Business Development Manager (General manager)

Описание

EKATERINA NIKITINA
Business Development & Strategy | Commercialization of
Innovations | Operational Efficiency
+7 925 795 1811 Nikitina.ekat@gmail.com
SUMMARY
I have a successful track of record across 5 industries in multinational companies (Automotive,
Alcohol, Cosmetics, Tobacco, Construction) achieving turnover, SOM and profit growth in well-
structured, start-up and turnaround environments in B2C, B2B, B2B2C. 6 years of P&L
Management experience, 14 years in Marketing and Trade Marketing, 6 years in Strategy and
Business Development, 19 years of people management. Highly efficient in seizing control of
critical probem areas and delivering on customer commitments. Solid experience in
management and development of multi-cultural teams. Key projects:
- Turnaround of a B2B company. Audit and full revision of processes, org. structure and systems.
From declining sales to +15% in euros YoY.
- International experience: Launch of IQOS in the first markets of Eastern and Western Europe.
Selection of priority markets, definition of launch artchitecture (RTM, consumer engagement
strategy, customer service and aftersales support) and new category KPIs. Launch in 6 markets
and in Duty Free.
Core competencies: Strategic Business Planning, Finance, Go-To-Market Strategy, Brand and
Product Management, NPD and Commercialisation of Innovations, Operational and Org.
Efficiency and Change Management, Team Development and Leadership
MBA, California State University
Business Development and Transformation Advisor to Owner Osmo, Moscow, Russia
Osmo — German producer of Wood and Finishes
Responsible for full business turnaround: people, processes, systems
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Defined company's 3-year strategy, set up long-term budgeting and planning processes,
introduced new commercial policy, sales team structure and motivation, led revision of
channel strategy and service quality standards, increased efficiency of marketing
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'19 sales revenue growth +15% in euros (vs. -6% in '18)2018-presentPROFESSIONAL EXPERIENCE
E-Commerce and Cusomer Care Director PHILIP MORRIS, Москва, Россия
Responsible for on-line sales channel for IQOS (20% of total sales) and 2 call centers.
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Doubled the customer base
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Decreased cost per user by 15 17-2018
Director Org. Transformation & Operational Efficiency PHILIP MORRIS, Moscow, Russia
Led operating model optimization within organization’s 3 functional units Supply Chain, Finance
Support and Commercial Planning
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Standardized and automated processes, re-aligned organizational structure
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Optimized supplier base from 54 to 5 providers, introduced common standards and KPIs
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Reduced organizational workload and freed up resources
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Increased transparency of budgeting and planning
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Realized total savings of $500K
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Decreased field force workload by 10 15-2017

Director, Commercialization of Innovations (IQOS) PHILIP MORRIS, Lausanne,
Switzerland
Responsible for development and launch of company’s new category of Reduced Risk Products
in EU and EEMA markets
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Selected and prioritized markets for global launch of new category
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Defined global launch architecture (distribution scheme, consumer engagement and
customer care strategy, launch market org. structures)
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Defined KPIs for new category (conversion rates, CAC, margin, retail metrics)
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Led 6 out of 20 markets in strategy and Business Case preparation and market launch
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Devised launch plan for new category in Duty Free channel (Japan, Switzerland)
Director Business Development and Planning PHILIP MORRIS, Moscow, Russia
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Developed long-range business plan for the Russian market
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Optimized product portfolio (90->78 SKU)
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Developed short-term pricing initiatives to sustain SOM in a volatile market
Head of Marketing (B2B/B2C) SCHWARZKOPF PROFESSIONAL, Moscow, Russia
Responsible for Schwarzkopf Professional marketing strategy in Russia (1,000 SKU)
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Set up company’s trade-marketing pole: trade segmentation, investment strategy,
assortment matrix, new customer acquisition (ND +10%, sales +3%) and loyalty programs
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Brought back leadership in Styling category through re-launch of core brand (24% SOM)
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Delivered +13% growth for company’s professional hair color brand Igora Royal (40% of
sales, 60% of gross profit)
Marketing Director (Brand Owner side) BEAM GLOBAL, Moscow, Russia

Brand Director, Altai vodka PERNOD RICARD, Moscow, Russia
Group Brand Manager, whiskey (Chivas, Ballantine’s, Jameson, malts)
Brand Manager, cognac (Martell, Bisquit), tequilla (Olmeca)
Brand Manager, Chevrolet, Cadillac GENERAL MOTORS CIS Moscow, Russia2013-2015
2012-2013
2009-2012
2006-2008
2001-2007
1998-2000
EDUCATION
MBA, Marketing, California State University, Hayward
BS in Computer Linguistics cum laude, Moscow State Linguistic University
Digital Marketing Diploma, Netology
LANGUAGES: English, French, German, Russian1998-2000
1992-1997
2017