Sergey Obidin Email and Phone Number

Channel marketing manager1. Customer, Consumer & Market Insights Effective Customer Targeting* Define the factors to be used for customer segmentation (for each product portfolio): demographical, attitudinal and behavioral.* Lead the establishment of segmentation process for each product group.2. Product & Business Innovation (NPI Management)Product/Portfolio Assessment* Define the factors and principles that would be used to assess the most relevant product groups for presence.Product/Portfolio Management* Prioritize and allocate resources to the programs that maximize the strength of the portfolio and the P&L* Maintain consistent focus on priority core products to assure superior value versus competition.3. Data Analyses* Define the key metrics that will be used to track performance and customer behavior.Content Marketing* Based on the verified Customer Journey set the content strategy for the portfolio at each stage of the journey, defines expectatiKey Skills* Strong Marketing and digital Marketing Experience* Good understanding of sales and marketing processes* Strong communication and stakeholder management skillsMY RESPONSIBILITIES: • Led Customer Activity Plan in terms on company objectives, product launches, strategic promotions for federal chain of >400 POPs • Prepared root cause analysis vs actual results• Initiated and managed in-door advertising concept for new shops incl Brand zones (whole circle: from design creation jointly product managers, Korean designers and Russian agencies, confirmation with the customer HQ its realization)• Compilation, implementation and weekly updating of Guidebook (merchandising rules and standards for field force for all chain: POP placement, shelves decoration, planograms for brand zones/show-rooms)• Budget administration: control of spending, monthly accruals, paymentsACHIEVEMENTS:• Built strong relationships and client’s loyalty • New brand zone were added to the portfolio faster, renovated old

MY RESPONSIBILITIES: • Participation in the development of marketing campaigns, launching product• Retails negotiating (trade activations agreed with Media Markt, M-Video, Eldorado, Technosila, etc.)• Planning, development, mechanic trade marketing programs, an analysis of their effectiveness In the form of monthly reports• Ensure adherence to marketing plans and budgets• Initiating the development and production of POS-materials, trade equipment • Tendering• Planning the number of advertising materials and commercial equipment• Purchase of advertising materials and commercial equipment• Quality and timing control of promotional materials and commercial equipment• Sales staff consaltancy on the specifics of advertising materials and commercial equipment, objectives and methods of their placement and proper operation• Monitoring of advertising, promotional materials and commercial equipment of competitors• Banners, TV, catalogs and print• Social media marketing activations (Twitter, Facebook, VK, YouTube)• Event ManagementACHIEVEMENTS:• Development of marketing campaigns for product launches customers• Conducting marketing activities (Media Markt, M-Video, Eldorado, Technosila, etc.)• 360 degree support program led to 7% sales increase• Successful tendering led to long term relation establishment (flexible terms, timings and 6-8% discount)• Development and execution of event: Ubisoft (presentation line video games), 5 companies, 7 presentations, 100 major clients• Presenting new games at Ubisoft the event for industry leaders with the participation of media (Strana Igr, Gameguru.ru, Kanobu.ru, Journal Igromaniya, Navigator Igrovogo Mira, etc.) led to 8 publications in print• Participation at professional exhibition Igromir with 1000 visitors a day with promoters involvement led to 15% increase in pre-orders of the game of the year

MY RESPONSIBILITIES: • Managing merchandising department (20 people) • Managing Merchandising department including interviewing, training, target setting, execution control, application of penalties, payment of salaries and bonuses• Planograms & merchandising standards development• Retail negotiations (Media Markt, M-Video, Eldorado, Technosila, etc.)ACHIEVEMENTS:• Changed the standards of merchandisers, increasing the efficiency of merchandisers• Development of guidance on merchandising for the sales department, including commercial equipment• Changed planogram to maximize sales, increase by 15%• Merchandising motivation approach changed (KPIs developed and implemented), reduced labor costs• Monthly target achievement (shelf share, on shelf availability, competitors monitoring)

CEFR B1 (Intermediate) level, English language

MY RESPONSIBILITIES: • Managing 100 reporters • Engeneering• Budget managementACHIEVEMENTS:• Object finished on time in full at expected cost