Digital Marketing Expert
2022 - PRESENTVine Dining (via Toptal)- Created and implemented marketing strategy, including email and social media marketing.
- Assisted with developing and launching the product.
- Helped set up a marketing and sales automation system.
Product Owner
2022 - 2023Refound (via Toptal)- Contributed to 360-degree people evaluation based on research and big data.
- Developed a go-to-market strategy for new products.
- Contributed to a new product definition and relaunch. Conducted leadership training and B2B and B2C evaluations.
Product Manager in eCommerce
2022 - 2023Toptal Clients- Helped B2B and B2C jewelry eCommerce build platforms and dashboards from scratch. Managed up to eight international development and design teams and delivered the design, front end, back end, and integration.
- Collaborated with an eCommerce company in Latin America, creating a marketplace from scratch.
- Assisted in digital strategy and UI/UX experience for eCommerce projects.
Innovation Product Manager
2021 - 2022X5 Retail Group- Introduced new ways of collecting customer feedback. Increased performance on key metrics, including the number of users, conversion rate to feedback, NPS, and customer satisfaction scores.
- Built a research platform based on mobile applications and big data.
- Won a tech competition in 2022 among 364 teams by introducing new features to a mobile app.
NPD Manager
2019 - 2021Dodo Brands- Launched a new research system—as a mobile application—based on big data in 2020. Contributed to marketing, pricing, taste, and NPS.
- Improved performance on all the key metrics, including retention, LFL, NPS, and delivery time.
- Won an innovation competition with the research system created.
Brand Manager (New Product Development)
2018 - 2019Mars- Relaunched the entire Korkunov brand in 2018, including products and packaging. Oversaw communications, storytelling, and content for the brand.
- Researched and launched four new products in 2018: Dove Tablets, M&M Tablets, Korkunov Pralines, and Snickers Crispy. Created the marketing strategy and tactics.
- Increased awareness of the Korkunov brand by 6% in one year.
Brand Management (New Product Development)
2015 - 2018PepsiCo- Managed brands and landed six innovations in Europe and Sub-Saharan Africa (ESSA). Responsible for strategy, marketing, communications, storytelling, and content for the brand.
- Conducted negotiations and established ways of working with Unilever on a joint venture for the Lipton brand to land projects in Russia. The first Lipton flavor launched in Russia in Q1 2017, and two launched in Q4 2017.
- Won the Idea Challenge, an innovation competition inside PepsiCo.
- Received a Bravo award in 2016 for creating timeline efficiencies for ESSA projects.
Head of International Business Development
2014 - 2015GreenMe AG- Drove business growth and development for the product, closing a €2 million gap in the 2016 budget and ensuring positive net revenue.
- Achieved the Product of the Year 2016 innovation award for Laimon Fresh in Spain.
- Increased sales in existing markets from 2015 to 2016 by 40% in Spain and 5% in the United Kingdom. Also, negotiated price increases with 80% of the clients.
Head of Brand Management
2012 - 2014MBG Wine Group- Doubled revenue for the Spanish profile from 2013 to 2014 by adding new brands and increasing awareness through successful marketing campaigns.
- Increased Freixenet brand awareness by 23% from 2013 to 2014.
- Created the communication strategy for the Freixenet brand, repositioning it to a party brand and driving marketing through digital channels.
Brand Manager
2008 - 2012Alianta Group- Secured a two million euro budget from the EU government to support the development of EU wine brands, designed the marketing plan within this budget, and realized it.
- Launched several wine brands in the Russian market, including Zonin and Mateus.
- Won a prize from Yellow Tail for my contribution to brand development and sales.
Product Manager in Tbilisi, Georgia, Georgia
Member since January 28, 2022
Anna is an innovative, award-winning product manager with 13 years of experience in the food and beverage sector, including PepsiCo and Mars. After starting her career in brand management, she shifted to product management for FMCG; food production; hotels, restaurants, and catering; delivery; and retail. Anna has an MBA in international economics and a professional brand and product management education. She achieves big goals, negotiates well, learns fast, and speaks four languages.
Anna is now available for hire
Project Highlights
- Developed a groundbreaking research management platform and mobile app for an international chain of 1,000 QSRs and the largest retail group in Russia with 18,000 stores and ten million users.
Expertise
- Brand Development
- IT Project Management
- Launch Strategy
- Market Research
- Product Marketing
- Product Owner
- Project Timelines
- Research & Investigation
Education
- Moscow International Higher Business School MIRBIS
- National Research University Higher School of Economics
- Russian Foreign Trade Academy (VAVT)
Select Certifications
- Udemy
Employment
Project History
- Research Platform in a Delivery AppDeveloped a groundbreaking research management platform and mobile app for an international chain of 1,000 QSRs and the largest retail group in Russia with 18,000 stores and ten million users.
I wrote an article about it:
https://www.toptal.com/product-managers/ecommerce/customer-research-tool
Retail, restaurant, catering, and food delivery companies usually measure and research taste on a simple 5-point or similar scale. The problem is that this doesn't tell them exactly what they should improve or keep the same in the taste or which factors influence the taste.
Comments don't help either because a small percentage of customers leave comments—usually when they are disappointed. The businesses don't know if those few comments represent the taste or the food quality in general.
I built classic food sensory research into a mobile app and collected 600,000 questionnaires in 2020. We used this data to build a taste management platform for a chain of 1,000 quick-service restaurants (QSRs).
Then I developed a new online research system for the app to research pricing, NPS, and marketing. This allowed us to work with customer feedback in a deep, effective, and inexpensive way.
I won innovation competitions with this food delivery system and mobile application in two companies:
• Dodo Pizza, a chain of 1,000 QSRs.
• The largest retail group in Russia, with 18,000 stores and ten million users.
Education
- Course in Startup and Product Launch2022 - 2022Y Combinator - Online
- QA and Software Bootcamp in QA and Software Testing2022 - 2022Udemy - Online
- UX and Web Design: Strategy, Design, Development Course in UX and Web Design: Strategy, Design, Development2022 - 2022Udemy - Online
- Professional Education (JavaScript, OOP, Asynchronous JavaScript, TypeScript) in JavaScript2021 - 2022Udemy - United States
- Master's Degree in Business Administration (MBA)2015 - 2017Moscow International Higher Business School MIRBIS - Moscow, Russia
- Certification in Brand Management and Product Management2012 - 2013National Research University Higher School of Economics - Moscow, Russia
- Master's Degree in International Economics2003 - 2008Russian Foreign Trade Academy (VAVT) - Moscow, Russia
Certifications
- The Complete Digital Marketing Guide - 22 Courses in 1NOVEMBER 2022 - PRESENTUdemy
- How To Write User Stories That Deliver Real Business ValueJULY 2022 - PRESENTUdemy
