Chief Marketing Officer/ Директор по маркетингу

Описание

Nikolay Rassudov
45, Filyovsky Blrvd. 24-1, Moscow, 121601, Russian Federation
+7 985 9970082m, rassudov@gmail.com
Experienced CMO with track record of profitable competitive growth across multiple product categories and markets having solid practical experience in Russia, Europe and Worldwide.

CAREER HIGHLIGHTS
Achieved a strong competitive growth at every working position
16+ years - head of marketing in large FMCG organizations
7+ years hands on experience in e-commerce and digital brand development
14+ years of digital transformation leadership
Strong track record for cost control and processes optimization
5 years - head of large independent R&D organizations
3 business acquisitions management
13+ years of B2B marketing and business operation management (medical professionals)
1500+ NPD projects, 300+ advertising campaigns
Independent Director, advisor since 2012
Numerous consulting projects, tutoring, coaching

CAREER HISTORY
XLash Cosmetics International
Chief Growth Officer 08/2018 - today
Responsible for development and implementation of growth strategies with focus on performance marketing and e-commerce, strategic management of growth related issues and commercial team development and performance.
Reports to the founding partners.
Achievements: Development of set of growth strategies which enabled to rise the business topline in Russia by 280% and by over 100%% internationally in 2 years while maintaining profit margins. Expanded distribution footprint entering new geographies and offline retail channels.
Key experiences: Performance marketing, Digital Channels Marketing (content, SEO, influencers, Social media, etc), e-commerce, Brand Development, Customer Development, Change Management

Unilever
Marketing VP and GM Concern Kalina
(06/2013 - 10/2016)
Responsible for the business topline and bottom line performance, its transformation and integration, Marketing and R&D functions
Reports to Unilever RUB CEO EVP
Achievements: Successful integration of the business into Unilever structure, Strong topline growth, positive market share performance across key brands and categories, gross margin improvement roadmap
Key experiences: General Management, Change Management, Innovation and Activation Marketing, Digital transformation, Customer Management

KPIs
Beginning of term
End of term
Turnover, RUR
11.0 bln
13.9 bln
Compounded Annual TO Growth

5.9%
Gross Margin
41.6%
37.7%
Corporate market share
10.3%
11.0%
Market Share Face Care
23.7%
26.3%
Market Share Hair Care
7.6%
7.6%
Market Share Oral Care
7.8%
8.0%


Cherkizovo Group
Head of Commercial Strategy
(12/2012 - 5/2013)
Responsibility: Sales and Marketing strategy and operations for USD 1.5Bln turnover business. Board membership.
Key experiences: Sales Management, Brand Building, Strategy, Change Management, P&L management
Wimm-Bill-Dann / PepsiCo
Senior Innovation Director
(06/2010 - 01/2012)
Responsible for the corporate long term innovation, R&D, certification and standardization, innovation process management.
Reporting to CEO.
Achievements: Formulation of long term growth and innovation strategies for key focus categories. Reorganization of the company R&D functions with increased focus on productivity and brake through innovation. Integration of WBD Innovation team into PepsiCo structures. Accomplishment and launch of several new state of the art technologies including fresh cheese and cardio functional dairy product.
Key experiences: Strategy, Innovation marketing, General Management, R&D Management
KPIs
Beginning of term
End of term
New Product Revenue as % of Total Revenue
5%
14%
New Product Launched on Time
56%
73%
Implemented Productivity Projects (annualized)

$23mln
Productivity Projects Pipeline Value

$65mln



# reports
55
72
Established Functions

Long Term Innovation group


Packagiong Development


Technology R&D group


Clinical Support Group




Wimm-Bill-Dann Foods (Leading Russian Food Firm)
Marketing Director

(06/2009 - 05/2010)
Responsible for Yoghurts and Deserts Group marketing (49% of WBD Foods advertising budget), Corporate Media function, Corporate Innovation process, Corporate Medical program. Managed the adv. budget of over 100mln USD
Reporting to VP Foods division, functional reporting to VP Beverages division.
Achievements: Strong sales growth across key categories up to 70%. Development of brand strategies and new communication for Chudo, BioMax, Imunele and Frugurt. Implementation of structured innovation process across the company. Significant expansion and enhancement of medical program. Strong reduction of TV CPP for selected brands.
Key experiences: Brand Marketing, Innovation marketing, Digital transformation, General Management, Field Management
KPIs
Beginning of term
End of term
Imunele Net Sales Growth

