Adlet Matakov

Experience

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  Efes Kazakhstan JSC FE

  Oct 2012 - Sept 2016

  2014-10 - 2016-09 Brand supervisorEfes Kazakhstan JSC • Strategic Brand Positioning: conducted market segmentation and developed a new brand positioning based on the Unique Selling Proposition (USP) of high alcohol level in strong beer• Targeted Brand Communication: tailored brand communication ideas to resonate with the new target audience, positioning the strong beer for events, rock concerts, and youth seeking self-expression• Event Sponsorship and Promotion: sponsored prominent rock events featuring artists like Noize MC and Limp Bizkit, enhancing brand visibility and product promotion• Innovative Product Placement and Guerrilla Marketing: executed product placement through street graffiti in key cities, leveraging guerrilla marketing techniques to capture attention• Market Expansion and Sales Growth: successfully launched product sales in new markets, contributing to a consistent 3-year Compound Annual Growth Rate (CAGR) of over 10% in sales volume• Segment Leadership and Market Penetration: established segment leadership by achieving a significant 30% Share of Market (SOM) in the strong beer segment, surpassing the main competitor "Baltika 9." Show less • Financial Management and Budget Reporting: managed brand budgets, reporting on a monthly basis and ensuring effective expenditure control of 250 000 USD• POS Material Development and Trade Promotions: developed and adapted Point-of-Sale (POS) materials and executed trade promotions targeting TT/HoReCa channels• Sales Enhancement Strategies: implemented sales incentives, driving a remarkable increase of over 100% in sales within the designated period• Strategic Outlet Branding: spearheaded branding initiatives for various outlets including Dacha, Chukotka, and Barviha, enhancing brand visibility and recognition. Show less

  • Brand supervisor (Efes Pilsener, Amsterdam Navigator)

    Oct 2014 - Sept 2016

  • Marketing Specialist

    Oct 2012 - Sept 2014
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  RG Brands

  Nov 2016 - May 2021

  • Led the strategic relaunch of PIALA ICE TEA: guided the relaunch of PIALA ICE TEA, integrating sales forecast, P&L analysis, marketing strategy, new brand positioning, budget management, and financial reporting.• Innovative Brand Repositioning: transformed the brand to target students with "B" Vitamins for improved mental performance, effectively managing the marketing budget.• Successfully launched a new tea flavor, propelling it to #2 in brand sales.• Strategic Trade Marketing and Demand Planning: developed targeted trade marketing campaigns and implemented demand forecasting strategies for optimized production and budget management. Show less 2019-07 - 2021-05 Senior Brand ManagerRG Brands • Strategic Energy Drink Launch: spearheaded the launch of the energy drink in an innovative pack through third-party production in Moscow, Russia. Led the group of 8 people, including RnD personnel, finance professionals, facility technicians, and a legal expert, in the successful launch of the energy drink through a co-packing agreement.• Cross-Functional Collaboration and Leadership: worked closely with cross-functional teams including sales, trade marketing, finance, demand forecasting, RnD, and legal to ensure a seamless product launch. Coordinated efforts to align marketing strategies with sales and trade marketing initiatives, maximizing product visibility and consumer engagement.• Co-Packer Selection and Financial Viability: Conducted a thorough search for co-packers and evaluated project financial feasibility through detailed P&L analysis.• Pioneering Thermo Can Technology: Introduced the first thermo can in Kazakhstan for energy drinks, featuring a warm/cold indicator.• Cost-Efficient Video Production: - Optimized project costs by producing a promotional video using only bank image/video stock footage, managing the entire production process from briefing to airing.• Integrated Digital Promotion and Strategic PR Collaboration: Successfully promoted the brand through integrated marketing communications, emphasizing digital channels such as OLV, SMM promotion. Additionally, orchestrated impactful PR initiatives through collaboration with local Instagram Key Opinion Leaders (KOLs) for the energy drink launch. Show less 2016-11 - 2020-10 Brand ManagerRG Brands • Branding: successfully differentiated the Gracio brand by repositioning it as a premium juice with antioxidants, specifically targeting women.• 360 Degrees Marketing Campaign: launched a comprehensive marketing campaign, encompassing new packaging development, OLV, PR, SMM, and trade marketing support to bolster the brand's presence• Strategic Marketing Investments: revised brand marketing investments, heavily promoting the new Points of Difference (POD) through integrated marketing communications, resulting in a reduction of total marketing investments from 24% to 21% of Net Revenue (NR)• Digital Campaign Management: implemented effective control and optimization of digital communication campaigns on Google ads, Facebook, and Mail.ru admin account to enhance brand visibility and engagement• TV and Online Video Production: oversaw the creation of TV and online video (OLV) content, managing the entire production process from briefing to airing• Effective Trade Marketing Support: allocated and managed trade marketing support investments, ensuring initiative effectiveness and achievement of breakeven points• Brand Loyalty Enhancement: successfully increased brand loyalty, raising the loyal customer base from 16% to 23% through strategic initiatives• Market Positioning Achievement: achieved a significant market shift from 2nd to 1st place in the premium segment, reflecting effective sales plan execution and increased profitability• Sales Plan Execution and Profitability Growth: executed the sales plan exceptionally, surpassing targets with a 151% increase in liters sold and a 140% increase in Net Revenue (NR). Furthermore, contributed to profitability growth with a 12.5% increase in EBITDA in 2020 compared to 2019 and realized 186% of the income plan. Show less

