Vladimir's Resume

Vladimir

Male

Marketing Planning

Live in Russia

Nationality Russia

Head of Brand Marketing
Beko Rus
2022.10-2025.01
(2 years)
Market share and brand awareness gain through Product and Communication strategies. Rebranding and launching new brands and products to the market. Increasing brand metrics (NPS, BA, Brand Power). Content production for ATL, OOH, digital, marketplaces, and ambassadors. Increasing offline and online D2C sales. Achievements: Launched the Grundig brand focusing on MDA, SDA and TV. Created GTM strategy. Opened 12 mono-brand stores and reached break-even in the first year. Achieved Market share 5% in premium and +20% brand metrics. Repositioned Hotpoint brand. Increased brand awareness from 65 to 77 points. Created a brand book and assets for all channels, including a TV commercial that achieved an 85+ score in tests results. Developed a strategy for bloggers and PR, resulting in a +7 point increase in BA and Consideration, as well as a 20% sales growth in audio and SDA categories. Optimized the budget by 20% using AI - content creation, reviews. B2B programs development for main partners in Russia and CIS countries.
Head of Marketing Communications
Whirlpool Rus (Indesit, Hotpoint, Whirlpool)
2019.10-2022.09
(3 years)
Managing complex B2B and B2C campaigns to increase market share and sales in the FMCG segment through own and partners’ channels. Growing e-commerce sales, developing digital marketing with focus on lead generation. Implementing effective tools for marketing activities measurement and analysis (ROMI, ROI,LTV, ect). Achievements: Conducted several 360° campaigns with Indesit and Hotpoint brands, resulting in a +30% sales growth YoY. Increased sell-in through B2B tools: exhibitions, partner events, motivational programs, new product line presentations, etc. Executed several special projects: a culinary show, sponsorship, and a federal-level contest, resulting in a +50% sales increase in the built-in category. Developed a promotion strategy using SEO, SMM, and performance marketing tools, resulting in traffic increase x2 and +25% sales growth through own e-commerce channel. Managed marketing budget and agencies to ensure KPIs achievement. Built a team for the new department structure.
Senior Product Manager for Russia and CIS (Laundry and Dish)
Whirlpool Rus (Indesit, Hotpoint, Whirlpool)
2016.08-2019.09
(3 years)
Market share and operational margin growth in the major categories in company’s portfolio. New ranges development and launch in various markets. Achievements: Developed mid- and long-term GTM strategies for each of the three brands. Launched a new product line that resulted in +3% market share growth in total Laundry category in a highly competitive market. Implemented distribution and pricing strategy, which helped to avoid brands overlapping. Achieved a record 31% market share in washing machines, as well as leadership in key categories (slim, super-slim, vertical). - Achieved +15% YoY marginality increase.
Trade Marketing Manager
Whirlpool Rus (Indesit, Hotpoint, Whirlpool)
2014.08-2014.09
(2 months)
Driving sales and market share growth through retail marketing tools. Achievements: Gained +30% sales YoY thought promo plan activation. Built a field structure: promoters-consultants and merchandisers, 300 people. Generated an additional €15M in annual turnover from the promoters project. Developed and implemented motivational programs for internal and external personnel, reducing turnover to 3%. Developed and approved in-store materials (brand zones, stickers, catalogs) with clients. Introduced a ROI and ROMI evaluation system for trade marketing activities.
Brand and Product Manager - Launched the Bauknecht brand in
Whirlpool Rus (Indesit, Hotpoint, Whirlpool)
2012.01-2014.08
(3 years)
Launched the Bauknecht brand in Russia: product line formation, pricing, promotions. Key KPIs: Market share growth, sales, high-price segment. - Developed the brand's marketing activities strategy: promoters, brand zones, website, POSM,PR, reputation, content. - Coordinated logistics, sales, and purchasing departments on the client side. - Increased sales by 2X YoY.
Promo Group Lead
Mary Kay
2010.10-2011.12
(a year)
Developed the promotion calendar for key new product launches. - Participated in organizing events for beauty leaders (seminars, training sessions, annual events). - Developed product kits that increased sales by 25% year-over-year. - Managed a team of 3 people.
Senior Marketing Specialist
Samsung Electronics Rus
2005.06-2010.10
(5 years)
Developed merchandising standards. - Built a field team across all regions of Russia. - Provided marketing support for all sales channels: brand zones, POSM, rooftop constructions, mono-brand stores.