Hi, I’m
Adlet Matakov
Marketer
Almaty
Summary
Strategic Marketing Leader with a decade of experience in brand management, new product development, and marketing campaigns. Proven ability in driving brand equity, developing innovative marketing strategies, and executing 360-degree marketing support for new product launches. Strong financial acumen and adept at achieving exceptional results in highly competitive markets.
Overview
10
years of professional experience
3
Certifications
Work History
EVOSHAVE
Marketing Manager
12.2021 - 06.2022
Job overview
- Strategic Brand Management: led brand management for EVOSHAVE, overseeing product management, communication strategy execution, and budget reporting, resulting in strengthened brand equity and market presence
- Product Launch Excellence: orchestrated the successful launch of EVOSHAVE series 2 in Kazakhstan, implementing a robust 360-degree marketing support encompassing TV, POS, online video (OLV), and social media marketing (SMM)
- Creative Content Leadership: Directed the development and execution of creative materials for diverse markets, ensuring consistency and brand alignment
- Seamless Video Production: directed TV and online video (OLV) shooting for product launches and sales channels, ensuring compelling and impactful content.
- Dynamic Social Media Engagement: managed and led EVOSHAVE's brand presence on various social media platforms, achieving significant subscriber growth and active consumer engagement
- Collaborative Marketing Initiatives: executed collaborative sales promo activations with third-party platforms, broadening the brand's reach and driving customer engagement.
Americano Group
Senior Brand Manager
05.2021 - 08.2021
Job overview
- Product Management and Communication Strategy: strategically oversaw product management and executed communication strategies for KFC, successfully enhancing brand awareness and engagement
- New Product Launch "Spicy Mix" Basket: led the successful launch of the "Spicy Mix" basket with extensive 360-degree marketing support, encompassing TV, POS, OLV, and SMM
- Creative Content Development and Production: directed the TV and online video (OLV) shooting for "Spicy Mix" basket and "Drive-in" sales channel, collaborating closely with agencies and ensuring a seamless production process
- Rebranding and Grand Opening Support: implemented restaurant re-branding aligned with new brand guidelines, including the development of new POS materials and providing comprehensive support for restaurant grand openings
- Social Media Management and Collaborations: effectively managed and led the KFC brand's presence on Instagram (IG) and VKontakte (VK)
- Collaborative Marketing Initiatives: successfully executed collaborative sales promo activations with third-party delivery services such as Glovo, Wolt, Yandex Food, Chocofood, amplifying brand reach and customer engagement.
RG Brands
Senior brand manager
10.2020 - 05.2021
Job overview
- Led the strategic relaunch of PIALA ICE TEA: guided the relaunch of PIALA ICE TEA, integrating sales forecast, P&L analysis, marketing strategy, new brand positioning, budget management, and financial reporting.
- Innovative Brand Repositioning: transformed the brand to target students with "B" Vitamins for improved mental performance, effectively managing the marketing budget.
- Successfully launched a new tea flavor, propelling it to #2 in brand sales.
- Strategic Trade Marketing and Demand Planning: developed targeted trade marketing campaigns and implemented demand forecasting strategies for optimized production and budget management.
RG Brands
Senior Brand Manager
07.2019 - 05.2021
Job overview
- Strategic Energy Drink Launch: spearheaded the launch of the energy drink in an innovative pack through third-party production in Moscow, Russia. Led the group of 8 people, including RnD personnel, finance professionals, facility technicians, and a legal expert, in the successful launch of the energy drink through a co-packing agreement.
- Cross-Functional Collaboration and Leadership: worked closely with cross-functional teams including sales, trade marketing, finance, demand forecasting, RnD, and legal to ensure a seamless product launch. Coordinated efforts to align marketing strategies with sales and trade marketing initiatives, maximizing product visibility and consumer engagement.
- Co-Packer Selection and Financial Viability: Conducted a thorough search for co-packers and evaluated project financial feasibility through detailed P&L analysis.
- Pioneering Thermo Can Technology: Introduced the first thermo can in Kazakhstan for energy drinks, featuring a warm/cold indicator.
- Cost-Efficient Video Production: - Optimized project costs by producing a promotional video using only bank image/video stock footage, managing the entire production process from briefing to airing.
- Integrated Digital Promotion and Strategic PR Collaboration: Successfully promoted the brand through integrated marketing communications, emphasizing digital channels such as OLV, SMM promotion. Additionally, orchestrated impactful PR initiatives through collaboration with local Instagram Key Opinion Leaders (KOLs) for the energy drink launch.
