Anna Makarova

Experience

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  The Nielsen Company

  Jul 2011 - Sept 2012

  Market analyst

  Leadership program associate, Shopper research AnalystJoined Nielsen Leadership program aimed at giving recent graduates exposure to different types of market research. Responsibilities: Leading shopper research projects for multiple clients

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  Coca-Cola HBC

  Sept 2012 - Sept 2015

  Category Management Specialist

  Leading category management projects for top national retailers. - Close collaboration with retailers on development of non-alcoholic beverage category- Full cycle category management projects (from category and assortment analysis to implementation of new planograms and further support of retailers)Key results:1. Launched several category projects with largest Russian discounters (>6000 stores), resulting in 12%+ growth.2. Was selected for Fast Forward (a development program for high potential talents) with formal and on the job training devoted to developing soft skills. Show less

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  The Coca-Cola Company

  Oct 2015 - May 2018

  Being a business partner for regional marketing and commercial teams, conducting consumer and shopper researches, analytics and modelling:- Annual evaluation of business performance and setting short- and long-range commercial priorities.- Markets evaluation for new products launches.- Brand equity tracking.- Evaluating category and portfolio priorities.Key results:- Implemented a new consumer segmentation framework within Central and Eastern Europe. - Regular analysis of market data and trends- Conducting “what-if” conjoint scenarios, based on price elasticities- Participated in various business cases aimed to estimate sales, cannibalization and future market shares. Got promoted to a regional position.

  • Insights Analyst, Central & Eastern Europe

    Nov 2016 - May 2018

  • Market research

    Oct 2015 - Oct 2016
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  Hilti Great Britain

  Jan 2021 - Dec 2022

  Digital Marketing Business Insights Manager

  Generating insights to steer and optimise digital channel activity (SEO, email, Social Media) and performance of digital campaigns:1. Setting targets for regional marketing campaigns.2. Being a regional counterpart to HQ Digital Team.3. Developing team targets and forecasting year end results.4. Driving global and regional strategic initiatives via research, insights, business modelling and frameworks.5. Provide market knowledge, intelligence and expertise while working closely with business stakeholders.6. Supporting and providing trainings to the community.Key results:- Increased number of digital leads generated by marketing campaign.- Developed a media planning tool to optimise spending and communication effectiveness.- Developed a strategic framework to boost adoption of digital products. Show less