Galina Kardaeva

Experience

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  Sibneft-Tyumenneftproduct

  Jan 2004 - Jan 2006

  Leading specialist of the advertising and PR
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  Magazine «Elite Real Estate"

  Mar 2007 - Aug 2008

  Head editor

  • Managed the magazine: organized business processes, planned editions. Defined the strategy of development of the magazine, cooperated with journalists, designers, photographers; edited and created texts. • Developed special projects for VIP-customers of the magazine along with the projects aimed to increase advertising revenues. • Introduced a special project on design (creation of interior design for elite housing).

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  «Газпром нефть»

  Aug 2008 - Aug 2013

  Manage of the loyalty program in 10 macro regions of Russian Federation and near abroad.Lead the Center of competence in development of the loyalty program.Manage of the relations with partners of the LP and be in charge of development and control of implementation/realization of regional and federal projects as part of partnership programmes. Expand communication with customers. Development and control implementation of federal projects within a framework of segmentation and management of customers’ behavior. Formation of goals and measures of performance, assessment of efficiency. Create standardized and other documents, which regulate the working of PL. Initiate the changing of rules of LP. I ensured technologic operation of the LP in the IT direction (preparation of the technical task and control of the working of the programme). Свернуть Took charge of the project of foundation of a sales company in Southern Federal District and development of a retail chain of petrol stations. Created and supervised work of a section of marketing, advertising and branding. Was in charge of organizing, carrying-out and supervising of marketing studies, aimed to exploring the perspectives of increasing of retail trade of oil-products, associated goods and services and customers’ preferences. Developed and realized events, aimed to increase purchase amount and sales marginality. Organized and controlled compliance with the visual standards of retail brand and the standards of work petrol station personnel.Evaluated efficiency of marketing events, aimed to increase retail sales of oil-products and associated goods and services. Planned and realized a complex of marketing events (ATL, BTL, Digital) for all distribution channels (oil-goods, associated goods). Planned and administrated marketing budget. Managed the Company projects (including launch of the Loyalty Program on a petrol station). Свернуть Was in charge of organizing, carrying-out and supervising of marketing studies, aimed to exploring the perspectives of increasing of retail trade of oil-products, associated goods and services and customers’ preferences. Developed and realized events, aimed to increase purchase amount and sales marginality. Organized and successfully oversaw compliance with the visual standards of retail brand and the standards of work petrol station personnel.Evaluated efficiency of marketing events, aimed to increase retail sales of oil-products and associated goods and services.Planned and realized a complex of marketing events (ATL, BTL and Digital) for all distribution channels (oil-goods, associated goods). Planned and administrated marketing budget. Managed the Company projects (including launch of the Loyalty Program on a petrol station). Ensured achievement of quarterly aims set by the leader of Marketing, advertising and brand support management. Свернуть

  • Loyalty programs head (senior manager in development of loyalty programmes in Retail department )

    Mar 2012 - Aug 2013

  • Chief of section of marketing, advertising and branding

    Jan 2011 - Feb 2012

  • Chief of Department of marketing, advertising and brand support/ branding

    Aug 2008 - Jan 2011
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  PJSOC BASHNEFT LTD

  Jun 2014 - Jan 2017

  Project Director

  Development of the Loyalty program Bashneft (B2C)CRM strategy implementation and following developmentGrowing customer satisfaction, engagement and retention through one2one communication channels including personal profile, e-mail, SMS, mobile app and other channelsLoyalty and advocacy building focusing on data-driven solutionsPlanning and implementation of Lead management activitiesDeep customer understanding based on database analysis (including Predictive Analytics and Next Best Offer Managment))Leading complex cross-function CRM projectsFeedback management and call center coordinationOptimization of investment matrix brand development using integrated approach (the brand on the corporate level, the brand in the retail business)Achievements:Developed loyalty program for customers of filling stations "Bashneft" using SAP Real Time Offer Management and Predictive Analytics. In 2016, the project received an award from the international jury of the Loyalty Awards Russia 2016 in the nomination "innovation of the year".For the first time in the Oil & gas sector in retail sales using Predictive Analytics with the functionality of the formation of the Next Best Offer for customers. Свернуть

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  Lukoil-Inter-Card

  Jan 2017 - Jun 2017

  Head of Loyalty program development
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  Lenta

  Jun 2017 - now

  Head of Loyalty Program