Zhanna Rakhmanova
Trade Marketing Manager
Almaty
Summary
Trade Marketing Manager with 10+ years of experience. Building connections between shopper and product is what I like most in Trade Marketing. Passionate and detail-oriented, proficient at building and maintaining professional relationships.
Overview
12
12
years of professional experience
6
6
years of post-secondary education
2
2
Languages
Work History
Customer Marketing Manager
Haleon
08.2023 - Current
- Category & channel strategy development (OTC, OHC categories; MM & Pharmacy channels; by brand)
- Developed data-driven customer marketing plans to increase in-store brand awareness and visibility
- Promo calendar development for offline and online customers
- Managed cross-functional teams for successful promo activities & campaigns (Sales, NRM, Regulatory, Logistics, Finance etc.)
- Analyzed customer feedback to identify opportunities for activity improvement
- Assortment management: MML, Must Range
- Planograms development
- Distribution (WD, ND) control & target setting for sales teams
- Ecom: support plan development including price-offs, consumer promotions, samplings, banners & other advertising campaigns
- People management (target setting, evaluation, mentoring etc.)
- Control over CM budget
- Activity effectiveness evaluation via sales analysis
Trade Marketing Manager
Unilever
7 2021 - 02.2023
- Responsible for Central Asia & Caucasus (8 countries)
- Managing team of 5 employees: hiring, training, target setting, mentoring and evaluation etc.
- Development of channel & category strategies by category/country
- Cross-functional collaboration (Finance, Sales, Marketing, Logistics)
- Development of Game Plan by category/channel/country
- Assortment management and analysis: MML, Must Range
- Planograms development
- Development and implementation of BTL activities and promotions with customers
- Sales team training
- POSM development and production
- Control over TM budget
Shopper and Customer Marketing Manager
Beiersdorf
01.2018 - 06.2021
- Development of Marketing support strategies for the region of Central Asia and Southern Caucasus (7 countries)
- Visibility: annual visibility targets setting; processing branding briefs (design creation, agreement with stores/distributors; production, installation control); coordination of involved parties’ work; monthly reporting; monitoring of targets achievement; regular status meeting with management and BDM’s etc.
- Control and coordination of consultants in three countries (Kazakhstan, Azerbaijan, Georgia): search and recruitment of staff; training; targets setting and its achievement monitoring and control; budgeting; conducting regular discussion sessions etc.
- Promo and activities planning for future month/quarter/half-year; evaluation
- Gift-with-Purchase promo conduction
- Development of novelties/focuses/activities presentations for the region on monthly basis
- Participation in Company’s quarterly conferences with overview of activities implemented/to be implemented
- Development and production of POSM
- Business trips to countries/cities with the purpose of monitoring stores, POSM at warehouses, monitoring of focuses fulfillment, competitor activities, meetings with agencies, search of new partners, conduction of trainings/presentations for distributor sales team and consultants etc.
- Budgeting: planning, maintaining, closure (SAP)
Junior Shopper and Customer Marketing Manager
Beiersdorf
07.2015 - 12.2017
- Development of Marketing support strategies for the region of SouthernCaucasus
- Budgeting: planning, maintaining, closure (SAP)
- Must Range development
- Development and update of catalogues, plannograms
- POSM production for Kazakhstan and Caucasus
- Coordination of Gift Sets Projects for Kazakhstan and Caucasus
- Store branding
- Planning, implementation control of activities, price promotions
- Conducting trainings for sales teams
- Organization of launch events for office and sales teams
Marketing Assistant
Beiersdorf
03.2015 - 07.2015
- Preparation of monthly visibility reports
- Preparation of Focuses presentation for Sales Team
- Coordination of products for listing
- Control over POSM production
- Conducting tenders
- Production of product catalogues and merchandising books
Personal Assistant to Country Manager
Beiersdorf
06.2012 - 02.2015
- Planning of working day of the manager (meetings, phone calls, reception, etc.)
- Translation: verbal and written
- Organization of conferences
- Support during business trips and conferences
- Organization of meetings, telephone discussions
- Control over the workflow, correspondence and publications
Education
Master of Arts - International Journalism And Mass Communication
KIMEP University
08.2008 - 12.2011
Master of Arts - International Relations
KIMEP University
08.2012 - 05.2015
Skills
- Multitasking
Organizational
Team management (function; consultants)
Writing
SAP system
OLAP/DMS sales system
Timeline
Customer Marketing Manager
Haleon
08.2023 - Current
Shopper and Customer Marketing Manager
Beiersdorf
01.2018 - 06.2021
Junior Shopper and Customer Marketing Manager
Beiersdorf
07.2015 - 12.2017
Marketing Assistant
Beiersdorf
03.2015 - 07.2015
Master of Arts - International Relations
KIMEP University
08.2012 - 05.2015
Personal Assistant to Country Manager
Beiersdorf
06.2012 - 02.2015
Master of Arts - International Journalism And Mass Communication
KIMEP University
08.2008 - 12.2011
Trade Marketing Manager
Unilever
7 2021 - 02.2023
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