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Clarity

Olga Chetverikova

London, UK

Global Digital Marketing and Business Executive with proven leadership experience of Dow Jones listed and privately owned FMCG companies across developed and emerging markets. Experienced Executive Committees member with P&L & Capital Investment responsibility. Expert in leading brands and teams to scale through consumer-centric approach that delivers in-market results, ROI and long-term sustainable value.

$2.00/min

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Content Creation Advertising Marketing Strategy Leadership Branding Conversion Rate Optimization (CRO) Team Building Business Strategy Organizational Design Organizational Change

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Building World Class Brands

- Created, built and turned around more than 15 brands for Procter&Gamble and Mars Inc across multiple geographies.
- Led growth of Whiskas brand from $25M to $300M over 10 years through translation of relevant consumer behaviours into innovative new products, award winning brand campaigns and strong equity.
- Drove turnaround from 12% decline to 7% growth within six months through revitalizing two legacy brands in Europe, repositioning Perfect Fit from product development to consumer communication, ensuring factory capacity is maximized while scaling, and designing margin structure

Fit for Purpose Marketing Team

- Leveraged people-centric approach to create growth, value share, and sustainable financial performance at local and global levels through recruiting, retaining and developing cross-functional teams of 150+ and coaching top talent to become Board members across Russia, CIS, and Europe. for Mars Inc and Procter & Gamble.
- Improved headcount and cost efficiencies by 20% at Mars Pet Care Europe over 24 months through changing organizational design to be horizontal, course correcting the execution of Marketing and E:Commerce functions, and aligning to the Board’s principles.
- Generated future demand and competitive advantage in digital era through crafting global conceptual plan and Digital Capability Framework, auditing digital capabilities required by sales and marketing, and setting up implementation plan with ‘test and learn’ for priority markets at Mars Inc.

Advertising Campaigns That Cut Through

- Led creation and deployment of brand campaigns across multiple geographies and designed digital capabilities framework for $10 bln global business, including metrics KPIs and learning plan.
- Know, understand and can help you to deploy the laws of advertising to build brands that noticed, remembered and understood.
- Developed Brand Communication Frameworks for billion dollar brands globally.
- Will help you to craft Creative Brief and evaluate Creative Agency work.

Data Driven Growth Strategy and Execution

Enabled turnaround of Pet Care business in Europe over two years through playing key role on Board to lead change from decline to growth, inspiring 10 divisions of 10K staff around one vision. Drove share from 12% decline to 7% growth through revitalizing two legacy brands, repositioning one brand and ensuring factory capacity is maximized while scaling, and designing margin structure. Grew market share by 2.3% in Germany, UK, France, Austria, Italy through designing strategy to focus on scale and developing innovation model to accelerate time to market from three years to nine months.
Built business from $300M to $1B in Russia within five years and held market value share at 60% through diagnosing, analysing and defining marketing strategy and leading execution. Improved margins to double digits and increased earnings from 19% to 27% over four years in highly volatile market. Grew Whiskas brand from $25M to $300M over 10 years to become the #1 Whiskas brand for MARS Pet Care in the world.

Optimized Marketing Spend

• Delivered $84M savings for Marketing department of Mars Pet Care ($10bln dollar revenue business) over two years through co-creating Transformational Roadmap, prioritizing cost centers and “sprints” across 10 countries, selecting MarTech tools to improve efficiencies, and adjusting media-buying KPIs into a digital focus.

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Member since January 2023