Sergey Smirnov Email and Phone Number

Established a completely new category on the market from a scratch (Indian whisky, rum & gin), which includes:• Building a portfolio based on the brands’ potential and an estimated ROI• Designing the market entrance strategy and further activations focused on category awareness & brand building• Negotiating with potential suppliers to find the perfect new brands and to secure marketing investments• Close cooperation with the sales team to monitor the projects’ progress and to identify new opportunities• Managing the brands’ P&L

Managed the total Whisky category Marketing Strategy, and BTL / Digital activations across 30 EE & MENA markets.• Launched The Singleton campaign in EE & MENA markets in Off-Trade & E-Comm channels, focused on increasing trial rate and recruiting from the Wine & Beer• Redesigned SingleMalts approach, resulting in the development of 2 Multibrand activation campaignstargeting specific occasions to optimize marketing budget & resources, and prioritize the premium category• Led Johnnie Walker Luxury activation strategy & toolkit development, incl. educating and motivating the markets to utilize the campaign• Redesigned and prioritised E-Commerce activation by providing the teams with relevant tools & mechanics• Led the design of excellent activation tools & assets for 30 markets including Media, Off / On-Trade, and E-Commerce

Managed JTI Premium Brands portfolio: Camel, Mevius, Sobranie (Total Share Of Market: 12%) incl. Marketing strategy & mix development, New product development, consumer insights, agency management, creative development, B2C Activations, P&L, Cross-functional collaboration, NPD. • Launched Camel Compact with excellent market entrance strategy based on consumer insights, resulting in the best-performing new launch on the market since 2012 and securing a Market share of over 5% during the 1st year• Redesigned Sobranie's brand positioning strategy and migrated underperforming premium brands into a stronger Sobranie brand, achieving an all-time high market share of 1.3% with consecutive monthly growth

Led Gas Station channel development (300$ MM Annual Revenue), and oversaw 3 regional KA teams (320$ MM AR)• Successfully developed a 3-Y category and marketing strategy that enabled JTI to secure a record-high 39.7% Share of Market, taking over the market leadership (+4.6pp in 2 years).• Launched successful E-Vapes Category project with Shell, resulting in their Top-1 performance in the category