Sergei Andriiashkin Email & Phone Number

Dubai, AE

Dubai, United Arab Emirates

Dubai, United Arab Emirates

The Change Marketing Team. We work with people in projects of change. Clients, teams, partners, market players, entrepreneurs, and stakeholders who face changing markets, breaking trends, transforming businesses, and entering new spaces. We are bringing together our expertise in marketing, communications, product and sales management, working with human.

Москва

• Strategic Oversight & Budget Governance: Defined the marketing vision and strategic roadmap for 2022-2023, optimizing budget allocations to align with growth targets and operational efficiency.
• Rebranding & Change Management Leadership: Directed a swift rebranding from SberCloud to Cloud, reconfiguring multiple brand touchpoints amid divestiture. Launched a full-scale rebranding as a strategic project.
• Data-Driven Results: Led integrated campaigns across segments that, even with restricted ad channels, resulted in a 22% rise in brand searches and a 32% increase in site traffic. Lead generation through digital.
• Governance & Team Leadership: Reshaped a marketing team of up to 60 to support high-level business goals. Oversaw cross-functional initiatives, including account-based marketing, brand expansion, and KPI analysis.
• Client-Centric Transformation: Contributed to the shift from product-centric to client-centric marketing, collaborating cross-departmentally on market segmentation, user research, and industry solutions.
• Risk & Crisis Management: Designed and implemented a crisis communications plan for 1H 2022, successfully mitigating business risks and maintaining workforce productivity.

Moscow, Moscow City, Russia

• Brand Strategy & Rebranding Leadership: Led ATOL’s comprehensive rebranding initiative, developing a new brand strategy, identity, and visual guidelines for digital and physical touchpoints. The rebrand’s impact on.
• Client-Centric Transformation: Pioneered a shift from product-focused to client-centric marketing. Conducted in-depth market and user research, and customer development initiatives across four business units.
• Building High-Impact Marketing Teams: Established ATOL’s marketing team from the ground up to support the company’s strategic goals. Developed the organizational structure, onboarded talent, and created foundational.
• Integrated Campaign Management: Orchestrated campaigns to drive product sales and awareness of new tech standards (e.g., Fiscal Data Format 1.2, cash registers, data terminals, payment solutions, cloud systems)..
• Partner Engagement & Loyalty Programs: Designed and executed strategic events for ATOL’s distribution network to drive loyalty and sales, including high-impact product sessions, a Product Day, a top-tier business.
• Strategic Vision & Budgeting: Defined ATOL’s marketing roadmap and budgetary framework for 2021-2023, aligning marketing investments with strategic growth priorities.

Moscow, Russian Federation

Transitioning to the role of Business Unit Leader, I conceived a new B2C service leveraging the Evotor B2B ecosystem. Conducted extensive qualitative and quantitative research to validate market needs and crafted a comprehensive business model to support growth and operational success.

Москва, Россия

• Category Creation & Market Leadership: Launched the “smart terminal” category—cloud-based cash registers with business apps—securing Evotor’s 75% market share by 2019. The category itself reached over 20% of the.
• Brand Launch & Competitive Positioning: Established Evotor as a leading brand in a competitive SME market, achieving #2 in national brand awareness by 2019 (Top of Mind 25%, Brand Awareness 61%), standing out against.
• Sales & Revenue Growth: Grew sales to 600,000 smart terminals in three years, exceeding initial targets by 20%. SaaS revenue tripled from 2018 to 2019, with one in four Russian retail companies adopting Evotor’s.
• Transformational Partner Marketing: Built a strong partner network as a marketing channel, changing partner mindsets and, in some cases, business models. Led about 100 events, drawing 30 to 600 attendees and boosting.
• Media Leadership: Achieved industry dominance in media presence, with Evotor capturing approximately 41% of the market share in brand mentions over three years.
• Ecosystem & Product Branding: Developed brands for new platforms and services (e.g., “na_polke,” Evotor Pay, Zhiza), expanding Evotor’s ecosystem and reinforcing brand reach.

