Anna Oronova

Experience

• 

  Uralsib

  Jul 2010 - Nov 2011

  • Benchmarking of the best international practices• Selecting and implementing «BankSkope» database• Conducting the research of Russian co-branding credit cards market• Creating a new format of information delivery about main competitors'strategies for middle management. • Updating the database with the main competitors' financial performance• Carrying out a thorough analysis covering the main competitors' brands• Media monitoring.

  • Junior Specialist

    Nov 2010 - Nov 2011

  • Interim

    Jul 2010 - Nov 2010
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  First Frame Productions

  Jun 2013 - Aug 2013

  Marketing consultant

  • Market analysis (environmental, competitive analysis)• Company’s audit• Conduction of qualitative research (interviews with market experts and customers from target audience)• Development of marketing strategy for the company.

• 

  L'Oréal

  Jul 2014 - Mar 2017

  • Collect and analyze consumer and market insights and competition strategies to make recommendations to management;<br>• Implement new launches, maintain growth in pillar products and animate core catalogue;<br>• Develop & implement consumer centric marketing mix strategies;<br>• Competitors’ product price, promo & format tracking;<br>• Market and internal data tracking to identify gaps/growth opportunities;<br>• P&L planning;<br>• Collaborate with partner agencies to build broader business strategy;<br>• Mentor junior team members on L’Oreal organization.<br><br>Key results:<br>• La Roche-Posay worldwide best case of bridging online & offline consumer Brand experience: +30% sales growth;<br>• Product launch resulting in +50% sales growth within the category;<br>• IMC resulted in outperformance of main competitor (in the leading category);<br>• La Roche-Posay worldwide best practice of 360 social project execution; <br>• +40% new participant in DB after recruitment campaign implementation.<br> Show less Digital: Driving Brand performance with focus on Brand awareness and conversion to online purchase:• Development and supervision of execution of multichannel digital strategy including media campaigns, social media & online influencers, search engine advertising, etc.;• Driving online purchases via own e-commerce: promo planning, execution of focus activations;• Implementing CRM platform for Brand including strategy for DB growth, generating quality leads, user segmentations, communication plan.Trade Marketing: Ensuring Brand visibility in POS:• Ideation of POSM for main launches and Brand activations;• Leading of merchandising activities.Brand Marketing • Analysis of new Brand launch potential;• Supporting brand team in operation processes incl. adaptation of communication materials.Key results:• La Roche-Posay worldwide digital campaign best practice – Russia №1 in Engagement Rate;• #2 vs #3 on dermocosmetic market by brand mentions;• Increase turnover from mailing channel more than 120%;• x2 subscribers in social networks;• Instagram launch (10k subscribers in first 5 months);• New formats of POSM launch. Show less

  • Junior Brand Manager, La Roche-Posay

    Sept 2015 - Mar 2017

  • Management Trainee Program. Trainee in Marketing Department, La Roche-Posay

    Dec 2014 - Sept 2015

  • Management Trainee Program. Trainee in Commercial Department, La Roche-Posay

    Jul 2014 - Dec 2014
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  Kraft Heinz

  Mar 2017 - Jul 2019

  • Identify, recommend and implement key actions to deliver objectives (brand health, market share, profitability);• Closely monitor all Category performance KPIs, understand indepth drivers;• Drive execution of key Category activities (including innovations);• Ensure Category plans are properly executed to reach the annual targets;• Track Category P&L - in-depth understanding of Category profitability performance and its key drivers;• Develop and manage Category strategy execution;• Budget and cost management. Show less • Manage the category for P&L delivery with a monthly, quarterly and annual horizon;• Relaunch plan development and implementation (2 brands - Heinz and local economy brand) to drive brand health and category growth;• Product portfolio optimization in accordance with the long-term strategy;• New brand positioning delivery via new pack design, digital campaigns, mobile app renewal and in-store activations;• Innovation pipeline development in cooperation with R&D and its execution with cross-functional team (sales, factory, procurement, CAPEX, etc.);• Close collaboration with Insight team to identify new market trends and better understanding of consumer needs;• Price/promo policy recommendation based on competitors’ product price, promo & format tracking.Key results:• +7% in Net Sales Value in Baby Puree (FY 2018);• +1.4 ppt. in Heinz Wet value share (FY 2018);• Organic Fruit Glass sub-range launch Show less

  • Infant Food Category Marketing Manager

    Jun 2019 - Jul 2019

  • Brand Manager

    Mar 2017 - Jun 2019
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  Kimberly-Clark

  Jul 2019 - now

  Senior Brand Manager

  Manage team of 2 Brand managers• Develop Category 5-years Strategic Plan;• Lead the development of the Annual Brand Plans;• Lead and manage execution of innovation master plan for product and packaging• Defines the Brand Jobs to Be Done that reflect the desired changes in consumerbehavior required to be achieved in short- and long-perspective;• Talent development agendaKey results:• x2 market share during 3,5 years (+2 position move on the market)• full portfolio renovation during 1 year• strategic 3-years innovation plan development brought incremental market share Show less