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Ivelina Percheul

Ivelina Percheul

Intern - EU Funds Audit

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location of Ivelina PercheulDüsseldorf, North Rhine-Westphalia, Germany

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  • Timeline

  • About me

    Senior Brand Manager at Reckitt

  • Education

    • University of National and World Economy

      2013 - 2015
      Master's degree Finance, Banking & International Finance Cum Laude

      The program focuses on the understanding and analysis of the world economic system and financial management. Studies include:- Finance of international trade- Project financing- International financial policy- Bank operations- Stock markets functioning and strategies- My mater thesis was focused on the understanding of the changed role of trade credit as free working capital for big companies, rather than for SME

    • VIA University College - Horsens

      2013 - 2013
      Erasmus semester Global Business

      The program is focused on new ways for doing business. It includes:- Project management- Entrepreneurship- E-business- Marketing management and communications- Intercultural communications in business environment- My graduation project was building a business model for the development of online multi-sided platform for meeting entrepreneurs and investors

    • University of National and World Economy

      2009 - 2013
      Bachelor's degree International Economic Relations

      Activities and Societies: ESN - Erasmus Student Network My diploma was highly focused on the study of international business operations. This program gave me the solid foundation of how to analyze the current environment and how to approach business problems. Main fields of the program were:- Analyses of international trade- International marketing- Geo-economics- Business economics- Management

    • Radboud University Nijmegen

      2014 - 2015
      Erasmus semester Business Administration

      During the semester I followed 3 master programs to broaden my perspective:- In my Marketing Management master class, I was the top student- In System Dynamics master classes I learnt how to approach and describe a system behaviour. The program included stakeholder meetings to gain knowledge on dependencies and building computer models to study dynamic system behaviours- The Finance courses focused on financial policy and financial regulation, including direct discussions with… Show more During the semester I followed 3 master programs to broaden my perspective:- In my Marketing Management master class, I was the top student- In System Dynamics master classes I learnt how to approach and describe a system behaviour. The program included stakeholder meetings to gain knowledge on dependencies and building computer models to study dynamic system behaviours- The Finance courses focused on financial policy and financial regulation, including direct discussions with present-day Dutch policy makers Show less

  • Experience

    • National Audit Office

      Nov 2012 - Dec 2012
      Intern - EU Funds Audit

      My internship project was the development and result analysis of a questionnaire for the practices of the Bulgarian Ministries in the use of European Union funds for the financing of national projects.

    • EXL

      Sept 2013 - Aug 2014
      Credit Collector

      The role focused on financial queries resolution with retail customers in Northern Europe. It is part of the Accounts Receivable team in the Finance department.Work highlights:- Trade deals and deliveries investigations- Resolution of financial queries- Financial reporting- Account reconciliation- Direct communication with customers- Controlling customers outstanding amounts and new orders

    • The Kraft Heinz Company

      Mar 2015 - Jul 2018

      I was the marketing lead for the brands Heinz, Bull's-Eye and HP in the Condiments sauces category for Germany, Austria and Switzerland. My focus was the development of specific brand strategies for ensuring sales growth and reach of target market KPIs. My responsibilities involved the entire marketing process: from concept, through development, to launch campaign.Work Highlights:- Develop the 3-year multi-brand strategy- Make quantitative and qualitative market data analysis: Nielsen studies and consumer researches- Portfolio management targeting profitability- Innovation conceptualization- Innovation project management- Creative campaign development- Media planning- Budget management for campaigns and new product launches- Lead of 1 Assistant Brand Manager and multiple cross-functional project teams Show less I was responsible for the New Product Categories in the Distributor & Export business unit, covering 28 markets in Northern and Eastern Europe and the global Travel Retail business. I had broad scope of responsibilities over multiple food categories (snacks, quick hot meals, base tomato products, oriental food, beans and pasta) and several brands (Heinz, Kraft, Planters and Amoy). Work Highlights:- Business development and launch of the first company brand in the global travel retail channel- Localization of European product concepts- Regional portfolio management- Commercial Project management- Analysis of business opportunities and prioritisation of initiatives- Adaptation of European communication campaigns and assets- Multi-market media planning for Eastern Europe- Work with distributorsAwards: 2016 Innovation Award for Distributors & Export Business Unit Show less I performed a commercial project management role in the central team with European scope. My main deliverable was the commercial implementation of supply chain cost saving projects, including the recipe/packaging upgrade of all brands in the full European condiments sauces portfolio.Work Highlights:- Commercial project manager for supply chain cost-saving projects- Mediating portfolio alignment between all European business units- Lead of cross-functional project teams (R&D, Supply Chain, Regulatory, Print Change, Commercial teams in all business units for zone Europe)- Project planning, team coordination, workload management Show less

      • Brand Manager

        Aug 2017 - Jul 2018

      • Jr Product Activation Manager

        Jan 2016 - Jul 2017

      • Jr Marketing Operations Manager Europe

        May 2015 - Jan 2016

      • Marketing Operations Europe Intern

        Mar 2015 - Apr 2015

    • Reckitt

      Jun 2019 - now

      I am the lead for eCom specific innovations for DACH, responsible for driving growth for Sagrotan and for digital first brands.- Pioneering eCom first innovation: opportunity identification, P&L creation, stakeholder management and in-market execution- Developing digital launch campaigns for eCom first products and eCom only brands- E2E responsibility for Sagrotan and Cillit Bang, ensuring omni-team collaboration- Creating effective brand experiences to convert to purchase & consumer advocacy- Managing the media strategy on and off platform for mid- and lower-funnel activations- Optimizing Amazon content: A++/B+, brand stores, campaign creatives- On-Demand Marketing lead, responsible for building relationship, aligning activation calendars and test & learns. Show less I was the brand lead for Sagrotan Disinfection, Laundry & Surface Care categories, responsible for:- Driving growth: Developing the innovation roadmap for the categories through insight generation and opportunity assessment- Bringing to consumer new product launches and product upgrades - Collaborating & managing multiple cross-functional teams from the the technical to the commercial field- Creating the media pipeline: creation of TV and digital creatives, continuous content optimisation and campaign analysis- Leading and motivating 1 Junior Brand Manager Show less

      • Senior Brand Manager

        May 2023 - now

      • Digital Innovation & Content Manager, eCommerce

        Nov 2020 - Apr 2023

      • Brand Manager

        Jun 2019 - Nov 2020

  • Licenses & Certifications

  • Volunteer Experience

    • Guest Lecturer

      Issued by Radboud University on Dec 2015
      Radboud UniversityAssociated with Ivelina Percheul