Alexander Usachev

• Developed business strategies, including but not limited to series structure, strategic goals, and monthly priorities. • Led communication strategy across digital marketing, SMM, PR, merchandising, licensing, and partnerships. • Formulated and implemented growth strategy for new market expansion. • Directed marketing efforts for BUBBLE Studios' movie and TV show releases. • Defined BUBBLE brand positioning and created the Brand Bible for consistent brand identity. • Led a team of 8 direct reports.

• Developed a digital marketing strategy focused on brand building with an audience-first approach. • Enhanced cross-functional marketing efficiency, including e-commerce processes and strategy. • Led a digital marketing team of 13 direct reports across acquisition, SEO, CRM, analytics, and design. • Directed global digital transformation and product marketing management initiatives.

• Led a team of Product Marketing Managers across Auto, Real Estate, Jobs, and General Classifieds, with a focus on brand building. • Developed and executed C2C marketing and communication strategy. • Strategically planned for efficient marketing investments to maximize ROI. • Oversaw product deployment from a marketing perspective, ensuring alignment with market needs and brand strategy.

• Led the transition to a new global media agency, guiding the marketing team through the process. • Developed an 18-month strategic partnerships plan, including strategy direction, budgeting, 360 campaigns, sponsorships, production/logistics, in-store support, and retail placement. • Executed content strategy across TV (with supporting campaigns) and digital platforms (YouTube, AVOD, SVOD, TVOD). • Drove LEGO Masterbrand strategic positioning and integrated it within brand and retail strategies.

• Led the Marketing Engagement team, driving customer lifetime value (CLV) and brand engagement through a multi-touchpoint system including media, digital, content, PR, events, and partnerships. • Developed and executed a comprehensive communication strategy across TV and digital, including media agency management. • Managed strategic partnerships with major brands such as Disney, Warner Bros., Universal, and Cartoon Network. • Crafted content strategy to enhance brand presence and engagement.

• Developed and implemented marketing and communication strategy, including partnerships, content, PR, events, assortment, and pricing. • Responsible for driving 50% of total company net revenue and 70% of the total category. • Represented the company at local and international trade conferences. Brand Management: - LEGO City - LEGO Star Wars - LEGO Technic - LEGO Speed Champions - LEGO Minecraft - LEGO Movie - Very very secret 2016 themes

• Kleenex brand positioning, strategy, communication and launch plans incl. market modeling, (with global Brand Development team, international and local creative/media agencies). • Sub brand/segment leading/coordination projects on a national level (ATL/BTL/trade activation planning and implementation) • New products launch planning and execution • Market research and analysis (ACN) • Brand, Consumer & Trade Activation of Kleenex addressing customer/shopper and user needs on local level

Brand/product management TV category Sony BRAVIA: • Brand strategy management for Russian market (annual line-up launch, ATL/BTL planning and execution, budget, price management and control). • Share/Profitability/Net sales management (main KPIs) • Annual/quarterly/monthly sales planning (quantity and value). • BRAVIA assortment/price/technical features/design control for Russian market. • Advertisement materials design/distribution/layout management

• National marketing programs customization for multi beauty and health brands (Pantene, Head&Shoulders, Wella, Olay, Gillette, Oral B, Blend-a-Med, etc.) • Customization separately by largest retailers (Metro, Real, Auchan, etc.) • ATL/BTL programs, Solution Centers (including concept, designs, displays, POSMs, navigation, etc.) creation/placement by customers • Annual masterplan management • Financial/efficiency analysis • Shoppers’ market research