Moscow, Russian Federation

• As Business Unit Leader (Department Director) at AGT, a leading communications agency in Russia, I led the transformation of a traditional PR-focused business unit into a full-service marketing agency, focused on.
• Revenue Growth & Business Expansion: Achieved a 2.4x increase in business unit revenue over 2.8 years, positioning the unit as a high-performing, client-driven arm of AGT.
• Strategic Business Transformation: Designed and executed the transformation of the business unit into a separate entity with a distinct brand, expanding service offerings to meet the full spectrum of client marketing.
• Client Acquisition & Service Diversification: Secured new clients by offering comprehensive marketing services, including strategy, creative, digital, media planning, and buying, increasing AGT’s market competitiveness.
• High-Impact Marketing Strategies: Developed and implemented over 50 client strategies and plans, including market entry strategies, new product launches, crisis communications, and expansion plans aligned with client.
• Team Development & Leadership: Built and led a high-performing team of up to 10 marketing and communications professionals, fostering a culture of innovation and strategic excellence.

Russia & Kazakhstan

• Founded and led a communications agency focusing on high-impact brand and communications projects across Russia and Kazakhstan. Acted as a strategic advisor, delivering tailored solutions to clients across diverse.
• Strategic Consultancy & Project Leadership: Spearheaded the development and execution of approximately 50 communications projects, addressing key brand and market positioning challenges.
• Notable Client Engagements: Directed high-profile projects, including a brand refresh for Odnoklassniki in Kazakhstan (2012), launch event strategy for VietCafe in Kazakhstan (2012), HR branding concepts for JTI.
• Brand Development & Market Presence: Enabled clients to achieve greater market reach and brand impact, providing expertise in concept development, brand positioning, and event strategy to support growth in competitive.
• Cross-Market Experience: Delivered results-oriented campaigns across Russia and Kazakhstan, leveraging regional insights and strategic planning to meet diverse client needs.

Almaty, Kazakhstan

• As Communications Leader at Tele2 KZ, I played an important role in supporting the brand’s entry into Kazakhstan, driving a successful launch, and contributing to strategic initiatives through optimized interconnect.
• Successful Market Launch: Led the communications campaign for Tele2 KZ’s launch, achieving significant market penetration (up to 1.4M customers in 8M 2011 and up to 3.4M customers in 2012).
• Interconnect Rate Reduction: Advocated for and supported policies leading to a government-approved, gradual 2.3x reduction in interconnect rates over four years, positively impacting profitability.
• Team Training & Cultural Integration: Conducted the “Tele2 Way” training for all 350 Tele2 KZ employees within a month, embedding brand values and aligning the team with company objectives.

Moscow, Russian Federation

• In Tele2 Russia I built and managed the corporate communications function on the federal and regional level, including media relations, CSR activities, support of GR and IR, and digital communications (website and.
• Developed and implemented the communication campaign supporting Tele2 launches in 20 new regions for 9 months (resulted in 6M+ new customers in 2H 2009-FY2010);
• Changed Tele2 perception among clients, media, and experts: the fastest growing and the most customer-focused mobile operator in Russia, part of BIG4 mobile operators, the ambitious market player with a discounter.
• Built effective communications team on federal, macroregional, and regional levels from scratch (structure, systems & procedures). Hired, coached, and managed the team (approx. 35 FTE) and helped them to grow.

Moscow, Russian Federation

Responsibilities: development and implementation of product / brand / PR campaigns for the agency’ clients. PR team management (up to 3 team members). Development of the PR expertise. Key clients: Panasonic, Remington, VARTA, Suzuki, Actavis etc.

Moscow, Russian Federation

Responsibilities: communications campaigns’ development and implementation (investment groups, banks, asset management companies, pension funds etc.).Key clients: The Federal Commission for Security Markets of the Russian Federation, AVK Group of the Companies, First National Pension Fund and others.

Change Project Management

Dive In Digital

Corporate Program for AGT Communications Agency (initiated by me, implemented for the group of 25 AGT employees from different departments)

Ma In Political Science, Political And Corporate Communications

2002 – 2004 – State University – Higher School of Economics. Faculty of Applied Political Science. Master of Arts in Political and.