Mira

Product Marketing Manager

smarTrike

Led product marketing strategies for the smarTrike brand worldwide (Australia, UK, EU, US).
• Analysis of the market, trends, competitive landscape, and consumer needs.
• Establishment and execution of product marketing strategies across international markets: brand
positioning, content creation, innovative campaigns, budget planning, agency coordination. 
• Development and execution of global community & influencer strategies and affiliate programs.

Marketing Manager

L'Oréal

Led marketing strategies for two categories of L'Oreal Paris: hair care & hair color and 5 brands (Elvive, Casting Creme Gloss, Excellence, Preference, Magic Retouch)

Responsibilities:
• Led the development and execution of go-to-market and product marketing strategies;
• Developed and executed brands strategies, consumer engagement tactics and social commerce mechanics incl. all offline & online touchpoints; 
• Led media, e-commerce & influencer activations for the 5 brands;
• Guided influencer, e-PR campaigns & events, incl. positioning and messaging development;
• Operated the content production for paid media, e-commerce, and social networks;
• Managed collaboration with commercial and trade marketing teams to increase brand visibility & sales in e-commerce;
• Led cross-category & partner’s co-projects;  
• Activated AR product try-on technologies online & offline; 
• Created and managed a national expert’s community. 

Results:
• Made L’Oreal Paris №1 brand in the Russian Beauty Market: increased e-com market share growth from 30% to more than 50% of the Russian hair color market; 
• 2% market share with the new Excellence Nudes Franchise in 3 months;
• 1% market share in 2 months of sales with the new Elvive franchise;
• Sold-out in 2,5 weeks for the new Elvive Wonder Water product (the most desirable TikTok product);
• Made Elvive Extraordinary Oil №1 product on the main e-commerce platform; 
• Sell-out growth in e-com by 107% (evo) in 3 weeks, reaching >5500 positive reviews from consumers; 
• Optimized media campaigns, reaching x10 CTR, x2 CPC efficiency, +59% in sell-out. 
• Built a strong loyal influencers community, becoming #1 by mentions and #1 by engagement YTD’22 in SOB;
• Reached 53 M OTS with the new Elvive franchise in collab with influencers; 
• Launched an educational landing page, which resulted in 1.3M reached users, >250k engaged users (4 pages, 3 min); +16% Ad Recall, + 7% Purchase Intent.

Product Marketing Manager (Social & Digital)

NTS Gradient

No1 CPG company in the market.
Led the launch of a new brand of dietary supplements (Urban Formula) on the Russian market. 

Responsibilities:
• Led and executed go-to-market strategy: identified market opportunities through customer research, built product messaging based on USPs and market insights, and came up with a creative and innovative storytelling approach;
• Performed market research, supervised competitive activity, and partnered with a cross-functional team;
• Developed marketing tools for successful product introductions, including but not limited to strategic framing, performing competitive analysis, and enabling sales to increase market share; 
• Developed and executed a social always-on strategy (communication, media planning, photo/video content production, events, special projects, effectiveness measurement);
• Led always-on non-paid partnership with a big pool of influencers, including special projects (shooting, events, creative seeding’s), ambassadors & community management;
• Created and managed the expert’s community, built the expert’s brand positioning. 
 
Results: 
• Reached P&L goals three months before forecast; 
• Executed a social commerce activation resulting in a 20% sell-out growth;
• Developed and launched an online program for individual vitamin intakes, reaching >5000 applications in a few months;
• Launched creative PR & influencers seedings with >70M free impressions (incl. production management of the kit);
• Organized a creative event with 150 opinion leaders (100% presence) and >15M reach on social media;
• Pioneership of shoppable livestreaming with influencers & experts.

Product Marketing & Communications Manager

ProBeauty Agency

Marketing agency specializing in beauty and healthcare fields.
Key clients: Clarins, L'Occitane, Hamleys etc. 

Led the development and implementation of partners’ marketing communications strategies, achievement of business KPIs, talent development, and team management.

Results:
• Managed the working processes of over 10 clients;
• Launched 6 new brands in the beauty and healthcare industries in 3 years;
• Increased the company’s profit by 270%;
• Educated and managed a team of 5 people;
• Formed a new department (FICHA Agency), specializing in Gen Z marketing;
• Implemented more than 50 projects with clients with high efficacy results.

Marketing Communications Manager

Kommersant

As an independent beauty editor, I wrote over 50 articles and interviewed some of the most inspiring people in the beauty industry.

Independent Journalist

Marketing manager with over 6 years of hands-on experience in the CPG, healthcare, and beauty industries (B2C&B2B). 

Throughout my career, I have experienced a variety of roles in marketing communications, digital, e-commerce, brand, and product marketing. These experiences have given me a comprehensive grasp of how to develop, launch, and promote market-leading products from scratch.

With vast expertise in a variety of industries, I have found my passion in FemTech. Making a tangible positive impact on women's lives is what truly drives me forward! 

I enjoy meeting new people and hearing new ideas! Please feel free to contact me on LinkedIn.

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