• Drive brands growth by developing and executing plans to achieve annual brand, financial, and market share objectives.• Lead a new brand positioning, brand book development and rebranding.• Manage product portfolio by:Overseeing the current product lineup across channels.Developing innovations.Crafting effective communication strategies.Establishing a long-term vision.• Responsible for managing:Monthly consumption analysis and volume forecasts.Collaboration with demand planning and sales strategy teams to ensure accurate forecasting.• Drive Sustainability agenda: 100% rPet launch & support, in-store campaigns, internal & external communications

•Building the marketing plans for the 13th biggest brand in Russia and the 3rd biggest brand in Snacks at PepsiCo•Leadership and development of brand strategy that helps elevate consumer engagement (across all consumer touchpoints) and brand growth •Monthly and annual brand performance tracking •Management of innovations as the lead market for Russia and BCCA•Leadership of P&L, A&M budget management, and brand portfolio profitability ownership•2 direct reports: 1 Brand manager and 1 Junior Brand managerKey achievements: •Managed brand through recession in 2022 without Advertising & Marketing support with focus on key points including: distribution growth of top-sellers, launching NPDs, product packaging & case designs. As a result grew Cheetos business: Vol + 5%, NR + 37% and kept #1 position in Extruders category. •Grew Cheetos business in 2021: Vol + 31%, Share of Market Val +5 pp, Share of Market Vol +7,5 pp. •Grew Penetration + 3%, Top of Mind awareness +4%, Spontaneous awareness +6%, Preference +24 pp. •Developed a successful consumer promo campaign with focus on Gen Z and reached the highest number of participants in past 10 years – 1.3 MM •Launched Cheetos Crunchy in Russia with partnership of the top retailer with minimum budget and unique support of YouTube blogger, which led to an incremental sales increase of 40% as well as 40% increase in incremental traffic to customer.

As a marketing consultant for Vela Electric Bikes, I crafted and implemented comprehensive marketing strategies aimed at promoting the brand. This involved designing and executing digital campaigns, coordinating PR initiatives, organizing events, and establishing strategic partnerships. I was responsible for overseeing budget allocation for various marketing activities and continuously monitored performance metrics to maximize return on investment.

•Brand management for Russia: brand building, case and packaging development, trade and promotional campaigns development, monthly and annual brand performance tracking•Management of innovations and imported products•Owner of the media strategy (TV, digital, PR), activations (consumer promo campaigns, samplings)•Management of the A&M budget•1 direct report: Junior Brand Manager

The Future Brands Business Development Unit was an integrated team that seeded and expanded existing PepsiCo brands for growth through new Go-To-Market opportunities. Future Brands was characterized as a startup within PepsiCo in terms of innovative brand building, lean and agile project management, and digital and experiential activation.I was responsible for seeding and growing the brands of tomorrow via a megacity approach with the right blend of experienced capability and fresh, entrepreneurial thinking. With the new small team based in Moscow I grew three brands—Naked smoothie, Alvalle gazpacho, and Quaker oatmeal snacks—to become established brands of the future.Key achievements:•Developed and rolled out successful multichannel brand campaigns for Alvalle “Everything starts with Gazpacho” and Naked “Power.Full.Smoothie” in 2018 with focus on the growth of brand awareness. •Developed and produced first zine under Alvalle brand name to promote local bakers and their local businesses •Grew distribution with focus on Away From Home channel from 30 active accounts in 2018 to 500 in 2019 and 700 in 2020 working with local businesses (coffee shops, fitness studios, gyms, beauty salons) and global chains (Starbucks, Shake Shack). •Quadrupled sales for Naked, Alvalle and Quaker in 2019.•Rolled out first digital campaign using programmatic indoor to grow volume in key Modern Trade customer (Vol +7%)• 1 Direct report: Junior Brand Manager

