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резюме (Head of Marketing Communications, PR Director)

36 лет, женщина

Москва

Академическая

Гражданство: Россия

Желаемая должность и зарплата
Head of Marketing Communications, PR Director
по договоренности
График, место работы
Полный рабочий день. Ищу работу в городе: Москва . Командировки возможны.
Стаж в желаемой должности
5 лет
Профессиональные навыки

Маркетинговые коммуникации, pr, digital, media relations

...
Основное образование
Высшее , University of Balearic Islands (Spain) , 2004
 
Опыт работы

2013, сентябрь — 2017, октябрь, 4 года

Brand Communications Manager Russia (PR&Digital) Core brands - Johnnie Walker, Baileys, Captain Morgan, Innovations

DIAGEO

Москва

Achievements:
- Captain Morgan significantly narrowed the gap in terms of brand equity with the biggest brand in the Russian market – Bacardi. Due to development of a strong communication strategy ensuring Captain Morgan won the high season share over the last 2 years.
- After I developed a new campaign, Johnnie Walker arrested its market share decline after several years of underperformance.
- I relaunched the brand positioning and communication platform for Bells. It enjoyed double-digit growth in sales and significant uplift in equity. My efforts were subsequently adopted in several other Diageo markets due to the proven success of the strategy.
- Baileys is now one of the strongest equities within the spirits category following my successful strategy for fashion collaborations with local and Hollywood celebrities.
- Bushmills (before sale to Jose Cuervo), became the fastest growing Standard segment whisky brand due to my decision to reshape the brand communications strategy.
Responsibilities:
- Leading development and delivery of effective brand communications strategies, resulting in materially positive impact on brand performances, enhancing brands image and increasing awareness in line with the global strategy
- Introduced new strategies to help use DIAGEO brand experience and consumer journeys to reinforce brand distinctiveness, build cultural traction and drive purchasing events
- Led an advisory role to the business how to capitalize on the opportunities for marketing communications in darkening market conditions
- Engaged in the development of strategic plans (GAME) and made recommendations on the investment budgets required to achieve objectives
- Responsible for guiding and managing communications agencies (PR, Digital, SMM, Influencers & Advocacy)
- Responsible for management of the budget to obtain the most effective delivery of objectives, driving continual improvement in quality output and ROI
- Provided management oversight of competitors’ strategies, formulating analysis of the impact on the business, and applying countermeasures where needed in available channels, driving brands equity appropriate to counteract any advantage
- Set KPI’s, providing evaluation of the projects and accurate management reporting
- Leading compliance oversight and the approval process for all brand marketing projects, ensuring that all activities comply with internal and legal requirements

 

2009, апрель — 2013, сентябрь, 4 года

Senior PR manager

Geometry Global – international marketing services agency, WPP member.

Москва

Responsibilities:
- Developed complex PR support for the Agency Clients (British American Tobacco, Norwegian Seafood Council, Seat, Russian Standard Vodka, new business etc): PR activities audit, messaging, developing PR strategies and PR consulting, mechanics& solutions development and PR campaign implementation, KPI setting and monitoring, providing accurate M&E and management reporting.
- Media database building, running loyalty programs and networking with national and regional media; press office services and managing news sharing programs; PR events organization (incl. press trips) and providing coverage; development and delivery of WoM (word of mouth) strategies; special projects and advertorials development (in print and digital); development and implementation of PR strategies in digital, working with opinion leaders, bloggers and social media. Monitoring competitors’ activities, media strategies and best practices.
- Issue and reputation management
- Corporate PR: building the good reputation of the G2 and Grey, and communicating company’s image/positioning. Initiating interviews with top management and organising Q&As sessions.
- Budgets planning and resources allocation (PR team, creative, digital, hi-res studio etc), managing suppliers
- Managing and coaching a team of 2 executives, building talent and their capability to support business performance

 

2007, март — 2009, февраль, 1 год 11 мес

PR manager

PR Аgency "Rules of Communication"

Москва

Responsibilities:
- Development and implementation of PR strategies for such brands as Lladró (Spanish porcelain), Yves Delorme (French textile) and MEUCCI (Italian men’s wear) etc.
- Press office work, cooperation with journalists, editors, stylists, initiations of publications in media, personal PR services for the companies’ chief executives etc. and providing M&E
- Press events organisation (presentations for media, press-conferences, press lunches, press trips etc.), event concepts development, searching for relevant venues, events budget planning, management and control over the execution, invitation of journalists and media representatives to events; organization of participation in сross-promotion events with other luxury brands, evolving of informational sponsors to events, reporting etc.

 

2005, июнь — 2007, февраль, 1 год 8 мес

Marketing Executive

Tendenza – network of Spanish saloons of elite design furniture and other home decoration. Moscow

Москва

In charge of corporate style and image of the company, media planning and complex advertising campaign implementation, collaboration with media and advertising agencies, organization of exhibitions and other events, controlling production of printing materials (catalogs, brochures, souvenirs), management of web page development and promotion, direct sales and work with Clients in saloon.

 
Основное образование
2004 г.в.

Высшее образование (специалист)

University of Balearic Islands (Spain)

МВА. Specialization: Marketing
 
2003 г.в.

Высшее образование (специалист)

The State University of Management (Moscow)

World Economy. Management of Foreign Economic Activity
 
Дополнительное образование

2004 г.в.

Курсы, повышение квалификации

Университет Балеарских островов (Испания).

Специализация – Маркетинг, MBA

 

Владение языками

Английский - свободное владение

Испанский - свободное владение

Русский (родной)

 
Подробнее о себе

Водительские права

Категория B

Личный автомобиль есть

Семейное положение

Не замужем , Детей нет

О себе

15+ years’ experience gained from marketing communication roles from both client and agency perspective, extensive understanding and expertise of marketing communications landscape and its challenges.
• Extensive experience of leading teams in major PR communication and Brand awareness campaigns both in traditional and dark markets.
• Self-starter, able to assimilate complex multi-level requirements, plan multiple strategies aligned to corporate values, harnessing teams where necessary to execute under tough targets and tight deadlines.
• Development of strong communications strategies for major international brands (alcohol, tobacco, fashion, etc.) ensuring bold execution and stand-out delivery
• Ability to apply best practice project management skills to execute marketing communication campaigns, finding creative ways to activate those programs, and thus ensuring repeated success stories.
• Hands-on experience in working in dark market conditions in Russia. Constantly looking for new opportunities, responding to changing market conditions, developing new ways for consumer engagement and focusing on results.
• Expert in multi-channel planning and working closely with agency partners to ensure optimised communication that delivers impact insuring results match objectives
• Analytical skills allow an ability to see the big picture
• Passionate and actively seeking to extend knowledge across new markets.
• Quick learner, stress resistant and able to work on several projects, setting priorities on my and others time.
• Strong team leader and player both vertically and matrixed, valuing diverse contributions of others and building strong trusting relationships.
• Attention to detail combined with the ability to identify inevitable issues, and proactively solve them
• Trilingual. Fluent English, Russian and Spanish