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SENIOR BRAND MANAGER - L'OREAL PARIS - MAKEUP

2025 - TILL NOWADAYS - FMCG, POLAND & BALTICS

KEY ACHIEVEMENTS:

• Surpassed market share records 4 times
• 4x times faster growth then the market
• Secured 100% incrementality for the most significant launches. The example by the link (video format): https://canva.link/xffqkg70rmknu0r (Extensionist mascara launch)
• Consistently achieved top-3 market position for key SKUs during marketing support periods.

SENIOR BRAND MANAGER - L'OREAL PARIS - SKIN CARE

2022 -2024 - FMCG

KEY ACHIEVEMENTS:

• Developed a successful monobrand strategy and unique large-scale cross-category project as a first step to relaunch brand communications after the war began. The project is still active and continues to evolve, has been recognized as a best practice, delivered a positive impact across all product categories, supporting long-term brand performance and growth. More project details are available by the link: Women entrepreneurship empowerment (https://canva.link/o9s6yojzwsuih5q).
• Secured brand business results in highly challenging market environment: +1.1pp MS growth in 2023 vs 2021 (non-war year), #1 face care brand, #1 in anti-age care (40.8% MS +0.4pp).

SENIOR BRAND MANAGER - GARNIER - HAIR COLORATION

2020 -2022 - FMCG

KEY ACHIEVEMENTS:

Delivered the record market share over the last 3 years growing 2x times faster then the market by developing differentiated brand pillars and driving strong local relevance through tailored media campaigns and creative adaptation, including strategic involvement of local ambassadors.

BRAND MANAGER - MATRIX, BIOLAGE - HAIR CARE & COLORATION

2018 -2020 - B2B (BEAUTY SALONS) + B2C

KEY ACHIEVEMENTS:

• Set a historical sell-In sales record both in 2018 and 2019
• During the COVID-19 pandemic, spearheaded a large-scale event (up to 500 attendees), which was a strategic revenue-driving initiative embedded within a long-term loyalty program, transforming it into a hybrid live experience with real-time online streaming. Maintained strong engagement and motivation across salon and hairdresser audiences which provided strong commercial results and significantly strengthened loyalty among key strategic customers.

KEY RESPONSIBILITIES

STRATEGIC BRAND MANAGEMENT

• Leading annual brand growth strategy while ensuring strong alignment of brand objectives, local market specifics & consumer needs and business goals (latest performance: +12% FY YOY growth being 4x times faster then the market ).• Driving sustainable brand growth within highly challenging market conditions, including COVID-19 and wartime environment. Example: keeping №1 position on face care market in 2023 with +1.1pp MS growth vs 2021 (non-war year).
• Forming and strengthening brand image, consumer engagement, and long-term loyalty. (Promoted x2 times better perception index of Eye & Lip MakeUp expert brand on PL market. Secured #1 skin care brand on UA market in ‘expert in skincare’, ‘scientific-based brand’)

PORTFOLIO & PRODUCT MANAGEMENT

• Owning and operating of complex brand portfolios, each comprising from 55+ SKUs to 140+ SKUs across multiple segments and subsegments.
• Delivering launches strategy. Maximizing incremental growth opportunities. Example: secured 100% incremental launch of Big Deal, Panorama All Night Black, Extensionist mascaras. Increased weight of extra black mascara vs classic one by +30 p.p. while gaining #1 position for classic mascara (vs #5 position before).
• Successfully launched 95+ products, 35+ product ranges, and led 2 major brand restages.
• Owning P&L management, sales forecasting, and GM improvement.
• Alignment of price strategy, promo policy, promotional plans control.
• Driving commercial excellence through identifying and implementing distribution growth opportunities.

CAMPAIGNS, MEDIA & CONSUMER ENGAGEMNT

• Leading development and execution of integrated advertising campaigns ensuring strong 360-degree communication approach and consistency of key brand messages across all consumer touchpoints.
• Introducing innovative marketing initiatives and adapting communication strategies to relevant market conditions and consumer behaviour.
• Leading TVC development from concept creation to final execution. Video example is available by this link: https://canva.link/fmif1cb37x3m75s (Mothers Day Campaign Ukraine)
• Forming loyalty programs and consumer engagement initiatives directly supporting sales performance.
• Co-leading large-scale offline and online events (up to 500 attendees), ensuring high consumer engagement and strong commercial impact.
• Developing in-store visibility materials and brand activation projects to strengthen retail presence and consumer experience at points of sale.Steering advocacy strategy, working with opinion leaders.

CROSS-FUNCTIONAL LEADERSHIP & STAKEHOLDER MANAGEMENT

• Leading cross-functional collaboration across marketing, sales, trade marketing, regional, and global teams to ensure effective strategy execution and business alignment.
• Managing cooperation with multiple external partners and agencies, including digital, creative, media, event, sponsorship, and BTL agencies.

Worked in cooperation with huge international FMCG client.

• The annual media strategy development (incl. TV, digital, press, OOH, special projects).
• Leading of planning and implementation of advertising campaigns.
• Monitoring of target rates achievement, coordination & cooperation with other departments in order to improve the results.
• Media research conduction, monitoring and evaluation of media trends and competitors’ activities.
• Media plans creation (TV deep focus).
• Special projects and growth proposals development.Leading the reporting by brands (all the Unilever brands) + managing global reporting systems.
• Direct cooperation with the client (including the international team).

• Researching, selection and further working with contractors
• Communication with customers
• Huge conferences organization
• Mock-up creation
• Working with databases
  
• Content writing, copywriting, press releases writing, documents translation.