Leading product Marketing and Product development team

Set product strategy & led the development of products

Lead full development cycle of new products for Hey Clay brand: from ideation to the launch.Manage product roadmaps and ensure timely delivery of product milestonesConduct market research and competitive analysis to understand HC’s customer and consumer, strategic and competitive position, and deliver products that are recognized best in the industryCollaborate with cross-functional teams to ensure successful product launches and iterationsTrack and analyze KPIs for products

• Management of Vodka portfolio (Medoff, Ridna Rosa, Mernaya, Nasha Marka, Birch Buds): sustainable review of portfolio KPIs, internal sales and external audit data analysis;

• New products development as per project structure - idea evaluation, prototype development. Risk analysis, responsibility split and project lead.
• Processes set up (cooperation with Commercial and Operations departments) for NPI, Policies development
• Strategic planning and market evaluation, pricing strategy development. Regular Top Team updates;
• Communication strategy development and implementation to address consumer needs, utilization of communication platforms, incl. TV adds, in store Trade activities, sponsorship, pricing, internet marketing platform development.
• Suppliers management and coordination (Creative agencies, designer studios, production agencies, web development)

This role is accountable for delivery of Area New Products Introduction according to Cycle Plans enabling the delivery of all NPI activity in the allocated End Markets.

• Ensure "on time in full" implementation of New Product Implementation activities:
• Plan and manage multi-market product changes for Ukraine and Moldova implementation of Kend HD and Kent HDi pack change UA and MD, Rothmans LEP activities, Prilucky pack changes
• Proactive communication and risk assessment and management for NPIs, in particular innovations
• Ensure projects deliver the required products, HQ of execution and within the specified constraints (time, cost, relevant legal and environmental guidelines of EE End Markets and Operations).
• Robust and timely management, communication and authorisation of each material origination budget for forward charging to the end markets.
• Initiate and chair cross-functional meetings for new projects (communicate the project idea, assess risks and agree further steps).
• Conduct NPI performance analysis on a regular basis to deliver sustainable improvement of project implementation based on feedback.
• Reinforce the internal NPI controls (checklist, Post Implementation Reviews) for the bullet-proof stability of standard projects execution.
• Regular monthly updates for Top Team meetings

• Manage direct reports providing coaching and support to develop their skills and competencies.

• Organization of national brand launch and supporting campaigns (most recent Rothmans - fastest growing cigarette brand in Ukraine, AC Nielsen Apr'13)
• Product development - research briefs creation, communication with blending team to ensure consumer relevant attributes to be delivered
• Packaging development - mix of elements creation to highlight important aspects of product likability,
• FG analysis for consumer insight,
• Key visuals development to maintain brand health indicators and to delivering proper message to consumer
• 1-2-1 campaign implementation - development of idea, promo staff training and materials preparation
• Strategic plan creation to deliver and timely and robust yearly activities, campaign targets setting.
• Market landscape analysis, competitors' activities, analyzing Brand Health and Brand Image and providing Marketing Mix recommendation to fix brand's bottlenecks.
• Set up qualitative and quantitative researches (FG, communication and product researches)and research analysis.
• Supervision of websites development from the scratch, analytic (CPC, CTR, SEO), recruitment (context, banners, etc), user experience and interface improvements of upcoming product.

• Executed accountable territory development plan in full on time to deliver sales volume, distribution, visibility, availability, coverage and communication capabilities in order to achieve key goals in each channel.
• Efficient route planning and carrying out outlets communication coverage plan. Direct reports: 3 Trade Marketing Representatives and 2 Merchandisers. Providing assessment of Sales Reps' job results (joint tours and audits, yearly performance review).
• Driving Team work by implementation feedback and coaching culture, appropriate motivation in order to achieve competitive advantage.
• Setting up the professional relationship with the Partner's (distributors) and client's (Retailers) management in the area.

• Internet scouting for innovations department across markets and categories. Investigated new opportunities in product packaging materials, incl. existing and future development materials (e.g. e-ink paper), managed cross country suppliers (UK and Canada based) for prototype development, performance progress tracking.
• Delivery of monthly innovations updates (electronic newsletter) for Global and Regional Management.
• Providing pre selection of Creative Agency for WE Innovations based on Global consumer unmet needs research.
• Virtual team experience (independent work with Line manager in Brussels, Belgium), with business trips to Belgium and Germany for Regular Innovation Team meetings.

• Sales Rep experience: execution of cycle activities in retail outlets, retail census. Shadowed Area Supervisor to manage 10 Sales Reps, KPIs analysis (Distribution, OOS, MS, internal database vs. retail audit comparison).
• RKA: Developed holistic Business model to analyze current performance and trends tracking, new potential channels investigation based on consumer behavior (book shops).
• Supported Development of New product launch in Moldova (Kent Nanotek). Communication visual adaptation, BTL activities implementation (HoReCa events), POS and promotional materials development, budget planning, execution & control, media communication and planning (200 Press releases in Media)