Ilya Petrov Email & Phone Number

Amsterdam, North Holland, Netherlands

Amsterdam, North Holland, Netherlands

Shaping the future of Nike at leading European e-commerce partners (Zalando, Asos, AboutYou, Next): from vision and trade terms to transformational roadmaps and implementation, supporting growth ambition YOY. Explicitly focusing on loyalty and connected membership, consumer experience strategy, and sustainability.- Two direct reports. Core member of two leadership teams, serving 40 and 60 people respectively. Leading (planning, building and running) and facilitating cross-functional programs reporting to C-level steering committees, with about 10-12 core members up to a senior director level and up to 200 people engaged in a program in total.- Fundamental in building new Partnership Transformation function and it’s strategy. Defining KPIs per direction: consumer relationships, retail & omnichannel experiences, sustainability. $XXM/year budget, 100% budget submissions and roadmaps signed on time. 91% delivery rate with partners.- Sports-focused consumer experience strategy with partners and implementation in variety of projects (content excellence, influencers, brand hubs, product finders, size&fit, etc), +20% engagement vs other brands.- Led Connected Membership with Zalando, from launch and strategy to operations, scaling it to the second biggest program worldwide.- Loyalty with partners: spearheaded the development of loyalty strategy and playbook for all partners, targeting incremental LTV growth, 100% partners mapped based on CRM & targeting maturity, segmentation done with all e-commerce partners, loyalty & marketing integration on seasonal campaigns, first round of pilots live (member days AboutYou, follow the brand Next)- Sustainability strategic programs: from joint top-to-tops and strategy with partners to implementations — footprint reduction, innovation pilots, and communication, driving sustainable criteria alignment, product tagging and information, Move To Zero content on the partners platforms (double digit% YOY sustainable products SOB growth)

Lead cross-country cross-functional digital offence in EAST countries, being responsible for territory digital ecosystem strategy and implementation around membership-driven omni-channel consumer experience. Focused on local partnerships and close collaboration with EHQ/WHQ business and product teams. Also lead strategy, discovery and implementation for Nike.com International Expansion across EMEA-related countries.- Business lead Nike.com International Expansion on cross-functional program: discovery and design of new business models (global platform/global stock, global platform/local stock, multi-node, omnichannel, partner- based) across end-to-end journey, operations, systems and P&L, starting with consumer value and expectations, projecting x3 revenue growth, x4 profitability growth. First stage live in Middle East (local platform/local stock/connected membership).- Stores.com project in Russia and Turkey, activating retail stores stock via local online platforms and delivery/ pick-up services during COVID-related stores lockdown.- Led the member-focused digital marketing strategy as a part of Nike Russian $1B plan, designing owned and partners e-commerce growth pathways to support the business ambition.- Designed, launched and operated digital-led consumer strategy for Nike BOX MSK physical sports & culture hub — connected physical & digital activities, membership, and local omnichannel commercial journeys into one experience (sign up for a run, order running shoe, find it in your assigned lockers, access by connected City Transportation Card), serving 50K members physically every year.

Leading Digital Brand team at Nike Russia, driving a wide range of digital and cross-functional projects around seasonal campaigns, social, e-commerce and applications to help the company to achieve it's brand, membership and business KPIs.- Leading a team of 6, defining and delivering on Nike digital-first marketing strategy in Russia (football and running offence, Moscow Marathon, WC18): redefining agency pool and digital marketing operations, executing from festival-level tactical executions (Digital Korobki) to thought-through commercial partnerships (Lamoda).- Nike.com support right after launch: tracking performance and consumer sentiment, managing commercial calendar, local assets creation and performance marketing optimisation, using consumers insights to push experience elevation (naming conventions, checkout flow), x2 conversion, 300% growth in 3 years.- Activating Nike membership in Russia, Global Nike Maxims award for Nike Moscow membership web-app, x2 digital sports participation (Run The Elements, Moscow For Runners, digital charity race with Natalya Vodyanova), 60% YOY growth across 3 years, 75% active.- Nike Digital Academy: leading digital marketing and e-commerce education within Nike with 90% employees participation rate across 3 months and 4.9 starts post-course reviews.

