Nataliya Trotsenko

Experience

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  Home Credit and Finance Bank

  May 2014 - Jun 2014

  Project Manager Trainee, IT Services Implementation department
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  Unilever

  Feb 2015 - Apr 2015

  Marketing Trainee (Unilever Food Solutions)
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  Nestlé

  Oct 2015 - Dec 2021

  — Led the successful launch of the Starbucks-at-home portfolio (Premium Instant, Mixes) in Russia & CIS, overseeing the adaptation of global campaigns to fit local market dynamics and consumer preferences, under a global licensing agreement.— Led over 70 integrated marketing campaigns for 7 markets and 30+ NPD projects, consistently meeting or exceeding strategic goals.— Implemented digital projects, including website localisation and search engine optimization, significantly enhancing brand visibility and customer engagement in local markets.— Developed initiatives that have helped to optimize brands P&L to save more than £1 million by leading projects and streams, including the following areas: business transformation, recipe optimization, operations improvement. Show less

  • Brand Manager (NESCAFÉ Mixes & Starbucks)

    Dec 2019 - Dec 2021

  • Brand Manager (NESCAFÉ Dolce Gusto)

    Sept 2018 - Dec 2019

  • Junior Brand Manager (NESCAFÉ Dolce Gusto)

    Aug 2016 - Sept 2018

  • Marketing Assistant (NESCAFÉ Gold)

    Oct 2015 - Aug 2016
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  Yandex

  Dec 2021 - now

  Responsible for defining and executing the marketing strategy for transactional and financial scenarios within the Yandex Plus subscription ecosystem. This includes driving the promotion and positioning of fintech solutions such as Yandex Pay, as well as creating and implementing marketing initiatives to enhance user engagement and drive value through financial services.Core responsibilities include leading go-to-market strategies for financial products, overseeing product-specific marketing campaigns, and managing cross-functional projects that integrate financial services into the subscription offering. Leading a team of 2, reporting directly to the CMO. Show less — Led the strategic marketing of subscription-based digital products across 12 international markets, optimizing portfolio performance through targeted promotional plans and market-specific initiatives;— Successfully grew markets from 150k to 1 mio+ subscribers, while maintaining exceptional brand health metrics and driving customer engagement;— Launched a fintech product for the market, driving customer adoption and leveraging partnerships to enhance product reach;— Designed and executed go-to-market strategies for Yandex Plus and Yango Plus brands in new markets, achieving significant base growth in a quarter period and enhancing brand visibility;— Continuously reviewed product performance and utilized market insights to drive strategic decisions, resulting in a 7% increase in projected brand revenue;— Spearheaded multidisciplinary teams to deliver integrated marketing campaigns, ensuring consistent messaging and achieving significant growth in brand awareness;— Launched 360 Campaigns and more than 100 projects relevant for the subscribers’ growth at markets (incl. partnership marketing, BTL, events, in-app, etc.); Show less

  • Head of Product Marketing, Financial Services @ Yandex Plus

    Nov 2024 - now

  • Lead Product Marketing Manager

    Dec 2021 - Dec 2024