Kristina Velichko

• Record MS breaking 2yrs decline +120bps on MAT level
• Designed and successfully implemented brand repositioning (ambition, strategy, plan & KPIs)
• Implemented strategy of baseline increase cutting promo investments, bringing +16% in Vol, and +34% in Val

Responsible for:

• Brand building strategy 1-3-5 years based on brand´s strength and consistency
• P&L ownership
• Development of 360 campaigns both local creation & central creatives adaptation
• Digital strategy building incl Data and Media mix optimizations
• Planning, implementation, and tracking of sales and marketing strategies to promote brand products
• CRM, SEO strategy
• Portfolio mix optimization bringing better profitability and consumer demand
• Ownership of brand metrics: BA, consideration, trial, etc.
• Leadership and implementation of research: Marketing Mix Model, Gain & Loss, Price elasticity
• Full handling of data: Kantar, Nielsen, Power BI
• Creation and management of budgets to maximize brand reach and engagement
• Training planning for junior marketing and MDO teams
• Building Marketing & Sales synergy for flawless execution of strategy
• Monitoring and evaluation of marketing and advertising campaigns to support brand consistency and engagement
• Organization and delivery of training sessions for new product content and technological advancements
• Capture new customers by optimizing business strategies and launching products to diversify offerings

• Gained leadership for Felix in Wet CAT for the 1st time
• Increased Spontaneous brand awareness + 6pts via national promo with celebrities (Felix battle)
• 1,5mio unique visitors per day on pets.mail.ru

Responsible for:

• Annual brand development and strategic vision -
• P&L ownership
• Annual budget planning and control
• Strategic development and brand building
• Launch of break-through campaign with celebrities to create WOM and increase spontaneous awareness https://www.youtube.com/watch?v=lbh87ep0uv8 - Local NPDIs to fit market specifics
• Diversification of portfolio by channel/customer
• Team management & development –2 junior brand managers https://pets.mail.ru/
• Strategy development in partnership with #1 Digital company - Leading +15 cross-functional team including IT developers - Achieving UU record growing from 0 to being the biggest platform for pet owners - Native content creation - Improvement of UX - Implementation of televets

Skills: Brand development / Brand building / Team Management/ P&L / Digital media / Digital strategy / Media mix / Data

• Developed 1st time TV campaign for Cat Chow increasing Awareness by 5pts
• Re-launched Dog Chow bringing real consumers (dogs) on pack via a national contest
• Developed breedes program incrementing sales +23%
• Implemented shop assistants educational and motivation program with 15% sales growth
• Developed unique live ecommerce pack building on re-launch with real consumers dogs
• Entered top 10 organic most popular videos on Youtube with Christmas from Dog Chow
• Created and managed budgets to maximize brand reach and engagement.
• Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.

• Improved profitability of Baltimor brand via re-launching it in a sustainable light-glass within Unilever Sustainability program
• Developed 4 CMC accretive innovation concepts within 5 years pipeline
• Responsible for
• Innovation concepts development
• P&L building for innovations
• Draft brand building campaigns
• Implement sustainability initiatives
• Skills: Brand development / NPDI / Research