Nikolay Gerantidi

Developed, implemented and led projects in strategy, marketing, took leading role in business development and negotiations for IT, Digital, Big Data and AI companies. Conducted market research, developed competitive landscape, pricing policy and product roadmap recommendations for a Big Data & AI analytics company. Developed and launched a customer behavior analytics project based on open data sources AI analytics for a top men fashion retailer, leading to marketing budget optimization up to 40%.

Full-time International MBA, Start-ups and innovation • Led an international team of 4 in the agile exploration of product-market fit and business model canvas development for an online C2C marketplace platform for local guidance and cultural exchange @ WYRA|TELEFONICA INCUBATOR. • Co-founded fin-tech start-up (Car insurance), led working hypothesis development and testing, product-market fit and marketing • Consulting case competition finalist, IE Scholarship holder, IE Global Ambassador

Developed digital and off-line advertisement strategies and campaigns, participated in RFP bids, acted actively to attract new clients. • Created a unique measurable differentiation point for a new agency and took a leading role to bring onboard telecom client with over 100 000 USD billing. • Developed and pitched concept to a new premium alcohol player, leading to winning the contract (15 000 USD original billing).

Brought on as Brand Manager to drive the re-launch and turn-around of a product suffering from loss of market share. Subsequently promoted to Group Brand Manager. Managed marketing budget of over $1.3 MIL and a team of 3 direct reports. Gathered and analyzed data to identify performance gaps and define un-tapped business 
opportunities.

Doubled company's turnover by developing winning digital transformation proposals that led to a contract with major clients. Took leading role in developing and implementing 9 digital marketing strategies for a CPG client (over $ 150 K budget). Secured 1,5 mln. users activation & interaction by developing digital strategies combining Web, SMM touchpoints and clients CRM systems for a digital launch of a CPG brand. Assumed a lead role in strategy pitch meetings and helped close major accounts ($350 K).

Charged with increasing the adoption of the bank’s loan products in an environment that was traditionally wary of such financial mechanisms. • Liaised with internal stakeholders and departments (product development, legal, advertising) to ensure alignment with the promotion strategy and managed partner vendors executing the promotions. • Managed 6 marketing campaigns and coordinated the shooting of 6 television commercials resulting in an increased growth rate of loan requests.

Managed a portfolio that included Nesquick, KitKat, Nuts, and Lion. Activities included development and ownership of strategy and brand plans; management of partner relationships; analysis of data to define strategy and approach; management of consumer communication (ATL, BTL); and new product and launch training. Initially responsible for Kazakhstan, but was quickly entrusted with Kyrgyzstan after demonstrating marketing acumen and an in-depth regional knowledge.

Chosen to expand Pernod Ricard’s local presence by establishing key commercial functions (marketing, logistics and operations, distribution, and partner management). Verified market opportunity, developed territory growth plans, defined processes for the new functions, hired and led a team of brand managers, and aligned the local approach to Pernod Ricard’s global strategy.

Initially hired as a Research Assistant and promoted to Brand Manager within 3 months. Responsible for increased market penetration across all territories. Oversaw the development and execution of the brand plans, brand sales forecasting, and budgets.

Artificial intelligence and machine learning, Digital Marketing, Entrepreneural Venturing, Innovation in a Digital World, Managing Big Data Analytics, Start-up Lab