Mariia Smeian

Lead category growth strategy through consumer, shopper and market analysis. Identified unmet consumer and shopper needs and translated complex category data into actionable insights and commercial recommendations. Influence senior stakeholders through actionable consumer, shopper and market insights, supporting assortment, distribution and category growth decisions. Partner with Sales, Marketing, Finance and RGM on data-driven decision-making and strategic business planning. Drive omnichannel category ini

Designed and executed consumer and shopper research programs, including foundational omnichannel shopper journey studies, to inform category and commercial decisions. Translated consumer, shopper and market trends into category growth strategies. Identified business risks, whitespace opportunities, innovation opportunities and growth areas through market analysis and consumer shopper research. Developed pricing and promotion strategies and shopper-based execution standards. Interim leader of four Retail C

Led insight-driven category growth strategies leveraging consumer, shopper, customer and market understanding. Developed data-driven activation strategies based on consumer, shopper and market insights. dCom media campaign design for Kids ColdFlu segment expansion with Mass Market retailers. Lead CatMan agenda with key customers. Channel team management (3 Trade Marketing Managers and 2 Category Managers).

Develop track Initiative plan (12-18m horizon) based on brands countries priorities targets Generate promo guidance (6m horizon) by brand, size, segment, channel, depth of discount, Frequency. Develop implement Revenue Management programs (GM% NS growth behind Mix Pricing). Create Channel/Customer Store Standards by category. Lead of international team of trade marketing professionals (RU - 5, UA - 1, KAZ - 1, ISR - 1).

Channel Development: Go To Market by Channel, Distribution opportunities and developing plans, Execution standards and tracking set-up. Sales engineering. Sales Tools and Analytics: Performance analytics (Nielsen, Customer Sell-out, CRM insights from Customers, Category, Channel and Shopper insights etc.), Sales technology tools, Forecast accuracy. Investment: SFE management, Trade returns framework management, G2N optimization. Category Management: Category strategy development, as well as execution gu

Merchandising strategy and qualitative distribution development in Russia; 1Y Activities Plan preparation (Modern Trade part) and KA specific plan creation with KAMs; Category management and plannograming project management; Merchandising Standarts development; Training development for sales team; Merchandising evaluation system development and implementation; Management of merchandisers and consultants team; Budgeting.

Category strategy development and implementation in Russia, Ukraine and CA; Marketing activities implementation (TV advertising, national promotion campaigns, POSM materials development, Press) in Russia, Ukraine and CA; New products launch across CIS; Market data and competitors activity analysis; AC Research projects management (product launch potential, link tests etc); Global guidelines and strategies usage and implementation; TV Copies production management, TVC addaptation.

Trade programs development and implementation; Trade Conference organization for DSFs; Incentive trips organization; National Trade Promotion organization; Seasonal products support program elaboration and implementation; Merchandizing standarts and merchandizers appraisal plan elaboration; Team work with brand-managers on in-store program preparation; POSM production based on sales team requirement and materials distribution; Sales analysis.

Trade promotions organization for all trade channels; Trade events organization (National Trade conference, Regional mini-conferences for retail outlets); New and special promo products production support; POSM production, distribution and transportation; Control of department budget application; Department documents flow.