting, product, etc.Commercial margin and GMV responsibility Reported team – 18

Marketplace Беру.ru - start-up Assortment range created from scratch to 70 000 items  Pricing – policy, rules, competitors, elasticity creating  Marketing - Promotion, Smart Shopping program implementation Negotiation with suppliers – direct contract signed with main international suppliers, marketing budget, promotion budget Sales development – performance, mailing, banners and suppliers investment involving Category team created from scratch  Content and product development  ERP and internal processes development Regions supporting  Cross-functional projects – marketing, finance, reporting, product, etc.Department P&L - full responsibility – profit, CPO (cost per order), marketing supportReporting to CEO of Yandex.MarketReported team – 10

Operational marketing Department (Gas station retail (Rosneft & BP brands) Russia & CIS) Deputy head of the department Reporting to Vice PresidentReported team – 7 44 daughter companies within 56 regions Gas station non fuel business developing  Common and key standards of assortment range and efficiency metrics created and implemented Private label development – 30 items listed from scratch within 2 brands (concept, design, technical description, producer check lists, price check, tender documentation) Assortment management process for all 44 daughter companies was centralized – core assortment created with following shelf space and stock optimization Non fuel business strategy developing – key priorities were created Reporting process for daughter companies implemented Pricing strategy developing and implementation – regular and promo pricing rules implemented  Promotion improvements implemented – assortment offers, pricing, presentation, reporting

 Distribution channels arrangement: on-line, own retail, franchising, independent agencies Franchising model development Marketing communication On-line decelopment Customer service arrangement and development: call center, TUI24, customer feedback Mystery shopping & Mystery calling researches development Being a part of product development for the seasons based on customer feed back  External communication (with agencies) development  Increasing efficiency of the distribution channels Sales volume forecasting for the channels and profitability Product (and new concept) development in the market Rebranding of own shops  Entering new regions Developing & executing promotions for B2B & B2C Seasons launch for the market Developing motivation program for own staff and agencies Events for B2B

START UPDirect report to CEO Assortment range development  Private label development Forecasting: sales, margin Contract development Negotiation strategy  Shelf ready packaging for Private label Marketing strategy & marketing communication development Pricing policy& competitive analysis development Advertising campaign and communication strategy development for entering the market

Marketing strategy for Supermarket formats developing.Loyalty program optimization for SupermarketsDeveloped merchandising strategy, including assortment structure, category plan, and store lay-out for Supermarkets; Pricing strategy optimization and developing, including pricing rules (including Private label) and competitors` price checking; price index gap annualizing and pricing execution; price perception measurement; Strategy and tactics of Promotion and other marketing activities developing and executing;Store Standards developing for new store lay-outsBrand book for formats developing for in-store communicationBuild Media plan for external communication and advertising campaign;Budgeting and KPI`s control: Front Margin, Sales, Traffic and average tickets, including LFL performance.Market analysis, including price index, competitors ‘activities

Developed Merchandising and Operational strategy for entering the Market.Developed Merchandising strategy, including assortment structure, category plan, margin plan and store lay-out for different formats (Discounter, Hypermarket, and Compact Hypermarket).Due-diligence and evaluation companies as potential targets for acquisition and developed strategy for these Targets. Prepared Integration plan for the potential M&A Targets. Studied and analyzed Market players (Russian retailers).Adopted policies and procedures for the business based on the best practices of the Company and in accordance with Russian Market. Studied the best practices of WM in different countries for applying to the Russian Market.Private label developingCommunication strategy developingPricing strategy developingAnalyzed global Walmart opportunities for applying to Russian market for differentiation;Built internal communication of operation and merchandising strategies.

direct report to CEOStrat up prijectHeadcount: 10 people.Created department`s structure for concept realizing from scratch. Prepared and organized the negotiation process to get the best prices.Created and implemented assortment, promotion, merchandising and pricing policies regarding the conceptIntegration SAP and Spaceman for the company Created common rules for logistic and operation and created condition for suppliers contract Rolled out the new store.Participated in meeting with potential investors for getting investments foe business.Created team Participated in created values for company

Direct report to CFOHeadcount: 19 people.Prepared, introduced and implemented new rules of procurement for incorporated company. Integrated procurement processes. Described the new business process of procurement for Head Office, departments and branches. Prepared and introduced targets, tasks and structure for department.Rolled out the process of consolidation, standardization and optimization of all requirements of all departments of the company to get efficiency in procurement and to decrease capital and operation expanses.Created, provided and controlled for uniform Tender process of the company including branches.

Direct report to CCOPrepared and implemented assortment mix Improved conditions of the suppliers' contract sufficiently Budgeting of all food categories and KPIsManaged of process of preparation and transformation the assortment, pricing and layouts in all categories. Developed and introduced Private Label range.Developed local purchasing for the brunches.Developed new areas of business in category to improve sales and profit and bild attractivenes for the customers.Participated in integration process: Pyaterochka and Perekrestok in part of purchasing activity for the synergy results Prepared and implemented the assortment strategy.Managed promotion process of the company from commercial site – choosing right assortment, created layouts, provided the level of delivery’s performance and stocks, negotiated joint investment with suppliers. Re-engineered the promotion process to boost the result of promotion.Created new supplier contract for entire company after the collaboration Perekrestok &Pyaterochka .Due to fixing and adjusting the business-process within commercial activities:oIntroduced successful range of Private label - Italian and French wine – 40 SKUs of brand «Global Village» - 2% increase profitability of category Alcohol. Created and implemented new range of assortment for all categories of stores. Improved new range and layouts in category Drinks (including Alcohol) - 15% growth in sales of this category. Launched new concept of supplier`s merchandising – saving 3 000 000$ operation expenses due to own personnel reduction.

Full P&L accountability for 14 stores, including 4 stores in St.Petersburg. Managed the overall operations of 14 storesImproved operating technology in stores.Created and optimized system of personnel’s motivation in stores. Set budgets to drive down costs and controlled targets achievement. Met sales and revenue targets and objectives year to year.Launched turnover increasing and cost reduction programmers. Taken a part in development and implementation company’s innovative advertising, promotion, range and pricing strategy and market position. Successfully opened 7 new storesDeveloped and implemented space planning and merchandising principles for current and new stores.Developed, introduced and implemented sales stimulations and customer’s loyalty programs.Created and implemented new standards of service for all stores and system of monitoring by standards.Managed and supervised new promotion project.Trained store managers and store’s directors. oIntroduced and implemented the new concept of promotion for company. Created and implemented rules of interaction at carrying out promotion. Improved efficiency of promotion – share of promotion turnover in whole turnover of the company was increased from 1, 5% to over 5%. oTransformed structure of operation expenses of stores that decreased operation costs of 15%. oCreated and launched new concept for controlling stores – Mystery shopping.

Supermarket store (selling area 1200 m2)Organized effective work of the store. Interacted with the central office, outlets supervising. Recruited, trained and motivated personal. Headcount: 150 people. Controlled assortment range and orders of goods with allowance for consumer demand and store location. Controlled good transfers, stock management, and replenishment. Implemented of interaction with suppliers. Studied and analyzed store and experience of competitors used best practice of them.Organized the trading process and support. Forecasted a store budget: turnover, operation and capital expenses and operational efficiency.Responsibility for safety of goods and materials in the store.

Supermarket store (selling area 1200 m2)

Opened a new store (supermarket - selling area of 1200 m2).