10
years in brand management
Brand manager with 10 years in FMCG and B2B brand management. I launch and run brands in categories where the market is already divided up: coffee, drinking water, HoReCa equipment. I take a product all the way, from negotiating with a factory in China and certification to the shelf at Azbuka Vkusa. Four private labels over my career. I calculate category P&L, build price ladders, and work with Nielsen and customs statistics. Fluent English with a degree in English philology, so I negotiate with suppliers myself. I like tasks that involve travelling, seeing production with my own eyes and making deals.
Work experience
Apr 2025 – Oct 2026
1 yr 7 mo
Equip Group
Brand Manager, HoReCa equipment
- Portfolio of imported brands, 2025 turnover ₽125M. Range, pricing, partner terms, P&L.
- Launched the TAOLIN brand: found the factory in China myself, visited production, put together the positioning and brand book, and took it through to the first shipments.
- Dead stock cut from ₽13M to ₽5M in a year: bundles, retro bonuses, consignment.
- Product training for about 40 partner sales staff across Russia. Managed a marketer.
Apr 2022 – Feb 2025
2 yrs 11 mo
Torgovy Dizain
Brand Manager, HoReCa equipment
- Moved the category from economy to upper mid-range: three price tiers instead of one. Revenue from ₽10M to ₽70M, margin from 17% to 28% in 2.5 years.
- EKSI private label (China), from choosing a factory to the shelf in 7 months, certification included.
- Managed a designer and a product manager, plus two contracted agencies.
Jan 2020 – Mar 2022
2 yrs 3 mo
SVAM Group
Brand Manager, Drinking water
- Held Harrogate's 2% share (about ₽240M by Nielsen) while three competitors entered, with no budget increase.
- Took Gletcher Water from scratch to national listings: positioning, brand book, briefing the team, coordination with production. Got the products onto the shelves of X5, METRO and Azbuka Vkusa.
- Combined Nielsen and customs statistics into a single system for range and pricing decisions.
Nov 2018 – Dec 2019
1 yr 2 mo
Gorizia Company
Brand Manager, Coffee
- Four brands, turnover about ₽80M, sales up 30% in a year: strategy, price positioning, promotions in three channels.
- Built the online channel from scratch (budget ₽300K/month, product listings and performance marketing): margin from 12% to 27% in 8 months.
- Started buying directly from suppliers in Russia, Europe and the US; before that, purchasing went through intermediaries.
Oct 2016 – Nov 2018
2 yrs 2 mo
Torgovy Dizain
Brand Manager, HoReCa equipment
- Brought the Portuguese brand Fiamma to the Russian market: localization, certification, listings with three distributors. Category revenue from ₽10M to ₽60M in two years.
- Range grew from 4 to 15 SKUs; new products made up 35% of the brand's turnover in the first year.
May 2015 – Aug 2016
1 yr 4 mo
Daksa BTL
Project Manager
- Projects up to ₽6M, 50+ promotions and POS projects for FMCG.
- Clients grew from 4 to 7, agency revenue +25%.
Nov 2012 – Mar 2015
2 yrs 5 mo
Art-Poligrafiya
Sales Manager
- POS materials and seasonal campaigns for Alfa-Bank, GrillBar and Andersen.
- Consistently exceeded the sales plan.
Aug 2009 – Oct 2012
3 yrs 3 mo
ASK Group
Project Manager · Almaty
- Turnkey events, from the budget estimate to the venue. Budgets from ₽3M to ₽10M.
- Contractors, speakers, production crew.
Skills
New brand & private label launch
Importing from China
Category P&L
Pricing
Marketing strategy
Trade marketing
Product development
Budgeting
Project management
Nielsen & analytics
Languages
English
C2, degree in English philology
Education
2009
Uzbekistan State University of World Languages
English Philology · Philologist in English
2021
MAED, NIMA Netherlands
Marketing Practitioner · Media Planning & Digital
References
Sergey Usachev
CEO
Torgovy Dizain
Vasily Mishchenko
Marketing Director
SVAM Group
Yulia Kukarina
CEO
Gorizia Company
Kirill Markin
Head of Trade Marketing
Equip.me