Pavel Ponomarev Email & Phone Number

Moscow City, Russia

• Formulated long-term international licensed brands portfolio strategy (2.5% share of market, 30% of company’s revenue with >110 mio USD yearly gross revenue), developed localization strategy for international brands.
• Led creative framework positioning update for Krusovice brand. Initiated and managed a 360-degree creative campaign and communication strategy (including media and trade marketing) tender for 2025. Collaborated with.
• Coordinated the launch of Gold brand (successor to Amstel), defined and secured price positioning. Oversaw the creation of support materials, including incentive programs, communication tools for retail, PR press.
• Identified negative sentiment around the localized Гессер brand name and re-envisioned the localization strategy. Developed a new brand name, market positioning and product design.

Moscow City, Russia

• MT-1 level, marketing leadership team.
• Analyzed regional portfolio efficiency (>80 mio USD yearly gross revenue), prepared key challenges & jobs to be done for 2024, launched 4 NPIs, expanded core SKUs presence in major NKAs resulted in estimated volume and.
• Led Shikhan 360 marketing campaign development and execution, demonstrated brand power growth by 0.8 p.p., overachieved key promo metrics: 109% participants, 120% codes integration, 110% TRPs and +13 p.p. reach of TV.
• Initiated Shikhan CSD portfolio brand audit, formulated must win battles for commercial indicators & brand power enhancement, launched new product design, resolved several commercial barriers, adjusted pricing.
• Reshaped Shikhan & Okskoe 2024 support strategy, challenged established yearly marketing initiatives and conducted 2 researches on activation effect, re-allocated >200 K USD of inefficient budget spending. Initiated 5.
• Reshuffled regional portfolio department, relocated a staff unit to Moscow, integrated newly appointed employees (brand manager and JBM), ensured 2 weeks business trips for BM each quarter in the key territory of brand.

Москва, Москва, Россия

· Developed 2022 and 2023 strategy for brands HEETS and Fiit, generating 25% of PMI business and 75% share of sales within innovative tobacco products segment in Russia according to Nielsen. Lead 1 subordinate.· Led cross-functional projects teams (marketing, sales, operations, etc.) and ensured execution excellence for following initiatives: 7 new product.

Москва, Москва, Россия

· Established from scratch and governed new subdivision with focus on NPLs technical preparation for commercialization, IQOS, HEETS, lil SOLID, Fiit brands maintenance and development. Team of 2 subordinates.· Boosted number of executed product initiatives from 10 in 2019 up to 22 in 2020 and 33 in 2021, which allowed making happen intensive user base.

Лозанна, Во, Швейцарская Конфедерация

• CEO-3. Global brand marketing team.
• Managed worldwide F1 and MotoGP fans activation project, 2 IQOS and 5 accessories limited edition (LE) creation, omni-channel toolbox development, ensured in-time project gates and milestones approval, assisted 13.
• Explored Motor Edition purchasers’ profile, revised consumer feedbacks and NPS, initiated consumer research, putted together all learnings, sales and deployment insights, prepared project performance results. Convinced.
• Guided risk mitigation and budget saving project related to outdated IQOS products potential destruction in Japan and South Korea (SK). Led product re-assembling, newest PO and pack design installation, product.
• Analyzed IQOS device and accessories consumer purchasing behavior within major markets: Japan, Germany, Italy, Russia, recommended sales growth opportunities and relevant color choices for future device generations..

Ekaterinburg, Russian

• Forecasted 2017 and 2018 Area sales volume for DSD channel, achieved 99% of accuracy in 2017, performed as center of expertise and coached 15 field distribution specialists, developed recommendations, and launched.
• Built efficient collaboration with new department of major distributor, initiated educational product courses for sales agents and conducted NPL briefing sessions. Formulated, agreed, and executed first motivational.

Ulyanovsk Region, Russia

• Managed local company’s branch in Ulyanovsk region, secured yearly sales plan achievement at 101%, demonstrated significant share of market (SoM) overachievement by 0.6 p.p., accomplished historically biggest SoM at.
• Led team of 11 subordinates, renewed the staff, hired, and integrated 3 specialists, conducted coaching and audit, set targets and monitored progress, gave 9 awards, promoted 1 employee to new role, gained 1st place in.

Ekaterinburg, Russia

• Coordinated BTL marketing activations on area level, launched CE Tool - new way of collecting consumer and contact data via IPAD app., developed from scratch regional reporting system regarding hostess, BTL agencies.
• Performed as a center of marketing expertise on regional level, coached 15 field consumer engagement specialists, organized, and held area conferences focusing on activities planning and best practice sharing in order.

Magnitogorsk, Russia

• Ensured efficient marketing activations in Magnitogorsk, led 2 local BTL-agencies, coached, and controlled more than 10 hostess and 2 supervisors, performed sales and strengthen product visibility in HoReca channel.
• Demonstrated significant 22% overachievement of activations with consumers within Factory Program. Initiated and collaborated with HQ brand group in creating specific promo-video, integrated activation zone and.