Yana Makarova Email & Phone Number

Amsterdam, Nh, Nl

Amsterdam, North Holland, Netherlands

Main projects in Consumer & Retail industry:- Performed trade terms & promotions assessment and estimated opportunity of trade terms optimization for one of the top FMCG companies- Conducted deep-dive promo performance analysis and identified promo optimization opportunities for one of the top FMCG companies- Developed a profitability model for a major European meat producer, including levers of cost reduction determination based on activity-based costing- Designed control procedures for meat processing stages

Moscow, Russia

Scope: 4 categories (Ketchup, Sauces, Preserved Vegetables and Infant), Russia and CIS countries- Developed international growth strategies for 4 categories, focusing on brand portfolio pricing, pack price architecture and promotion- Redesigned pricing and promotion management processes, including price increase process and post-promo evaluation- Led annual price increase process: review, analyse and implement on (semi)-annual basis- Led project on price structure redesign and harmonisation in SAP - Guided technical project on RGM IT tools and Interactive Dashboard development and implementation in TableauResults:- Created 3-year roadmaps with +12% incremental turnover and +6% incremental gross profit for 4 categories that were signed off by the leadership team- Introduced promo management process, up to 7% promo budget optimization- Established transparent P&L in SAP and adjusted pricing policy, with 4% incremental gross profit by means of price increases - Launched RGM Dashboard in Tableau that is updated on a regular basis

Moscow, Russia

Scope: 6 categories (Tea, Ice Cream, Household Care, Deo, Hair, Skin Care), 20+ brands- Internal consultant to the top management. Responsible for creating growth strategies for categories in Unilever Russia through assortment, pricing and trade spend excellence- Conducted in-depth portfolio assessments to set brand objectives, identify price realization gaps, determine white spaces, ensure price-pack execution and strengthen the brand and portfolio strategy- Defined optimal consumer promotions strategies including alignment with brand objectives, promotions responsiveness as well as ROI profile- Developed consistent approach to trade terms management by customer and channel- Conducted a deep analysis of customer trade terms structure and proposed profitable improvements to ensure alignment with portfolio, pricing and promo, customer strategiesResults:- Created action plans for 6 categories (Tea, Ice Cream, Household Care, Deo, Hair, Skin Care) with +7% incremental turnover and +20% incremental gross profit for Unilever categories that were signed off by the Board and integrated into a 3-year categories' strategy- 10+ innovations were launched to fill the white spaces in the Unilever portfolio and increase market share- Optimized trade investments by 1%- Conducted 10+ NRM trainings for 150+ employees - As a follow up project, NRM IT tools and Interactive Dashboard were developed and implemented for Russia working jointly with global NRM team

Moscow, Russia

Scope: Ice-Cream category, all channels (Key Accounts, Modern Trade and Traditional Trade), Russian market- Developed a national channel strategy for Ice Cream category (traditional trade and modern trade channels)- Elaborated a new approach to assortment formation for a traditional trade channel (application of customized store assortment) that was nationally implemented and led up to +22% in sales increase- Developed POSm marketing strategy and led its implementation nationally; launched global Aisle of Joy project in 1500+ stores, 3 channels- Developed customer marketing plans and led its execution incl. national and tailor-made promos leadership, point of sales materials development- Led new product development from trade marketing side: volumes forecasting & business cases calculation, POSMs design for new launches, customer marketing plans creation and presentation to sales team- Carried out forecast, spending and control of Advertising & Promotional budget on a monthly basis

Moscow, Russia

Scope: Ice-Cream category, top Key Accounts (X5, Lenta, Magnit) and Modern Trade channel, Russian market- Led category management projects for Ice-Cream category: selling story development & presentation, negotiations with customers, project implementation, alignment of results and next steps- Conducted assortment and layout analysis, provided guidelines for the in-store implementation (customized planograms, shelf equipment and POSm) for attracting more shoppers to IC category in stores- Led Unilever global internal project of Ice Cream category in Russia – “Week of Joy”, including field visits for preparing IC category for the summer season, recruitment and charity activitiesResults:- IC category sales increase up 20-30% in more than 500 stores (top Key Accounts) by means of category management projects execution - Russian Ice-Cream Team became the winner of a global award “Best Team spirit” at global project for excellent team work and project implementation; more than 1000 participants in 6 cities

Москва, Россия

Price monitoring analysis, marketing activities’ coordination, reporting results, paper flow support.

Marketing research, data acquisition and data processing.

Phd Programme In Economics

• Participation in the 2nd EMAC Junior Faculty & Doctoral Student Research Camp, University of Vienna, Austria (September 2017). •.

Master'S Degree, Marketing, 4.8/5

• Oxford fund scholarship • Researcher in the Laboratory “Studying Satisfaction and Loyalty of Online Shopping Customers”

Bachelor'S Degree, Marketing/Marketing Management, General, 4.9/5

• Winner of International Olympiad for Students and Graduates in Marketing, Higher School of Economics • Researcher in the Laboratory.