Leading Digital Marketing Strategy with Brand building, cross-functional marketing and e com processes Global Digital Transformation and Product Marketing. Responsibilities: ● Lead Digital strategy and team (acquisition, SEO, CRM, creatives, web analytics) as a key business growth. ● Cross-functional processes and culture (Marketing, Digital, E-com) and strategic approach for end-to-end communication -> conversion -> retention -> advocacy process. ● Organize international digital transformation with Product Marketing: CJM, audience segmentation, product development funnel with stage gate process and communication global teams -> markets/regions. ● Lead omni-channel integration to merge Digital and Retail experience based on CJM. Creating centralized + regional communication process and planning with cities communication leaders Achievements: ● Created strong and highly collaborative team in 2 months vs. “closed digital club”. ● Launched multi-touch attribution approach from brand offline channels to retail/e-com funnel. ● Digital strategy with digital marketing model: o Converted acquisition approach from “tools first” to “sports and audience first”. This brought more efficient and engaged traffic from key sports to be retained in e-com (Google Analytics data). o SEO development scenarios -> SEO traffic and revenue grew over 2x times. o Implemented CRM long term planning with E-com and Retail teams, adding App CRM planning. o Best in class creatives approach launch: Big Idea approach, which then was executed in relevant channels creatives with cross-functional agreements. ● Optimized ROAS by 2x times with separating always on efficient channels and test and learn projects 10-20% budget allocation. ● Created structure for global Digital Transformation planning, communication and results sharing. ● Introduced strategy and process product development funnel with a stage gate process (Decathlon United team).

Leading 2 teams – Marketing and Product Development departments. Member of Leadership Team. Responsibilities: ● Organize Marketing and Product teams to achieve KPIs in volume and revenue (quarterly and annual). ● Building product ownership approach in the company: team recruitment, cross-functional processes establishment, building product centric approach. ● Marketing strategy: recruit and organize marketing team to build 2021 marketing plan for brand building (through awareness and trust). ● Communication plan creation (no marketing budget planned previously), and execution through creating and defending business cases to receive funding. ● Budget control and review with finance team for P&L confirmation to Sber top management. ● Recruitment of external resources and agencies to support marketing and product processes. Achievements: ● Created product centric approach (product managers as owners of end-to-end business process). ● Reviewed key product processes for automatization by IT team. ● Launched 9 product development processes with multi-functional teams with product/project leadership and flexible resources review (for product preparation, business/system analysis, IT production). ● Built and launched first marketing plan and digital first communication strategy. ● Brand awareness raised by 2x times, search lift +150%, brand rating raised by 2.3x times. ● Digital performance – Cost per lead decreased by 4x times. ● SberLogisitcs own app prepared and tested. ● Launched 4 Sber ecosystem projects. ● Brought permanent media, creative and brand protection agency as constant partners. ● Built both Marketing and Product teams with recruitment and structure review. ● Introduced quarterly bonus system for Marketing team (previously possible for Product team only).

Leading team of 7 people Creating and managing C2C marketing and communication strategy with 90% of total marketing budget. Member of Avito Leadership Team and Marketing Leadership Team. Leading Product Development process integration from Marketing team. Responsibilities: ● Organize Marketing and communication strategy development (1+ year) by C2C team and all functional teams. ● Trust and Safety stream leadership from Marketing. ● Strategic cases (verticals and brand) review and preparation for Executive Management submission. ● Efficient C2C team management and all Marketing team involvement (media, performance, PR, SMM, creative, research) for annual marketing plan, 8 people team with their functional leadership. ● Avito brand development and positioning. ● Budget management based on key KPIs (buyers, revenue), with reporting to Finance and global investors. ● Cross team collaboration (Marketing-Businesses-Product) with KPIs and OKRs setting Personal and team achievements: ● Hired a strong team of PMMs and BM: strongest 360 marketing campaigns with Link test results 100%, best Tik Tok result in Russia with 1 bln views, innovative communication for young audience, etc. ● Created 2020 Marketing/communication strategy with Analytics and Performance teams with 2x budget growth based on 1+ years attribution windows. ● Updated unified process for 2021 marketing strategy including Finance, Businesses and Marketing teams. ● Created a process for involving partners and stakeholders in long term communication planning (solved an issue with constant projects development and launch delays). Executed 3x more campaigns in 2020. ● Established Avito brand strategy with new visual style and brand guidelines (BM). ● Created RACI process and integrated it into end to end product launch process with all teams. ● Smooth anticrisis transition process and budget review with 3 scenarios for Executive.

Strategies deployment (LEGO Brand, partnerships, Content) and communication strategy. Boys Category leadership: 70% of business with key brands and new launches. Responsibilities: ● LEGO Brand (Masterbrand) strategic positioning and integration in brands/retail strategies. ● Partnerships strategic 18 months planning, leading process in Marketing team (strategy direction, budget, 360 campaigns, sponsorships, production/logistics, in-store support and retail placement). ● Media planning, budget and P&L management. ● Content strategy on TV (with additional campaigns) and in digital (YT/AVOD/SVOD/TVOD). ● Transition to new global media agency (Carat -> Initiative), leading Marketing team transition. ● LEGO Movie 2 launch as the key brand and partnership campaign (leading project team). ● Top Priority novelties launches: project team creation and leadership for 360 strategy planning. Achievements: ● Cross-functional leadership for Marketing strategy preparation and presentation to clients. ● Established full planning/execution/reporting process with new media agency, local contract preparation and management (Russia the first country to sign local contract). ● Outstanding results for IPs launches (highest desire for NY gift, minimal stock in Jan’19, portfolio share <30%). ● Created planning pipeline for 2018/2019 media and trade plans with Disney, WB, Universal and Blizzard. ● Ninjago content contract expansion by various channels with content ratings above market average. ● Prepared content strategy with global content team for largest local partners (IVI, Okko) and 24/7 airing on YouTube with Russia having highest test results in the region (in viewing time).

50% Brand management, 50% Trade Marketing, leading 6 KAMs for NKA in Kleenex brand Responsibilities and results: ● Marketing execution, Media and in-store Kleenex strategy. ● Special occasions support planning (New Year, Women’s Day, B2S). ● Global market analysis leading for box tissues positioning. ● New products launch. First in Europe created fully emotional communication vs. functional for box tissues. ● NKA (70% of sales) team KPIs, budget tracking and in-store solutions management (best in company results +20% annual growth). ● LEAN implementation in company business strategy.

BRAVIA TVs product management, 60% of total company business, 90% of TV/Video category Responsibilities and results: ● New TVs lineup development, inputs for Tokyo headquarters (2 years horizon). ● TVs strategy management: communication (ATL and in-store), pricing, budget. ● Full market analysis (GFK) for local management and Tokyo. ● Special products and features for RU market development. ● Launched new Monolith design (2009-2010) series with 5% sales growth. ● Created special local TV model with Tri-Color integrated solution.

Driving Customized Marketing solutions for P&G total beauty category based on customers specifics (scale, location, traffic, average receipt).

Associate Brand Manager Jan 2006 – Jan 2008 Brand management for 2 categories (Double Edge and Disposable razors) and premium products launch. Demand planner: Jan 2004 – Jan 2006 Forecasting for Blades and Razors – key category in Gillette business.

Logistics/Supply planner: Jul 2002 – Jan 2004 Production line operator: 2000 – 2001