Sergey Semenov

Experience

• 

  State Research Institute of Applied Problems

  Jul 2010 - Aug 2012

  Engineer Designer

  • Development (Java);• Design (UX/UI); • Writing of technical specifications for the design of incoming orders from the Ministry of Defense.

• 

  Philip Morris International

  Aug 2012 - Oct 2021

  Responsibility zone - Russia.Product owner: leads, paid services (lending, moneyback, installment).• Development of new paid service. SalesForce (SaaS)/1C improvement and integration with marketing cloud, 1C, cashbox, Bitrix24, E-com. CX (consumer experience) testing with clients, LAS (legal age smoker), fields;• Development and launch of new product - full money back guarantee. SalesForce/1C improvement and integration with marketing cloud, 1C, cashbox, bitrix. CX testing with clients, LAS, fields;• Integration installment/online payment suppliers with SalesForce via API request. CX testing with LAS, fields;• Work closely with Engineering and other cross-functional partners to align on overall value proposition, product positioning, and portfolio strategy• Coordinate, align and ensure successful execution of cross-functional teams such as Horizontal Product Management, Sales, Marketing, Product Marketing, Finance, Supply Chain, Customer Support, Partnerships, and Legal.• Drive the multi-year software roadmap that will be needed to support this multi-year partnership in collaboration with cross-functional team members and partner.Key achievement during products improvement:• increase of cost efficiency: 17% decrease cost per lead, 30% decrease paid service cost per newconsumer;• conversion to purchase increase: +8% leads, +14% paid service;• provide better consumer journey: paid service NPS + 6%. Show less Responsibility zone - Eastern Europe.Product owner: Monolith CRM (SaaS).Development and improvement Monolith CRM system for IQOS launch in Macedonia and Montenegro.• Adaptation for local needs via functional setup improvement: leads, referral program, stock/POSmanagement;• Integration between Monolith, marketing cloud and Power BICurrent process optimization in Serbia.• Migration from DCE 2.0 CRM system to Monolith.Key achievement during products improvement:• Monolith CRM system is completely ready for IQOS launch in Macedonia and Montenegro;• 3 CRM systems in Serbia replaced to 1. Fully data migration. Show less Responsibility zone - Area North.Product owner: chat-bot, reverse logistic.• Chat-bot development and integration with Sales Force (SaaS).• Logistic process development in Sales Force. Integration between fields, logistician and couriers;• Speech analytics roll out and integration in order to enhance interaction between iQOScoaches/coordinators/logists and consumers;• Launch of offline digital channel for leads’ generation (Digital Trade Engagement). Team of 15 employees. (General trade POSs’ education, tracking tool creation, interaction with territory executives teams, monthly KPIs’ setting, budget planning).Key achievement during products improvement:• 16% of consumers preferred chat-bot as a platform for communication vs agent call back. Decrease costper contact 10%;• Reverse logistic: 26% reach rate increase, IQOS unreturned ratio 50% decreased. Show less • Pan Russia leads' generation management process launch (education of global supplier Teleperformance, leads’ processing pilot in Saint-Petersburg with further integration to other regions);• Area North leads management leader - responsible for processes in 5 core and 11 second wave expansioncities (HyperCare, leads process creation, CRM Sales Force adaptation, education);• Roll out of Telesales with clients’ digital-support (direct sales to leads, online video presentation to clients).• Creating a lead distribution scheme and its adaptation to the Sales Force CRM system for St. Petersburg;• Local leads distribution center development (15 call-specialists from agency): staff recruitment, goals’ setting and execution control;• SalesForce CRM-system education of PMSM employees: trainings conducting, organizing of welcome visits to call-center. Show less • Launch of innovative product – iQOS (system of tobacco heating) in HoReCa channel in Saint Petersburg;• Negotiations and contracts’ signing with main premium venues of the city (Ginza Project, Food Retail Group, etc.), base creation, consisted of ~100 restaurants;• Scheme development and distribution formation of iQOS tobacco sticks for restaurants and venues;• Creation of communication mechanic of iQOS experts with visitors;• Mobile iQOS experts teams launch (8 persons): staff recruitment, education, audits. Show less • Chesterfield mobile hostess team project (12-15 employees from agency): cost estimationsopening/closure, direct consumer contacts/switching quantity control;• Organization of 15 trainings for agency’s employees (80-100 participants at each session), includingdevelopment of educational materials. 10% cost optimization;• Deployment and integration of consolidated report, showing all KPIs’ progress of the whole department. Possibility of easy tracking of each employee/project result helped to increase sales volume through hostess channel at 15% by the end of the year;• Project leader - agency management - 3 projects supporting premium brands of the company (more than 50 employees). Cost estimations control, monthly volume targets’ setting, education and product knowledge checks of hostesses, agencies’ warehouses inventories. Show less

  • Product Manager, Consumer Programs at Philip Morris International

    Aug 2020 - Oct 2021

  • Product manager "RRP development"

    Nov 2019 - Aug 2020

  • Product manager "RRP development"

    Jul 2018 - Nov 2019

  • RRP development executive

    Oct 2017 - Jun 2018

  • Consumer activation executive RRP

    Sept 2016 - Sept 2017

  • Consumer engagement executive

    Oct 2014 - Aug 2016

  • Territory Executive

    Aug 2012 - Sept 2014
• 

  InDriver

  Oct 2021 - Dec 2022

  Head of EMEA region

  Responsibility zone - CIS (incl Europe), Africa & Middle East North Africa.In charge of: drivers operation (successful launches inDrive app in Georgia, Uzbekistan, 5 Russia cities, Morocco, Algeria, Lebanon, Turkey, Tanzania, Ghana), CRM SalesForce launch (global), digital channels (leads, installs). Leading CRM SalesForce global implementation for drivers’ lead management and activation processes (system improvements, field trainings, process automatization, integration with DWH and what’s up).Key achievement:* Roll out CRM SalesForce worldwide in 6 months;* Conversion to registered driver from leads increase 3,5%;* Process optimization (integration with all internal systems, DWH and what’s up), as a results decrease first call duration to 3 hours. Show less

• 

  Karuna

  Dec 2022 - now

  Director of Business Development