RG Brands
Brand Manager
11.2016 - 10.2020
Job overview
- Branding: successfully differentiated the Gracio brand by repositioning it as a premium juice with antioxidants, specifically targeting women.
- 360 Degrees Marketing Campaign: launched a comprehensive marketing campaign, encompassing new packaging development, OLV, PR, SMM, and trade marketing support to bolster the brand's presence
- Strategic Marketing Investments: revised brand marketing investments, heavily promoting the new Points of Difference (POD) through integrated marketing communications, resulting in a reduction of total marketing investments from 24% to 21% of Net Revenue (NR)
- Digital Campaign Management: implemented effective control and optimization of digital communication campaigns on Google ads, Facebook, and Mail.ru admin account to enhance brand visibility and engagement
- TV and Online Video Production: oversaw the creation of TV and online video (OLV) content, managing the entire production process from briefing to airing
- Effective Trade Marketing Support: allocated and managed trade marketing support investments, ensuring initiative effectiveness and achievement of breakeven points
- Brand Loyalty Enhancement: successfully increased brand loyalty, raising the loyal customer base from 16% to 23% through strategic initiatives
- Market Positioning Achievement: achieved a significant market shift from 2nd to 1st place in the premium segment, reflecting effective sales plan execution and increased profitability
- Sales Plan Execution and Profitability Growth: executed the sales plan exceptionally, surpassing targets with a 151% increase in liters sold and a 140% increase in Net Revenue (NR). Furthermore, contributed to profitability growth with a 12.5% increase in EBITDA in 2020 compared to 2019 and realized 186% of the income plan.
Efes Kazakhstan JSC
Brand supervisor
10.2014 - 09.2016
Job overview
- Strategic Brand Positioning: conducted market segmentation and developed a new brand positioning based on the Unique Selling Proposition (USP) of high alcohol level in strong beer
- Targeted Brand Communication: tailored brand communication ideas to resonate with the new target audience, positioning the strong beer for events, rock concerts, and youth seeking self-expression
- Event Sponsorship and Promotion: sponsored prominent rock events featuring artists like Noize MC and Limp Bizkit, enhancing brand visibility and product promotion
- Innovative Product Placement and Guerrilla Marketing: executed product placement through street graffiti in key cities, leveraging guerrilla marketing techniques to capture attention
- Market Expansion and Sales Growth: successfully launched product sales in new markets, contributing to a consistent 3-year Compound Annual Growth Rate (CAGR) of over 10% in sales volume
- Segment Leadership and Market Penetration: established segment leadership by achieving a significant 30% Share of Market (SOM) in the strong beer segment, surpassing the main competitor "Baltika 9."
Efes Kazakhstan JSC
Marketing Specialist
10.2012 - 01.2014
Job overview
- Financial Management and Budget Reporting: managed brand budgets, reporting on a monthly basis and ensuring effective expenditure control of 250 000 USD
- POS Material Development and Trade Promotions: developed and adapted Point-of-Sale (POS) materials and executed trade promotions targeting TT/HoReCa channels
- Sales Enhancement Strategies: implemented sales incentives, driving a remarkable increase of over 100% in sales within the designated period
- Strategic Outlet Branding: spearheaded branding initiatives for various outlets including Dacha, Chukotka, and Barviha, enhancing brand visibility and recognition.
Education
University of StrathclydeGlasgow
Master of Science from International Marketing
01.2011 - 1 2012
Al-Farabi Kazakh National UniversityAlmaty
Bachelor of Science from Marketing
1 2006 - 1 2010
Skills
Strategy development
Certification
[Insight and innovation trainee], [Change activators] - [London]
Timeline
Marketing Manager
EVOSHAVE
12.2021 - 06.2022
Senior Brand Manager
Americano Group
05.2021 - 08.2021
Senior brand manager
RG Brands
10.2020 - 05.2021
[Insight and innovation trainee], [Change activators] - [London]
07-2019
Senior Brand Manager
RG Brands
07.2019 - 05.2021
[Brand Health. tracking], [Kantar, Millward Brown]
07-2018
[Media course trainee program], [DASM Group]
08-2017
Brand Manager
RG Brands
11.2016 - 10.2020
Brand supervisor
Efes Kazakhstan JSC
10.2014 - 09.2016
Marketing Specialist
Efes Kazakhstan JSC
10.2012 - 01.2014
University of Strathclyde
Master of Science from International Marketing
01.2011 - 1 2012
Al-Farabi Kazakh National University
Bachelor of Science from Marketing
1 2006 - 1 2010
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