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Senior Brand Manager, Mixology

Managed key categories in Spirits portfolio (Rums, Gins, Tequila, Liqueurs, Bitters) in close collaboration with global suppliers, ensuring the proper balance between global vector and own company's strategic goals.
•   Built brands presence in the market from strategic and tactical marketing planning to execution of programs
and delivering brand assets in key on-trade and off-trade channels.
•   Successfully established and maintained the rollout of brand category (gin) resulting in overall portfolio
growth by 5%.
•   Developed the mixology portfolio strategy within HoReCa channel with the focus on bartender community,
resulting in sales growth by 18%.
•   Developed and managed multiple image, experiential consumer and customer activations triggering the rum
category recovery from a declining to the growing one.
•   Spearheaded promotional activities across portfolio working closely with each channel and cross functional
departments in order to maximize the efficiency and return on investment.
•   Managed the pricing strategy according to global positioning, company's targets and turbulent market
conditions resulting in value growth of the respective categories.
•   Took full responsibility for categories' P&L according to sales performance in the market.

Initially managed all phases of three product developments (two energy drinks and a carbonated soft drink)
including concept and product development, national launch, and 360º marketing support. Results include the launch of sales-driving products across the UK and US markets and creating a significant increase in brand
awareness. Subsequently appointed to focus on the UK market due to substantial growth.
•   Contributed to the development of the strategic and tactical pre/launch plans designed to maximize the
successful launch of three brands across two markets, which generated the growth of sales surpassing the FY15 goal by 4%
•   Led the implementation of 8 NPD projects (packaging and beverage production) working with creative and production teams, and manufacturers. Launched 9 SKUs, that increased overall portfolio sales by 72%.
•   Developed and implemented the "Go To Market Model" ATL & BTL programs working closely with agencies
to address the critical success factors and implement strategies within budget. Maintained a number of
consumer activations with Media, Digital, SMM, Events, PR and other collaborations, resulting in growth of brand awareness by 11%.
•   Worked closely with the Trade Marketing department, which resulted in growth of national distribution;
developed in-store and digital promotional activities, four waves of POS materials, trade shows, trade press
and sales team support.
•   Monitored, analyzed and evaluated market trends, consumer behavior and competitor activity to identify
market opportunities for the products in cooperation with research manager.

Brand Manager, International markets

Developed a strong and varied skill set through regular promotions into multiple roles across the company, starting with a primary cross-functional marketing job that deepened into a brand-specific job in prestige segment, and then onto extending the responsibilities to a group of price-elastic brands.

• Planned, implemented, followed up and assessed effectiveness of brand specific ATL & BTL promotional activities in close coordination with internal departments and creative agencies.
• Led brand development in HoReCa channel via activations, distribution drive and sponsorship events,
which increased the rate of sales in the channel by 33%.
• Organized full-scale brand-events for internal and external audience at independent venues.
• Assisted NPD projects related to promotional packaging and line extensions.
• Monitored Tobacco market development and brand performance and analyzed market research data.
• Monitored brand budget spending, reviewed and verified budget reports, maintained rolling plan.

Sobranie Brand Associate

Gained a considerable experience of a number of creative opportunities working on the agency side, dealing
with the clients projects and own web-project.
•   Maintained strong relationships and communications with business partners and cross-functional teams.
•   Entered into dialogue with the possible and current key partners.
•   Supported for the launch of new projects with partners.

Strategic communications manager

Find out detailed information about polina nevinskaia, Senior Brand Manager, Mixology in moscow, MOW

polina nevinskaia: Senior Brand Manager, Mixology in moscow, MOW

polina nevinskaia: Senior Brand Manager, Mixology in moscow, MOW

polina nevinskaia

Simple Ltd - A leading wines & spirits importer in the Russian market with versatile portfolio and own distribution power.

Global Functional Drinks AG, London / Moscow - a Swiss-based company that launched in the UK in 2014 with a portfolio of soft and energy drinks.

JTI Marketing & Sales, Moscow - a leading international tobacco manufacturer with over 26,000 employees.

Fl?ve Inc

IPAG Business School

National Research University - Higher School of Economics