As a Running Digital Lead, I was responsible for planning and executing digital campaigns in the frame of brand campaigns for the Running category, architecting the Nike digital ecosystem across all Nike-owned, paid, and partner channels.Depending on the requirement and category/digital brand briefs, I adapted or originated work, managed agency resources (Digital agencies, Production agencies, Event agencies) to elevate Nike brand and drive the nike.com business.My goal was to make the digital consumer journey and nike.com the center of the seasonal campaigns and connect all digital touch points, securing alignment across the team and other functions (Event, Media, Comms, Retail, etc).I was the owner of local performance tracking and membership data for the Running category. My goal was to recruit new members and serve active members.Key achievements:•Developed Running Friendly City platform in 2017 to grow running community in Moscow: 100 running routes and 30 different locations/local businesses were added to the NRC app allowing Moscow runners to use different services and feel more comfortable running in the city. •Launched “Moscow starts with a run” seasonal running campaign with 3 Influencers and 2 athletes, produced interactive running podcasts connected to the route maps. More than 10,000 downloads.•With these two campaigns doubled sales of running footwear and apparel and brought Running category to second top Nike category in Russia after Nike Sportswear. •Managed “Made of…” campaign focused on Women’s sport and was responsible for integration of Running athlete and running activations.

•Worked with the cross-functional business partners, including the other Marketing functions, Sales, merchandising, and the Territories team, to align support of visual merchandising and brand initiatives with the main E-commerce partners such as Sportmaster.ru (analogue of Dick’s Sporting Goods), Lamoda.ru (analogue of ASOS.com), StreetBeat.ru & Sneakerhead.ru (analogue of Footlocker.com).•Worked on layout and customer journeys in e-commerce channels•Created landing pages, banners, and other digital tools for seasonal product campaigns and helped build an omnichannel system•Managed Digital agenciesKey achievements:•Developed 2 co-campaigns with lamoda.ru to support key product launches for Sportswear category - Sneakerboots and Air Max Day in 2016. •Developed 4 seasonal co-campaigns with 360 marketing approach for biggest Soccer wholesale partner Footballstore.ru to support key product launches. Sold-out of key models.•Launched Nike multi category brand space at sportmaster.ru.

Planned and coordinated all aspects of events such as: event idea and consumer mechanics development, venue search and negotiation, event and budget planning, product ordering with SAP, etc. Managed Event agencies. Key achievements:•Planned and coordinated six major events (from 300 to 20,000 people) simultaneously: Run Moscow 2012; first women’s training event in 2013; soccer championship “Battle of Two Capitals” in 2013; Nike Sportswear showcase at the biggest in Russia music festival “Picnic Afisha” and Street Culture festival “Faces&Laces”; Nike SB Battle (developed a unique skate park).Opened the very first running club in Moscow in 2012 and grew the attendance from 50 people to 300 people per training. Persuaded local government (Moscow Department of Culture and Moscow City Department of Parks and Recreation) to open running clubs in five parks.

•Pre-production, production and post-production of the prime time TV shows on the key Russian Federal channels. •Advanced user of Final Cut Pro, Betacam, AJA Kipro. •Was responsible for maintaining order and discipline on the set, keeping production moving to meet scheduling goals, establishing the crew and shooting calls. •Was responsible for keeping the director on course with the production day.

Adrenalin Games was the main event in the Russian extreme sport, since 2006. This was an international competition of the European level, which was prestigious to participate and win.Adrenalin Games was a unique event for Russia, which brought together the best Russian riders and stars of the extreme sports world - athletes, winners and participants of the most prestigious competitions in the world of extreme - X games.At the Adrenalin Games I served as the Event Manager. In this role, I led event logistics, crafted schedules spanning multiple venues and sports disciplines, supervised judges and guest athletes, coordinated award ceremonies, and managed live TV production and screen broadcasting.

Freestyle Dist. was an official distributor of Action Sports and Fashion brands such as ADIO, Macbeth, Sole Tech, Plan B, Creative Recreation, Nikita Clothing, Lowlife, Atticus and LRG in Russia.•Owned Marketing plans and developed Advertising, Social media, and PR campaigns•Organized B2B and B2C events (organized 1st tour of Plan B and Ryan Sheckler in Russia) •Developed in-store supplies•Managed the team of athletes (professional skateboarders and snowboarders)