Work experience

• Business Marketing Manager

  Philips

  2024.01-Current

  (2 years)

  6 years 6 months (1 year 5 months) Hospital Patient Monitoring & Emergency Care - Led the marketing strategy development, optimizing product portfolio and creating clinical marketing plans. - Managed the "Heart Safe City" project in Armenia, launching the first AED project in the region in collaboration with the local Henar Foundation.
• Global Consumer Marketing Manager

  Philips

  2022.09-2024.01

  (a year)

  (1 year 5 months) Breast Pumps category (Philips Avent brand): - Developed and implemented business product relaunch plan with total revenue about 2,5 mln euro for CEE and Growing markets (META, LATAM,APAC, India, Russia) based on global consumer research data and evaluated business case. - Managed global portfolio mapping per markets and owned processes of collaboration between Global Marketing and Market Marketing to ensure that product goals are translated into go-to-market strategies, e.g. proposed specific SKUs mix per markets, developed product marketing and launch strategy decks. - Managed communication with a cross-functional team (e.g Development,Regulatory, Quality, Project Management) and engaged key stakeholders (e.g. Marketing Director, Program Manager) to support the relaunch from the global end.
• Consumer Marketing Manager

  Philips

  2021.01-2024.01

  (3 years)

  (3 years 1 month) Mother and ChildCare category (Philips Avent): - Developed and executed local marketing strategy, including portfolio roadmap for 5 years, price positioning per product ranges, key sales channels (baby stores and marketplaces). - Developed brand positioning to differentiate the brand among competitors using market analytics, consumer insights collected by qualitative and quantitative research, and competitive benchmarks. - Launched NPIs (Breast Pump and Baby Bottle ranges) in order to protect market share and brand leadership in the market. These NPIs ensured about 40% IHS (In House Share) in key Baby Retailer (Detskiy Mir) and marketplaces (Ozon, Wildberries). - Ensured marketing communication across all consumer touchpoints (socialmedia, paid search, SEO, CRM, special projects) in order to maintain brand awareness (97%) and increase brand preference (up to 62%). - Created local marketing communication strategy. Adjusted global communication (message hierarchy, marketing assets) and tested on local consumers, developed additional local assets and claims both with internal team and agencies (e.g. OMD, Ketchum, TBWA).
• Junior Consumer Marketing Manager

  Philips

  2018.12-2020.12

  (2 years)

  (2 years 1 month) Respiratory Care category (Philips Respironics): - Ensured business plan execution overfullfilling KPIs 2x times vs the previous year. - Created a local product base, including product presentations, category market analytics, consumer insights based on research in order to bring tangible results for the business and use a data-driven approach in the decision-making process. - Implemented Key Opinion Leader (KOL) management for Respiratory Drug Delivery category as a local initiative to build trust in the medical community and create relevant and credible medical and promotional content.
• Trade Marketing Specialist

  AstraZeneca

  2017.08-2018.11

  (a year)

  (1 year 4 months) Москва, Россия Cardiovascular and Respiratory medication: - Increased the demand up to 20% per promo period by implementing marketing strategy through trade marketing plan and activities such as pharmacy face2face visits content development and promo price activities.
• Marketing Trainee

  Sanofi

  2016.03-2017.06

  (a year)

  - Educated Retail Sales Force on regular base (> 30 people team) (1 year 4 months) Cardiovascular medication: - Created educational and promo assets for external and internal stakeholders (product decks, leaflets, brochures, videos) to support marketing execution strategy. Owned the process of web-platforms management and web-content production (helpheart.ru, tromboza.net). - Owned the process of promotional material budget planning and control on a quarterly basis. Optimized costs and preparation period reduction (by 30%) by implementing quarterly assets and resource planning.

Educational experience

• высшая школа U

  Management (Marketing)

  2015.01-2017.01

  (2 years)
• Management (Logistical and OperationalManagement)

  2011.01-2015.01

  (4 years)

Certificates