Nielsen
Alua Kunanbayeva
Senior Brand Manager
Summary
Results-driven marketing professional with 6+ years of experience in brand management across FMCG and retail industries. Proven expertise in developing and executing brand strategies, product launches, and market analysis for global brands like adidas, L'Oréal, and Coca-Cola. Skilled in cross-functional leadership, budget management, and data-driven decision-making. Passionate about consumer insights, brand development, and driving impactful marketing campaigns.
Overview
9
9
years of professional experience
2
2
Languages
Work History
Key City Lead (Brand Marketing Manager)
Adidas Kazakhstan
06.2024 - 02.2025
- Led brand marketing initiatives in Kazakhstan & CIS countries, aligned with One EMC brand strategy & vision
- Developed annual country brand strategy in coordination with EMC cluster brand leadership team & brand teams; including strategy for engaging consumers with hyperlocal media, products, and activations
Senior Brand Manager/Brand Manager
L'Oreal
11.2020 - 06.2024
- Led brand strategy and execution for Hair Care and Coloration categories across the CIS region.
- Successfully launched multiple new products and managed category expansion
- Developed pricing and promotional strategies to maximize market share
- Directed cross-functional collaborations to ensure brand activation excellence
- Led budget management and P&L responsibilities for the assigned categories
- Spearheaded production of 6 TV commercials for 5 CIS countries, featuring local celebrities and tailored consumer insights
Assistant Product Manager/Marketing Intern
Coca-Cola İçecek
11.2018 - 11.2020
- Co-led Coca-Cola's brand development in Kazakhstan, ensuring alignment with global strategies
- Designed and implemented national consumer promotions, resulting in a 35% RR (redemption rate)
- Led SKU launches and oversaw marketing calendar execution
- Worked with RGM teams on pricing, promotions, and supply chain strategies
- Conducted in-depth sales and market analysis using internal (SI, ST) and external (Nielsen SO) data
- Worked closely with sales, procurement, finance, and accounting departments for cross-functional coordination
Brand Manager's Assistant
Coca-Cola İçecek
07.2016 - 08.2016
- Gathering information on soft drinks market, assisted with preparation of presentations, worked closely with sales department and distributors and performed variety of administrative duties
- Assisted brand managers in sales data analysis, participated in Coca-Cola 330 ml PET launch sales kick off and sampling to consumers
Education
Bachelor's - Management With Marketing
IBS International Business School
Budapest, Hungary 04.2001 -
Bachelor's - Business And Law, Management With Marketing
University of Portsmouth
Portsmouth, United Kingdom 04.2001 -
Skills
Brand strategy
Market analysis
Brand positioning
Marketing communications
Media planning
Campaign planning
Internal communications
Tests Examinations
IELTS, 7.0, British Council Kazakhstan, 2020
Software
Microsoft Office
SAP
Interests
Swimming, hiking, tennis, snowboarding, cooking, reading & dogs!
Timeline
Key City Lead (Brand Marketing Manager)
Adidas Kazakhstan
06.2024 - 02.2025
Senior Brand Manager/Brand Manager
L'Oreal
11.2020 - 06.2024
Assistant Product Manager/Marketing Intern
Coca-Cola İçecek
11.2018 - 11.2020
Brand Manager's Assistant
Coca-Cola İçecek
07.2016 - 08.2016
Bachelor's - Management With Marketing
IBS International Business School
04.2001 -
Bachelor's - Business And Law, Management With Marketing
University of Portsmouth
04.2001 -
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