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 Marketing Fundamentals, Premium Portfolio Execution and Winning the Key Touch Points programs;- Leading the global Community of Practice.

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.• Set up and managed complete outlet census for >180k outlets, defining opportunities in the market, piloting Artificial Intelligence to measure the share of brand visibility and presence.• Channel and outlet segmentation of >180k outlets, prioritizing target markets for each brand.• Translating portfolio and brand strategies into clear Execution standards, increasing the efficiency and effectiveness of Sales Execution.• Accelerated digital marketing capability building within the marketing team, by implementing pilot initiatives in collecting digital shopper insights, joint e-commerce projects with customers, and using AI for market intelligence.• Built and implemented channel reporting based on secondary sales data: brand and portfolio performance dashboards in Power BI environment.

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 onboarding, including implementing customer satisfaction measurement (external) and Sales Collaboration measurement (internal) as change management tools;- Initiated and supported the creation of the new sustainable Heineken pricing model in the On-Trade channel, tailoring pricing to customer segments and creating new revenue streams (services).

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 in Modern Trade channel- Led a major competitive intelligence / benchmarking project - Rationalized SKU-portfolio optimizing the balance between Supply and Commerce

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 through initiating and supporting major innovations: Radler, Heineken Extra Fresh, Amstel and Brand unfiltered, etc.- Set up and optimizing the new holistic brand investment model based on the “moment of truth” study- Redesigned market measures and brand equity measure systems aligning them with the business priorities- Led the integration of the “How brands grow” framework within Heineken Nederland

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 within the local operating companies- Co-authored global portfolio strategy process guidelines for the Heineken operating companies - Led the Portfolio Management program at the Heineken Global Commerce University

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 Modern Trade channel - Launched various category management initiatives contributing to Vrumona becoming the best supplier in 2008 and 2009 (“Industributietrofee”)- Awarded the 2nd place as Trade Marketer of the Year, as voted by the Dutch Retailers (Challenge Awards 2010)- The best score on people management in internal climate survey

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 XXI Global Frontier Award (2007) for the best product introduction in Travel Retail (Heineken PACO bottle) – the only time ever a beer brand won this title- Proposed and established the new internal pricing policy, leading to a major profitability gain

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 Analysts and export managers on market foresights and strategy development

Machine Learning

Retail Management

Master'S, History