  • Senior Brand Manager "Piala Ice tea"

    Jul 2020 - May 2021

  • Senior brand manager "Yeti" energy drink

    Oct 2019 - May 2021

  • Gracio Brand Manager (Juices, nectars and soft drinks (JNSD)

    Nov 2016 - Oct 2020
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  Americano Group

  May 2021 - Aug 2021

  Senior Brand Manager

  2021-05 - 2021-08 Senior Brand ManagerAmericano Group • Product Management and Communication Strategy: strategically oversaw product management and executed communication strategies for KFC, successfully enhancing brand awareness and engagement• New Product Launch "Spicy Mix" Basket: led the successful launch of the "Spicy Mix" basket with extensive 360-degree marketing support, encompassing TV, POS, OLV, and SMM• Creative Content Development and Production: directed the TV and online video (OLV) shooting for "Spicy Mix" basket and "Drive-in" sales channel, collaborating closely with agencies and ensuring a seamless production process• Rebranding and Grand Opening Support: implemented restaurant re-branding aligned with new brand guidelines, including the development of new POS materials and providing comprehensive support for restaurant grand openings• Social Media Management and Collaborations: effectively managed and led the KFC brand's presence on Instagram (IG) and VKontakte (VK)• Collaborative Marketing Initiatives: successfully executed collaborative sales promo activations with third-party delivery services such as Glovo, Wolt, Yandex Food, Chocofood, amplifying brand reach and customer engagement. Show less

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  EvoShave

  Dec 2021 - now

  Marketing Manager

  2021-12 - 2022-06 Marketing ManagerEVOSHAVE • EVOSHAVE – series 2 launch support: customer segmentation, competitive analysis, brand positioning, tagline, online video (OLV) shooting, POS, SMM, PR, trade and POS development• Brand equity building: Point of Difference (POD) and Points of Parity (POP) elaboration based on TA revealed insights • Animated web banners shooting and OLV revision (old version/new version): agency brief, pre-PPM/ PPM, postproduction and airing. OLV adaptation: English, Russian versions• Brand promotion through integrated marketing communications with main focus on digital: OLV (for CIS/ for US&UK), KOL, Tik Tok (videos 1+ million views) and Instagram launch• Website SEO Show less

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  Freelance (Self employed)

  Jul 2022 - now

  Freelance Brand Marketing Consultant | Senior Brand Manager (Project-based)

  Consulted start-ups and SMEs on brand strategy, go-to-market planning, and digital communication in Kazakhstan and CIS markets.🧪 Rogers Pharma (OTC brand marketing): • Developed and executed annual strategy for OTC portfolio, including media, promo, pricing, and key customer programs. • Conducted competitor benchmarking and built communication toolkits tailored to pharmacy networks. • Trained sales teams and led launch post-analysis.💧 ZAM ZAM MIX (bottled water brand relaunch): • Led full-scale brand relaunch: created packaging, brand story, and positioning. • Secured listings in key retail chains and built distributor activation plan. • Relaunch success significantly increased visibility and market value, contributing to the acquisition of the production facility.➡️ Focused on projects with measurable business impact and strategic value creation. Show less