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Registration: 21.03.2023

Sergey Volzhin

Specialization: Marketing/SEO
marketing
marketing

Portfolio

HASBRO

- Team: 19 direct reports, including brand / digital / customer marketing & media. - Developed and executed marketing & business strategies for 100+ mUSD Gross Sales business, playing in 6 toy categories with 12 brands. - Key integrated marketing campaigns:: Nerf X Dzyuba, Nerf X Slava Marlow, Play-Doh X Spokoynoy Nochi Malyshi, Monopoly National Consumer Promo, etc (i. e. of KPIs for Play-Doh:: 14+ mln OTS, CTR 0. 6%, CPV 0. 84, BA 41, 5% ( + 120 bps)). - Deployed tracking dashboards (Integrated Media Campaigns, E-com, including ROI/ROAS, Joint Business Planning). Integrated rules of 70/20/10 budget and 80/20 working/non-working media. - Champion of Strategic Business Planning project to bring extra 50 mUSD Net Sales in 5 years. - Master Coach of corporate development program “Growth Mindset”. Certified coach. Promoted 4 team members for international roles. Mentee in global mentoring program.

NIKE

- Team: 3 direct + 11 dotted-line reports, including brand / digital / entertainment / event / influencer marketing, PR. - Led the team to successful execution of 5 seasonal multi-media brand campaigns, supporting NIKE to become for the 1st time ever #1 brand in Russia. - Drove multi-category omni-channel "Never ask" football WORLD CUP '18 campaign, reaching 50+ mln views, 500+ mln clicks to digital destinations, 500+ mln total impressions. - Led the development and construction of football space in newly built unique sport and cultural community hub in Gorky Park, Moscow - "NIKE BOX MSK", with 5+ mln traffic and 10k+ active participants in the first 30 days.

Nestle

- Team: 2 direct + 5 dotted-line reports. - Developed and roll-out Distribution Build program for new product launches (Target 70% WD by 3rd Month. Success rate 75%). - Developed and deployed new multi-dimensional dynamic sales forecast and sales targets setting process with market share correlation. - Led Market Business Strategy, Integrated Commercial Planning, Monthly Business Planning projects.

Skills

Agility
Business Management
Communications
Digital Marketing
E-Com
Innovation & Renovation
International Marketing
Leadership
Marketing
People & Team
Strategy & Execution
Transformation

Work experience

Football and World Cup 2018, Brand Director
05.2017 - 08.2018 |NIKE
.
- Team: 3 direct + 11 dotted-line reports, including brand / digital / entertainment / event / influencer marketing, PR. - Led the team to successful execution of 5 seasonal multi-media brand campaigns, supporting NIKE to become for the 1st time ever #1 brand in Russia. - Drove multi-category omni-channel "Never ask" football WORLD CUP '18 campaign, reaching 50+ mln views, 500+ mln clicks to digital destinations, 500+ mln total impressions. - Led the development and construction of football space in newly built unique sport and cultural community hub in Gorky Park, Moscow - "NIKE BOX MSK", with 5+ mln traffic and 10k+ active participants in the first 30 days.
Corporate Category Leadership Manager.
09.2015 - 05.2017 |Nestle
.
- Team: 2 direct + 5 dotted-line reports. - Developed and roll-out Distribution Build program for new product launches (Target 70% WD by 3rd Month. Success rate 75%). - Developed and deployed new multi-dimensional dynamic sales forecast and sales targets setting process with market share correlation. - Led Market Business Strategy, Integrated Commercial Planning, Monthly Business Planning projects.
Business Manager
11.2012 - 08.2015 |Nestle
.
- Team: 14 direct + 5 dotted-line reports, including S&OP, HRBP, Finance Controller. - Developed and executed Market Business Strategy for NESCAFE. - Grew the biggest coffee & beverages business in the company:: Net Sales +11%, + 50 bps in profit, + 70 bps in market share in value reaching 42%. - Launched 20+ new SKUs, including local media assets development and placement, starting from consumer insight to post-launch evaluation. - Promoted 2 managers to HQ in Switzerland.
Commercial Advisor for Developed Markets
07.2009 - 10.2012 |Nestle / Nescafe Global Strategic Business Unit
.
- Team: 1 direct report. - Steered development of Market Business Strategies for NESCAFE. - NESCAFE brand premiumization project across Europe, including development of new brand playbook, recipes and packaging. - Developed 10+ multi-country innovations from insight to post-launch evaluation. - Achieved 10+ mEUR annual savings managing product recipes optimization across Top 10 countries.
Marketing Director.
03.2009 - 08.2022 |HASBRO
.
- Team: 19 direct reports, including brand / digital / customer marketing & media. - Developed and executed marketing & business strategies for 100+ mUSD Gross Sales business, playing in 6 toy categories with 12 brands. - Key integrated marketing campaigns:: Nerf X Dzyuba, Nerf X Slava Marlow, Play-Doh X Spokoynoy Nochi Malyshi, Monopoly National Consumer Promo, etc (i. e. of KPIs for Play-Doh:: 14+ mln OTS, CTR 0. 6%, CPV 0. 84, BA 41, 5% ( + 120 bps)). - Deployed tracking dashboards (Integrated Media Campaigns, E-com, including ROI/ROAS, Joint Business Planning). Integrated rules of 70/20/10 budget and 80/20 working/non-working media. - Champion of Strategic Business Planning project to bring extra 50 mUSD Net Sales in 5 years. - Master Coach of corporate development program “Growth Mindset”. Certified coach. Promoted 4 team members for international roles. Mentee in global mentoring program.
Marketing Manager
03.2006 - 06.2009 |Nescafe Marketing
.
Group Brand Manager
01.2005 - 03.2006 |Reckitt Benckiser
.
Group Brand Manager
07.2000 - 12.2004 |l'oreal
.

Educational background

Business Administration, Management
1999 - 2001
LOMONOSOV MOSCOW STATE UNIVERSITY
Economics
1995 - 1999
LOMONOSOV MOSCOW STATE UNIVERSITY

Languages

EnglishProficientFrenchIntermediateBulgarianElementaryRussianNative