Moscow, Russia

Responsible for digital expertise inside BBDO Group in Russia. As a planning director I implemented key digital procedures adopting global Proximity knowledge and experience amplifying it with local tools based on unique Russian online environment. Successfully handled strategic development for key clients such as P&G, Visa, Bacardi, ITG, Mars.- Led direct team of 2 and wider cross-functional project teams, bringing to life the Proximity motto: “We use data- driven creativity to solve business problems”. 3 out of 3 pitches for new businesses won.- Took the initiative to define digital strategy excellence within BBDO, establishing new guidelines and ways of working on digital projects, adopted by other agencies.- Activated a global data-driven digital transformation project for P&G (going from thousands of websites to a few consumer-centric platforms: EveryDayMe, BeingGirl, Victoria), from localised strategy, overlooking platform development, to influencers engagement, content creation and optimisation, significantly increasing non-paid traffic, engagement and promo conversions. Implemented performance-based writers rewards program to reduce content-creation costs.- Won Snickers (digital amplification for on-going brand campaigns) and Whiskas (SEO-based platform relaunch) digital business, establishing Mars's trust in BBDO's digital marketing expertise.- Won and kicked-off “GoDigital!” transformation consulting project, supporting Teva Pharmaceuticals in adopting digital culture and implementing the modern approach to marketing in six steps (consolidation, audit, education, planning, implementation, and evaluation), touching marketing organisational structure and processes, KPIs frameworks, own digital assess, media, and broader ecosystem presence, targeting company-wide increase in return on marketing investments.

Developing strategic expertise within one of the biggest Russian independent communication holdings Ark Group. In charge of integrated strategy (digital+BTL+PR), digital strategy and social media strategy. Responsible for clients objectives to be achieved within agency creativity. Guide agency from zero to level of self-sufficiency in two years. Won Nike in one month after launch. Launched Nike Running Russia community at Facebook. Key clients Nike, Pioneer, Kraft Foods, Beiersdorf, SCA, Hasbro. Experience in agency business planning, advanced team management, cross-channel communication strategy planning, CRM, advanced BTL and intermediate PR expertises, advanced analytics.

Developed marketing expertise in web studio now known as No.4 digital agency in Russia. In charge of creative product, team management, digital user experience, long-term digital communication planning.Created one the first long-term digital strategy in Russia (for Sprite). Won six from six tenders in last three months. Worked with such clients as Infiniti, Coca-Cola, Campbell's, Panasonic, Tele2, Heineken, etc. Experience in digital strategy planning, digital production, social media marketing, team management.

Moscow, Russian Federation

Developed integrated (ATL+digital+BTL) campaigns for international brands such as Wrigley (Eclipse, Orbit, Hubba-Bubba, Five), Beeline, Greenpeace and etc. In charge of brand copywriting, campaign messages and big ideas, TV and radio scripts, digital user experience, production supervising.5 national campaigns (TV+OOH+radio+digital). Copywriter at Greenpeace anti-GMO project that wins silver Epica award. Made series of viral commercial for Kaspersky Lab antivirus with more than 1 mln views. Learned brand theory and communication strategy.

In charge of creative product, team management, campaign ideas, campaign planning, branding, naming, copywriting, websites. Builded creative department inside marketing agency (6 specialist). Worked with Daewoo, KIA, local clients. Made clients pay for ideas, not just design. Implemented rebranding for five Russian factories. Experience in client and team management, brand basics, communication basics.

Executive Education, Customer Loyalty: Strategy And Application

Retaining customers and increasing their satisfaction for organizational growth.

Mathematics And Computer Science

Admitted to university as one of the TOP-20 mathematicians of my age without formal exams. Transitioned into a successful career.