Sergey Pletnev Email & Phone Number

Amsterdam, NH, NL

Wayzata, Minnesota, US

København V, Hovedstaden, DK

- Development and global roll-out of a pioneering AI-based system for evaluating the impact of trade design on shopper behavior;- End-to-end commercial planning process and execution cycle planning: connecting strategy to execution for 35 markets across Europe and Asia;- Global Channel and Shopper Marketing capability: design and global roll-out of Shopper.

København V, Hovedstaden, DK

• A member of Marketing Leadership Team and Extended Leadership Team
• Restructured and led channel marketing department, consisting of four teams, contributing to the business turnaround.
• Executed commercial strategy planning process based on global frameworks: decisions on brand and portfolio choices across categories, channel strategy, 3Y plan.
• Owned integrated commercial activity planning across disciplines, aligning Sales, Marketing, Procurement and Supply on the OTIF delivery to the commercial calendar.
• Set up and owned end-to-end POSM process in collaboration with Marketing, Sales and Procurement functions; led the implementation of POSM management system.
• Impactful brand and portfolio activations in channels: events, promotional and customer loyalty programs, driving conversion rate at points of sale.

Amersfoort, Utrecht, NL

The course is offered by NIMA (The Dutch Institute of Marketing and Advertising) as an official part of the marketing program.The course has been offered on a few educational platforms and networks for marketers, consumer and market intelligence professionals and business analysts.

Amsterdam, NL

- A member of Sales Management Team Out-Of-Home- Implemented Sales and Customer change as a result of new route-to-market for Heineken On-Trade (in collaboration with the Sligro Group); - Responsible for the change management program of merging Heineken and Sligro sales organizations as a part of the overall Heineken / Sligro deal implementation;- Customer.

Amsterdam, NL

- Delivered brand portfolio strategy 2018-2021, redefining the roles of, and investments in, major brands- Delivered 15% of total annual commercial spend saving for Heineken NL (spend effectiveness program)- Delivered new Retail Strategy, resulting in major revenue management initiatives and a new promotional pricing- Led the full redesign of trade terms.

Amsterdam, NL

- A member of Marketing Management Team, managing the team of 5 experts- Built a new Consumer and Market Intelligence team at Heineken NL, establishing CMI as a strategic business partner for Marketing, Sales and Finance- Implemented the new portfolio strategy taking collaboration between marketing and sales to the next level- Delivered top line growth.

Amsterdam, NL

- Delivered portfolio strategies for the biggest operating companies (Romania, Hungary, Poland, Brazil, Mexico, Switzerland and the Netherlands) in collaboration with local, regional and global leaders and brand marketing / sales teams - Coached local marketing leaders on the portfolio strategy process and frameworks, facilitated decision making process.

Bunnik, Utrecht, NL

- A member of Sales Management Team, managing the team of 8 FTE’s- Set up and managed a new channel marketing team at Vrumona (the best trade marketing team in the Dutch FMCG industry – the Advantage Group, 2009)- Launched a new category vision and a profitability-driven promotional strategy at Vrumona B.V. drastically improving the profitability of the.

Amsterdam, NL

- A member of Sales Management Team, managing the customer support team (5 FTE’s)- Responsible for the Heineken business in the global airport channel- Designed and implemented Heineken strategy for Global Travel Retail: launching specific Travel Retail assortment; designing and launching the first international Heineken Bar concept (Hong Kong, 2007)- Won.

Amsterdam, NL

- Delivered various business growth solutions and built sales management frameworks for Heineken Export markets: from strategic planning to channel and customer management- Supervised joint strategic growth projects with the Heineken distributors in Export Markets (China, Hong Kong, Curacao, Lebanon, Malta, Tahiti, Barbados etc.)- Coached Marketing.

Machine Learning

Retail Management

Master'S, History