Marina Zinakova

Established a new brand architecture, messaging, tone of voice, visual identity in collaboration with the Creative team. Owned marketing and promotion calendar, localized global campaigns for DACH, the USA, the UK, France, Russia, Spain, Asia (YouTube, Paid Social, Display, CRM). Accelerated the revenue of assigned Hero Product by 12 times via improving the conversion funnel, website messaging, and pricing. Launched a new Business English Marathon performing 4 times better vs. the existing benchmark.

Consulted international brand teams with a focus on the Middle East and South-East Asia Converted market data and customer insights into acquisition strategies and actionable recommendations on messaging and advertising assets. Advised on TV and YouTube assets improvement via exploring main drivers of brand recall, relevance, engagement, and emotional response across 20+ markets. Shaped a new research tool to test and benchmark performance of OOH advertising.

Head of Brands, Nivea Men and Nivea Hair, company’s key profit drivers in Russia, Ukraine and CIS Business Unit. Recommended, aligned with Hamburg and Dubai Headquarters, and conducted 4 annual marketing plans, including campaigns, new product launches, financial planning, forecasting and budget allocation. Guided Ukraine, Belarus, Kazakhstan & CIS teams to achieve communication synergy and assortment efficiency. Managed a team of 4 direct reporters.

Dobry, №1 juice in Russia, №2 brand in the Coca Cola portfolio in Russia. Owned the strategy, business planning, marketing campaigns, and innovation pipeline; facilitated cross-functional alignment within three Coca-Cola organizations. Created new brand positioning, assets, and packaging design. Accelerated net sales growth +60% above the target thanks to the brand relaunch of 2012 and marketing campaigns boosting purchase frequency, loyalty, the first choice, and taste perception.

Responsible for brands Danacor, Danone in Danone Russia.

Responsible for brands Danonino (Rastishka) and Danio in Danone Russia.

Responsible for the brand Danio in Danone Russia.