42%
Bio Max NetSales Growth

24%
Chudo Net Sales Growth

11%
Market Share Chudo DY
17%
19%
Key competitor
29%
30%
Market Share Imunele (KA)
22
41
Key competitor
61
50
CPP cost reduction
NA
10%
New Product Launched on time
25%
56%






# reports
50
96
Established functions

Medical sales force


NPD project office


Colgate-Palmolive Russia
Marketing Director

(11/2001 - 06/2009)
Responsible for marketing function in Russia. Key categories: toothpaste, toothbrush, deodorants, soap, shower gel. Has built the fast growing professional marketing organization of 85 people. Managed the adv. budget of 54mln USD
Reporting to Country General Manager
Achievements: 700% net sales increase. Strong market share growth in all categories, attained market leadership in toothpaste, toothbrushes, liquid soaps, shower gels, bar soaps, strong No2 position in deodorants. Internal and external professional awards. Successful start up and management of Professional Business Unit with P&L responsibility.
Key experiences: Brand Marketing, Innovation marketing, Digital transformation, General Management, Field Management, Medical Marketing
KPIs
Beginning of term
End of term
Company Net Sales
$42mln
$305mln
Market share toothpaste
9%
36%
Key competitor
18%
19%
Market share toothbrush
22%
52%
Key competitor
23%
27%
Market share shower gels
18%
30%
Key competitor
25%
15%
Market share Liquid soap
20%
22%
Key competitor
10%
6%
Market share Soap
10%
10%
Key competitor
12%
7%



# reports
2
85
Established functions

Brand Marketing


Innovation Marketing


Professional Business Unit


Detailing Field Force


Media Planning


Consumer Insight


Shopper Marketing





Unilever Russia
Marketing Director HPC

(06/2000 - 11/2001)
Responsible for non-food products marketing (in Russia, Ukraine and Byelorussia) including deodorants, toothpaste, shampoos, cleaners, washing powders, soaps categories in Russia and Ukraine. Managed the marketing department of 10 people.
Reporting to Business Unit Director
Achievements: successful development of multiple new products/campaigns resulting in 36% annual sales growth and market shares growth in most categories reaching historic highs. Attained leadership in deodorants category.
Key experiences: Brand Marketing, Innovation marketing
KPIs
Beginning of term
End of term
HPC Net sales Growth

36%
Market Share Rexona
16%
25%
Key competitor
19%
15%



# reports
10
10


Unilever Hungary
Regional Brand Manager
(05/1998 - 05/2000)
Responsible for Fabric softener Marketing in the Regional Innovation center for Central and Eastern Europe. The Member of the International Brand Team. Also hold responsibility for the category management in Hungary.
Reporting to Category Director of the Regional Innovation Center
Achievements: significant sales and share growth in most Central European Markets. Total regional topline increase by 51%.

Unilever Russia
Product Group Manager Detergents
(12/1995 - 04/1998)
Responsible for marketing of Unilever detergents business including OMO, Sunlight, Domestos, Cif brands.
Reporting to Marketing/Sales Director
Achievements: Launch of the abovementioned brands, development of new bundles specific to the market.

Unilever Russia
Product Manager Hair Care
(06/1994 - 11/1995)
Responsible for Unilever Hair care Sunsilk and Timotei brands launch and development
Reporting to Marketing Manager Personal Products
Achievement: successful introduction of the brands which became the core business for the company.
Unilever Russia
Sales Representative
(09/1993 - 06/1994)
Responsible for development of Tea distribution in the central area of St-Petersburg
Altes Ltd
Technical Director
(04/1991 - 10/1992)
Altes Ltd is a medium size roofing company in St.-Petersburg
Responsible for production and HR functions
Completed few significant construction projects in St.Petersburg.
EDUCATION
Institute Of Directors (2019)
Diploma in Company Direction (DipDir)
Vlerick Leuven Ghent Business School (Belgium) (1993)
Masters of Business Admin

St.-Petersburg Electrotechnical University (1991)
Masters of Science, Physics

ADDITIONAL QUALIFICATIONS

ICC International Certified Coach - 2017
CEDR Accredited Mediator 2019

LANGUAGES
English Oral Fluent/Written Fluent
Russian Oral Fluent/Written Fluent
INTERNATIONAL EXPERIENCE
Europe -Hungary 2 years