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Daria (Dasha) Pliushcheva

Daria (dasha) pliushcheva

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location of Daria (Dasha) PliushchevaGeneva, Geneva, Switzerland
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  • Timeline

  • About me

    Senior Brand Manager Ariel at Procter & Gamble

  • Education

    • Saint petersburg state university of finance and economics

      2011 - 2015
      Bachelor of hospitality hospitality administration/management

      Activities and Societies: 2012 - was in Top-10 students from all over Russia in Swissam Business School challenge. 2014 - 3rd place in Philip Morris business case challenge for creation of marketing strategy for new product launch.

    • Corvinus university of budapest

      2014 - 2015
      Exchange student business administration and management, general

      Activities and Societies: 1st place in Corvinus Project Management Challenge

  • Experience

    • Schastye restaurant group/ le bonheur chocolate factory

      Oct 2015 - Dec 2017

      • Brand Manager

        Jul 2016 - Dec 2017

      • Marketing Director Assistant

        Oct 2015 - Jul 2016

    • Hearst shkulev media

      Dec 2017 - Dec 2018
      Digital creative manager special projects

      Creation of digital special projects for external stakeholders in order to help their products achieve business targets via attracting and engaging relevant audience within Hearst Shkulev digital platforms. Led full cycle of each project: from BIG idea creation and pitch to the client, to actual execution on the platform. Collaborated with Coty, Puig, Samsung, L`oreal, Swarowski etc.Some of the projects:oscardelarenta.elle.ru/glo.marieclaire.ru/lesbellesdenina.elle.ru/princesslife/ Show less

    • Procter & gamble

      Mar 2019 - now

      Took over Eastern Europe Lenor Fabric Enhancer brand on top of Myth Laundry brand and E-commerce. • Grew Lenor market value share to >50% (+1.9ppt growth) behind new products launch, transaction size growth and sales fundamentals improvement• Lenor P12M RU penetration growth of 101 IYA vs 98 IYA category decline behind strong media support addressing main barriers to purchase• Customized products launch for EE market specifically, developed from scratch, based on local consumer insight. New products being the main driver of brand growth in declining category. • Developed an idea and executed Lenor live-stream concert with local brand ambassador gaining 450M views, 65MM impressions, post stream instagram paid promo with 6.5MM reach. Show less RU Fabric Care Ecommerce (Ariel, Tide, Myth, Lenor):• Developed new e-commerce strategy covering go to market/ targets/ dedicated customer approach depending on type (pure players, brick and click, food delivery, electro stores). Implementation led to fabric care ecommerce x3 growth in 2 years• Activated performance marketing tools: targeting, retargeting, recommendations, Facebook collab-ad. Step-changed content quality leading to average ROI 4+• Launched the first mutual special project for P&G & key ecommerce customer executed via gamification leading to personalized product proposition for user. Project resulted into 164% sales growth vs previous period. Myth Local Jewel Laundry brand: • Developed and implemented new brand strategy and vision with changes across pillars (product performance, competitor of choice, go to market, communication), which led to brand sales growth for the first time in 3 years• Myth sales growth of 135 IYA before the full relaunch execution behind go to market strategy implementation Show less

      • Senior Brand Manager, Fabric Care

        Feb 2022 - now

      • Eastern Europe Senior Brand Manager, Myth & Lenor LFE/ E-commerce Manager

        Sept 2020 - Jan 2022

      • EE Brand Manager, Myth / Ecommerce manager

        Mar 2019 - Aug 2020

  • Licenses & Certifications