Business Unit Head or Head of Marketing

Achievements & business results:

• Managed a portfolio of 500 brands of 40 pharmaceutical companies with a sales volume of 400,000 million rubles in 32 markets
(RX, OTC, Hospital) due to development and implementation of:
• CJM and OCM + CLM strategies: 500 brands (350 projects) in the Russian Federation
• OCM strategy in clients’ CRM systems for test on the not covered’ territories
• Comprehensive DTC promotion 360 + OCM for OTC brands in the Russian Federation
• CJM digital launches for RX products of the hospital segment (websites, quizzes, quests, SEO) with targeted CPCs and a patient-oriented models
• Increased the number of clients +30% due to the annual fulfillment ОСМ Projects’ KPIs and ROI
• Achieved retention rates up to 90% during 2020-2022
• Restructured business operations, identifying a flagship product mix, and implementing a new company structure with the team of over 200 employees, staff turnover 5% during 2020-2022
• Achieved the following sales growth:
2019: sales volume: 266 million rubles. sales growth: +39% (2019 vs 2018), net profit growth +3%.
2020: sales volume: 432 million rubles, sales growth: +61% (2020 vs 2019); net profit growth +153%;
In the direction of OCM marketing: sales growth: +98%, net profit growth +1120% (2020 vs 2019);
2021: sales volume: RUB 504 million, sales growth +17% (2021 vs 2020); net profit growth +30%.
• Successfully supported an investment deal with Elbrus Capital Fund III, concluded in December 2021

Functional duties:
• Establishing and implementing long-term business strategy and short-term objectives with a revised P&L model.
• Creating and implementing new business procedures in sales department, client service & sales model (guidelines and KPIs)
• Creating a new talent development and compensation policy, fostering change in the company culture to become strategy oriented, accountable, and meritocratic.
• Managing the team of 200 employees, with 11 C-level direct reports

Achievements & business results:
• Portfolio management: portfolio review, focus on potential markets (Net Sales:1200 mln rub, gross profit = 80%).
• Launch of Pariet on the OTC market (+5 pp MS in 2014):
- introduction of new positioning in retail RX and OTC forms
- implementation of effective media campaign 2014
- new structure creation: KAMs for pharmacy chains, FF pharmacies / doctors.
- new agreements of shipment schedules with regional pharmacy chains
• Implementation of new patient support programs with pharmacy chains (+5pp MS in 06’2018).
• Exceeding brand profitability targets: 90%.


Functional duties: ownership of portfolio growth and development with the values, ambitions, targets, and goals focusing on clients and people management.
• Strategic planning and implementation of strategic initiatives in accordance with the company objectives
• Brands portfolio management & development with BDD, long/short term forecasting & planning process
• Responsible for the development, successful implementation of marketing & sales strategy (new launch providing: RX switch to OTC)
• Effective management of sales channels, experience in commercial policy making, P&L management, increasing sales and profits, monitoring budgets and initiating \ corrective actions in case of variance
• Providing the guidelines and KPIs to sales department
• Networking development with VIP customers: KOLs & Medical societies (RGA, NORG, NWA), retailers (KATREN, PULS, PROTEK, RIGLA et al. pharmacy chains), recognition of their changing needs, offering them innovative and solid solutions for the future in cooperation with common business partners.
• Cross-functional team management: 2 product managers, 2 trade marketing managers, 1 medical adviser, 1 business intelligence manager, 1 coordinator; 1 SFE monitor, 1 finance controller, 45 field force staff (J&J+ outsource)
• Creating new business opportunities using business intelligence database: IMS, DSM, GFK, Ipsos Comcon: Prindex, Pharma - Q, Medi-Q, AD HOC analysis (U&A, brand strategy: concept /positioning test, TVC test, Media planning/tracking, CI), CRM, Business-Qlik

Achievements & business results:
• Portfolio management: portfolio review, focus on potential markets
• Dulcolax growth market position from 23rd to 6th in 2008
-introduction of new positioning
-planning and coordination an effective media campaign 2008–2009 with support of HCP activities
-revision of terms of agreements with distributors and pharmacy chains (stock support for 4 months during the TV advertising period)
• Maintain 4th market position for Guttalax without TV campaign due to
-introduction of new positioning to new ТА
-revision of terms of agreements with pharmacy chains
-implementation of 4 promotional cycles a year
• Exceeded goals for high portfolio profitability: 30% vs 25%

Functional duties:
• Development and implementation of strategic and operational Business Plan in accordance with the overall company plan
• Coordination of the brands’ advertisement and promotion dedicated to business unit (Net Sales: 2300 mln.rub, net profit :25%).
• BU new launches support
• Product planning (development of BP according to company standards & sector strategy (objectives, strategies, tactics)
• PR & Media campaign developing
• Sales force support (trainings and promotional materials)
• Recruitment, development, and management of the team (3 Product Managers, 1 Junior Product Manager)

Achievements & business results:
• Portfolio management: portfolio review, focus on potential ТА
• In 2005-207 Russia was a country № 2 of Smecta sales and № 1 of Fortrancе sales due to
- development and implementation of new positioning
- change of cycle activity and KPIs for coverage of doctors/pharmacies,
- change of the target audiences for Smecta and Fortance
- building pharmacies’ segmentation matrix
- implementation of the first contracts with pharmacy chains for Smecta
- implementation of effective medical and marketing events & KOLs management in pediatrics

Functional duties:
• Development and implementation of strategic and operational Business Plan in accordance with the overall company plan
• New launches support (Smecta’s new taste, Forlax new positioning strategy for the pediatric)
• Product planning (objectives, strategies, tactics)
• Sales force support (trainings and promotional materials)
• Event management