Ekaterina Rozanova

Experience

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  Cadbury Schweppes Bottling Group

  Jan 1995 - Sept 1999

  From Regional Sales Manager to Business Development Director to Group Brand Manager

  •Implemented new Route to Market that led to double sales volume and increase of GM by 30% within 2 years. • •Evolved Cadbury Tempo, Picnic from single products into portfolio business, introducing new product ranges, making out 5 years strategy, roadmap incl. innovation pipeline infused by global trends and insights.

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  Dirol Cadbury LLC

  Sept 1999 - Apr 2002

  Russia & CIS Trade Marketing Manager

  • Shifted 95% of all trade marketing materials to local vendors to achieve 50% cost saving. • •Introduced category management which drastically improved the Implementation of short and long term trade marketing campaigns.

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  JTI (Japan Tobacco International)

  Apr 2002 - Apr 2005

  Sales and Marketing Director

  •Premium brands successfully launched in Russia and won leading positions in the premium segment trough effective direct sales operations, integrated marketing strategy, recruitment of dedicated sales and marketing teams.

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  Loyalty Partners Vostok

  Apr 2005 - Jul 2010

  Chief Marketing Officer

  •I reported to CEO and headed up development of a new consumer innovative loyalty model for market leading partners (Beeline, BP, Perekrestok, 36.6, Formula kino etc.). •Inspired stakeholders with a new culture setting out the vision on how their business will innovate and grow. •Loyalty programm developed from the scratch was awarded with The Grand Prix of the Brand of the Year / EFFIE competition, the ultimate Brand award across all sector categories.· Well-designed database strategy delivered the richest database in Russia. 10,5 mln. HH with 70% of activity rate. Show less

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  KupiBonus.ru

  Jul 2010 - Feb 2012

  Chief Marketing Officer

  • Lead the development of collective coupons e-commerce solution, including brand architecture, portfolio strategy with $15 mlm. budget and team of 30 employees and achieved break even within 1year. •Optimized the route to market strategy; reshaped the legacy concept to outperform competitors and win leadership position on the market in the time of recession. •Pioneered product innovations from idea to commercial readiness through identifying opportunities, developing compelling business cases and proper stakeholders' management to double GM. Show less

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  Bp

  Feb 2012 - now

  •I was responsible for adaptation of global Brand Strategies for Russia and implementation of them in a rigorous way by means of selecting the most efficient integrated communication tools, incl. traditional media and Digital frameworks to drive marketing initiatives to meet its strategic business objectives. Financial responsibility: $83 mln. GM.•I elevated Castrol MAGNATEC brand potential through the new game changing growth strategy in a flat market.•Introduced the real time bidding in digital media buying that helped to categorize behavioral and intent‐based targeting, to automate the buying and selling of desktop display, video and mobile ads and reduced the cost by 20%.•Customer Loyalty program developed and implemented using advanced CRM technology: sell out increased by 40% in retail, by 15% in independent workshops vs Control Groups. •E‐commerce operations - www. shopcastrol‐original.ru - new route to market was set up, incl. design of a new business model, accelerating sales growth by 20% in Vol. within 1 year.•Anti‐Counterfeit Digital Solution developed and launched to protect Power Brands, each can now has a unique code, that consumers are able to validate through mobile application, on‐line or using SMS. Show less

  • Global Product Portfolio Manager

    Jul 2020 - now

  • Global Digital Transformation Manager

    Jul 2019 - Jul 2020

  • Global Castrol EDGE Brand Manager

    Sept 2016 - Jul 2019

  • Marketing Manager

    Feb 2012 - Sept 2016