Mariya Museva

Leading marketing in diverse CBU: 9 COUNTRIES (key: Kazakhstan, Uzbekistan, Mongolia, Azerbaidjan, Georgia, Armenia) with 9 brands in Dairy, Plant Based and Special Nutrition.

CBU became Top fastest growing worldwide with high double digit growth both Topline and Bottomline. Highest ever Market Share.
Locally built strategies ensuring profitable growth of brands across GEO's: using global and creating local campaigns built on deep consumer understanding, led category U&A in 5 key courtiers (demand spaces clarification), Activia U&A etc.
Managing diverse team across geographies: focused on building team capabilities both on professional competencies and leadership, new structure and many new ways of work and processes implemented.

Proven out of box and resilience in high-agility region/times: Covid, Strikes, Political Instability etc.; 2023 change of sourcing for CBU: leading BCP projects for organization to secure further future growth.

Effectively managed A&P; Media (TV & Digital), Research.

Managing Probioticts category: Actimel and BioBalance (local brand) above 150 Mln E Biz.
Record high Market Shares on Actimel, keeping highest profitability in the company.

Lead top strategic Innovation Development and Launch: Actimel without Sugar range. Effective collaboration with Disney/Marvel on License brought to 15% growth of NS. Communication Campaigns with Rus Celebrity during COVID (high relevance and effective investments).

Prepared BioBalance relaunch plan into Weight Management Growth Space: portfolio and P&L management with limited recourses.

205 mln Euro KIDS and Babies portfolio: TYOMA, Rastishka, Smeshariki.
TYOMA (local babyfood brand, #2 in Dairy, #1 in Meat, #3 in total Babyfood. 6 plants across Russia, 7 categories, 38 SKU's in Portfolio): Fixed and got approved INNO plan for 3 years (2 big CAPEX approved, juices relaunch plan finalized), joint with sales team cooperation with top KA (activation plan developed and agreed). Team restructuring which resulted in positive team spirit and high motivation for more ambitious targets.
Rastishka (Global kids dairy brand - Danonino): very successful DIGITAL activation with SHAZAM (best case in FMCG 2020 award), drinks relaunch plan finalization.

171 mln Euro portfolio of 3 brands: Danissimo, Actual + Petmol.
Turnaround in Danissimo brand led to long-term double digit profitable growth above 20% NS.

Brand Repositioning: Danissimo pack and communication Relaunch Aug 2016 into Indulgence Brown Segment.
Clear Short and Long term Inno pipeline (3 years plan). Dessert Range Launch' 2015 ; Breakthrough Line Extensions Q3'16 (#3&5 in portfolio of 21 sku's after 3 months of sales), 2 Biggest Innovations since several Years: Q4'16 Aerated Yogurt Launch (Complicated Development Process, CAPEX for New Line Purchase) + SHAKES (best performing INNO for 2 years).
Worked closely with agency partners and created breakthrough consumer communications in different relevant touchpoints.
Preparation for Actual Relaunch without people resources (no team for the first 1,5 years). Full marketing mix: Product new formula development 10 sku;s, Positioning, Communication platform, Price, Distribution etc.
Petmol Brand repositioning as Professional Solution: Pipeline development, New design and Brand Idea Development.

Brand Relaunch: Product reformulation into natural formula, new design development, new communication + best ever promos (seeds + ice-cream). Russia one of the first countries having 100% NATURAL formula on all SKUs (21 skus).
Innovations: fruit milk, fruit kefir.

Managed core brand of the Company - Tchibo Exclusive. Budgeting and media planning. Digital platform creation (Got a prize on Digital Media Awards). Trade marketing activations (1+1 offer, Christmas pack etc).

Activia Brand: biggest and key focus in Danone Dairy portfolio.

Paramed: local pharmaceutical distributor.

Strategic and tactical plan of promoting Mustela (N1 in Europe baby care brand)