Pavel Ponomarev Email & Phone Number

Dubai, Ae

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 (Krusovice, Gosser, Edelweiss), aligned priorities and major portfolio KPIs for 2025. • 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 research teams to test creative concepts, identifying and shortlisting the winning approaches.• 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 releases, internal announcements and motivation, developed performance reporting and monitored status regularly.• 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 gross profit growth at 15% and 32% accordingly vs 2023. Developed 3-years portfolio LRP, segmented brands roles, identified strategic opportunities, aligned yearly integrated support plans priorities and strategic KPIs.• 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, +18 p.p. digital reach. Rewarded with industry recognition: silver award of international advertising and marketing communication festival Silver Mercury in purposeful strategy nomination.• 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 strategy, accomplished historically biggest SoM at 7.4% in Feb’24 and 30% estimated volume growth vs 2023.• 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 Revenue Management & Value Engineering projects with >1.4 mio USD combined yearly positive financial impact.• 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 presence, appointed subordinate with a mentor within organization, promoted subordinates to new roles.

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 launches (NPL), 4 tastes delisting, new brands support approach creation.· Identified negative sentiment to Fiit from targeted audience, revealed specific perception gaps and switching barriers for product trial and further regular usage, generated brand enhancement action plan.· Invented new product category concept, leaded 5-pack bundles design creation and commercialization, facilitated 50 000 sales and demonstrated conversion and NPS targets overachievement: + 2 p.p. and +7 p.p.· Challenged visibility prioritization approach in traditional trade channel, recommended and implemented new way of POS segmentation, expanded Reduce Risk Products (RRP) platform by 1600 POS (+35%).· Hired remote employee, which allowed to meet required high quality skills within limited budget, coached and supported new Brand Manager in integration as buddy, mentored 2 newly appointed Area Regional Experts.

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 growth at 70% and 19% in 2020 and 2021.· Extended line from 7 core to diverse 20 tastes product range including premium, mainline, value propositions, formulated portfolio strategy, prioritization and support logic across market and specific channels.· Demonstrated high quality Summer Breeze launch performance: +18% volume in 2021, 0.4% share of tobacco industry within 3 months sales, positive consumer feedback, excellent project execution. Rewarded with ABCD.· Coordinated new brand lil SOLID with 8 products market launch, reached 40% of device portfolio sales within 6 months, navigated new generation lil SOLID 2.0 with 5 SKUs launch, brand became top seller in 2022.· Led 5 IQOS 3 DUOS limited edition launch projects, ensured targeted stock depletion dynamics, initiated mechanics to strengthen sales trends, designed and tested pre-orders opportunity in e-com channel.· Localized and launched global Flavor Advisor tool which enhanced conversion by 2 p.p., chance of premium line pack purchase by 34%, average number of ordered tastes by 11%. Rewarded with ABCD.

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 international markets, overachieved objectives: +60% activations, +20% guided trials, +12% recommendations. • 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 SMT not to develop product limited edition for 2020 which saved more than 2.0 mio $. Rewarded with ABCD. • 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 relocation to Russia and Italy for utilization, which provided more than 10 mio $ positive financial productivity. • 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. Investigated LE price elasticity in Germany’s e-com and SK’s branded retail, offered optimal price proposition.

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 mechanics on affiliates business growth opportunities, enhanced joint field visits efficiency.• 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 program.

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 27.5% in Sep’15, led negotiations and succeeded in enhancing contract terms with local franchise Lukoil. • 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 Jun’15 and 3rd place overall 2015 in regional motivation program across 27 teams.

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 and field specialist efficiency, participated in negotiations with major 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 to achieve execution excellence.

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, implemented brand building activations and events. • 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 first-time shop-assistant activation program. Rewarded with “Recognition for Excellence”.